Who is this program for?

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.

What background knowledge is necessary?

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.

What does a digital marketing analyst do?

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.

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.

When will I have access to the lectures and assignments?

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.

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

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Campaign Performance Reporting, Visualization, & Improvement

This course is part of Unilever Digital Marketing Analyst Professional Certificate

Instructor: Unilever Team

4,973 already enrolled

Included with

Learn more

4 modules

Gain insight into a topic and learn the fundamentals.

44 reviews

Beginner level

No prior experience required

2 weeks to complete

at 10 hours a week

Flexible schedule

Learn at your own pace

4 modules

Gain insight into a topic and learn the fundamentals.

44 reviews

Beginner level

No prior experience required

2 weeks to complete

at 10 hours a week

Flexible schedule

Learn at your own pace

Details to know

Shareable certificate

Add to your LinkedIn profile

Assessments

32 assignments

Taught in English

91%

of learners achieved a positive career outcome

See how employees at top companies are mastering in-demand skills

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logos of Petrobras, TATA, Danone, Capgemini, P&G and L'Oreal

Build your Marketing expertise

This course is part of the Unilever Digital Marketing Analyst Professional Certificate

When you enroll in this course, you'll also be enrolled in this Professional Certificate.

Learn new concepts from industry experts
Gain a foundational understanding of a subject or tool
Develop job-relevant skills with hands-on projects
Earn a shareable career certificate from Unilever

There are 4 modules in this course

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.

Module details

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.

What's included

10 videos8 readings8 assignments

10 videosTotal 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 readingsTotal 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 assignmentsTotal 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.

What's included

7 videos3 readings8 assignments1 discussion prompt

7 videosTotal 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 readingsTotal 30 minutes

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

8 assignmentsTotal 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 discussion promptTotal 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).

What's included

9 videos9 readings9 assignments

9 videosTotal 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 readingsTotal 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 assignmentsTotal 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.

What's included

10 videos9 readings7 assignments

10 videosTotal 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