WORKSHOP
Introducing Heriot-Watt Students to Quantitative Marketing
Founder of Trustline
Digital Marketing Specialist
Bringing Data-Driven Thinking to the Classroom
Our partnership with Heriot-Watt University began when they invited us to lead a guest workshop on Quantitative Digital Marketing for their undergraduate students. This single-session talk was designed to give students a practical understanding of how marketing strategies are shaped through data, and how digital tools can be used to make confident, evidence-based decisions in real-world campaigns.
From foundational concepts to advanced applications, this session bridged the gap between academic learning and the evolving needs of modern marketing roles.
Key Learning Points
What we covered during the workshop
1. Foundations of Digital Marketing & Key Channels
We began by exploring how digital marketing has evolved, the differences between traditional and digital channels, and the importance of inbound versus outbound strategy. Students then examined major platforms—search, SEO, display, social media, email, and content—and how they support the buyer’s journey when used together.
2. Data-Driven Strategy & Quantitative Marketing
Students learned the power of data in shaping effective strategies. We introduced quantitative marketing, audience research, and competitive analysis, showing how demographics, behavior, and trends inform planning. Predictive tools like GA4 and spreadsheet models were used to forecast performance and guide decision-making.
3. Real-World Execution & Practical Demonstrations
To apply their learning, students reviewed a client case study that highlighted the impact of search data and UX improvements. We ended with a live email marketing demonstration, showing how to build campaigns using segmentation and personalization to maximize ROI.
This workshop gave students at Heriot-Watt University a front-row seat to how data can shape every stage of the digital marketing process. They walked away with a clear understanding of modern marketing tactics and how to connect strategy to measurable outcomes.
We were thrilled by the energy and curiosity of the students and proud to contribute to their learning journey. This workshop built a solid foundation in our partnership with Heriot-Watt as we continued our mission to bridge industry and education through real, practical marketing insights.
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