Trainings, Workshops, and Seminars
Stop guessing what works. Start measuring what matters and proving exact marketing ROI.
Marketing Analytics is the practice of measuring, managing, and analyzing marketing performance to maximize effectiveness and ROI. It goes beyond basic metrics like clicks and impressions to understand customer journeys, attribute revenue to specific channels, predict future behavior, and prove which marketing activities actually drive business results.
In today’s privacy-first, cookieless world, marketing analytics has evolved. Third-party cookies are disappearing. iOS privacy changes limit tracking. Regulations like GDPR require consent. The future belongs to marketers who master first-party data—information customers willingly share—and use it strategically to understand behavior, personalize experiences, and demonstrate ROI.
Modern marketing analytics combines data collection (tracking customer interactions), analysis (identifying patterns and insights), attribution (connecting marketing to revenue), and prediction (anticipating future behavior). Done strategically, analytics transforms marketing from a cost center to a measurable profit driver.
The cookieless future is here now. Google is phasing out third-party cookies. Apple’s iOS changes block tracking. Privacy regulations restrict data collection. Marketers who relied on third-party data for targeting and measurement are losing visibility. The solution is first-party data—building direct relationships and collecting data customers consent to share.
CFOs demand marketing accountability. “We spent ₱500K on digital marketing” isn’t enough. Finance wants to know: Which channels drove sales? What’s our customer acquisition cost? Which campaigns generated positive ROI? Without analytics proving value, marketing budgets get cut.
Attribution is broken—and fixable. Traditional last-click attribution credits only the final touchpoint before purchase, ignoring everything that built awareness and consideration. Multi-touch attribution reveals the full customer journey, showing which channels work together to drive conversions. This changes budget allocation dramatically.
Predictive analytics creates competitive advantage. AI and machine learning can predict which leads will convert, which customers will churn, and which products customers want next. Philippine businesses using predictive analytics optimize marketing spend and outperform competitors still making decisions based on gut feeling.
Data literacy is the new marketing literacy. Marketers who can’t interpret Google Analytics 4, understand attribution models, or extract insights from data will struggle. Those who master analytics-driven decision making will lead teams and drive business growth.
Analytics Fundamentals
Understand marketing analytics ecosystem: tools, platforms, data flows
Define meaningful KPIs aligned with business objectives, not vanity metrics
Distinguish between metrics (what happened), analytics (why it happened), and insights (what to do)
Build measurement frameworks connecting marketing activities to business outcomes
Navigate privacy regulations while collecting actionable data ethically
Google Analytics 4 (GA4) Mastery
Master GA4 fundamentals: events, conversions, audiences, explorations
Set up GA4 correctly: tracking code, custom events, e-commerce tracking
Create custom reports answering specific business questions
Use GA4’s AI-powered insights identifying opportunities automatically
Understand GA4 differences from Universal Analytics (critical for migration)
Build attribution models showing multi-channel customer journeys
First-Party Data Strategy
Collect first-party data through website interactions, email, CRM, transactions
Build unified customer profiles from multiple data sources
Create data collection strategies customers willingly participate in (value exchange)
Implement consent management complying with privacy regulations
Use first-party data for targeting, personalization, and measurement
Attribution Modeling
Understand attribution models: last-click, first-click, linear, time-decay, data-driven
Choose appropriate attribution models for your business and sales cycle
Implement multi-touch attribution showing true channel contribution
Connect marketing touchpoints to actual revenue, not just conversions
Use attribution insights to optimize budget allocation across channels
Conversion Tracking & Optimization
Set up conversion tracking accurately across website, ads, email
Define macro-conversions (purchases, sign-ups) and micro-conversions (engagement)
Track complete customer journey from first touch to final purchase
Identify conversion bottlenecks and drop-off points
Implement testing frameworks improving conversion rates systematically
Predictive Analytics & AI
Use GA4’s predictive metrics: purchase probability, churn probability, revenue prediction
Leverage AI identifying high-value customer segments automatically
Build predictive models forecasting customer lifetime value
Create lookalike audiences based on best customer characteristics
Use predictive insights to prioritize marketing efforts and budgets
Dashboard & Reporting
Create executive dashboards showing business-critical metrics at a glance
Build automated reports saving hours of manual work
Visualize data effectively communicating insights to non-technical stakeholders
Tell stories with data: insights, recommendations, actions
Design reports proving marketing ROI to leadership and finance
Data-Driven Decision Making
Develop hypothesis-driven testing approaches (not random experiments)
Use statistical significance understanding when results are meaningful
Implement continuous optimization culture based on data insights
Balance quantitative data with qualitative customer feedback
Build data literacy across marketing teams, not just analysts
Marketing Managers & Teams
Prove marketing value, optimize budgets, and make data-driven decisions confidently.
Business Owners & Executives
Understand what marketing actually delivers and allocate resources based on ROI, not guesswork.
Digital Marketers & Growth Professionals
Master GA4, attribution, and analytics becoming indispensable data-driven marketers.
E-Commerce & Online Businesses
Track customer journeys, optimize conversions, and increase revenue through data insights.
Marketing Analysts & Data Professionals
Advance analytics skills with GA4, predictive modeling, and advanced attribution techniques.
Agencies Managing Client Results
Demonstrate measurable value, justify fees, and retain clients through transparent ROI reporting.
No statistical or technical background required. We focus on practical application and business-driven insights.
Marketing analytics is learnable—even without technical backgrounds. Whether you need a keynote on analytics’ strategic importance, hands-on GA4 training, or comprehensive analytics capability building—Lyn Ola brings 15+ years of data-driven decision making from Deutsche Bank, Asian Development Bank, and AIG, combined with teaching analytics at De La Salle University and leading Chimes Consulting’s marketing technology practice.
What You Get:
GA4 implementation and advanced techniques for Philippine businesses
Attribution modeling frameworks proving exact marketing ROI
First-party data strategies thriving in cookieless environment
Predictive analytics applications using AI and machine learning
Dashboard templates and reporting frameworks for stakeholder communication