Beyond the dashboard: Transforming marketing data into executive buy-in

This workshop is for data-curious Canadian marketers who need to review, analyze or prepare reports. Many dashboards and reports fail to impress and get executive approval because of one big problem: data without context is just noise. Learn to cut through the noise and position yourself as a trusted data source in your organization.

The objective is to give you the tools and techniques to turn data into action, even if you're not a data scientist. Learn how to use the power of narrative, visualization, and cognitive psychology to create impactful data stories that resonate with executives and stakeholders. Behind every spreadsheet or dashboard is a story waiting to be told. Drive executive decision-making with the proper approach.

1. Craft a strong narrative framework. Identify relevant insights in your marketing data and structure them into narratives people pay attention to.
2. Create impactful data visualizations to share key insights using tools like Excel, Google Analytics, or Looker Studio
3. Choose visualizations that pack a punch using cognitive psychology to select visualizations that resonate with your audience's brain and boost comprehension.
4. Build decision-driving dashboards: design dynamic dashboards that enable quicker strategic decisions and risk management, turning "what" into "so what" and "now what."
5. Apply proven data storytelling techniques to create executive-ready reports that capture attention, inspire action, and get that coveted C-suite buy-in.

This training is designed for all Canadian marketing professionals, including web agency specialists and marketing managers, who want to elevate their data communication skills.

It’s for you if you:

• You are drowning in a sea of spreadsheets, desperately looking for a way that doesn’t involve using yet another pie chart
• You're the agency's secret weapon when it comes to data but you want to get better at making sure people understand the numbers
• You once saw a VP fall asleep or scroll through social media during your presentation