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.
Assess for Success: Marketing Analytics and Measurement
顶尖授课教师
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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
- Marketing
- Key Performance Indicators (KPIs)
- Marketing Budgets
- Performance Measurement
- A/B Testing
- Media Planning
- Marketing Analytics
- Google Analytics
- Stakeholder Communications
- Return On Investment
- Data Analysis
- Data Visualization
- Spreadsheet Software
- Web Analytics and SEO
- Google Ads
- Digital Marketing
- Pivot Tables And Charts
- Data Presentation
要了解的详细信息
添加到您的领英档案
28 项作业
了解顶级公司的员工如何掌握热门技能
积累 Marketing 领域的专业知识
- 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
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
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1个插件
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
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
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学生评论
2,170 条评论
- 5 stars
76.93%
- 4 stars
13.76%
- 3 stars
4.69%
- 2 stars
2.44%
- 1 star
2.16%
显示 3/2170 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.
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.
更多问题
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