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Digital Marketing Analytics

Learners will first be introduced to the latest digital marketing analytics

trends in the industry and guided on the process to analyze their existing customers and potential target audiences for their businesses. Next, learners will be taught how to conduct an audit on their competitor’s websites and to recognize the key metrics to track and optimize for various digital platforms. Learners will then set up their individual Google Analytics (GA) accounts and learn how to interpret key GA reports and attribute various ads to overall campaign performances to measure the Return on Investment (ROI) for each ad in their campaigns. Finally, learners will be guided on how to create customized digital marketing reports for reporting to senior management.

Course Objectives

At the end of this course, you should be able to:

  • Recognize digital marketing analytics trends

  • Analyse your existing customers and potential target audiences and conduct an audit on your competitors’ websites

  • Recognize the key metrics to track and optimize your digital marketing ad spend

  • Attribute various marketing campaigns and platforms to overall campaign performances to measure the Return on Investment (ROI) for each  campaign and platform

  • Set up their Google Analytics account and interpret Google Analytics reports

  • Create customized digital marketing reports to illustrate Return on Investment (ROI) for reporting to senior management