Assess for Success: Marketing Analytics and Measurement

This course is part of Google Digital Marketing & E-commerce Professional Certificate

Instructor: Google Career Certificates

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189,071 already enrolled

4 modules

Gain insight into a topic and learn the fundamentals.

4.6

(2,009 reviews)

Beginner level

No prior experience required

Flexible schedule

Approx. 18 hours

Learn at your own pace

97%

Most learners liked this course

4 modules

Gain insight into a topic and learn the fundamentals.

4.6

(2,009 reviews)

Beginner level

No prior experience required

Flexible schedule

Approx. 18 hours

Learn at your own pace

97%

Most learners liked this course

What you'll learn

Define media planning and strategies
Describe what defines a successful marketing campaign
Evaluate metrics against performance goals and make adjustments to a marketing budget or strategy
Create presentations and reports to update stakeholders on the progress or success of a marketing campaign and important insights

Skills you'll gain

Details to know

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Assessments

28 assignments

Taught in English

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This course is part of the Google Digital Marketing & E-commerce Professional Certificate

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There are 4 modules in this course

Assess for Success: Marketing Analytics and Measurement is the fifth of seven courses in the Google Digital Marketing & E-commerce Certificate. This course explores marketing analytics practices and tools. Digital marketing and e-commerce professionals are expected to analyze data from various sources (such as web pages, digital marketing channels, and e-commerce sites) and use them to gain customer insights. You鈥檒l create media plans and set performance goals. You鈥檒l learn how to measure, manage, and analyze data from marketing campaigns using Google Analytics, Google Ads, and similar tools. Then, learn how to adjust a marketing budget according to insights extracted from key metrics. You鈥檒l use A/B test results to optimize a campaign and identify metrics that define a campaign's success. You will be able to analyze and visualize data and insights in spreadsheets and prepare presentations to share campaign progress or results with stakeholders.

Google employees who currently work in the field will guide you, providing hands-on activities and examples that simulate common digital marketing and e-commerce tasks, while showing you some of the best tools and resources used on the job. Learners who complete the seven courses in this program will be equipped to apply for entry-level jobs in digital marketing and e-commerce. No previous experience is necessary. By the end of this course, you will be able to do the following: - Plan and allocate the spending of marketing budgets - Describe the unique role of performance goals and key performance indicators (KPIs) in marketing campaigns - Describe how tools like Google Analytics and Google Ads are used to measure website and ad campaign performance - Describe how to determine the return on investment (ROI) or return on ad spend (ROAS) of a marketing project - Prepare, conduct, and analyze the results from an A/B test to optimize a marketing campaign - Apply spreadsheet features like sorting, filtering, and pivot tables to prepare data to be shared - Create charts in spreadsheets for visualization of metrics

You will learn about marketing campaigns and how marketers set performance goals. You鈥檒l also explore media planning and practice creating your own media plan. Finally, you鈥檒l be introduced to common tools used in marketing analytics and how they work.

What's included

13 videos12 readings6 assignments

13 videosTotal 42 minutes

Introduction to Course 52 minutesPreview module
Welcome to module 1 0 minutes
Media plans and performance goals 2 minutes
What is media planning? 5 minutes
Michael - Gaining understanding through analytics and measurement3 minutes
Set performance goals 4 minutes
Angela - Make data, analytics, and metrics work together for performance2 minutes
Marketing analytics skills 3 minutes
Introduction to Google Analytics 5 minutes
Introduction to Google Ads 3 minutes
Tim - Use marketing analytics data4 minutes
Big data for marketing analytics and automation 3 minutes
Wrap-up 1 minute

12 readingsTotal 80 minutes

Course 5 overview8 minutes
Helpful resources to get started8 minutes
Steps for media planning8 minutes
Cost-related performance goals8 minutes
Activity Exemplar: Set performance goals4 minutes
Resources to learn more about Google Analytics8 minutes
Activity Exemplar: Familiarize yourself with Google Analytics4 minutes
Step-by-step: Introduction to Google Ads4 minutes
Resources to learn more about Google Ads8 minutes
Other tools for marketing and analytics8 minutes
Prepare for a cookie-less future in advertising and e-commerce8 minutes
Glossary terms from module 14 minutes

6 assignmentsTotal 140 minutes

Module 1 challenge50 minutes
Test your knowledge: Media plans10 minutes
Activity: Set performance goals30 minutes
Test your knowledge: Performance goals for digital marketing10 minutes
Activity: Familiarize yourself with Google Analytics30 minutes
Test your knowledge: Marketing analytics10 minutes

You will learn about key metrics and data sources from various platforms. You鈥檒l learn how to use the metrics in Google Analytics and Google Ads to gain insights for marketing campaigns. You鈥檒l also learn how to link data from Google Ads to Google Analytics and export data from both platforms for further analysis.

What's included

8 videos15 readings6 assignments

8 videosTotal 26 minutes

Welcome to module 2 1 minutePreview module
Work with Google Analytics: Monitor metrics 5 minutes
Work with Google Analytics: Create Explorations 4 minutes
Work with Google Ads metrics 2 minutes
Link Google Ads to Google Analytics3 minutes
Export Google Ads and Google Analytics data 2 minutes
Cady - What an analysis of metrics can tell you3 minutes
Wrap-up1 minute

15 readingsTotal 86 minutes

Get started with Google Analytics8 minutes
Global site tagging and Google Tag Manager8 minutes
Step-by-step: Work with Google Analytics: Monitor metrics4 minutes
Step-by-step: Work with Google Analytics: Create Explorations4 minutes
Variables and tab settings in Google Analytics Explorations8 minutes
Activity Exemplar: Create an Exploration in Google Analytics4 minutes
Step-by-step: Work with Google Ads metrics4 minutes
Get started with Google Ads8 minutes
Dashboards, scorecards, and reports in Google Ads8 minutes
View and apply recommendations in Google Ads8 minutes
Activity Exemplar: Review and apply recommendations4 minutes
Step-by-step: Link Google Ads to Google Analytics4 minutes
Link data for better insights8 minutes
Step-by-step: Export Google Ads and Google Analytics data4 minutes
Glossary terms from module 22 minutes

6 assignmentsTotal 134 minutes

Module 2 challenge50 minutes
Activity: Create an Exploration in Google Analytics30 minutes
Test your knowledge: Google Analytics 8 minutes
Activity: Review and apply recommendations30 minutes
Test your knowledge: Google Ads metrics 8 minutes
Test your knowledge: Link and export data8 minutes

You will investigate the metrics and outcomes that define a successful marketing campaign. You鈥檒l examine different metrics that help you determine the ROI or ROAS of a marketing project so you can make adjustments to improve returns. You鈥檒l also learn how to plan for and conduct an A/B test to optimize a marketing campaign. Finally, you鈥檒l examine what a successful marketing campaign looks like and what makes it successful.

What's included

7 videos10 readings6 assignments

7 videosTotal 22 minutes

Welcome to module 3 1 minutePreview module
ROI and ROAS calculations 4 minutes
Introduction to A/B tests 4 minutes
Perform A/B tests in Google Ads 3 minutes
Jordan - Interpret A/B test results2 minutes
Indicators of a successful marketing campaign 4 minutes
Wrap-up1 minute

10 readingsTotal 62 minutes

Determine the ROI of a marketing project 8 minutes
Activity Exemplar: Make campaign budget decisions4 minutes
Step-by-step: Perform A/B tests in Google Ads4 minutes
A/B test ad variations and bidding strategies in Google Ads8 minutes
How to plan for A/B testing8 minutes
Activity Exemplar: Plan for A/B testing4 minutes
Other tools for A/B testing8 minutes
Monitor A/B test results in Google Ads8 minutes
Case study: How Good Boy Studios improves customer acquisition with A/B tests and analytics 8 minutes
Glossary terms from module 32 minutes

6 assignmentsTotal 144 minutes

Module 3 challenge50 minutes
Activity: Make campaign budget decisions30 minutes
Test your knowledge: Adjust a media mix and performance goals12 minutes
Activity: Plan for A/B testing30 minutes
Test your knowledge: Perform A/B tests12 minutes
Test your knowledge: Evaluate campaign success10 minutes

You will learn how to work with stakeholders by anticipating their needs and communicating progress or results from a campaign. You鈥檒l explore how to analyze, filter, and prepare metrics and insights to share with them. You鈥檒l also practice creating visualizations, presentations, and a dashboard to clearly summarize insights for stakeholders. Near the end of the course, you鈥檒l apply what you鈥檝e learned by presenting a set of practice insights to stakeholders.

What's included

9 videos18 readings10 assignments

9 videosTotal 32 minutes

Welcome to module 4 2 minutesPreview module
Work with stakeholders 5 minutes
Prepare data in spreadsheets: sorting and filtering 5 minutes
Prepare data in spreadsheets: pivot tables 3 minutes
Create data visualizations in spreadsheets 5 minutes
Other tools for data analytics and visualization 4 minutes
Create effective presentations 3 minutes
Wrap-up1 minute
Course wrap-up 1 minute

18 readingsTotal 98 minutes

Stakeholder relationships8 minutes
Activity Exemplar: Complete a stakeholder communication plan4 minutes
Step-by-step: Prepare data in spreadsheets: sorting and filtering4 minutes
Data analysis in spreadsheets: sort, filter, and compare 8 minutes
Step-by-step: Prepare data in spreadsheets: pivot tables4 minutes
Data analysis in spreadsheets: pivot tables 8 minutes
Activity Exemplar: Analyze data using pivot tables 4 minutes
Step-by-step: Create data visualizations in spreadsheets4 minutes
Data visualization in spreadsheets: charts8 minutes
Activity Exemplar: Create data visualizations for a presentation4 minutes
Make presentations accessible4 minutes
Best practices for presenting data8 minutes
Activity Exemplar: Present data insights to stakeholders4 minutes
Evaluate and improve presentations8 minutes
Glossary terms from module 42 minutes
Reflect and connect with your peers4 minutes
Course 5 glossary8 minutes
Get started on Course 6 4 minutes

10 assignmentsTotal 238 minutes

Module 4 challenge50 minutes
Activity: Complete a stakeholder communication plan30 minutes
Test your knowledge: Stakeholder needs and communication strategies10 minutes
Activity: Sort and filter spreadsheet data30 minutes
Activity: Analyze data using pivot tables30 minutes
Test your knowledge: Spreadsheet features 10 minutes
Activity: Create data visualizations for a presentation30 minutes
Test your knowledge: Charts in spreadsheets 10 minutes
Activity: Present data insights to stakeholders30 minutes
Test your knowledge: Best practices to present data8 minutes

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4.6

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Reviewed on Oct 13, 2022

I鈥媡 was a practical course that and I had a great experience studying it. However, thre should be a 2 -3 months internship programs to have a real life experience with all the analytics tools.

Reviewed on Aug 23, 2022

I think this has been the most difficult course in the seven part program, but it was presented in a way to continue learning with added materials and that is very appreciated.

Reviewed on Apr 8, 2023

This course is actually more than great and full of good information! thank you so much to all people who provided us with these valuable materials

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