Enroll Course: https://www.coursera.org/learn/assess-for-success-ua
In the ever-evolving landscape of digital marketing, understanding and measuring campaign success is paramount. The Coursera course, “Оцінка успішності: маркетингова аналітика та вимірювання” (Performance Evaluation: Marketing Analytics and Measurement), offered as part of the Google Digital Marketing & E-commerce Professional Certificate, is an invaluable resource for anyone looking to gain a solid grasp of marketing analytics.
This course, the fifth in a seven-part series, delves into the essential practices and tools that marketers need to analyze data from various sources – be it websites, digital marketing channels, or e-commerce platforms. The core objective is to transform raw data into actionable insights about customer behavior and campaign effectiveness.
The syllabus is meticulously structured to guide learners through a comprehensive journey. It begins with an introduction to marketing campaigns, defining key performance indicators (KPIs), and exploring media planning. You’ll even get hands-on experience in creating your own media plan, alongside an overview of common marketing analytics tools and their functionalities.
A significant portion of the course is dedicated to leveraging the power of Google Analytics and Google Ads. You’ll learn to identify crucial metrics, understand different data sources, and extract meaningful insights from your campaigns. The course also emphasizes the critical skill of linking data from Google Ads and Google Analytics, and exporting it for deeper analysis.
Measuring the success of marketing campaigns is thoroughly explored, focusing on metrics that define ROI and ROAS. This knowledge empowers you to make data-driven adjustments to enhance profitability. Furthermore, the course equips you with strategies for planning and conducting A/B testing to optimize campaign performance, ultimately painting a clear picture of what constitutes a successful marketing initiative.
Finally, the course addresses the crucial aspect of communicating findings to stakeholders. You’ll learn to anticipate their needs, present campaign progress and results effectively, and master the art of analyzing, filtering, and preparing data for presentation. The emphasis on data visualization, creating compelling presentations, and crafting informative dashboards ensures that you can clearly convey essential information. The course culminates in a practical application where you present your analytical findings to stakeholders, solidifying your learning.
Overall, “Оцінка успішності: маркетингова аналітика та вимірювання” is a highly recommended course for any digital marketer aiming to move beyond guesswork and embrace data-driven decision-making. It provides the foundational knowledge and practical skills needed to measure, analyze, and optimize marketing efforts for maximum impact.
Enroll Course: https://www.coursera.org/learn/assess-for-success-ua