The workshop itself is the product of thousands of discussions with businesses. The mechanics of Google - SEO, AdWords, Display, YouTube, Analytics - and digital marketing in general is a complex subject with many interdependent parts. There are three building blocks in my teaching. First I dedicate enough time on setting the context through a number of icebreaker and thought experiment exercises. We review the digital opportunity, explain the difference between traditional and online advertising and explore the importance of data-driven decision making. Secondly, I make the workshop as practical as possible. There is a lot of audience participation and I make sure to display a cumulative glossary so that the audience can see the concepts they are learning and can put them into a context. This is because I am a big believer in the proverb that “if you tell somebody to do something they will forget, if you show somebody something they will remember, but if you involve somebody they will understand.” Thirdly I use metaphors to teach as they make the unfamiliar familiar and the new memorable. For instance, I use empire building, fishing, football and restaurants as a way to make key digital marketing concepts come alive.