Data Analytics & Graphics Masterclass
MODULE 1: WORKING WITH DATA
There are no roles today in Marketing or Advertising that can be accomplished without recourse to data, more data than ever before. This module details a best-in-classanalytical process – QPDAC – for how to tackle any kind of data analysis. We then explore working with Qualitative data and how to find universal truths while avoiding the many pitfalls. We then work with Quantitative data (Big Data), which presents a completely different set of challenges in finding the nuggets amidst the countless “Fool’s Gold” data points.
Date: Wednesday October 21st
Time: 10 am
MODULE 2: CHARTS AS ANALYTICAL TOOLS
Charting data as a route to analysis and insight is an essential competence as data sets continue to grow in size and complexity. We explore the essential role charts have always played in enabling the System 1 brain to comprehend and analyse System 2 information. We then examine the four analytical roles charts can play and how to decide which type of chart is best for which type of analysis. After elaborating the role of heuristics in analytical chart design, we finish with an in-depth case study on how the inability to choose the right chart formats ultimately resulted in the Challenger shuttle disaster.
Date: Wednesday November 4th
Time: 10 am
MODULE 3: CHARTS AS COMMUNICATION TOOLS
Making complex charts simple and unforgettable can be accomplished following our 9 key steps. But moving from good to great charts involves two leaps which we explore in depth: from Situational Analysis to Structural Analysis and in the framing of precisely the right question the chart should answer. Finally, we delve into the world of comic strips, highlighting the key structural story-telling techniques that will make chart presentations seamlessly flow.
Date: Wednesday November 18th
Time: 10 am
All modules are 90-minutes long and conducted via Zoom. Each topic is introduced with a framework to establish the concept, which we then illustrate with real world examples before diving into thought-provoking exercises. Attendee numbers are limited to 16 per module to ensure full participant engagement in the breakout group exercises. We finish each session with an optional, free 30-minute Bradley Group “Ring-light Chat” where participants can engage with John and Carrie to explore course learnings in more depth, pick our brains on real issues faced or just chat about industry issues and trends.
ABOUT THE FACILITATORS
John Bradley spent 25-years with Cadbury in the U.K. and Canada in Sales Analytics, Brand Management, Strategic Planning and running one of the U.K.’s largest consumer research departments. He has published several books and, from 2013-2017, was Judging Coordinator of the CASSIES.
Carrie Bradley (no relation) spent 15 + years in Financial Services, NFP and Pharma in a variety of organizational effectiveness roles, including Head of Network Strategy, AVP Wealth Strategy and AVP Sales Effectiveness.