Demystifying Data Analytics Workshop (Virtual)

*This event will be run as a Zoom webinar. An email confirmation will be sent from Eventbrite with connection details.*

Since being ushered into the “digital age”, we’ve probably all heard the catch phrase “Data Analytics” (DA). It’s a simple concept: Obtain data and then analyze it. The power of this concept is significantly enriching day by day, as more music lovers tweet, post and upload content to the web.

Pretty much gone are the days of “hoping” your record will chart, as we’ve ushered the age of plentiful listener data and now have access to loads of consistently new and free demographic and psychographic information online.

However, unless you have a baseline knowledge of how to obtain and properly unlock all of this data - you could travel down a rabbit hole very quickly. This course will teach you the basics of why DA is so important to your brand, how to source the data you need from different platforms (website, social, DSPs, etc.) and how to pinpoint/interpret the information you need.

Upon completion of the course, all attendees will walk away with self built templates they can immediately start using to level up their career.

Participants will:

• Learn different aspects, the importance of and the skill See DA through a different lense to help better understand its significance.

• Understand the various ways the industry is using DA.

• Learn how to create Key Performance Indicators (KPIs).

• Observe real-world project examples when DA was used to make key decisions.

• Learn about various digital tools that can assist with DA.

• Create their own DA templates for use on their next (or current) projects.

Alex Ellis '13 is a Senior Manager at Universal Music Group working on multiple projects in the Process Innovation and Advance Operations division. After receiving a B.S. in Electrical Engineering and working at an engineering consulting firm for over a decade in various management roles, Alex obtained his Masters Certificate in Music Business and decided it was time for a career change. Before working at UMG, Alex performed various roles at independent record label The Record Machine, while also assisting with the label's large music festival Middle of the Map Fest. In his spare time, Alex enjoys writing original songs and scores for indie films.