Is this program completely online?

Yes, it is completely online. You can access your lectures and readings anytime and anywhere via the web or mobile device.

Which jobs does this program prepare for?

This program prepares you for entry-level jobs as SEO Specialist, Digital Marketing Analyst, Content Marketing Coordinator, Social Media Coordinator, Marketing Assistant, or CRM Coordinator.

Do I need to take the courses in a specific order?

We highly recommend taking the courses in the order presented, as the content builds on information from earlier lessons.

What will I get if I subscribe to this Certificate?

When you enroll in the course, you get access to all of the courses in the Certificate, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile.

Campaign Performance Reporting, Visualization, & Improvement

Ce cours n'est pas disponible en Français (France)

Nous sommes actuellement en train de le traduire dans plus de langues. Consultez les langues disponibles.

Campaign Performance Reporting, Visualization, & Improvement

Ce cours fait partie de Certificat Professionnel Unilever Digital Marketing Analyst

Enseigné en Français (doublage IA)

Instructeur : Unilever Team

4 992 déjà inscrits

Inclus avec

4 modules

Obtenez un aperçu d'un sujet et apprenez les principes fondamentaux.

44 avis

niveau Débutant

Aucune connaissance prérequise

2 semaines à compléter

à 10 heures par semaine

Planning flexible

Apprenez à votre propre rythme

4 modules

Obtenez un aperçu d'un sujet et apprenez les principes fondamentaux.

44 avis

niveau Débutant

Aucune connaissance prérequise

2 semaines à compléter

à 10 heures par semaine

Planning flexible

Apprenez à votre propre rythme

Compétences que vous acquerrez

Catégorie : Business Strategy
Catégorie : Data Storytelling
Catégorie : Marketing Analytics
Catégorie : Data Ethics
Catégorie : Data-Driven Marketing
Catégorie : Return On Investment
Catégorie : Go To Market Strategy
Catégorie : Marketing Effectiveness
Catégorie : Performance Measurement
Catégorie : Data Presentation
Catégorie : Smart Goals
Catégorie : Performance Analysis
Catégorie : Key Performance Indicators (KPIs)
Catégorie : Data Visualization Software
Catégorie : Campaign Management
Catégorie : Marketing Channel
Catégorie : Market Analysis
Catégorie : Performance Reporting
Catégorie : Cross-Channel Marketing
Catégorie : Marketing Strategies

Détails à connaître

Certificat partageable

Ajouter à votre profil LinkedIn

Évaluations

32 devoirs

Enseigné en Français (doublage IA)

91%

of learners achieved a positive career outcome

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Élaborez votre expertise en Marketing

Ce cours fait partie de la Certificat Professionnel Unilever Digital Marketing Analyst

Lorsque vous vous inscrivez à ce cours, vous êtes également inscrit(e) à ce Certificat Professionnel.

Apprenez de nouveaux concepts auprès d'experts du secteur
Acquérez une compréhension de base d'un sujet ou d'un outil
Développez des compétences professionnelles avec des projets pratiques
Obtenez un certificat professionnel partageable auprès de Unilever

Il y a 4 modules dans ce cours

The Campaign Performance Reporting, Visualization, and Improvement course explores the critical aspects of measuring, reporting, and enhancing campaign performance to achieve marketing excellence.

After completing this course, you will be able to: - Describe the value of data storytelling and list best practices for preparing visualizations. - Identify popular visualization tools and advantages of each. - Identify common market channel strategies. - Describe the ANSOFF Matrix Model and choose a market strategy using ANSOFF Matrix. - Identify what campaign structures impact ROI and common pitfalls to avoid. - Assess and readjust ROI. - Identify the steps to plan and implement market campaign analysis. - Recognize the different models of multi-touch attribution and identify how to implement multi-touch attribution.

In this module, you will learn about the value of data visualization and storytelling in a digital marketing analyst role, best practices for preparing visualizations, and considerations for accessing and utilizing data to support marketing endeavors.

Inclus

10 vidéos8 lectures8 devoirs

10 vidéosTotal 54 minutes

Welcome to digital marketing analyst professional certificate4 minutes
Welcome to campaign performance reporting, visualization and improvement4 minutes
Data visualization and tools3 minutes
Data storytelling3 minutes
Types of storytelling techniques7 minutes
Best practices for creating visualizations7 minutes
Importance of data access and data quality7 minutes
Ethical and legal considerations8 minutes
Selecting the most appropriate visualization tool8 minutes
Popular visualization tools and advantages summary3 minutes

8 lecturesTotal 79 minutes

Unilever positioning statement2 minutes
Digital marketing analyst professional certificate syllabus 10 minutes
Applying storytelling techniques15 minutes
Guidelines for selecting appropriate chart types, colors, and layouts10 minutes
Optimize visualizations for different audiences12 minutes
Identify data sources and evaluate suitability13 minutes
Popular data visualization tools15 minutes
What we did: visualization tools2 minutes

8 devoirsTotal 255 minutes

Data visualization and tools30 minutes
Activity: Create a data storytelling dashboard120 minutes
Activity: Practice storytelling15 minutes
Activity: Content skills practice30 minutes
Value of data storytelling in marketing analytics15 minutes
Best practices for preparing visualizations15 minutes
Data access and use considerations15 minutes
Popular visualization tools and advantages15 minutes

In this module, you will examine common marketing strategies and learn how to leverage data-driven insights to drive market strategies using frameworks like the ANSOFF Matrix.

Inclus

7 vidéos3 lectures8 devoirs1 sujet de discussion

7 vidéosTotal 40 minutes

Welcome to data-driven market strategies3 minutes
Common market channel strategies7 minutes
Selecting a channel strategy8 minutes
Applying the Ansoff matrix to assess growth opportunities6 minutes
Integrating market analysis, customer insights, and the Ansoff matrix7 minutes
Key tactics and action plans5 minutes
Data-driven market strategies summary4 minutes

3 lecturesTotal 30 minutes

The Ansoff Matrix Model10 minutes
Risk and resource implications of growth strategies10 minutes
Market landscape analysis10 minutes

8 devoirsTotal 220 minutes

Data-driven market strategies30 minutes
Activity: Market strategy action plan120 minutes
Activity: Practice selecting a channel strategy10 minutes
Common market channel strategies15 minutes
Activity: Practice analyzing risks10 minutes
Ansoff matrix model for market strategy15 minutes
Activity: Practice with the Ansoff matrix5 minutes
Developing a data-driven market strategy15 minutes

1 sujet de discussionTotal 10 minutes

What do you think?10 minutes

In this module, you will explore assessing and optimizing ROI based on SMART objectives and key performance indicators (KPIs).

Inclus

9 vidéos9 lectures9 devoirs

9 vidéosTotal 37 minutes

Welcome to assessing and optimizing ROI4 minutes
SMART objectives versus key performance indicators3 minutes
Selecting KPIs to measure progress7 minutes
Analyzing the influence of factors on campaign ROI3 minutes
Common pitfalls and challenges in assessing marketing ROI3 minutes
Conducting time-based ROI assessments5 minutes
Conducting money-based ROI assessments4 minutes
Regular assessment and adjustment of ROI4 minutes
Assessing and optimizing ROI summary3 minutes

9 lecturesTotal 79 minutes

Aligning objectives10 minutes
Structures that impact ROI10 minutes
Optimizing campaign structures to maximize ROI10 minutes
Methods to avoid common pitfalls10 minutes
What we did: avoiding pitfalls2 minutes
Using ROI calculations to inform decisions10 minutes
Assessing ROI based on channel7 minutes
Ongoing ROI evaluation and optimization10 minutes
Metrics and ROI10 minutes

9 devoirsTotal 160 minutes

Assessing and optimizing ROI30 minutes
Activity: ROI assessment30 minutes
Differentiating SMART objectives and KPIs15 minutes
Activity: Practice evaluating campaign structures15 minutes
Impact of campaign structures on ROI15 minutes
Activity: Practice identifying potential pitfalls10 minutes
Avoiding common pitfalls and assessing ROI15 minutes
Activity: Practice readjusting based on ROI15 minutes
Readjusting ROI based on assessment15 minutes

In this module, you will gain valuable insights into assessing campaign performance, conducting market campaign analysis, and implementing multi-touch attribution techniques.

Inclus

10 vidéos9 lectures7 devoirs

10 vidéosTotal 44 minutes

Introduction to campaign performance improvement3 minutes
Purposes and objectives of campaign performance analysis 3 minutes
Driving decision-making and optimizations4 minutes
Plan and implement market campaign analysis3 minutes
Tools and methodologies to gather and analyze campaign data effectively6 minutes
Significance of multi-touch attribution4 minutes
Strengths and limitations of multi-touch attribution models6 minutes
Implementing multi-touch attribution7 minutes
Leveraging attribution insights5 minutes
Campaign performance improvement summary4 minutes

9 lecturesTotal 86 minutes

Role of data-driven insights in improving campaign effectiveness10 minutes
Key metrics for campaign evaluation10 minutes
Data sources for campaign evaluation10 minutes
Analysis techniques for campaign evaluation10 minutes
Multi-touch attribution models10 minutes
Data requirements for multi-touch attribution10 minutes
Tracking mechanisms for multi-touch attribution10 minutes
Analysis methodologies for multi-touch attribution10 minutes
Campaign performance improvement summary6 minutes

7 devoirsTotal 225 minutes

Campaign performance improvement30 minutes
Activity: Multi-touch attribution implementation guide120 minutes
Purposes of campaign performance analysis15 minutes
Activity: Practice planning campaign analysis15 minutes
Planning and implementing market campaign analysis15 minutes
Multi-touch attribution and its different models15 minutes
Implement multi-touch attribution15 minutes

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Unilever Team

Unilever

8 Cours87 611 apprenants

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Unilever

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Jennifer J.

Étudiant(e) depuis 2020

’J'ai directement appliqué les concepts et les compétences que j'ai appris de mes cours à un nouveau projet passionnant au travail.’

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’Lorsque j'ai besoin de cours sur des sujets que mon université ne propose pas, Coursera est l'un des meilleurs endroits où se rendre.’

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’Apprendre, ce n'est pas seulement s'améliorer dans son travail : c'est bien plus que cela. Coursera me permet d'apprendre sans limites.’

Foire Aux Questions

Entry-Level professionals looking to start a new career as a Digital Marketing Analyst. Interested learners may be making a career switch, currently have marketing experience, or have minimal experience in data analytics. Professionals with strong public relations, communications, problem solving, time management, interpersonal, and organizational skills.

Experience with spreadsheets such as Microsoft Excel or Google Sheets and presentation slides such as Microsoft PowerPoint or Google Slides is a plus but not required.

A digital marketing analyst utilizes data analysis tools and methodologies to evaluate the effectiveness of marketing campaigns, assess user engagement, and derive insights to optimize marketing strategies across various digital channels. They synthesize data from multiple sources, create comprehensive reports, and collaborate with marketing teams to enhance campaign performance and improve the overall digital presence of a brand or organization.

To access the course materials, assignments and to earn a Certificate, you will need to purchase the Certificate experience when you enroll in a course. You can try a Free Trial instead, or apply for Financial Aid. The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.