Measurability is what makes Digital Marketing uniquely powerful. Actions online can be tracked, and so can the effect of your digital marketing and advertising efforts. In this course, you'll learn how to use Google Analytics to evaluate your audience, measure the success of your acquisition, engagement efforts, evaluate your user’s conversions to your goals, and use those insights to plan and optimize your marketing budgets.
Overview
Syllabus
- Introduction to Marketing Data and Technology
- This lesson will introduce you to the course, the prerequisites needed to be successful, and provide a preview of the project.
- Marketing Data for Your Business
- This lesson provides an overview of the types of data used in digital marketing and how data can shape business strategies.
- AB Testing and Attribution Models
- In this lesson, you will learn how to track data along with the role that AB testing plays in digital marketing and how it can be used in conjunction with attribution models.
- Google Analytics (Part 1) - Getting Started & Audience
- Google Analytics is a very powerful platform that can help you to understand and track how users interact with your website.
- Google Analytics (Part 2) - Acquisition, Behaviors, and Conversion Tracking
- In this lesson, you will learn how to assess where your users came from in the first place, or, through which marketing channel you acquired them and how to understand your marketing channels.
- Marketing Technology and eCommerce
- This lesson focuses on the various technologies used in digital marketing, including platforms and tools for eCommerce.
- The Future of Digital Marketing
- In this lesson, you will learn about newly emerging marketing trends and technologies, and look at how agile marketing principles can be used in digital marketing.
- Draw Insights from Marketing Data
- In this project, you'll explore marketing data to build data-driven insights for your marketing plans.
Taught by
Benjamin Kepner and Anke Audenaert
