Measurement and Analysis

The Measurement and Analysis course delves into the essential aspects of tracking, analyzing, and optimizing marketing efforts to drive success. Throughout the course, you will gain a solid understanding of search engine marketing (SEM) and search engine optimization (SEO), web analytics and tools, social media platforms and analytics, as well as A/B testing and campaign performance reporting. After completing this course, you will be able to: - Set up an SEO objective and perform keyword research. - Construct and apply a value proposition and identify how to analyze performance of SEO strategy. - Define web analytics and associated KPIs. - Identify key features of the Google Analytics Platform, set up a Google Analytics Dashboard and describe other popular platforms and their key features. - Define the 4Cs of social media marketing and recognize SMART objectives. - Describe the RACE Planning Framework. - Identify top social media platforms and assess the best platform to use for a given strategy and objective. - Design a campaign strategy end-to-end and identify where to automate monitoring and adjusting. - Identify the steps to implement testing for a campaign strategy and plan for performance testing.

• Search Engine Marketing (SEM) & Search Engine Optimization (SEO)
• In this module, you will explore how to differentiate between SEM and SEO, set up SEO objectives, perform keyword research, and analyze the performance of your SEO strategy.
• Web analytics and tools
• In this module, you will explore web analytics tools, including the popular Google Analytics platform, and how to set up a comprehensive dashboard for monitoring website performance.
• Social media platforms, analytics and monitoring tools
• In this module, you will explore social media marketing, SMART objectives, and the RACE planning framework to help you develop effective social media campaigns and assess platform suitability.
• A/B testing & campaign performance reporting
• In this module, you will you will gain insights into designing end-to-end campaign strategies, leveraging AI for monitoring and adjustment, implementing A/B testing, and conducting in-depth performance analysis.