Andres Marquez

Growth Marketing Consultant
Results First Marketer

Andres Marquez has always had a geeky love of data, spreadsheets, and visualization. It's just how his mind works, and the structure and information always felt right. Over the decade he's been working in senior marketing roles, however, he's seen the role of data evolve to include not just the geeky minded mathematicians, but individuals in various roles; even those that hoped they'd never have to look at numbers again. He's now on a mission to evangelize the priority that data, information, and actionable insights take in modern marketing strategy and to facilitate Data Literacy among anyone who needs it but doesn't quite know where to start.

Andres Marquez’s Session

9:00 a.m.–12:00 p.m. Pacific — Tuesday, February 21, 2023

Data Literacy for the Social Media Marketer

Data is no longer the cutting edge. It is part of our daily lives, and the businesses that aren't successfully integrating it into their decision-making processes are at risk of getting left behind. It's like entering an arena blindfolded when your competition can see. Yet, the truth is that many aspects of data can still seem very intimidating to marketers and business managers alike.

This talk will use the Google Ecosystem of Data Tools to uncover the concepts fundamental to data literacy for business managers and social media marketers. This includes demystifying terms like UTM codes and URL Parameters, making them less intimidating and more practically useful.

At the end of this session, you'll be able to:

  • Understand how different components of a Marketing Data Tech Stack fit together
  • Understand the function of Google Tag Manager, Google Analytics, Google Data Studio, and even Google BigQuery for Social Media Marketing Analytics
  • Use a free template designed for Social Media Marketers to take advantage of Google Data Studio's visualization functionality 
  • Understand and leverage UTM Parameters, Custom Dimensions, Metrics, and Events like never before to demonstrate the ROI of SMM efforts
  • Finally, the talk will come chock-full of further resources for learning and free templates for immediate use.
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