SmartSKILLS: From Strategy to Execution: Digital Marketing Implementation and Analytics

Digital strategy doesn’t fail because the plan was wrong. It fails when teams stop paying attention to the right signals.

Too many AEC firms launch campaigns, review reports, and move on without fully understanding what the data is telling them or how to act on it. Metrics get tracked, but decisions don’t change.

This SmartSKILLS session is designed for AEC marketers who are responsible for monitoring performance, interpreting results, and translating marketing data into business insight leadership can use. The focus is on active measurement, not “set it and forget it” marketing.

What you’ll learn in this session:

Measuring What Matters
• Identify the right KPIs at each stage of the funnel
• Separate performance metrics from vanity metrics
• Focus reporting on indicators that drive decisions

Turning Marketing Data Into Business Insight
• Translate marketing KPIs into business-relevant language
• Connect awareness, engagement, and conversion data to growth priorities
• Communicate performance clearly to leadership

Interpreting Data and Taking Action
• Read trends instead of isolated numbers
• Understand what’s working, what’s stalling, and why
• Make informed adjustments to targeting, messaging, and spend

Using Analytics Tools More Effectively
• Apply insights from Google Analytics and LinkedIn Insights
• Build simple, repeatable review habits
• Turn dashboards into action plans

What you’ll walk away with:
• Greater confidence interpreting digital performance
• Clearer reporting and decision-making frameworks
• The ability to connect marketing activity to business impact

This session helps you move from reporting numbers to driving decisions so analytics become a growth tool, not a monthly obligation.