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.
The importance of a comprehensive campaign strategy
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Skills You'll Learn
Web Analytics, Google Analytics 4, Value Propositions, SEO optimization, RACE Planning Framework
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From the lesson
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.
Taught By
Unilever Team