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Assess for Success: Marketing Analytics and Measurement

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Overview

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Gain essential marketing analytics skills to measure, manage, and analyze campaign data using industry tools like Google Analytics and Google Ads. Learn to create media plans, set performance goals, and adjust budgets based on key metrics and A/B test results. This is the fifth course in the Google Digital Marketing & E-commerce Certificate, a series designed to prepare you for an entry-level Digital Marketing & E-commerce role.

Syllabus

  • Introduction to Assess for success: Marketing analytics and measurement
    • Introduction to Course 5
    • Course 5 overview
    • Welcome to module 1
    • Media plans and performance goals
    • What is media planning?
    • Michael - Gaining understanding through analytics and measurement
    • Steps for media planning
    • Practice Quiz: Test your knowledge: Media plans
    • Set performance goals
    • Angela - Make data, analytics, and metrics work together for performance
    • Cost-related performance goals
    • Practice Quiz: Activity: Set performance goals
    • Activity Exemplar: Set performance goals
    • Practice Quiz: Test your knowledge: Performance goals for digital marketing
    • Marketing analytics skills
    • Introduction to Google Analytics
    • Resources to learn more about Google Analytics
    • Practice Quiz: Activity: Familiarize yourself with Google Analytics
    • Activity Exemplar: Familiarize yourself with Google Analytics
    • Step-by-step: Introduction to Google Ads
    • Introduction to Google Ads
    • Resources to learn more about Google Ads
    • Other tools for marketing and analytics
    • Tim - Use marketing analytics data
    • Big data for marketing analytics and automation
    • The history of cookies in advertising and e-commerce
    • Practice Quiz: Test your knowledge: Marketing analytics
    • Wrap-up
    • Glossary terms from module 1
    • Graded Quiz: Module 1 challenge
  • Use metrics from Google Analytics and Google Ads
    • Welcome to module 2
    • Get started with Google Analytics
    • Global site tagging and Google Tag Manager
    • Step-by-step: Work with Google Analytics: Monitor metrics
    • Work with Google Analytics: Monitor metrics
    • Step-by-step: Work with Google Analytics: Create Explorations
    • Work with Google Analytics: Create Explorations
    • Variables and tab settings in Google Analytics Explorations
    • Practice Quiz: Activity: Create an Exploration in Google Analytics
    • Activity Exemplar: Create an Exploration in Google Analytics
    • Practice Quiz: Test your knowledge: Google Analytics
    • Step-by-step: Work with Google Ads metrics
    • Work with Google Ads metrics
    • Get started with Google Ads
    • Dashboards, scorecards, and reports in Google Ads
    • View and apply recommendations in Google Ads
    • Practice Quiz: Activity: Review and apply recommendations
    • Activity Exemplar: Review and apply recommendations
    • Practice Quiz: Test your knowledge: Google Ads metrics
    • Step-by-step: Link Google Ads to Google Analytics
    • Link Google Ads to Google Analytics
    • Link data for better insights
    • Step-by-step: Export Google Ads and Google Analytics data
    • Export Google Ads and Google Analytics data
    • Cady - What an analysis of metrics can tell you
    • Practice Quiz: Test your knowledge: Link and export data
    • Wrap-up
    • Glossary terms from module 2
    • Graded Quiz: Module 2 challenge
  • Measure the success of marketing campaigns
    • Welcome to module 3
    • ROI and ROAS calculations
    • Determine the ROI of a marketing project
    • Practice Quiz: Activity: Make campaign budget decisions
    • Activity Exemplar: Make campaign budget decisions
    • Practice Quiz: Test your knowledge: Adjust a media mix and performance goals
    • Introduction to A/B tests
    • Step-by-step: Perform A/B tests in Google Ads
    • 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
    • Practice Quiz: Activity: 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
    • Jordan - Interpret A/B test results
    • Case study: How Good Boy Studios improves customer acquisition with A/B tests and analytics
    • Practice Quiz: Test your knowledge: Perform A/B tests
    • Indicators of a successful marketing campaign
    • Practice Quiz: Test your knowledge: Evaluate campaign success
    • Wrap-up
    • Glossary terms from module 3
    • Graded Quiz: Module 3 challenge
  • Share metrics and insights with stakeholders
    • Welcome to module 4
    • Work with stakeholders
    • Stakeholder relationships
    • Practice Quiz: Activity: Complete a stakeholder communication plan
    • Activity Exemplar: Complete a stakeholder communication plan
    • Practice Quiz: Test your knowledge: Stakeholder needs and communication strategies
    • Step-by-step: Prepare data in spreadsheets: sorting and filtering
    • Prepare data in spreadsheets: sorting and filtering
    • Data analysis in spreadsheets: sort, filter, and compare
    • Practice Quiz: Activity: Sort and filter spreadsheet data
    • Step-by-step: Prepare data in spreadsheets: pivot tables
    • Prepare data in spreadsheets: pivot tables
    • Data analysis in spreadsheets: pivot tables
    • Practice Quiz: Activity: Analyze data using pivot tables
    • Activity Exemplar: Analyze data using pivot tables
    • Practice Quiz: Test your knowledge: Spreadsheet features
    • Step-by-step: Create data visualizations in spreadsheets
    • Create data visualizations in spreadsheets
    • Data visualization in spreadsheets: charts
    • Other tools for data analytics and visualization
    • Practice Quiz: Activity: Create data visualizations for a presentation
    • Activity Exemplar: Create data visualizations for a presentation
    • Practice Quiz: Test your knowledge: Charts in spreadsheets
    • Make presentations accessible
    • Create effective presentations
    • Best practices for presenting data
    • Practice Quiz: Activity: Present data insights to stakeholders
    • Activity Exemplar: Present data insights to stakeholders
    • Evaluate and improve presentations
    • Practice Quiz: Test your knowledge: Best practices to present data
    • Wrap-up
    • Glossary terms from module 4
    • Graded Quiz: Module 4 challenge
    • Course wrap-up
    • Course 5 glossary
    • Get started on Course 6
    • Course 5 resources and citations

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