A masterclass designed for leaders and professionals responsible for organizing analytics teams and processes. The course focuses on ensuring that data and analytics actually influence business decisions – not through new tools, but by better organizing people, priorities and workflows.
Participants explore different organizational models for analytics: centralized teams, embedded analysts, and hub-and-spoke structures. For each model, the course covers where it works, where it fails, and how it evolves in mature organizations.
What you will learn:
- The Analytics Value Landscape – broad range of analytics use cases across marketing, customer, product, finance, operations and strategy
- Organization Models – comparison of centralized, decentralized/embedded and federated structures
- Operating Frameworks – how to define the mandate, roles, decision rights, stakeholder engagement and governance of your analytics function
- From Reporting to Decision Influence – methods for moving analysts from report production toward influencing real business decisions
- Analytics in the AI Era – how artificial intelligence is changing analyst roles, self-service capabilities and the relationship between centralized and distributed teams
- Measuring Analytics Itself – focus on adoption, decision velocity, impact, trust and organizational capability
Target Audience: Analytics directors, heads of insights or business intelligence, marketing, digital, product and data strategy leaders. Suitable for consumer brands and retailers, financial services, B2B, SaaS, agencies, healthcare organizations, and enterprises building their first formal analytics function.
Experience Level: Mid-to-senior analytics professionals responsible for leading teams and defining how analytics should work alongside brand marketing, product, finance and technology.
Instructor: Matz Lukmani, London-based with 11+ years at Google in product go-to-market for Google Analytics 360, Google Ads, Search Ads 360, Firebase Analytics and YouTube Ads. Previously analytics leader at SAP, Bristol-Myers Squibb, Toys R Us, MediaCom, PricewaterhouseCoopers and others. Offers consulting and education in web analytics, marketing analytics and AI-driven marketing applications.
