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Advanced B2B Google Analytics Marketing & Campaigns: Beyond the 'By the Book'

6 Weeks

Cohort-based Course

Most people assume they know campaign tracking in Google Analytics. They don’t. This course will secure return on marketing at a new level.

Class is in session

Featured in

Advanced B2B Google Analytics Marketing & Campaigns: Beyond the 'By the Book'

6 Weeks

Cohort-based Course

Most people assume they know campaign tracking in Google Analytics. They don’t. This course will secure return on marketing at a new level.

Hosted by

Steen Rasmussen

International analytics keynote with a passion for moving minds and businesses

Steen Rasmussen

International analytics keynote with a passion for moving minds and businesses

Previously at

Course overview

The promise

By the end of this course, you'll have an operational understanding of how to track better, measure the right things, and optimize your B2B marketing campaigns based on Google Analytics. transforming your approach to deliver an actual document return on your marketing investment.

This 6-session Maven course is designed to take your understanding of Google Analytics for B2B marketing and campaign performance measurement to a whole new level by both correcting wrong assumptions and adding new skills and understanding.

Whether you're a marketing professional, data analyst, or growth strategist, this course will equip you with practical knowledge and insights to elevate your B2B marketing analytics game.

You’ll learn how to track, measure, and optimize your campaigns with precision, ensuring maximum return on investment (ROI) and a clear understanding of how your marketing efforts impact the bottom line.

Who is this course for

B2B marketing professionals with a need to be able to trust Google Analytics enough to make strategic marketing decisions based on the data

B2B data and digital analysts who needs the data collection to narrowly match the business needs and secure an AI ready data quality level

B2B growth marketeers who uses the data for tactical daily budget andcampaign descisions and needs to trust the data matches the objectives

B2B marketing professionals with a need to be able to trust Google Analytics enough to make strategic marketing decisions based on the data

B2B data and digital analysts who needs the data collection to narrowly match the business needs and secure an AI ready data quality level

B2B growth marketeers who uses the data for tactical daily budget andcampaign descisions and needs to trust the data matches the objectives

What you’ll take home

Establish a framework for understanding how B2B marketing and campaign tracking in GA4 actually works

Securing a shared understanding of how B2B tracking can better match the purchase process and behavior of the customers - and exploring the full potential of the data in GA.

Pitfalls and common mistakes in campaign tracking and how to avoid them

In the new age of B2B analytics utilization the winner is not always the one with the most advanced setup, but the one who makes the least mistakes. together we map where the dangerzones are and how to avoid or handle them.

Redefine your tracking setup to match the business needs, objectives and culture

Helping defining the boundries for B2B tracking in GA and delivering actionplan for getting there.

Make sure your GA4 data is AI ready

Data quality is a critical for our ability to use data in AI. We help you define the quality of your data and what initiatives might be relevant to future prove it.

Best practices for analyzing campaign performance in B2B environments

Setting the termonology straight and delivering a next generation understand of the practical use of data in the interesection between B2B, marketing and sales.

Create guidelines for managing and measuring your B2B marketing investing optimally

Exploring the actually connection between campaign and traffic measurement to fully understand the elements of B2B analytics ROI and how to use this operationally

This course includes

7 interactive live sessions

Lifetime access to course materials

8 in-depth lessons

Direct access to instructor

6 projects to apply learnings

Guided feedback & reflection

Private community of peers

Course certificate upon completion

Maven Satisfaction Guarantee

This course is backed by Maven’s guarantee. You can receive a full refund within 14 days after the course ends, provided you meet the completion criteria in our refund policy.

Course syllabus

Week 1

Nov 19—Nov 24

The Foundations of B2B Campaign Tracking in GA4

Nov
19
The foundation of B2B Campaign Tracking in GA4- Live Session
Tue 11/193:00 PM—4:30 PM (UTC)

2 more items

Week 2

Nov 25—Dec 1

Beyond Mastering UTM Parameters for B2B Campaigns

Nov
26
Beyond Mastering UTM Parameters for B2B Campaigns-Live Session
Tue 11/263:00 PM—4:30 PM (UTC)

2 more items

Week 3

Dec 2—Dec 8

Multi-Channel Attribution in Google Analytics for B2B

Dec
3
Tracking infrastructure and processes for GA4-Live Session
Tue 12/33:00 PM—4:30 PM (UTC)

2 more items

Week 4

Dec 9—Dec 15

Measuring Campaign ROI with Advanced Google Analytics Tools

Dec
10
Aligning the B2B purchase process with GA4-Live Session
Tue 12/103:00 PM—4:30 PM (UTC)

2 more items

Week 5

Dec 16—Dec 22

Identifying and Avoiding Pitfalls in Campaign Tracking

Dec
17
Pulling marketing insighs and actions from GA4-Live Session
Tue 12/173:00 PM—4:30 PM (UTC)

2 more items

Optimizing B2B Campaigns Based on Data Insights

Dec
19
Data governance and securing the marketing data quality-Live Session
Thu 12/193:00 PM—4:30 PM (UTC)

2 more items

Week 6

Dec 23—Dec 24

Moved to the Previous Week Due to Christmas

1 item

Post-course

6 weeks later - Recap, situation and path forward

Jan
16
Optional: 6 weeks later - Follow up. Learnings, issues and insights
Thu 1/163:00 PM—4:30 PM (UTC)
Optional

1 more item

What people are saying

"Steen has a formidable way of making complex material understandable. He extracts and decodes key information with great speed and ease, thereby creating structure and value for the recipient".

Martin Bo Arndt

Senior Sourcing Manager- Nordeaor

I have had the pleasure of working with Steen in connection to Google Analytics. There is no doubt, that Steen has extensive insight into the world of web analytics. Steen is your man, if you need theoretical web analytics training or sparring.

Peter Meyer

Implementation Lead- Aller Media Denmark

I have known Steen for many years, and he is consistently one of the most pleasant, skilled Digital Analytics professionals I know. His ability to comprehend and act within the Digital Analytics business is second to none.

Piotr Birketoft

Business Development & Integration Specialist -Adeptus

"Steen has a profound understanding of every bolt and nut in the field of web marketing and web analytics. He's compassionate, result driven, and an excellent orator. His input has been of great value."

Henrik Dessau

Executive Manager - Cell Biotech International A/S

I attended the Google Partner Sales Master Class at which Steen was the sole presenter. He presented high quality content on his feet for 2 days. Very professional yet engaging style. You can tell he not only knows the theory but has experienced the practice too. Excellent!

Andrew Merrifield

Director - Get Sales Leads

I was one of over 50 managers/directors at the Google Sales training programme. Steen provided me with invaluable insight to aspects of company structure, pricing, service that has allowed me to return to my company and make a significant difference to our performance and governance. This is a no nonsense digital expert

Benjamin Corbally

Director -Full Story Marketing

Steen ran our recent agency sales masterclass. Steen is extremely knowledgeable and insightful I doubt there's anything within digital marketing that he hasn't experienced. While it was a long day we all left with new ideas, notably; a better appreciation for how our agency clients think.

Richard T.

Marketing Manager- National Media

Meet your instructor

Steen Rasmussen

International analytics keynote with a passion for moving minds and businesses

As a data nerd with more than 20 years practical experience in digital analytics I have a passion for unlocking the potential of marketing and business in analytics data.

Currently a Director of Data Innovation at IIH Nordic, the company I co-founded in 2005, my job is to drive business growth for our clients through data insights. In connection with this I have worked with hundreds of analytics setup from huge B2C businesses like IKEA, LEGO and Apple to complex B2B companies like UNITY, Microsoft and GE.

I was also for almost 10 years a teacher in Google’s “Train the Trainer” program, where I taught both other agencies and Google staff - for Google - how to get operational value out of Google Analytics.

I have shared this knowledge around the world from Silicon Valley to Mumbai and from Vancouver to Dubai trying to make complex ideas relatable and operational.

Beyond speaking, I also serve on industry juries, boards, and educates future analysts and for more than 15 years I have tried to be a active and sharing voice in the industry by hosting, arranging and participating in free peer events like Web Analytics Wednesday, Digital Analytics Hub and MeasureCamps around the world.

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