 And in today's webinar, we're going to be talking all about law and law analysis. And joining us to do just that is Molly McArthur. Hi Molly. Hi, thanks for having me here today. Thank you so much for joining us. I know you've got PowerPoint and I know you've got a presentation to give. So I'm going to hand over to you and let you tell us all about analysis. Brilliant, thanks so much. Okay, so yesterday I'm going to be talking to you about data and analysis in marketing and what that's so important. And sometimes when you hear data analysis, it can sound like one of the less exciting parts of marketing. I know you've been hearing all about social media this week and data analysis can sometimes seem a bit boring, but understanding the analysis and being able to interpret that really can help you get ahead in your career. And I'll explain a little bit how it can do that later on in the slides. So just quick overview of what I'm going to go through today. I'm going to talk, quickly introduce myself and I'm going to talk about marketing friendships. And because that's the route that I took into marketing. We know that a lot of you have been asking questions about marketing apprenticeships over the last couple of weeks. So we'll cover that. And then we'll go into why is analysis important? What will you use it for? What is meant by return on investment and how do you measure that? And what analysis tools might you use once you get into marketing? I'll talk to you about a few free tools that you can use after this to get ahead and find out more about those. And then the last point that I'll touch on is about how SCIM can help you in your career. So I'm Molly and I'm the Digital Marketing Manager at the Charter Institute of Marketing. All of my previous roles have been very social media focused. So I'm a Digital Marketing Manager, but I specialise in social media management. And at the Charter Institute of Marketing, the Digital Marketing Manager all comes everything from SEO and PPC social media and email marketing things like that. So quite a broad digital marketing role and analysis comes into every point of those email PPC SEO are paid and nonpaid advertising. Everything is analysed through our data analytics. I'm going to talk a little bit about that. So although I'm at the Charter Institute of Marketing now, I first started out my career at Legoland Windsor when I was 16. So that was my part-time job. And last I was at sixth form and doing my DCSEs. And although I was not one of these happy looking people in these suits here, I used to sit in one of these little blocks that you can see on screen selling tickets on my Saturdays and school holidays. But that was where I really found out how I learnt. I was finding that I was learning at a much faster pace about the world of work and things I wanted to know about at my part-time job at the weekend. And I was sat in the classroom. And that really made me when it came to deciding whether or not I would go to university. And that's really what made me look into apprenticeships. I knew that I needed to be out there. I needed to be experienced in things and interacting with people. And it really helped me to figure out how I learned. And so, yeah, I'll go on to talk a little bit more about apprenticeships now. So with a marketing apprenticeship, as some of you might already know, you sign up with a apprenticeship provider. And then they sometimes help you to find a job or work the other round. So you'll find a job and then you'll sign up to an apprenticeship scheme with a provider. And you'll spend, typically you'll spend five weeks in a work placement and then one week in a college or some sort of facility learning about marketing along with other people in your sort of situation new to marketing and other apprentices and things like that. Which can be really helpful. Actually, I know a lot of the appeal of university has experienced how great that is, which is quite just wonderful. But you sort of get to experience that a little bit with the apprenticeship route as well you get to work alongside and build connections with people that you will stay connected with throughout your career. So it's all starting from a similar sort of point brand new to the marketing world. And then you sort of progress together, which is really nice to see. You do form like a tight knit community with other apprentices that you join your course with, which is great. Another sort of a couple of benefits of marketing apprenticeships is earning while you learn, which is great. You get a recognised qualification at the end of it. And as I was saying before, you gain work experience on the job. You can sit in a classroom as often as maybe you would in the other routes into marketing and improve your employability. All routes into marketing are really, really valuable. It really just comes down to looking at how you learn. And there are so many tools online now that you can look at to assess the way that you learn how you best interpret different things. So I definitely recommend sort of checking those out if you're considering an apprenticeship route into marketing. It's definitely worth sort of looking at your learning styles and figuring out if that's what's right for you. But whether you decide to first find employment and then take a professional qualification, or you decide to go to university or decide to get an apprenticeship, all of those are really, really valuable. There's none that are better than the other that will open up more opportunities than the other, all really, really valuable. And one thing I would say is that you don't have to stick to one route. If you decide to do a professional qualification and the door to apprenticeships or university doesn't close at 18 and you can always decide to do that later. So if you wanted to go to the work placement and then later down the line you decide I'd like to join on to an apprenticeship. You can absolutely do that. Or if you want to join university and do a degree later in your career, once you're sure that marketing is what you want to do, you can do that as well. So all the options are open. So now I'm going to talk about why analysis is important. So in marketing, more often than not, you've got a large budget and you need to justify why you're spending it where you are. So for example, if we'd trialled putting £100 on TikTok advertising last month and we wanted to really up our spend because we were seeing it was working, we'd really need to pull together different data points from lots of different places to justify that spend. So similar to if you were trying to convince your parents to let you have a dog, you'd sort of build a business case as to why having a dog is really going to benefit your family and you and you'd pull things together. So similar when you're in a work environment and you're trying to build a case, you've got an idea and you really want to make something happen. Working with data can really back up your argument. So in marketing there's lots of people with lots of expertise but if you're the one that brings the data and the facts, it's really useful to back up your points. You can't argue with the data that's really useful to have. So things that it's useful is digital auditing. So you might want to know how your website's performing. So you'd look at things like the user journey, are people coming to the website and bouncing straight off or are they going through to buy your products? And then that analyzes the data to find that out. You'd use it to plan and optimize campaigns. So looking through data you can really quickly find out if all your leads coming through from Facebook or they all coming through from Instagram or your email advertising but you sort of don't know that until you look at the data. And it can tell, the data can tell really interesting stories about your audience and I'm sure you're all aware of the scary amounts of detail and the data that companies can get on you at the moment but there's lots changing with that at the moment with third party data laws and things coming in, lots of changes there. But things like down to where you live and average household salaries and your interests and other browsing behavior digital marketers at the moment have access to a lot of that so scary amounts of detail. And that's how you get those ads on Instagram or TikTok because they feel like they've read your mind when they pop up you've just been speaking about it and magically it's there but they're just very clever at pointing different bits of data and piecing it together and painting a picture about you and figuring out what you're interested in. So yeah, that's the main sort of areas on analytics and so if you've got a marketing campaign, typically marketing campaigns, they can run from two weeks to a year long. It depends on the sort of company that you work for but you would typically sort of temperature check a couple of weeks in to see how things are going. Is the campaign achieving the KPIs that you've set out so typically at the beginning of every campaign you'll say you're paying any budget or resource towards the campaign you want to know how many conversions, how many people are going to buy your product or service of the back of that. Convergence can also be things like signing up to a newsletter and so you'll have KPIs, you'll have set numbers of things that you need to achieve for each of your campaigns and you'll check in to make sure you're in line with that and usually that's the trajectory of analytics. It's sort of like when you're at school you wouldn't get to the end of 15 years of schooling and then decide to do a test to see if you've achieved what you wanted to achieve. There's sort of different pinpoints throughout your schooling life that you sort of check to see if you're on track very similar with marketing campaigns and businesses you regularly check in to see how things are going and that you're not blowing all of your budget on the wrong advertising channel. So then onto what is meant by return on investment. So return on investment is calculated by attracting the initial value so whatever you put into a campaign versus what you're gaining back from that. So if we spent £100 on a training campaign but we made £200, we had to subtract £100 or £200 to figure out what overall that had made us and looking at the ultimately every business wants to make money and that's what each campaign comes down to so where we can look at different sorts of insights and engagements with various different analytics ultimately what it comes down to is the return on investment and how much value it's adding to businesses so that's how that's calculated and what we typically report on. So the tools that you can use to find out more about this sort of data most companies will use Google Analytics and with Google Analytics you can as I was saying before you can find out a huge amount of detail you can find out how many times some of these was a tutorial site so if you went on New Look website right now this is the sort of information if you can see here that they'd be seeing from you they'd be able to see how long you spent on the site how many different pages you viewed on the site they'd probably be able to get a good guess at your age roughly your location depending on the settings that you have they'd know exactly how much time you spent on any buttons that you clicked if you played a video or if you didn't if you downloaded something or if you entered a competition there's so many different data points that are collected on every single site that you visit that can then be seen in the background but as I said a lot of this is changing with data laws, privacy, policies and third party cookies but at the moment there's a crazy amount of data so if you're interested in finding out more about Google Analytics if you just Google Google Analytics courses there are so many free courses online that you can join that are really good and it just gives you the opportunity to sort of get in and play around with the different things manipulate the data in lots of different ways which is really useful, I think the best way to learn about data analytics is just jumping in and getting started so you can watch a lot of different videos on YouTube and things about how people pull different bits of data from Google Analytics but I think the best approach is typically just setting up an account or joining one of these free courses and you can play around with them learn very, very quickly through there and then on to how Consim help you so I'm not sure how much you've heard about CIM so far in your talk for the last couple of weeks but CIM is a not-for-profit organization where you can only get you to buy anything or anything right now we are genuinely here to help marketers out with their careers and support marketers through their personal development from getting into marketing right at the beginning to right through to retirement so we have lots and lots of free resources if you head to the CIM website you will see a get into marketing page which will really help if you're in that sort of space where you're still trying to figure out if you should get into marketing or not or which sort of route you should take that's a really helpful web page to go to it talks you through the steps that you take to go about getting into marketing there are so many free resources on our website it's like webinars, blogs, articles we also have a CIM marketing podcast which is available in all the sort of typical places that you can go and listen to and hear from lots of marketers about their careers and their experiences in marketing and it's sort of really valuable if you're in that space of trying to decide if marketing is for you I definitely recommend going and checking out that podcast and looking through our content hub on our site and all of our different resources that are available there and then sort of as you start to get into marketing and progress through your career we have different training courses we have hundreds of different training courses on different topics marketing has so many different specialisms you could go as broad as just things of general market or you could be a PPC specialist or an SCA specialist so you can really fill down into lots of different areas so we have training courses that cover a whole range of those which we'll also find on our site and then we have our qualifications so if you were looking to get into marketing through finding an employer and then progressing your education through that you could look into our professional qualifications which range from level 3 right through to level 7 and then with our professional qualifications if you decide to go to university and do a degree many universities with their marketing degrees will be sim accredited so if you're looking looking out for a degree make sure and you pick one that's sim accredited and then what that means is that when you finish your degree you've nearly also completed a CIM qualification which is really sought after by employers when you're looking for a new job once you've finished university so instead of having to complete three modules over a 12 month period you either have to complete one or two modules to complete your CIM qualification so it's definitely one to look out for as a CIM accredited degree and most of the universities in the UK will ask an accredited but there's a list on our website under graduate sim accredited degree page that you can check if your university is and then coming to the end of the presentation if you would like to sort of keep up to date with what we are doing everything's happening in the marketing industry you can follow us on Instagram so it's sim, municipal marketing we will soon have someone that completed this virtual work experience at the beginning of this year and we'll be doing a live Q&A soon on our Instagram feed so it's definitely worth going over and following us and checking that out and we'll have lots of sort of content on there coming up about getting into marketing so do feel free to head over there and give us a follow well thank you so much Molly for such a wonderful insight into the world data and analytics and of course marketing as well and actually we've got a few questions coming through in fact the first would be and I think it's the most asked question throughout these sorts of chats because I know you said there were different routes i.e. the apprenticeship or university what sort of subjects are required to go into marketing if any and what sort of grades are we talking it's so it depends what route you're going to take I think so many different subjects the university has helped you get into marketing if you wanted to do English or psychology so many different ones you could or even a more creative degree you could apply that to marketing so many different specialisms within our marketing department we have a whole creative team of graphic designers video editors and you have right through to more technical people that look at the data and analytics and then the social media and writers so there are so many different topics that you could take if you wanted to do a business degree I think that's also particularly would be a particularly good one because that sort of gives you the broader topic and then often there are modules that focus on marketing within that so I'd say it's really quite boring in terms of grades that you would need to get if you're looking to sort of get into a good apprenticeship scheme you can go in straight from GCSE level so as long as you have got your maths and English GCSE some it varies between the different programs but you can get into an apprenticeship programme of maths and English of GCSE but typically I think they ask for about five and it also depends on your employer so you're not just trying to impress your apprenticeship provider you need to get employed so it's still very important to focus on your grades so that you can find employment to then get into an apprenticeship or if you're finding employment and then taking on a professional qualification Thank you Molly and we've had a question here I know you touched on your sort of part-time job in Legoland someone's actually asked what part-time weekend job would you recommend for sixth formers who are looking to go into a future of marketing I really think that when you're sort of at the age where you're in sixth form any sort of job where you're interacting with other people and working as part of a team or interacting with customers and it's really really going to help you in your career whether you decide to go into marketing or not because it just gives you a much broader view of the world and of how things work and of how people interact with each other in the workplace which I think is sort of an underestimated skill before I started my first job at Legoland I had no idea what it was like in a working environment and what people did in offices and any exposure I wouldn't say there was a particular area that is going to, and if you know what you could do there are, you can sort of along the side you're getting a part-time job you could sort of look at maybe starting either blog or social media channels that sort of relate to your area of interest that will help sort of build up your skills in marketing but yeah I think any job really will help you Thanks Molly and what would you say then is more valued by employers, apprenticeships or university degrees I think over the last few years that's really shifting I think maybe 10 years ago all the employers were looking for a university degree and sometimes you have to admit you will see that now you'll still see some of the bigger employers that will put as a requirement on their job specs that they would like you to have a university degree often if you actually apply for the job then what really matters to them is that you have the skills and the experience although it's sometimes a requirement on some of these places it's not actually necessarily but most places are really open now to professional qualifications CIM qualification is the second most sought after for candidates in marketing but yeah I think I wouldn't say that you could pick one over the other I think they're both really really valuable Thanks Molly and what would you say one could do now in order to prepare them within marketing I think it kind of depends on the area of marketing that you'd like to go into if you are more interested in the graphic design side I would get really familiar with all the sorts of graphic design tools and maybe offer charity some volunteering there to see if you can help them out and build up your portfolio to showcase when you're ready to then go into employment that you sort of have a bit of a background in it and you've been very proactive even things like staying on top of the news in that industry so just checking the indication of things that are sort of happening in that area like if you were more interested in the technical side and the data analytics and marketing you might sort of keep up to date with the current changes to third party data and things like that you'd keep checking in if you're more interested in the social media side I would absolutely start a page of whatever your preferred channel is of something that you're interested in it doesn't have to be about marketing I think any employers if you're looking to get into a marketing role if you've managed to build up a following or an audience of something that you're interested in if it's about cars or dogs or crafts whatever it is if you're building a community of engaged followers it's going to be really valuable to them and their business so starting up your own blog, website or social media page will be really valuable Thanks Molly and we've had a question here saying you mentioned SEO earlier they've asked what is that exactly and why is it important for businesses Good question so SEO means search engine optimisation so when you're on Google and you're searching for a new iPhone or a absolutely anything the websites that appear and the order that they appear in are based on a ranking so if that website is optimised towards search term, if that website had a lot of search terms that related to what you were searching for that's what would pull it up front and it would appear first on your search whether it's on Google or wherever and that's so important to businesses because if your SEO ranking is really low and you're not appearing on the first three results on Google you're almost invisible online and it's really really hard to be seen and so many people are searching, there's millions of searches every minute on Google so it's really important that you're all appearing in the right place for the life of the person it's like if you were searching for something now you're not going to go to the third or fourth page of Google to find something and making sure that your site is optimised for SEO is so important and that can be quite a tricky task to keep on top of that because things have changed all of the time in the digital marketing space what Google are looking for and things change all the time so it's quite a specialist area of marketing but there are so many different areas to look at in the digital and what would you say is your favourite thing about working within the marketing sector I think my favourite thing about working is that your ability to have creative control you can really identify what needs to happen to improve things and run with it so particularly as I work in social media it's looking at things like how to reach on social media what rules and trending things can we get involved with what's happening to boost our own profile and our own social media following things so I think just the endless opportunities and the really fast pace of it things change all the time it's like a couple of years ago marketers wouldn't have looked twice at TikTok but now it's like the biggest thing and trying to get on board with it so the creativity of it, how the data and insights play into it and the fast pace of it I think is one of my favourite things about it Thanks Molly and I think the final question that we have here is how did you actually get your job at CIM? I got my job at CIM I'd already been in marketing for a few years so I started out my marketing career as an apprentice and that was for a small local business where I live and that was quite a good picking a small local company was really good actually because I got exposure to every aspect of the business I'd be running their social media and their website but then I'd sometimes also be organising their deliveries and things like that so I got a really wide exposure to a lot of different things and then I went on to work for a global business or a global lighting company that gave me even more exposure to it because marketing to people in the UK versus marketing to people in Japan or Australia is so different more than you initially think so it's really good to have a range of different employers that you work for to get a feel for how different audiences vary and then so after I'd worked and did my friendships and that's when I got a digital marketing executive role with CIM and then went on to complete a freshman qualification with CIM and then progressed on to management then that's a brief summary of my career and how I got to where I am That was amazing thank you Molly and I think our final question that we have time for today is what is your top tip for small business owners in terms of marketing on Instagram good question so much, so much that I could say to that one I think for reach on Instagram you can be getting involved with Reels, trending topics posting through trending sounds Instagram Reels is so important for that and it'll give you a much wider reach than you'll get with feed posts but I would then use your feed posts to sort of engage and inform your audience around your product and then use your stories to really connect with them so if you're a small business owner sorry you might want to go on Instagram Stories and ask the audience like how many of you have purchased this product already and it could be the 50% of your following have already purchased your product and that's really going to influence the sort of content that you're pushing out there you might then push more about how to make the most of your product or why you need a new one or another one or the latest edition of it and then you can leverage those that 50% that have already purchased to convert the other 50% that haven't yet bought your product by asking them to drop in the comments what they thought of your latest product or you can ask them if you're thinking about bringing out a new product what do they think of it what do they think of your you're thinking about rebranding what do they think of these different colours and things like that and really as a small business I really engage and take as much insights as you can from your audience and don't be afraid to just ask them what it is that they want but yeah for reach for growing your small business I think posting consistently is so so important making sure you're showing up if you're committing to three posts a week or five posts a week just making sure you're showing up not dropping off for six months because it's so easy to do but you're just not dropping off when things get a little bit busy and making sure you're consistent that's that's the easiest way to grow for sure well thank you so much Molly for all of your answers there and for such a wonderful insight into the world of data and analytics and sharing your story as well and thank you as well to everyone who's asked wonderful questions I'm sorry if we didn't get time to answer yours but hopefully we reached a nice broad range there and I'm going to say a massive thank you to Molly again for taking time out of her very busy day to be with us thank you to all of you