What you will study
Throughout this course, you’ll discover the core principles of digital marketing analytics and learn how to take a data-led approach to planning, improving and iterating your campaigns. Practical exercises will help you to apply your new knowledge, and the social learning approach will empower you to further enhance and reflect on your understanding by sharing your thoughts and opinions with co-learners.
Delivered over five easy-to-digest sections, you will cover:
1: Web analytics in perspective
- Taking a data-centric approach to digital marketing
- Channel and web analytics planning
- Measuring the right things – from vanity metrics to analytics goals
- How web analytics work and the shortcomings of this data
- Going beyond last-click attribution
2: Web analytics planning and tactics
- Analytics overview/snapshot reports
- Home, real-time and audience reports
- Acquisition and behaviour reports
- Conversion reports
- Engagement reports
- Monetisation and retention reports
- Advertising reports and exploration
3: Advanced web analytics
- Analytics insights
- Analytics search
- Segments and comparisons
- Analytics admin and configuration
- Changing report views
- Setting up events
4: Goals and attribution modelling
- The role of goals and going beyond last click
- Setting up web analytics goals
- Web analytics goals reports
- Attribution modelling in perspective
- Multi-channel funnel reports
- Attribution modelling models: benefits and limitations
5. Reporting dashboards
- Reporting dashboards in perspective
- Setting up primary goals
- Channel key performance indicators
- Channel contribution for attribution
- Channel interactions
- Using reporting dashboards for insights and planning
Please note: the content in this course also features in courses created by The Open University and Target Internet, which are available on FutureLearn.
You will learn
By the end of this course, you’ll have the skills to:
- interpret and understand web analytics reports
- interpret and understand channel analytics reports
- analyse analytics to plan digital marketing activity
- analyse analytics to optimise current activity
- produce digital marketing objectives.
According to HubSpot, 63% of marketers said that generating traffic and leads are their top marketing challenges. The ability to measure website and channel performance in digital marketing is critical to be able to understand performance, identify areas for improvement and optimise campaigns.
The OU has developed this course with industry experts, Target Internet. Known for being leaders in digital marketing training, they also have vast experience in planning and implementing digital campaigns for high-profile brands, including the BBC, Sony, Tesco, Vodafone, Mercedes, L’Oreal and Warner Bros. It’s hosted by Target Internet’s CEO Daniel Rowles, the voice behind the Digital Marketing Podcast and renowned author in the field.
There is no tuition on this course and all study is self-directed. Throughout the course, you will have the opportunity to enhance and reflect on your understanding by sharing your thoughts and opinions with co-learners.