Digital Analytics Short Course
Get data savvy! Discover accessible ways to measure, analyse and optimise digital marketing performance.
1.1 Introducing digital analytics
1.2 A powerful world of data
1.3 What this course will cover
1.4 What you’ll learn
1.5 A note on completing this short course
1.6 Section 1 quiz
2.1 Welcome to section 2
2.2 What is the digital landscape?
2.3 Understanding channels and platforms
2.4 Understanding social media
2.5 Understanding SEO
2.6 Understanding SEM
2.7 Understanding email marketing
2.8 Understanding affiliate and influencer marketing
2.9 Understanding other digital channels
2.10 Understanding the Paid Owned Earned Model
2.11 Section 2 quiz
3.1 Welcome to section 3
3.2 Introducing targets and segments
3.3 Defining your target audience
3.4 Building target audience profiles
3.5 The power of targeting
3.6 Section 3 quiz
4.1 Welcome to section 4
4.2 Introducing customer journeys
4.3 Understanding digital customer journeys
4.4 Stage 1: Creating awareness
4.5 Stage 2: Generating engagement
4.6 Stage 3: Securing conversions
4.7 Stage 4: Driving loyalty and advocacy
4.8 The big-to-small approach
4.9 Section 4 quiz
5.1 Welcome to section 5
5.2 Important metrics for success
5.3 Using data to optimise performance
5.4 Why you should always be testing
5.5 The attention economy
5.6 Section 5 Quiz
6.1 Welcome to section 6
6.2 Platform-level vs multi-channel analytics
6.3 Multi-channel analytics tools
6.4 Understanding multi-channel attribution models
6.5 Advantages and challenges of multi-channel attribution
6.6 Using Google Data Studio
6.7 Section 6 quiz
7.1 Welcome to section 7
7.2 Introducing Google Analytics
7.3 Setting up a GA4 account
7.4 Using Google’s GA demo account
7.5 Accessing the GA demo account
7.6 Understanding real-time reporting
7.7 Understanding lifecycle reporting
7.8 Understanding user reporting
7.9 Understanding events in GA
7.10 Understanding audiences in GA
7.11 Understanding custom dimensions and metrics
7.12 Using the analysis hub
7.13 Section 7 quiz
8.1 Welcome to section 8
8.2 Conducting website analysis
8.3 Reporting on website performance
8.4 Technical performance report template
8.5 Performance summary report template
8.6 Website performance report template
8.7 Section 8 quiz
9.1 Welcome to section 9
9.2 Key takeaways
9.3 The future of analytics
9.4 Becoming Google Analytics certified
9.5 How to keep your knowledge up to date
9.6 Congratulations!