Data Driven Marketing Intensive: Strategy and Application


Civic Hall

118 W22nd St 12th Floor, New York, NY 10011

New York, NY, US, 10011

About this workshop

With a wide variety of channels, tactics and platforms available to marketers, turning a plan into a campaign can be somewhat overwhelming. If you find yourself asking, what’s the best way to make decisions about where to place my message? Or how do I know if my campaign is working?  Then, this data-driven marketing execution workshop was created specifically for individuals at nonprofits and government agencies who interested in gaining a deeper understanding of how to use data to support your digital marketing efforts.

This seven-hour, project-based class will equip you with tips and strategies on how to develop a marketing strategy, identify KPIs and key metrics, develop a creative brief,  select which marketing channels would be best for your organization, measuring and optimizing campaign results and utilize best practices for data reporting.


  • Learn how to create a data-driven digital marketing strategy

  • Identify commonly used KPIs and metrics to track and optimize

  • Describe common channels and tactics for data-driven strategy

  • Learn how to execute a data-driven marketing plan on select channels

  • The basics of audience targeting and data-gathering

  • How to design and conduct an A/B test

  • Common channels and tactics for data-driven marketing strategy

  • Best practices for monitoring and reporting metrics

  • List and execute at least 5 key best practices on data-driven marketing for advocacy

Prereqs & Preparation

  • Laptop

  • Project that you want to focus on

About the Facilitators

Sharon Lee Thony

Sharon Lee Thony is a marketing professional with over 15 years of experience in digital marketing, brand strategy and instructional design. She is currently a Lead Instructor of Digital Marketing at General Assembly, teaching courses and workshops such as Google Analytics Bootcamp, Email Marketing for
Entrepreneurs, SEO for Startups and Beginners, Social Media Strategy & Mapping, Facebook Advertising for the Win, Digital Marketing Bootcamp, as well as General Assembly’s Digital Marketing certification program
for which she designed the 10-week curriculum.

By day, Sharon is a marketing consultant to small businesses, entrepreneurs and social impact organizations, leveraging data and all marketing channels to acquire new patrons, donors, corporate partners and customers. In what remains of her spare time, Sharon is CEO/Co-Founder at a socially conscious media and entertainment startup.

Sharon has work on both the agency and client sides of marketing, having helped to shape and launch iconic brands in luxury hospitality, beauty and personal care and non-profit industries. She holds an MBA from The Wharton School, University of Pennsylvania and a BA in Psychology from New York University.

Fiona Teng

Fiona has spent nearly ten years as a marketing and communication professional and a writer, and currently serves as the Director of Marketing and Membership at Civic Hall. Before Civic Hall, she supported the growth of Zipcar’s membership and marketing from startup to acquisition, from the West Coast to the East Coast, growing the organization through integrated and customized digital and field marketing. She has written educational materials for Scholastic, amplified student startups at the NYU Entrepreneurial Institute, and told countless stories through infographics, essays, poetry, interviews, and videos.

Fiona is passionate about social equity, undoing racism and patriarchy, and connecting immensely talented people for meaningful social change. Her writing is her therapy, and she belongs to numerous writing communities, including Voices of Our Nation’s Art (VONA), a writers of color collective. When not writing, Fiona is likely dancing at her favorite soca party, visiting her beloved SF Bay Area, or off on a retreat breathing deeply and trying not to think so much.