Digital Analytics Fundamentals: Unit 2 - Getting started with digital analytics

Digital Analytics Fundamentals

This course provides a foundation for marketers and analysts seeking to understand the core principles of digital analytics and to improve business performance through better digital measurement.

Course highlights include:

• An overview of today’s digital measurement landscape
• Guidance on how to build an effective measurement plan
• Best practices for collecting actionable data
• Descriptions of key digital measurement concepts, terminology and analysis techniques
• Deep-dives into Google Analytics reports with specific examples for evaluating your digital marketing performance

Course Schedule

• Unit 1 - Course overview
  • Course overview
• Unit 2 - Getting started with digital analytics
  • The importance of digital analytics
  • Core analysis techniques
  • Conversions and conversion attribution
  • Creating a measurement plan
• Unit 3 - Understanding and using Google Analytics data
  • How Google Analytics works
  • Key metrics and dimensions defined
• Unit 4 - Collecting actionable data with Google Analytics
  • Creating an account
  • Understanding your account structure
  • Setting up basic filters
  • Setting up goals and ecommerce
  • Collecting campaign data
• Unit 5 - Navigating Google Analytics reports
  • Reporting overview
  • Audience reports
  • Acquisition reports
  • AdWords reports
  • Behavior reports
  • Custom reports and dashboards
• Unit 6 - Navigating Conversions reports
  • Goal Flow report
  • Ecommerce reports
  • Multi-Channel Funnels reports
  • Attribution reports
•  Final assessment

•  Live Event #1 - Paul Muret & Justin Cutroni (video)

•  Live Event #1 - Paul Muret & Justin Cutroni (transcript)

•  Live Event #2 - Avinash Kaushik & Justin Cutroni (video)