Marketing Analytics Fundamentals: A One-Day Workshop
A focused session on marketing analytics practice. Hands-on, direct, and built around real data scenarios.
About This Event
Marketing teams in Ukraine increasingly face pressure to justify budget decisions with data, yet many practitioners lack formal training in analytics. This workshop addresses that gap directly. Participants work through real campaign datasets, apply attribution models, and interpret results using Google Analytics 4 and Looker Studio — tools already common in most marketing departments.
The day is built around three blocks: understanding data sources and their limitations, building attribution logic for multi-channel campaigns, and producing readable reports for non-technical stakeholders. Each block includes a short practical exercise with actual anonymized data from e-commerce and B2B campaigns run in Ukrainian and regional markets.
Instructor Daryna Savchuk has worked in performance marketing for over eight years and currently heads analytics at a Kyiv-based digital agency. She built this curriculum after repeatedly seeing the same knowledge gaps across clients — teams that collect data but cannot act on it.
- Google Analytics 4 event tracking review
- Attribution models: last-click, linear, data-driven
- UTM parameter standards and common errors
- Dashboard structure for weekly reporting
- Q&A and case review
The goal is not to produce data scientists. It is to help marketers read numbers without flinching and make better decisions faster.
Session Program
Workshop Schedule
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Block 1 — Data sources
(09:00–11:00)
Review of GA4 interface, event taxonomy, and common tracking errors. Participants audit a sample property and identify data quality issues.
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Block 2 — Attribution and channel logic
(11:30–13:30)
Comparison of attribution models using a multi-channel campaign case. Discussion of when each model produces misleading conclusions.
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Block 3 — Reporting for decisions
(14:30–16:30)
Building a Looker Studio dashboard from scratch. Focus on layout logic, metric selection, and presenting findings to a marketing director or CFO.
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Closing session (16:30–17:30)
Group case review, open Q&A, and resource list for further self-study.
Format & Details
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