Course curriculum

  • 1

    Section 1: Introduction to digital analytics

    • 1.1 Welcome to the Advanced Diploma of Digital Marketing

    • 1.2 Your first step towards an Advanced Diploma!

    • 1.3 Introducing digital analytics

    • 1.4 A powerful world of data

    • 1.5 What this unit will cover

    • 1.6 What you’ll learn

    • 1.7 A note on completing this unit

    • 1.8 Section 1 quiz
  • 2

    Section 2: The digital marketing landscape

    • 2.1 Welcome to section 2

    • 2.2 What is the digital landscape?

    • 2.3 Understanding channels and platforms

    • 2.4 Understanding social media

    • 2.5 Understanding SEO

    • 2.6 Understanding SEM

    • 2.7 Understanding email marketing

    • 2.8 Understanding affiliate and influencer marketing

    • 2.9 Understanding other digital channels

    • 2.10 Understanding the Paid Owned Earned Model

    • 2.11 Section 2 quiz
  • 3

    Section 3: Digital media audiences

    • 3.1 Welcome to section 3

    • 3.2 Introducing targets and segments

    • 3.3 Defining your target audience

    • 3.4 Building target audience profiles

    • 3.5 The power of targeting

    • 3.6 Section 3 quiz
  • 4

    Section 4: Customer journeys

    • 4.1 Welcome to section 4

    • 4.2 Introducing customer journeys

    • 4.3 Understanding digital customer journeys

    • 4.4 Stage 1: Creating awareness

    • 4.5 Stage 2: Generating engagement

    • 4.6 Stage 3: Securing conversions

    • 4.7 Stage 4: Driving loyalty and advocacy

    • 4.8 The big-to-small approach

    • 4.9 Section 4 quiz
  • 5

    Section 5: Metrics for success

    • 5.1 Welcome to section 5

    • 5.2 Important metrics for success

    • 5.3 Using data to optimise performance

    • 5.4 Why you should always be testing

    • 5.5 The attention economy

    • 5.6 Section 5 Quiz
  • 6

    Section 6: Making data-driven decisions

    • 6.1 Welcome to section 6

    • 6.2 Platform-level vs multi-channel analytics

    • 6.3 Multi-channel analytics tools

    • 6.4 Understanding multi-channel attribution models

    • 6.5 Advantages and challenges of multi-channel attribution

    • 6.6 Using Google Looker Studio (formerly Google Data Studio)

    • 6.7 Section 6 quiz
  • 7

    Section 7: Exploring Google Analytics

    • 7.1 Welcome to section 7

    • 7.2 Introducing Google Analytics

    • 7.3 Setting up a GA4 account

    • 7.4 Using Google’s GA demo account

    • 7.5 Accessing the GA demo account

    • 7.6 Understanding real-time reporting

    • 7.7 Understanding lifecycle reporting

    • 7.8 Understanding user reporting

    • 7.9 Understanding events in GA

    • 7.10 Understanding audiences in GA

    • 7.11 Understanding custom dimensions and metrics

    • 7.12 Using the analysis hub

    • 7.13 Using multi-channel attribution in GA4

    • 7.14 Section 7 quiz
  • 8

    Section 8: Analysing website performance

    • 8.1 Welcome to section 8

    • 8.2 Conducting website analysis

    • 8.3 Reporting on website performance

    • 8.4 Technical performance report template

    • 8.5 Performance summary report template

    • 8.6 Website performance report template

    • 8.7 Section 8 quiz
  • 9

    Section 9: Digital analytics summary

    • 9.1 Welcome to section 9

    • 9.2 Key takeaways

    • 9.3 The future of analytics

    • 9.4 Becoming Google Analytics certified

    • 9.5 How to keep your knowledge up to date

    • 9.6 Congratulations and what’s next
  • 10

    BONUS SECTION: Additional Resources

    • 10.1 Bonus section introduction

    • 10.2 An Introduction to Data Visualization for Marketers

    • 10.3 Customer Journey Optimization

    • 10.4 From Data to Insight to Action

    • 10.5 The Roadmap to Digital Experience Analytics Success

    • 10.6 10 Tips for Optimising the Customer Journey

    • 10.7 A Guide to Predictive Analytics

    • 10.8 Getting Started with Google Analytics 4

    • 10.9 Google Tag Manager for Beginners

    • 10.10 Google Tag Manager 101

    • 10.11 Best Excel Charts for Data Analysis and Reporting

    • 10.12 How to Get Data Fit

    • 10.13 Guide to Multi-touch Attribution

    • 10.14 Customer Data Excellence Report

    • 10.15 The State of Modern Marketing Data Standards

    • 10.16 2023 State of Data and AI Report

    • 10.17 Glossary of digital marketing terms