BDM102 - Digital Marketing Analytics

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.

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)