Curriculum
Bounce rate, sessions, users, tracking codes, cookies, page views...when you look at your web analytics, do these terms confuse you? If so, you’re not alone. Explore the terminology used by Google Analytics and similar tools.
Learn how a well-designed model can help:
- Define your objectives
- Develop an action plan
- Establish key performance indicators (KPIs)
Before you can measure and interpret your results, you need to understand the tools. Google Analytics is one of the most widely used analytics tools, with about 80% market share. It’s also free and powerful. Dig into how to use Google Analytics to:
- Understand what is and is not working
- Gain insights into your audience
- Tell your customer story
- Forecast future results
- Build a case with data for further investment of marketing dollars
You’ve set your goals. You know how to measure results. Now, discover how to improve and explain your work. Learn about Conversion Rate Optimization--what it means and how to use it. And learn to choose the right visuals to tell the most compelling version of your data’s story.
As a marketer, you know your customers may interact with your brand multiple times before buying. Google Analytics can help measure each touch point, but how do you put it all together?
- Explore different models used to understand the full user journey
- Discuss the pros and cons of each model
- Discover which model works best for your business
Whether you’re building a new website or testing new features, understanding how your customer is interacting with your site is important. In this module, learn:
- What can be tested?
- How and when to perform user testing
- Tools for user testing and where to find more information
Once you’ve created a solid marketing plan, how do you get buy-in from the decision-makers at your company? Learn how to use data to tell an effective story, and make a persuasive argument to your team.
You've learned all about measuring digital marketing efforts. Now, apply this information to an in-class project with real data. This work will allow you to get feedback from classmates and the program instructor on your digital marketing approach. With this hands-on practice, you'll be ready to hit the ground running at work.
As a bonus, you’ll have access to 12 hours of online learning modules created by Jeff Sauer, the program instructor and digital marketing expert. This online program will go through Google Analytics strategies (beginner, intermediate and advanced). It will also prepare you for the Google Analytics Individual Qualification (GAIQ) exam, if you choose to take it.
