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The Measurement and Analysis course delves into the essential aspects of tracking, analyzing, and optimizing marketing efforts to drive success. Throughout the course, you will gain a solid understanding of search engine marketing (SEM) and search engine optimization (SEO), web analytics and tools, social media platforms and analytics, as well as A/B testing and campaign performance reporting.
After completing this course, you will be able to:
- Set up an SEO objective and perform keyword research.
- Construct and apply a value proposition and identify how to analyze performance of SEO strategy.
- Define web analytics and associated KPIs.
- Identify key features of the Google Analytics Platform, set up a Google Analytics Dashboard and describe other popular platforms and their key features.
- Define the 4Cs of social media marketing and recognize SMART objectives.
- Describe the RACE Planning Framework.
- Identify top social media platforms and assess the best platform to use for a given strategy and objective.
- Design a campaign strategy end-to-end and identify where to automate monitoring and adjusting.
- Identify the steps to implement testing for a campaign strategy and plan for performance testing.