Unilever Digital Marketing Analyst
Offered By: Unilever via Coursera
Course Description
Overview
With an expected growth rate of 18%, there hasn’t been a better time to enter the field of digital marketing analytics. In this program, you’ll learn in-demand skills like data analysis, customer segmentation, and SEO optimization to get job-ready in less than 4 months, with no prior experience needed.
Digital marketing analysts are responsible for collecting and interpreting data to evaluate the performance of digital marketing efforts, improve strategies, and contribute to achieving marketing goals and objectives.
This program will teach you the essential tasks, analytics, tools, and methodologies utilized by entry-level analysts. You’ll gain experience through hands-on projects, and apply your skills effectively in real-world scenarios.
By the end of this program, you’ll be able to:
Describe fundamental marketing concepts such as customer personas, customer segmentation, marketing funnels, and value propositions. Apply marketing planning frameworks to prove a structured approach to developing, implementing and evaluating digital marketing strategies. Segment customers and create customer journey maps. Utilize web analytics, specifically Google Analytics 4 to perform SEO analysis, create custom reports, and design conversion events. Use data storytelling techniques to present insights. Describe data-driven marketing strategies. Assess and optimize ROI. Enhance campaign performance through ongoing analysis.
Syllabus
Course 1: Customer Understanding and Digital Marketing Channels
- Offered by Unilever. The Customer Understanding and Digital Marketing Channels course explores the dynamic landscape of digital marketing ... Enroll for free.
Course 2: Measurement and Analysis
- Offered by Unilever. The Measurement and Analysis course delves into the essential aspects of tracking, analyzing, and optimizing marketing ... Enroll for free.
Course 3: Campaign Performance Reporting, Visualization, & Improvement
- Offered by Unilever. The Campaign Performance Reporting, Visualization, and Improvement course explores the critical aspects of measuring, ... Enroll for free.
Course 4: Advanced Tools for Digital Marketing Analytics
- Offered by Unilever. The Advanced Tools for Digital Marketing Analytics course explores cutting-edge tools and technologies that are ... Enroll for free.
- Offered by Unilever. The Customer Understanding and Digital Marketing Channels course explores the dynamic landscape of digital marketing ... Enroll for free.
Course 2: Measurement and Analysis
- Offered by Unilever. The Measurement and Analysis course delves into the essential aspects of tracking, analyzing, and optimizing marketing ... Enroll for free.
Course 3: Campaign Performance Reporting, Visualization, & Improvement
- Offered by Unilever. The Campaign Performance Reporting, Visualization, and Improvement course explores the critical aspects of measuring, ... Enroll for free.
Course 4: Advanced Tools for Digital Marketing Analytics
- Offered by Unilever. The Advanced Tools for Digital Marketing Analytics course explores cutting-edge tools and technologies that are ... Enroll for free.
Courses
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The Customer Understanding and Digital Marketing Channels course explores the dynamic landscape of digital marketing and its pivotal role in modern business strategies. In a digital world, it is more important than ever for businesses to connect with a global audience, target specific demographics, measure campaign performance with precision, and deliver personalized marketing messages. After completing this course, you will be able to: - Define fundamental digital marketing concepts such as customer personas, segmentation, funnels and value propositions. - Describe the Digital Marketing Analyst role and its impact on making smarter, quicker and more efficient decisions. - Describe the elements of the SOSTAC marketing planning framework and marketing transformation lanes. - Describe the nature of customer experience insights and identify internal and external tools to support customer segmentation. - Identify the relationship between customer experience and content marketing and brand storytelling. - Describe the 6Ps of marketing and how they are used to arrange a successful marketing mix. - Recognize digital marketing channels and identify inbound and outbound tools and performance metrics for each.
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The Advanced Tools for Digital Marketing Analytics course explores cutting-edge tools and technologies that are transforming the landscape of digital marketing analytics such as marketing automation and scaling strategies, predictive analytics and algorithms, video and mobile marketing trends, as well as artificial intelligence (AI), natural language processing (NLP), and ethics. You’ll also walk through preparing a portfolio and supporting a career change to digital marketing analyst. After completing this course, you will be able to: - Describe marketing automation and software applications that support it. - Strategically assess scalability options for marketing campaigns. - Identify the current applications of predictive analytics for digital marketing. - Use data summarization, experimentation, and analysis as an application for targeting. - Describe the future of video and mobile marketing and their impact on the digital marketing channel mix. - Describe how AI and machine learning benefit digital marketing campaigns. - Define NLP and identify its impact on digital marketing. - Examine ethical considerations impacting digital marketing and recognize the potential impact of future advances.
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The Campaign Performance Reporting, Visualization, and Improvement course explores the critical aspects of measuring, reporting, and enhancing campaign performance to achieve marketing excellence. After completing this course, you will be able to: - Describe the value of data storytelling and list best practices for preparing visualizations. - Identify popular visualization tools and advantages of each. - Identify common market channel strategies. - Describe the ANSOFF Matrix Model and choose a market strategy using ANSOFF Matrix. - Identify what campaign structures impact ROI and common pitfalls to avoid. - Assess and readjust ROI. - Identify the steps to plan and implement market campaign analysis. - Recognize the different models of multi-touch attribution and identify how to implement multi-touch attribution.
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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.
Taught by
Unilever Team
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