Description
This five-part Sports Tourism Analytics Certificate will serve a virtual learning opportunity for participants to think strategically about utilizing analytics to accelerate their business and solve challenges in 2020 and beyond. It is an opportunity for every participant to build their confidence and knowledge of data and analytics through a friendly, collaborative discussion that breaks down barriers of intimidation and inspires with actionable next steps.
Academic Program
Certificate
Credits
4
Duration
Approx. 4 hours of content
Price
Sports ETA member – $399, Non-Sports ETA Member- $499
Session 1
An Introduction to the World of Sponsorship analytics in a Digital Era
Duration
40-minutes
Learning Outcomes
Participants will:
1) Learn about the different types of analytics,
2) Gain a scope of “big data”,
3) Explore data analytics methodology, and
4) Dive into turning data analytics to digital marketing success.
Learners Content
4FRONT kicks off Session 1 by diving into how sport & entertainment organizations are using data and insights to speak to their consumers and specifically dive into the landscape of sponsorship analytics in the modern digital era.
Assessments
Knowledge only, no assessment
Matriculation Logic
Must complete session one for access to session two
Content Provider
Bill Nielsen, 4FRTONT
Session 2
Best-in-Class Data Collection Tactics and Strategy
Duration
40-minutes
Learning Outcomes
Learners will:
1) Learn the process of converting data to effective storytelling,
2) Dive into the details of 1st, 2nd, and 3rd party data, and
3) Focus on a myriad of leading-edge data tactics and strategies.
Learners Content
In Session 2, 4FRONT will lead a discussion around data terminology, data collection, and key opportunity areas for maximizing the impact of data on business decision making.
Assessments
Knowledge only, no assessment
Matriculation Logic
Must complete session two for access to session three
Content Provider
Billy Nayden, 4FRONT
Session 3
Insights 101: The Power of Understanding the DNA
Duration
40-minutes
Learning Outcomes
Learners will:
1) Discover ow to assess data sources,
2) Learn elements of consumer DNA, and
3) Explore using data-based DNA to turn insights into strategy.
Learners Content
Session 3 features 4FRONT’s expert discussing how to turn data into actionable insights, with a focus on understanding the DNA of your stakeholders to improve your ability to reach, communicate and engage them in authentic ways.
Assessments
Knowledge only, no assessment
Matriculation Logic
Must complete session three for access to session four
Content Provider
Katie LaCroix, 4FRONT
Session 4
The Role of Data in Sponsorship Measurement
Duration
40-minutes
Learning Outcomes
Learners will:
1) Gain an understanding of the importance of sponsorship measurement,
2) Explore the history of sponsorship measurement,
3) Learn how to improve sponsorship measurement approaches.
Learners Content
In Session 4, 4FRONT will lead a session centered around the importance of sponsorship valuations and impact studies – sharing specific best practices and thought-starters for using data to create these outputs for sponsors.
Assessments
Knowledge only, no assessment
Matriculation Logic
Must complete session four for access to session five
Content Provider
A.J. Stoner, 4FRONT
Session 5
Breakthrough Analytics Applications for Marketing & Sponsorship
Duration
40-minutes
Learning Outcomes
Learners will:
1) Understand the blend of thinking like a brand and a fan,
2) Learn the keys to partnership success, and
3) Reinforce the importance of leveraging analytics into great marketing strategies.
Learners Content
4FRONT’s Analytics Session 5 will lead a session sharing some of the most breakthrough analytics applications for marketing and sponsorships and how participants can take steps tomorrow to bettering their business overall.
Assessments
Knowledge only, no assessment
Matriculation Logic
Must complete session five for access earn certificate/credit
Content Provider
Brian Gainor, 4FRONT
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