Introduction - Video Tutorials & Practice Problems
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<v ->Hi, I'm Mike Moran.</v> And I'll be your instructor for this course, which makes sense because why else would I be here now? Many marketers don't feel particularly comfortable with analytics or numbers of any kind, but don't panic, unless you really like to panic, in which case go right ahead. Everybody needs a hobby. But you don't need to panic because you don't need to be good at numbers to be good at marketing analytics, you need to be good at marketing. And even if you are comfortable with math, this course will give you the tools to work with your colleagues who are not. This course will help you unlock your inner wisdom on how to reason with numbers, and I'm just a person to help you do it. I've been working in marketing analytics for over 20 years, managing internal teams, and working with clients. I've written three books on digital marketing, each of which emphasize using analytics to make better digital marketing decisions. And I am currently the chief product officer for SoloSegment of software company that uses analytics to improve website customer experience, especially around website search. This course does cover analytics for digital advertising, but you'll find that the analytics around your audience, their website behaviors and more, might be even more important to you. We've got seven lessons in this course where we cover first, your introduction to digital marketing analytics, because, well, that seemed like what should be lesson one. Next, we look at how marketing analytics are used focusing on key performance indicators, KPIs, the types of marketing analytics available to you, and an introduction to tracking codes, which help you to identify which of your marketing tactics are working best. In lesson three, we'll discuss the foundational marketing metrics, the ones that matter the most, starting with activity metrics, which count what your audience is doing, analytics for measuring your content, and finally, ways of analyzing your customer's journey. Next, we look at audience metrics, what questions they answer, how to collect them, and what to do with them. In lesson five, we count the money. We help you measure sales, tie your marketing tactics to those sales, and finally, to calculate return on investment ROI. Next, we on the processes to use digital marketing analytics, including A/B testing, conversion rate optimization, and lead scoring. In our seventh and final lesson, we look at what's next for digital marketing analytics, and what's next for you. Throughout this course, you won't just be listening to me blather on. In each lesson, we'll be challenging you to create a digital marketing analytics plan that solves a key problem of your choice. But we'll explain that more at the end of the first lesson. By the time you're finished with this course, you'll not only understand the most important digital marketing analytics, but you'll know how to reason with numbers. You'll know what questions to ask and what to do with all that data. I hope you're excited because I sure am. There's a lot to cover. So let's dive right in.