Digital Marketing Analytics and Measurement: Web Analytics in Perspective

Delve into the core concepts of web analytics to drive your digital marketing

For many businesses today, the issue isn’t having enough data but having too much data and not knowing what to do with it.

That’s why marketers who can analyse data and gain insights are in such high demand.

On this two-week course, you’ll learn about the role of web and channel analytics and how you can take a data-driven approach to improve your digital marketing.

Explore the principles of web and channel analytics and data-centric digital marketing

You’ll be introduced to the core concepts and role of analytics, and how it can help you to take a data-driven approach to planning and optimising your digital marketing – from social media to search optimisation.

By exploring how web analytics work using Google Analytics 4 (GA4), you’ll learn about channel and web analytics planning, metrics, goals, and measuring the right things.

Discover the limitations and technical factors behind web analytics

You’ll also explore the opportunities and limitations of the data you have access to so that you don’t make decisions based on incorrect assumptions or data. You’ll discover how to go beyond last-click attribution and the technical factors to be aware of so you can engage with developers and recognise analytics set-up problems.

By the end of this course, you’ll understand the role of web analytics in planning and optimising your digital marketing activity.

Learn with digital marketing experts, Target Internet with The Open University

This course is designed by experts, Target Internet, who keep up to date with the latest trends and provide expertise to well-known brands such as the BBC, Sony, Tesco, Vodafone, Mercedes, L’Oreal, and Warner Bros.

This course is ideal for those who are interested in using web and channel analytics to get more from their digital marketing activity.

It will be of particular interest to anyone wishing to further their studies and practical knowledge of marketing, communications, and business.

• Data-centric digital marketing
• Welcome to the course!
• Taking a data-centric approach to digital marketing
• Channel and web analytics planning
• Measuring the right things
• Week 1 review
• The technical factors behind web analytics
• Welcome to the week!
• How web analytics works and shortcomings
• Google Analytics
• Going beyond last-click attribution
• Week 2 review