What tools and platforms are taught in the curriculum?

Digital marketing and e-commerce share many of the same tools. Learners will be able to gain knowledge in tools and platforms including Mailchimp, HubSpot, Hootsuite, Constant Contact, Canva, Shopify, Twitter, Google Ads, Google Analytics, Google Search Console, Google Sheets, Google Trends, and Google Spreadsheets.

What background is required?

No prior experience with design or specific tools is required. All you need is an interest in creating great user experiences for apps, websites, and physical products!

Do I need to take the course in a certain order?

We highly recommend completing the courses in the order presented because the content in each course builds on information learned from earlier lessons.

What will I get if I subscribe to this Certificate?

When you enroll in the course, you get access to all of the courses in the Certificate, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile.

Assess for Success: Marketing Analytics and Measurement

本课程是 Google Digital Marketing & E-commerce 专业证书的一部分

位教师：Google Career Certificates

247,099 人已注册

包含在中

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4个模块

深入了解一个主题并学习基础知识。

2,267 条评论

初级等级

无需具备相关经验

灵活的计划

2 周在 10 小时一周

自行安排学习进度

96%

大多数学生喜欢此课程

4个模块

深入了解一个主题并学习基础知识。

2,267 条评论

初级等级

无需具备相关经验

灵活的计划

2 周在 10 小时一周

自行安排学习进度

96%

大多数学生喜欢此课程

您将学到什么

Define media planning and strategies
Describe what defines a successful marketing campaign
Evaluate metrics against performance goals and make adjustments to a marketing budget or strategy
Create presentations and reports to update stakeholders on the progress or success of a marketing campaign and important insights

您将获得的技能

您将学习的工具

要了解的详细信息

可分享的证书

添加到您的领英档案

作业

28 项作业

授课语言：英语（English）

了解顶级公司的员工如何掌握热门技能

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Petrobras, TATA, Danone, Capgemini, P&G 和 L'Oreal 的徽标

积累 Marketing 领域的专业知识

本课程是 Google Digital Marketing & E-commerce 专业证书专项课程的一部分

在注册此课程时，您还会同时注册此专业证书。

向行业专家学习新概念
获得对主题或工具的基础理解
通过实践项目培养工作相关技能
通过 Google 获得可共享的职业证书

该课程共有4个模块

Assess for Success: Marketing Analytics and Measurement is the fifth of eight courses in the Google Digital Marketing & E-commerce Certificate. This course explores marketing analytics practices and tools. Digital marketing and e-commerce professionals are expected to analyze data from various sources (such as web pages, digital marketing channels, and e-commerce sites) and use them to gain customer insights. You’ll create media plans and set performance goals. You’ll learn how to measure, manage, and analyze data from marketing campaigns using Google Analytics, Google Ads, and similar tools. Then, learn how to adjust a marketing budget according to insights extracted from key metrics. You’ll use A/B test results to optimize a campaign and identify metrics that define a campaign's success. You will be able to analyze and visualize data and insights in spreadsheets and prepare presentations to share campaign progress or results with stakeholders.

Google employees who currently work in the field will guide you, providing hands-on activities and examples that simulate common digital marketing and e-commerce tasks, while showing you some of the best tools and resources used on the job. Learners who complete the eight courses in this program will be equipped to apply for entry-level jobs in digital marketing and e-commerce. No previous experience is necessary. By the end of this course, you will be able to do the following: - Plan and allocate the spending of marketing budgets - Describe the unique role of performance goals and key performance indicators (KPIs) in marketing campaigns - Describe how tools like Google Analytics and Google Ads are used to measure website and ad campaign performance - Describe how to determine the return on investment (ROI) or return on ad spend (ROAS) of a marketing project - Prepare, conduct, and analyze the results from an A/B test to optimize a marketing campaign - Apply spreadsheet features like sorting, filtering, and pivot tables to prepare data to be shared - Create charts in spreadsheets for visualization of metrics

You will learn about marketing campaigns and how marketers set performance goals. You’ll also explore media planning and practice creating your own media plan. Finally, you’ll be introduced to common tools used in marketing analytics and how they work.

涵盖的内容

13个视频12篇阅读材料6个作业

13个视频总计42分钟

Introduction to Course 5 2分钟
Welcome to module 1 1分钟
Media plans and performance goals 3分钟
What is media planning? 5分钟
Michael - Gaining understanding through analytics and measurement 3分钟
Set performance goals 5分钟
Angela - Make data, analytics, and metrics work together for performance 3分钟
Marketing analytics skills 3分钟
Introduction to Google Analytics 5分钟
Introduction to Google Ads 3分钟
Tim - Use marketing analytics data 5分钟
Big data for marketing analytics and automation 3分钟
Wrap-up 1分钟

12篇阅读材料总计80分钟

Course 5 overview 8分钟
Helpful resources to get started 8分钟
Steps for media planning 8分钟
Cost-related performance goals 8分钟
Activity Exemplar: Set performance goals 4分钟
Resources to learn more about Google Analytics 8分钟
Activity Exemplar: Familiarize yourself with Google Analytics 4分钟
Step-by-step: Introduction to Google Ads 4分钟
Resources to learn more about Google Ads 8分钟
Other tools for marketing and analytics 8分钟
The history of cookies in advertising and e-commerce 8分钟
Glossary terms from module 1 4分钟

6个作业总计140分钟

Module 1 challenge 50分钟
Test your knowledge: Media plans 10分钟
Activity: Set performance goals 30分钟
Test your knowledge: Performance goals for digital marketing 10分钟
Activity: Familiarize yourself with Google Analytics 30分钟
Test your knowledge: Marketing analytics 10分钟

You will learn about key metrics and data sources from various platforms. You’ll learn how to use the metrics in Google Analytics and Google Ads to gain insights for marketing campaigns. You’ll also learn how to link data from Google Ads to Google Analytics and export data from both platforms for further analysis.

涵盖的内容

8个视频15篇阅读材料6个作业

8个视频总计26分钟

Welcome to module 2 2分钟
Work with Google Analytics: Monitor metrics 6分钟
Work with Google Analytics: Create Explorations 4分钟
Work with Google Ads metrics 3分钟
Link Google Ads to Google Analytics 4分钟
Export Google Ads and Google Analytics data 3分钟
Cady - What an analysis of metrics can tell you 3分钟
Wrap-up 2分钟

15篇阅读材料总计86分钟

Get started with Google Analytics 8分钟
Global site tagging and Google Tag Manager 8分钟
Step-by-step: Work with Google Analytics: Monitor metrics 4分钟
Step-by-step: Work with Google Analytics: Create Explorations 4分钟
Variables and tab settings in Google Analytics Explorations 8分钟
Activity Exemplar: Create an Exploration in Google Analytics 4分钟
Step-by-step: Work with Google Ads metrics 4分钟
Get started with Google Ads 8分钟
Dashboards, scorecards, and reports in Google Ads 8分钟
View and apply recommendations in Google Ads 8分钟
Activity Exemplar: Review and apply recommendations 4分钟
Step-by-step: Link Google Ads to Google Analytics 4分钟
Link data for better insights 8分钟
Step-by-step: Export Google Ads and Google Analytics data 4分钟
Glossary terms from module 2 2分钟

6个作业总计134分钟

Module 2 challenge 50分钟
Activity: Create an Exploration in Google Analytics 30分钟
Test your knowledge: Google Analytics 8分钟
Activity: Review and apply recommendations 30分钟
Test your knowledge: Google Ads metrics 8分钟
Test your knowledge: Link and export data 8分钟

You will investigate the metrics and outcomes that define a successful marketing campaign. You’ll examine different metrics that help you determine the ROI or ROAS of a marketing project so you can make adjustments to improve returns. You’ll also learn how to plan for and conduct an A/B test to optimize a marketing campaign. Finally, you’ll examine what a successful marketing campaign looks like and what makes it successful.

涵盖的内容

7个视频10篇阅读材料6个作业

7个视频总计22分钟

Welcome to module 3 2分钟
ROI and ROAS calculations 4分钟
Introduction to A/B tests 4分钟
Perform A/B tests in Google Ads 4分钟
Jordan - Interpret A/B test results 3分钟
Indicators of a successful marketing campaign 4分钟
Wrap-up 1分钟

10篇阅读材料总计62分钟

Determine the ROI of a marketing project 8分钟
Activity Exemplar: Make campaign budget decisions 4分钟
Step-by-step: Perform A/B tests in Google Ads 4分钟
A/B test ad variations and bidding strategies in Google Ads 8分钟
How to plan for A/B testing 8分钟
Activity Exemplar: Plan for A/B testing 4分钟
Other tools for A/B testing 8分钟
Monitor A/B test results in Google Ads 8分钟
Case study: How Good Boy Studios improves customer acquisition with A/B tests and analytics 8分钟
Glossary terms from module 3 2分钟

6个作业总计144分钟

Module 3 challenge 50分钟
Activity: Make campaign budget decisions 30分钟
Test your knowledge: Adjust a media mix and performance goals 12分钟
Activity: Plan for A/B testing 30分钟
Test your knowledge: Perform A/B tests 12分钟
Test your knowledge: Evaluate campaign success 10分钟

You will learn how to work with stakeholders by anticipating their needs and communicating progress or results from a campaign. You’ll explore how to analyze, filter, and prepare metrics and insights to share with them. You’ll also practice creating visualizations, presentations, and a dashboard to clearly summarize insights for stakeholders. Near the end of the course, you’ll apply what you’ve learned by presenting a set of practice insights to stakeholders.

涵盖的内容

9个视频18篇阅读材料10个作业

9个视频总计32分钟

Welcome to module 4 2分钟
Work with stakeholders 5分钟
Prepare data in spreadsheets: sorting and filtering 5分钟
Prepare data in spreadsheets: pivot tables 4分钟
Create data visualizations in spreadsheets 5分钟
Other tools for data analytics and visualization 4分钟
Create effective presentations 3分钟
Wrap-up 2分钟
Course wrap-up 1分钟

18篇阅读材料总计98分钟

Stakeholder relationships 8分钟
Activity Exemplar: Complete a stakeholder communication plan 4分钟
Step-by-step: Prepare data in spreadsheets: sorting and filtering 4分钟
Data analysis in spreadsheets: sort, filter, and compare 8分钟
Step-by-step: Prepare data in spreadsheets: pivot tables 4分钟
Data analysis in spreadsheets: pivot tables 8分钟
Activity Exemplar: Analyze data using pivot tables 4分钟
Step-by-step: Create data visualizations in spreadsheets 4分钟
Data visualization in spreadsheets: charts 8分钟
Activity Exemplar: Create data visualizations for a presentation 4分钟
Make presentations accessible 4分钟
Best practices for presenting data 8分钟
Activity Exemplar: Present data insights to stakeholders 4分钟
Evaluate and improve presentations 8分钟
Glossary terms from module 4 2分钟
Reflect and connect with your peers 4分钟
Course 5 glossary 8分钟
Get started on Course 6 4分钟

10个作业总计238分钟

Module 4 challenge 50分钟
Activity: Complete a stakeholder communication plan 30分钟
Test your knowledge: Stakeholder needs and communication strategies 10分钟
Activity: Sort and filter spreadsheet data 30分钟
Activity: Analyze data using pivot tables 30分钟
Test your knowledge: Spreadsheet features 10分钟
Activity: Create data visualizations for a presentation 30分钟
Test your knowledge: Charts in spreadsheets 10分钟
Activity: Present data insights to stakeholders 30分钟
Test your knowledge: Best practices to present data 8分钟

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学生评论

5 stars
76.89%
4 stars
13.80%
3 stars
4.54%
2 stars
2.42%
1 star
2.33%

显示 3/2267 个

已于 Oct 12, 2022审阅

It was a practical course that and I had a great experience studying it. However, thre should be a 2 -3 months internship programs to have a real life experience with all the analytics tools.

已于 Apr 7, 2023审阅

This course is actually more than great and full of good information! thank you so much to all people who provided us with these valuable materials

已于 Aug 22, 2022审阅

I think this has been the most difficult course in the seven part program, but it was presented in a way to continue learning with added materials and that is very appreciated.

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常见问题

Digital marketing is about connecting people and brands online. Digital marketing uses social media, display advertising, email, search engines, and other online channels to attract and engage customers, encourage them to make purchases, and build customer loyalty.

E-commerce refers to the trading of goods and services over the internet. E-commerce uses online platforms to buy and sell products and services, which includes designing an online store, crafting product listings, conducting market research, fulfilling orders, and analyzing store performance.

Digital marketing and e-commerce specialists perform a variety of tasks related to advertising and selling online. Different companies define these roles in various ways, but there is often overlap between them. Some common responsibilities include planning and creating ads and other content for websites, social media, and email; optimizing content for search engines; analyzing data to gain marketing insights; managing online stores; and creating and updating product listings.

During the pandemic, hiring for digital marketing and e-commerce related jobs boomed as more businesses moved online—between February and April 2020, e-commerce grew more than it had in the previous decade. Research shows that there were 40,000+ digital marketing and e-commerce job openings in the past 12 months in the U.S., and the number of available roles is projected to grow in the coming years. The rise of automation, machine learning, and new technologies in e-commerce and digital marketing means candidates will be expected to demonstrate knowledge in the use of digital technologies, which is currently a skills gap that leaves roles unfilled. People can prepare for jobs in these fields through this new entry-level Google Career Certificate.

By the end of this certificate, learners will be equipped with the skills required for the following entry-level roles, among others: Digital Marketing Coordinator, Marketing Assistant/Associate/Specialist, Marketing Manager, Search Engine Optimization Specialist / Analyst, Search Engine Marketing Specialist/Analyst, Paid Search Specialist, Content Specialist,Media Coordinator, Media Planner, Email Marketing Specialist, E-commerce Associate, and E-commerce Analyst.

You’ll learn these job-ready skills in our program through interactive content (discussion prompts, quizzes, and activities) in under six months, with less than 10 hours of flexible study a week. Along the way, you’ll work through a curriculum designed with input from top employers and industry leaders. You’ll even have the opportunity to complete a portfolio that you can share with potential employers to showcase your new skill set. After you’ve graduated from the program, you’ll have access to career resources and be connected directly with employers hiring for open entry-level roles in digital marketing and e-commerce.

To access the course materials, assignments and to earn a Certificate, you will need to purchase the Certificate experience when you enroll in a course. You can try a Free Trial instead, or apply for Financial Aid. The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.