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.
