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Assess for Success: Marketing Analytics and Measurement
  • Level Foundation
  • Duration 26 hours
  • Course by Google
  • Offered by

About

Assess for Success: Marketing Analytics and Measurement is the fifth of seven courses in the Google Digital Marketing & E-commerce Certificate. This course explores marketing analytics practices and tools. Digital marketing and e-commerce professionals are expected to analyze data from various sources (such as web pages, digital marketing channels, and e-commerce sites) and use them to gain customer insights. You'll create media plans and set performance goals. You'll learn how to measure, manage, and analyze data from marketing campaigns using Google Analytics, Google Ads, and similar tools. Then, learn how to adjust a marketing budget according to insights extracted from key metrics. You'll use A/B test results to optimize a campaign and identify metrics that define a campaign's success. You will be able to analyze and visualize data and insights in spreadsheets and prepare presentations to share campaign progress or results with stakeholders. Google employees who currently work in the field will guide you, providing hands-on activities and examples that simulate common digital marketing and e-commerce tasks, while showing you some of the best tools and resources used on the job. Learners who complete the seven courses in this program will be equipped to apply for entry-level jobs in digital marketing and e-commerce. No previous experience is necessary. By the end of this course, you will be able to do the following: - Plan and allocate the spending of marketing budgets - Describe the unique role of performance goals and key performance indicators (KPIs) in marketing campaigns - Describe how tools like Google Analytics and Google Ads are used to measure website and ad campaign performance - Describe how to determine the return on investment (ROI) or return on ad spend (ROAS) of a marketing project - Prepare, conduct, and analyze the results from an A/B test to optimize a marketing campaign - Apply spreadsheet features like sorting, filtering, and pivot tables to prepare data to be shared - Create charts in spreadsheets for visualization of metrics

Modules

Getting started with the course

    • 1 Videos
    • 2 Readings
Show info about module content

1 Videos

  • Introduction to Course 5

2 Readings

  • Course 5 overview
  • Helpful resources to get started

Media planning

    • 4 Videos
    • 1 Readings
    • 1 Assignment
Show info about module content

1 Assignment

  • Test your knowledge: Media plans

4 Videos

  • Welcome to module 1
  • Media plans and performance goals
  • What is media planning?
  • Michael - Gaining understanding through analytics and measurement

1 Readings

  • Steps for media planning

Performance goals

    • 2 Videos
    • 2 Readings
    • 1 Quiz
    • 1 Assignment
Show info about module content

1 Assignment

  • Activity: Set performance goals

2 Videos

  • Set performance goals
  • Angela - Make data, analytics, and metrics work together for performance

2 Readings

  • Cost-related performance goals
  • Activity Exemplar: Set performance goals

1 Quiz

  • Test your knowledge: Performance goals for digital marketing

Introduction to tools for marketing analytics

    • 5 Videos
    • 6 Readings
    • 2 Assignment
Show info about module content

2 Assignment

  • Activity: Familiarize yourself with Google Analytics
  • Test your knowledge: Marketing analytics

5 Videos

  • Marketing analytics skills
  • Introduction to Google Analytics
  • Introduction to Google Ads
  • Tim - Use marketing analytics data
  • Big data for marketing analytics and automation

6 Readings

  • Resources to learn more about Google Analytics
  • Activity Exemplar: Familiarize yourself with Google Analytics
  • Step-by-step: Introduction to Google Ads
  • Resources to learn more about Google Ads
  • Other tools for marketing and analytics
  • Prepare for a cookie-less future in advertising and e-commerce

Review: Introduction to assess for success: marketing analytics and measurement

    • 1 Videos
    • 1 Readings
    • 1 Quiz
Show info about module content

1 Videos

  • Wrap-up

1 Readings

  • Glossary terms from module 1

1 Quiz

  • Module 1 challenge

Google Analytics metrics

    • 3 Videos
    • 6 Readings
    • 2 Assignment
Show info about module content

2 Assignment

  • Activity: Create an Exploration in Google Analytics
  • Test your knowledge: Google Analytics

3 Videos

  • Welcome to module 2
  • Work with Google Analytics: Monitor metrics
  • Work with Google Analytics: Create Explorations

6 Readings

  • Get started with Google Analytics
  • Global site tagging and Google Tag Manager
  • Step-by-step: Work with Google Analytics: Monitor metrics
  • Step-by-step: Work with Google Analytics: Create Explorations
  • Variables and tab settings in Google Analytics Explorations
  • Activity Exemplar: Create an Exploration in Google Analytics

Google Ads metrics

    • 1 Videos
    • 5 Readings
    • 1 Quiz
    • 1 Assignment
Show info about module content

1 Assignment

  • Activity: Review and apply recommendations

1 Videos

  • Work with Google Ads metrics

5 Readings

  • Step-by-step: Work with Google Ads metrics
  • Get started with Google Ads
  • Dashboards, scorecards, and reports in Google Ads
  • View and apply recommendations in Google Ads
  • Activity Exemplar: Review and apply recommendations

1 Quiz

  • Test your knowledge: Google Ads metrics

Data in, data out: Linking and exporting data

    • 3 Videos
    • 3 Readings
    • 1 Quiz
Show info about module content

3 Videos

  • Link Google Ads to Google Analytics
  • Export Google Ads and Google Analytics data
  • Cady - What an analysis of metrics can tell you

3 Readings

  • Step-by-step: Link Google Ads to Google Analytics
  • Link data for better insights
  • Step-by-step: Export Google Ads and Google Analytics data

1 Quiz

  • Test your knowledge: Link and export data

Review: Use metrics from Google Analytics and Google Ads

    • 1 Videos
    • 1 Readings
    • 1 Quiz
Show info about module content

1 Videos

  • Wrap-up

1 Readings

  • Glossary terms from module 2

1 Quiz

  • Module 2 challenge

Moving targets: Adjusting media and performance goals

    • 2 Videos
    • 2 Readings
    • 2 Quiz
Show info about module content

2 Videos

  • Welcome to module 3
  • ROI and ROAS calculations

2 Readings

  • Determine the ROI of a marketing project
  • Activity Exemplar: Make campaign budget decisions

2 Quiz

  • Activity: Make campaign budget decisions
  • Test your knowledge: Adjust a media mix and performance goals

Performing and analyzing results from A/B tests

    • 3 Videos
    • 7 Readings
    • 2 Quiz
Show info about module content

3 Videos

  • Introduction to A/B tests
  • Perform A/B tests in Google Ads
  • Jordan - Interpret A/B test results

7 Readings

  • Step-by-step: Perform A/B tests in Google Ads
  • A/B test ad variations and bidding strategies in Google Ads
  • How to plan for A/B testing
  • Activity Exemplar: Plan for A/B testing
  • Other tools for A/B testing
  • Monitor A/B test results in Google Ads
  • Case study: How Good Boy Studios improves customer acquisition with A/B tests and analytics

2 Quiz

  • Activity: Plan for A/B testing
  • Test your knowledge: Perform A/B tests

What does a successful marketing campaign achieve?

    • 1 Videos
    • 1 Quiz
Show info about module content

1 Videos

  • Indicators of a successful marketing campaign

1 Quiz

  • Test your knowledge: Evaluate campaign success

Review: Measure the success of marketing campaigns

    • 1 Videos
    • 1 Readings
    • 1 Quiz
Show info about module content

1 Videos

  • Wrap-up

1 Readings

  • Glossary terms from module 3

1 Quiz

  • Module 3 challenge

Anticipate what stakeholders need to know

    • 2 Videos
    • 2 Readings
    • 2 Assignment
Show info about module content

2 Assignment

  • Activity: Complete a stakeholder communication plan
  • Test your knowledge: Stakeholder needs and communication strategies

2 Videos

  • Welcome to module 4
  • Work with stakeholders

2 Readings

  • Stakeholder relationships
  • Activity Exemplar: Complete a stakeholder communication plan

Prepare metrics and insights to share

    • 2 Videos
    • 5 Readings
    • 1 Quiz
    • 2 Assignment
Show info about module content

2 Assignment

  • Activity: Analyze data using pivot tables
  • Test your knowledge: Spreadsheet features

2 Videos

  • Prepare data in spreadsheets: sorting and filtering
  • Prepare data in spreadsheets: pivot tables

5 Readings

  • Step-by-step: Prepare data in spreadsheets: sorting and filtering
  • Data analysis in spreadsheets: sort, filter, and compare
  • Step-by-step: Prepare data in spreadsheets: pivot tables
  • Data analysis in spreadsheets: pivot tables
  • Activity Exemplar: Analyze data using pivot tables

1 Quiz

  • Activity: Sort and filter spreadsheet data

Prepare data visualizations

    • 2 Videos
    • 4 Readings
    • 2 Assignment
Show info about module content

2 Assignment

  • Activity: Create data visualizations for a presentation
  • Test your knowledge: Charts in spreadsheets

2 Videos

  • Create data visualizations in spreadsheets
  • Other tools for data analytics and visualization

4 Readings

  • Step-by-step: Create data visualizations in spreadsheets
  • Data visualization in spreadsheets: charts
  • Activity Exemplar: Create data visualizations for a presentation
  • Make presentations accessible

Present insights to stakeholders

    • 1 Videos
    • 3 Readings
    • 2 Assignment
Show info about module content

2 Assignment

  • Activity: Present data insights to stakeholders
  • Test your knowledge: Best practices to present data

1 Videos

  • Create effective presentations

3 Readings

  • Best practices for presenting data
  • Activity Exemplar: Present data insights to stakeholders
  • Evaluate and improve presentations

Review: Share metrics and insights with stakeholders

    • 1 Videos
    • 1 Readings
    • 1 Quiz
Show info about module content

1 Videos

  • Wrap-up

1 Readings

  • Glossary terms from module 4

1 Quiz

  • Module 4 challenge

Course review: Assess for success: marketing analytics and measurement

    • 1 Videos
    • 3 Readings
Show info about module content

1 Videos

  • Course wrap-up

3 Readings

  • Reflect and connect with your peers
  • Course 5 glossary
  • Get started on Course 6

Auto Summary

Unlock the power of data with "Assess for Success: Marketing Analytics and Measurement," part of the Google Digital Marketing & E-commerce Certificate. This foundational course dives into marketing analytics, teaching you to analyze and leverage data from tools like Google Analytics and Google Ads. Guided by experienced Google professionals, you'll learn to set performance goals, optimize campaigns, manage budgets, and visualize insights. Perfect for beginners aiming for entry-level roles in digital marketing and e-commerce, this 1560-minute course on Coursera offers hands-on activities and practical knowledge to boost your career.

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