Course curriculum

  • 1

    Section 1: Introduction to digital analytics

    • 1.1 Welcome to this unit

    • 1.2 Introducing the powerful world of data

    • 1.3 What this unit will cover

    • 1.4 What you’ll learn

    • 1.5 A note on completing this unit

    • 1.6 Section 1 quiz
  • 2

    Section 2: Introduction to making data-driven decisions

    • 2.1 Welcome to section 2

    • 2.2 Platform-level vs multi-channel analytics

    • 2.3 Multi-channel analytics tools

    • 2.4 Advantages and challenges of multi-channel attribution

    • 2.5 Understanding multi-channel attribution models

    • 2.6 Using the big-to-small approach

    • 2.7 Important metrics for success

    • 2.8 Using data to optimise performance

    • 2.9 Why you should always be testing

    • 2.10 The attention economy

    • 2.11 Using Google Looker Studio

    • 2.12 Section 2 quiz
  • 3

    Section 3: Using Google Analytics

    • 3.1 Welcome to section 3

    • 3.2 Introducing Google Analytics

    • 3.3 Setting up a GA4 account

    • 3.4 Using Google’s GA demo account

    • 3.5 Accessing the GA demo account

    • 3.6 Understanding real-time reporting

    • 3.7 Understanding lifecycle reporting

    • 3.8 Understanding user reporting

    • 3.9 Understanding events in GA

    • 3.10 Understanding audiences in GA

    • 3.11 Understanding custom dimensions and metrics

    • 3.12 Using the analysis hub

    • 3.13 Using multi-channel attribution in GA4

    • 3.14 Section 3 quiz
  • 4

    Section 4: Using data analysis

    • 4.1 Welcome to section 4

    • 4.2 Introduction to analysing and reporting on data

    • 4.3 Uses of data and digital analytics

    • 4.4 Understanding data analysis approaches

    • 4.5 Using data analysis methods

    • 4.6 Understanding data reliability

    • 4.7 Applying data visualisation techniques

    • 4.8 Building a data-driven culture

    • 4.9 Understanding big data, AI and ML

    • 4.8 Section 4 Quiz
  • 5

    Section 5: Investigating marketing problems and questions

    • 5.1 Welcome to section 5

    • 5.2 Reviewing marketing performance

    • 5.3 Marketing performance report template

    • 5.4 Identifying a focus for investigation

    • 5.5 Creating a marketing analysis plan

    • 5.6 Marketing analysis plan template

    • 5.7 Gathering data

    • 5.8 Reviewing, synthesising and categorising data

    • 5.9 Generating data-driven insights

    • 5.10 Reporting on data analysis

    • 5.11 Marketing analysis report template

    • 5.12 Section 5 Quiz
  • 6

    Section 6: Digital analytics summary

    • 6.1 Welcome to section 6

    • 6.2 Key takeaways

    • 6.3 The future of analytics

    • 6.4 Becoming Google Analytics certified

    • 6.5 How to keep your knowledge up to date

    • 6.6 Congratulations and what’s next
  • 7

    Section 7: Bonus resouces

    • 7.1 Bonus section introduction

    • 7.2 An Introduction to Data Visualization for Marketers

    • 7.3 Marketing Data State of Play 2024

    • 7.4 From Data to Insight to Action

    • 7.5 The Roadmap to Digital Experience Analytics Success

    • 7.6 10 Tips for Optimising the Customer Journey

    • 7.7 A Guide to Predictive Analytics

    • 7.8 Getting Started with Google Analytics 4

    • 7.9 Google Tag Manager for Beginners

    • 7.10 Google Tag Manager 101

    • 7.11 Best Excel Charts for Data Analysis and Reporting

    • 7.12 How to Get Data Fit

    • 7.13 Guide to Multi-touch Attribution

    • 7.14 Customer Data Excellence Report

    • 7.15 The State of Modern Marketing Data Standards

    • 7.16 Customer Journey Optimization

    • 7.17 Glossary of digital marketing terms