Marketing professionals must demonstrate their ability to analyze, understand, and use data. In this course, you will use a variety of analytics tools (with a focus on Google Analytics) to interpret and present data.
DurationMarketing professionals must demonstrate their ability to analyze, understand, and use data. In this course, you will use a variety of analytics tools (with a focus on Google Analytics) to interpret and present data.
Course Outline
Aligning measurement with strategic objectives
Measurement methodologies and tools for different digital marketing channels
Overview of analytics tools: what to use when and how to use the most important tools
Insights from data: customer profiles and segments
Conversion funnels and goals and conversion optimization
Attribution methods, models and how to put an attribution system in place
When and how to merge online and offline data
Basic introduction to Google analytics and Google tag manager
Notes
When you register for this course, you also will be registered automatically into the required Advanced Excel for Data Analytics workshop.
All students must bring a laptop to class (in-person sections)
SMU Continuing and Professional Education (CAPE) has offered noncredit learning experiences for the DFW community and beyond since 1953. SMU CAPE programs provide accessible and meaningful learning experiences in today’s hottest topics.
Choose from more than 14 professional certificates and boot camps in technology, communications, marketing, design, law and finance. Join us for interactive and on-demand short courses to impact your career or inspire creativity.
The Certificate in Digital Marketing is ideal for those searching for an entry level marketing position or those seeking an understanding of the subject. Students will gain the knowledge necessary to meet the challenges and opportunities faced by today’s marketing specialist.
Maximize the Google search engine to find the information you want and help the public find your webpage. Learn how businesses conduct research and search for new customers online using programs like Google Analytics, Google Search Console, and Google AdWords.
This program will provide students with the skills to build digital marketing channels for an effective, customer-focused strategy and utilize applications and tools to create content, build a web presence and measure and analyze online performance.
Content Marketing focuses on building authority, amplifying a message, acquiring, and retaining an intended audience. Well written marketing content helps enhance the reputation of a trusted advisor.
Search Engine Optimization (SEO) and Search Engine Marketing (SEM) have always been fundamental to a successful digital marketing strategy. Yet, they must still be understood as the digital landscape evolves rapidly.
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