WORKSHOP
Inside Our 2-Day Analytics Workshop at Heriot-Watt
Founder of Trustline
Digital Marketing Specialist
A Two-Day Dive into Modern Marketing Analytics
We were thrilled to return to Heriot-Watt University for an intensive two-day workshop on Digital Marketing Analytics. Unlike previous one-off workshops, these sessions were designed as a short, immersive experience. Day 1 focused on core theory, helping students understand the landscape of digital marketing, its key metrics, and strategic frameworks. Day 2 transitioned into real-world application, equipping students with practical skills in campaign planning, keyword analysis, and performance evaluation using industry tools like Semrush, Google Ads, and Google Analytics.
Through interactive sessions and hands-on exercises, students explored the full digital marketing funnel, built mock campaigns, and practiced using real analytics to make actionable decisions. The goal was simple: to help them connect marketing theory to performance metrics that actually move the needle.
Key Learning Points
What we covered during the workshop
Day 1: The Theory Behind Digital Marketing Analytics
We began by setting a strong foundation in digital marketing theory. Students were introduced to the concept of digital marketing analytics as a core driver of business performance. We walked through the stages of the marketing funnel, exploring how different metrics apply at each level, from awareness to advocacy.
We then introduced key theoretical frameworks, such as attribution models and customer touchpoints, and explained how these influence decision-making. The session also covered the different types of KPIs across business models, equipping students with a clear understanding of how to measure success in e-commerce, lead generation, media, and social environments.
By the end of the day, students were confident in navigating the analytics landscape and understanding how to interpret data in context.
Day 2: Applied Learning with Real Tools and Data
On the second day, we shifted from theory to practice. Students began by using Semrush to conduct keyword research and competitor analysis. They learned some ofour proprietary methods for how we prioritize keywords for optimal SEO results.
We then moved into Google Ads, where students explored campaign structures, ad group creation, keyword targeting, and ad copy best practices. They also learned how to evaluate ad performance and identify opportunities for optimization using AI and manual techniques.
Finally, we wrapped up with a data analysis exercise in Google Analytics, where students explored a live demo account to uncover insights about traffic sources, user behavior, and conversion drop-offs. They were tasked with answering real-world questions and providing recommendations based on their findings, reinforcing their ability to translate data into strategy.
This two-day workshop gave Heriot-Watt University students a fast-tracked, immersive experience into the world of digital marketing analytics. They walked away with practical knowledge of industry tools, a strong grasp of strategic frameworks, and the ability to analyze and act on marketing data.
We were impressed by the students’ curiosity and enthusiasm, and we look forward to continuing our collaboration with Heriot-Watt as we support the next generation of data-first marketers.
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