Predictive Modeling Training Course for Marketing and Conversion Optimization

As an analyst, you can derive a great deal of insight by correlating a few data points in web analytics, mobile analytics, media, email/ESP, and CRM datasets. Why are our sales increasing/declining? What kind of people are buying our products? Which combination of traffic source and landing page is driving the highest conversion rate? Are some email campaigns more effective in driving engagement or sales on weekends rather than weekdays? Is there a difference in customer lifetime value between users who first transacted on desktop, tablet, or mobile?

Once you answer some of these important but fairly straightforward questions, your job becomes more difficult. It’s likely that you’ll begin to:

  • disregard important data points that are contributing to or hindering success
  • overlook influences between different data points
  • inadequately segment your data, thereby falling into the “average of averages” trap
  • want to draw statistically valid conclusions from your data
  • want to start predicting future outcomes instead of just describing past outcomes

Meet Your Instructor

Justin Marciszewski

Maching Learning Engineer

Justin is passionate about numbers and solving problems. He loves learning new tools and ways to tackle old and new challenges alike. Before joining E-Nor, Justin spent 6 years as a consultant, including running his own firms, helping companies improve their websites, mobile apps, and digital marketing through data engineering, visualization, and analysis.

Hear Justin the recent webinar Machine Learning Essentials for Marketers and Analytics

You’ll face even greater challenges in this regard when your datasets have high degrees of dimensionality and cardinality:

  • Dimensionality: the range of fields (or dimensions) included in a dataset – equivalent to the number of columns in a database table
  • Cardinality: the range of values within each dimension – equivalent to the instances of different values in the row within a single database column

E-Nor’s Predictive Modeling training course empowers you to effectively analyze more complex datasets and gain more significant insights.

Predictive Modeling
A process that uses data mining and probability to forecast outcomes. Each model includes several predictors, which are variables that are likely to influence future results.

Machine Learning
A process that uses data mining and probability to forecast outcomes. Each model includes several predictors, which are variables that are likely to influence future results.

Choose Delivery: In-Person, Online or Blended Learning

Is your corporate analytics program growing? Are you trying to build a culture of analytics excellence? Do you need to break down silos between teams to go to the next level in your analytics maturity? We can design an effective plan for in-person or online training or a combination of the two.

Live Instructor-Led Training at Your Location

Live, instructor-led training is still the most effective type of learning for teams. Face-to-face communication allows the learning experience to not only be heard but also seen and felt. We can conduct highly interactive training sessions at your location, with groups ranging from just 2 or 3 to as many as 50 participants.

Remote participants are welcome to join the live sessions through web conferencing.

Live Online Training

Online delivery is another option for our training. This might be the best option for remote teams. We can plan multiple sessions to accommodate different time zones.

E-Nor is glad to provide the conferencing or to use your system. By default, we provide recordings of the online sessions.

Duration: Get Multiple Days of High-Impact Learning

Most of our training programs span two days. We offer one-day programs for streamlined training and three days or more for deeper dives into specialized topics. We’ll work with you to identify the schedule that’s right for your team.

Training days typically start at 8:00-9:30 AM and conclude at 4:00-5:30 PM. The instructor is normally available for open-ended Q&A during breaks and after the final session of the day. We are flexible in accommodating the scheduling needs of your team as well as one-on-one discussions.

For online training, we recommend multiple shorter sessions, typically 2 hours per session and not exceeding 4.

Address Your Business Needs with Technical Foundations

We design the training to directly address your business requirements and the technical challenges of the tools you’re using.

To the greatest extent possible, we use your own data in the training, and we frame each session to be fully relevant for the participants.

Meeting the Needs of Adult Learners

Relevance to your organization’s needs – and to individual performance outcomes – is an essential element of effective instruction for adults. Our training is designed to help participants solve real problems and gain the satisfaction that comes from increased competence, achievement, and team success.

In addition to deep technical expertise in analytics, E-Nor’s instructors apply these adult learning principles and draw on years of classroom and online training experience to create a meaningful and actionable experience for training your team.

Agenda Planning: How It Works

3-6 weeks prior to the training date, the instructor will schedule a call, typically one hour long, with one or more of your training organizers to plan the agenda. We are glad to schedule additional calls before the training as is helpful: thorough preparation is key for successful training outcomes.

Depending on the skill base of the attendees, the training can start with the fundamentals of data science and programming in R or Python or dive more quickly into advanced techniques for predictive modeling.

In each use case, we also advise on whether it’s best to code your own solution or to use prebuilt libraries and services (particularly, data services offered on Google Cloud Platform).

Topics can include:

  • recommended tools and workflows for predictive modeling projects related to marketing
  • introduction to statistics for digital marketing analysts
  • introduction to R and Python – basics, data collection, preparation, analysis, communication, interactive case study exercise, further resources
  • preparing GMP Datasets for Modeling – Google Analytics Core Reporting API and Google Analytics 360 data in BigQuery
  • predictive modeling for marketing – segmentation, purchase propensity, lifetime value (LTV)

The agenda can also include advanced topics such as:

  • interactive reports, dashboards, and predictive models with R Shiny
  • scaling R in Google Cloud Platform – GCP AI Platform notebooks, custom model deployment with AI Platform, Docker

Tools and platforms can include:

  • Google Analytics 360, Google Ads, Campaign Manager, YouTube Analytics, Search Console
  • DataPrep, BigQuery and other Google Cloud Components
  • R packages for data science and data preparation: caret, tidyverse, googleAuthR, googleAnalyticsR, bigQueryR, bigrquery, googleComputeEngineR, googleLanguageR
  • Python libraries for data science: Pandas, SciKit-Learn, NumPy
  • Google Cloud Platform: AutoML Tables, AI Platform Notebooks, BigQuery ML
  • Google Cloud, Keras and TensorFlow
  • Git – Google Cloud Repositories, GitHub, BitBucket

We can also survey participants for potential topics to incorporate into the agenda.

After gathering your requirements, we build the agenda. We can also break out an overview at the beginning or end of the agenda, suitable for executives or any other stakeholders who would benefit from a higher-level summary.

We submit the final agenda for your signoff, and also provide a basic logistical checklist for classroom setup or online participation.

We always encourage active participation in the training, and we’re glad to adjust the agenda live on the training days; our highest concern is to provide your team with the most worthwhile learning experience.

Prep work may be assigned to participants prior to the course dates as suitable based on your objectives for the training.

Training Across Departments

Our training sessions often include participants representing multiple departments and functions in your organization:

  • analysts
  • marketers
  • data team
  • executives

Participants often find it informative to attend the sessions that are not directly aligned with their roles, but we can also structure the agenda into self-contained sessions for attendance by specific teams.

We can also discuss how E-Nor can equip you to support and expand learning in your organization once the training sessions have concluded:

  • train-the-trainer
  • building a center of excellence

Testing and Certification: Validate Your Knowledge

As part of your training program, E-Nor can build one or more tests to help participants retain the training material and to assess competency.

We can deliver testing on the platform we use or deploy to your internal learning management system (LMS).

Coaching and Follow-Up Support: Apply the Skills and Continue Learning

Depending on the curriculum, we can provide customized follow-up guides, job aids, queries, scripts, and utilities to support the skills learned in the training.

If there are broader questions in training that the instructor is not in a position to answer immediately, the instructor can confer with E-Nor’s expert team of consultants, implementation engineers, data engineers, data scientists, and data visualizers to provide you with a helpful response. Through your E-Nor instructor(s), you have the indirect support of the E-Nor’s entire team of analytics professionals.

Longer-Term Coaching

E-Nor is committed to your long-term success. You have access to your instructor for ad hoc email and phone support and even 60-minute follow-up webinars for a minimum of 6 months following the training dates.

We also provide training to media, marketing, and development agencies so they can better serve their own clients.

View E-Nor’s comprehensive client list for consulting, training, analytics implementation, data engineering, and advanced analysis

Get Started Now

Interested to learn more about customized Predictive Modeling training for your organization? Contact E-Nor today with no obligation.

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Some of E-Nor's customers