Campaign Performance Reporting, Visualization, & Improvement

本课程是 Unilever Digital Marketing Analyst 专业证书的一部分

位教师：Unilever Team

访问权限由 Coursera Learning Team 提供

4,667 人已注册

4个模块

深入了解一个主题并学习基础知识。

41 条评论

初级等级

无需具备相关经验

2 周完成

在 10 小时一周

灵活的计划

自行安排学习进度

4个模块

深入了解一个主题并学习基础知识。

41 条评论

初级等级

无需具备相关经验

2 周完成

在 10 小时一周

灵活的计划

自行安排学习进度

您将获得的技能

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

32 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

了解关于 Coursera for Business 的更多信息

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 Unilever Digital Marketing Analyst 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 Unilever 获得可共享的职业证书

该课程共有4个模块

The Campaign Performance Reporting, Visualization, and Improvement course explores the critical aspects of measuring, reporting, and enhancing campaign performance to achieve marketing excellence.

After completing this course, you will be able to: - Describe the value of data storytelling and list best practices for preparing visualizations. - Identify popular visualization tools and advantages of each. - Identify common market channel strategies. - Describe the ANSOFF Matrix Model and choose a market strategy using ANSOFF Matrix. - Identify what campaign structures impact ROI and common pitfalls to avoid. - Assess and readjust ROI. - Identify the steps to plan and implement market campaign analysis. - Recognize the different models of multi-touch attribution and identify how to implement multi-touch attribution.

In this module, you will learn about the value of data visualization and storytelling in a digital marketing analyst role, best practices for preparing visualizations, and considerations for accessing and utilizing data to support marketing endeavors.

涵盖的内容

10个视频8篇阅读材料8个作业

10个视频总计54分钟

Welcome to digital marketing analyst professional certificate 4分钟
Welcome to campaign performance reporting, visualization and improvement 4分钟
Data visualization and tools 3分钟
Data storytelling 3分钟
Types of storytelling techniques 7分钟
Best practices for creating visualizations 7分钟
Importance of data access and data quality 7分钟
Ethical and legal considerations 8分钟
Selecting the most appropriate visualization tool 8分钟
Popular visualization tools and advantages summary 3分钟

8篇阅读材料总计79分钟

Unilever positioning statement 2分钟
Digital marketing analyst professional certificate syllabus 10分钟
Applying storytelling techniques 15分钟
Guidelines for selecting appropriate chart types, colors, and layouts 10分钟
Optimize visualizations for different audiences 12分钟
Identify data sources and evaluate suitability 13分钟
Popular data visualization tools 15分钟
What we did: visualization tools 2分钟

8个作业总计255分钟

Data visualization and tools 30分钟
Activity: Create a data storytelling dashboard 120分钟
Activity: Practice storytelling 15分钟
Activity: Content skills practice 30分钟
Value of data storytelling in marketing analytics 15分钟
Best practices for preparing visualizations 15分钟
Data access and use considerations 15分钟
Popular visualization tools and advantages 15分钟

In this module, you will examine common marketing strategies and learn how to leverage data-driven insights to drive market strategies using frameworks like the ANSOFF Matrix.

涵盖的内容

7个视频3篇阅读材料8个作业1个讨论话题

7个视频总计40分钟

Welcome to data-driven market strategies 3分钟
Common market channel strategies 7分钟
Selecting a channel strategy 8分钟
Applying the Ansoff matrix to assess growth opportunities 6分钟
Integrating market analysis, customer insights, and the Ansoff matrix 7分钟
Key tactics and action plans 5分钟
Data-driven market strategies summary 4分钟

3篇阅读材料总计30分钟

The Ansoff Matrix Model 10分钟
Risk and resource implications of growth strategies 10分钟
Market landscape analysis 10分钟

8个作业总计220分钟

Data-driven market strategies 30分钟
Activity: Market strategy action plan 120分钟
Activity: Practice selecting a channel strategy 10分钟
Common market channel strategies 15分钟
Activity: Practice analyzing risks 10分钟
Ansoff matrix model for market strategy 15分钟
Activity: Practice with the Ansoff matrix 5分钟
Developing a data-driven market strategy 15分钟

1个讨论话题总计10分钟

What do you think? 10分钟

In this module, you will explore assessing and optimizing ROI based on SMART objectives and key performance indicators (KPIs).

涵盖的内容

9个视频9篇阅读材料9个作业

9个视频总计37分钟

Welcome to assessing and optimizing ROI 4分钟
SMART objectives versus key performance indicators 3分钟
Selecting KPIs to measure progress 7分钟
Analyzing the influence of factors on campaign ROI 3分钟
Common pitfalls and challenges in assessing marketing ROI 3分钟
Conducting time-based ROI assessments 5分钟
Conducting money-based ROI assessments 4分钟
Regular assessment and adjustment of ROI 4分钟
Assessing and optimizing ROI summary 3分钟

9篇阅读材料总计79分钟

Aligning objectives 10分钟
Structures that impact ROI 10分钟
Optimizing campaign structures to maximize ROI 10分钟
Methods to avoid common pitfalls 10分钟
What we did: avoiding pitfalls 2分钟
Using ROI calculations to inform decisions 10分钟
Assessing ROI based on channel 7分钟
Ongoing ROI evaluation and optimization 10分钟
Metrics and ROI 10分钟

9个作业总计160分钟

Assessing and optimizing ROI 30分钟
Activity: ROI assessment 30分钟
Differentiating SMART objectives and KPIs 15分钟
Activity: Practice evaluating campaign structures 15分钟
Impact of campaign structures on ROI 15分钟
Activity: Practice identifying potential pitfalls 10分钟
Avoiding common pitfalls and assessing ROI 15分钟
Activity: Practice readjusting based on ROI 15分钟
Readjusting ROI based on assessment 15分钟

In this module, you will gain valuable insights into assessing campaign performance, conducting market campaign analysis, and implementing multi-touch attribution techniques.