Marketing Analytics Mastery: From Strategy To Application

Master the fundamentals of marketing analytics and start measuring the impact of your marketing efforts like a PRO!

What you'll learn
How to choose meaningful metrics
How to measure the impact of your marketing efforts
How to test and optimize marketing activation
How to develop a data strategy
What are the different types of marketing measurement
How to choose the right tools
How to measure the ROI of your marketing efforts
How to create a visual map of a campaign plan for more effective measurement planning
Requirements
Some experience in digital marketing will be useful
Basic skills in Excel will also help, but not required
Description
Feeling overwhelmed with your marketing data? You're not alone! 83% of marketers say they struggle "to adapt to the volume of data" created by their marketing efforts, while 80% feel that there are "too many performance metrics" to keep track of. Today, it's essential for everyone to possess a foundation in data literacy. Whether you're an analyst, a brand manager, creative, or even a CMO, understanding how to collect, interpret and action your marketing data is quickly becoming the standard, rather than the exception.I designed this course based on more than 10 years of knowledge and experience working directly in the field of data analytics and market research. We'll cover everything from theory to application, to ensure you're equipped with the knowledge to make sense of your marketing data and make logical, data-driven decisions both quickly and consistently. With 17 hours of video across 50+ lectures and 40 downloadable resources, this course is packed with everything you need to learn in order to become an analytics PRO. Some of the things you'll learn include:Fundamental concepts in marketing and the measurement of marketingWhat are some of the most common measurement platforms, from web and app analytics to email marketing measurementHow to build an analytics strategy within your businessHow to map out a marketing campaign user journey for more effective measurementHow to select the right metrics based on your business objectiveHow to identify and set benchmarks for your metricsHow to optimize your marketing through data and experimental testingHow to measure returns on marketing investment

Overview

Section 1: Course Introduction

Lecture 1 About the Instructor

Lecture 2 What the Course Will Cover

Section 2: Marketing Analytics Strategy

Lecture 3 Why We Measure?

Lecture 4 The Importance of Measuring What Matters

Lecture 5 What is a Data Strategy?

Lecture 6 Tips to Improve Your Data Strategy

Lecture 7 Creating an Analytics Roadmap

Lecture 8 Campaign Journey Mapping for Better Measurement Planning

Lecture 9 Live Demo of Campaign Journey Mapping (MAP)

Lecture 10 Step by Step Guide for Creating a Campaign Journey MAP

Section 3: Types of Measurement

Lecture 11 How to Choose the Right Measurement Tools

Lecture 12 Intro to Web and App Analytics

Lecture 13 DEMO: How to Setup Web Analytics Tracking with Google Analytics

Lecture 14 DEMO: Google Analytics Basics (Universal Analytics)

Lecture 15 DEMO: Understanding Universal Analytics vs Google Analytics 4

Lecture 16 Intro to Online Advertising Analytics

Lecture 17 Intro to Social Media Monitoring

Lecture 18 DEMO: Social Media Monitoring with Sprout

Lecture 19 Intro Owned Social Analytics

Lecture 20 Measuring Content Performance on Facebook

Lecture 21 DEMO: Using a 3rd Party Tool for Owned Social Analytics

Lecture 22 Intro to Email Marketing Analytics

Lecture 23 Intro to CRM Analytics

Lecture 24 Intro to Online Surveys

Lecture 25 Measuring Campaign Effectiveness via Online Surveys

Lecture 26 Importance of Omni-Channel Measurement

Section 4: Metrics

Lecture 27 Understanding Metrics

Lecture 28 How to Choose the Right Metrics and KPIs

Lecture 29 ACTIVITY #1: Overview

Lecture 30 ACTIVITY #1: Answers

Lecture 31 ACTIVITY #1: Custom Metrics Breakdown

Lecture 32 Understanding Marketing Benchmarks

Lecture 33 The 20% Rule - When to Take Action on Your Data

Section 5: Engineering Data

Lecture 34 What is Data Engineering?

Lecture 35 ACTIVITY #2: Overview

Lecture 36 ACTIVITY #2: Answers

Lecture 37 ACTIVITY #2: Custom Metrics Breakdown

Lecture 38 Examples of Instrumentation

Lecture 39 Tracking Inbound Links with UTM Parameters

Section 6: Marketing Optimization

Lecture 40 Intro to Marketing Optimization

Lecture 41 Approaches to Optimization

Lecture 42 Optimization Through the Historical Analysis Apparoach

Lecture 43 CASE STUDY: Historical Analysis

Lecture 44 Optimization Through Experiments-Based Approach

Lecture 45 How to Run an A/B Test

Lecture 46 How to Calculate Sample Size for an A/B Test

Lecture 47 How to Calculate the Statistical Significance of an A/B Test

Section 7: Reporting & Analysis

Lecture 48 Reporting Framework to Guide How You Share Data

Lecture 49 When do you Need an Automated Dashboard?

Lecture 50 How to Create an Automated Dashboard in Google Data Studio

Lecture 51 Thinking Beyond Traditional Dashboards

Lecture 52 Learning the Basics of Data Analysis

Section 8: Measuring ROI

Lecture 53 Understanding ROI

Lecture 54 CASE STUDY: When marketing returns go beyond financial ROI

Lecture 55 ACTIVITY #3: Overview

Lecture 56 ACTIVITY #3: Answers

Section 9: Course Wrap-up

Lecture 57 Course Recap & Key Takeaways

Entrepreneurs,Marketing executives or managers,Brand executives or managers,Product owners,PR and communications professionals,Students planning to enter the marketing or data analytics field,Anyone involved in marketing or communications!