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?

<text variant="body2">Which jobs does this program prepare for? <text variant="body2">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.

Measurement and Analysis

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Measurement and Analysis

This course is part of Unilever Digital Marketing Analyst Professional Certificate

Instructor: Unilever Team

7,017 already enrolled

Included with

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4 modules

Gain insight into a topic and learn the fundamentals.

64 reviews

Beginner level

No prior experience required

3 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.

64 reviews

Beginner level

No prior experience required

3 weeks to complete

at 10 hours a week

Flexible schedule

Learn at your own pace

Skills you'll gain

Tools you'll learn

Google Analytics

Details to know

Shareable certificate

Add to your LinkedIn profile

Assessments

23 assignments

Taught in English

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

Learn more about Coursera for Business

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 Measurement and Analysis course delves into the essential aspects of tracking, analyzing, and optimizing marketing efforts to drive success. Throughout the course, you will gain a solid understanding of search engine marketing (SEM) and search engine optimization (SEO), web analytics and tools, social media platforms and analytics, as well as A/B testing and campaign performance reporting.

After completing this course, you will be able to: - Set up an SEO objective and perform keyword research. - Construct and apply a value proposition and identify how to analyze performance of SEO strategy. - Define web analytics and associated KPIs. - Identify key features of the Google Analytics Platform, set up a Google Analytics Dashboard and describe other popular platforms and their key features. - Define the 4Cs of social media marketing and recognize SMART objectives. - Describe the RACE Planning Framework. - Identify top social media platforms and assess the best platform to use for a given strategy and objective. - Design a campaign strategy end-to-end and identify where to automate monitoring and adjusting. - Identify the steps to implement testing for a campaign strategy and plan for performance testing.

In this module, you will explore how to differentiate between SEM and SEO, set up SEO objectives, perform keyword research, and analyze the performance of your SEO strategy.

What's included

11 videos6 readings6 assignments

11 videos Total 56 minutes

Welcome to digital marketing analyst professional certificate 4 minutes
Welcome to measurement and analysis 3 minutes
Overview of search engine optimization (SEO) and search engine marketing (SEM) 6 minutes
Aligning SEM and SEO with the SOSTAC framework 5 minutes
SEO objectives 3 minutes
Conducting competitor analysis to benchmark SEO performance 5 minutes
Keyword research 4 minutes
Keyword research tools 8 minutes
Aligning value propositions with targeted keywords 7 minutes
Search engine marketing (SEM) & search engine optimization (SEO) summary 4 minutes
Set communication objectives 6 minutes

6 readings Total 152 minutes

Unilever positioning statement 2 minutes
Digital marketing analyst professional certificate syllabus 30 minutes
Search engine optimization (SEO) 30 minutes
Search engine marketing (SEM) 30 minutes
Key elements of an effective SEO objective 30 minutes
Steps to perform keyword research 30 minutes

6 assignments Total 125 minutes

Search engine marketing (SEM) & search engine optimization (SEO) 30 minutes
Activity: Website on-page SEO analysis 30 minutes
Differentiating SEO and SEM 15 minutes
Setting up an SEO objective 15 minutes
Activity: Construct a value proposition 20 minutes
Keyword research and value proposition 15 minutes

In this module, you will explore web analytics tools, including the popular Google Analytics platform, and how to set up a comprehensive dashboard for monitoring website performance.

What's included

11 videos17 readings5 assignments

11 videos Total 69 minutes

Welcome to web analytics and tools 4 minutes
The role of web analytics in optimizing user experience 6 minutes
The role of web analytics in optimizing conversion rates 6 minutes
Google Analytics 4 minutes
Setting up a Google Analytics account 8 minutes
Creating a custom report 6 minutes
Designing a conversion event with Google Tag Manager 7 minutes
Advantages of alternative web analytics tools 4 minutes
Introduction to web analytics tools 10 minutes
More web analytics tools 10 minutes
Web analytics and tools summary 4 minutes

17 readings Total 485 minutes

Advantages of web analytics 30 minutes
KPIs for web analytics 30 minutes
Interpreting Web Analytics Metrics 30 minutes
Google Analytics Universal to Google Analytics 4 30 minutes
Key features of Google Analytics 30 minutes
Selecting a web analytics platform 30 minutes
Adobe Analytics 30 minutes
Matomo 30 minutes
Microsoft Clarity 30 minutes
Yandex Metrica 30 minutes
Mixpanel 30 minutes
What we did: selecting a web analytics platform 5 minutes
Kissmetrics 30 minutes
Baidu Analytics 30 minutes
Amplitude 30 minutes
Shopify 30 minutes
Mail Chimp 30 minutes

5 assignments Total 195 minutes

Activity: Google Analytics implementation plan 120 minutes
Introduction to web analytics 15 minutes
Google Analytics 15 minutes
Other web analytics platforms and advanced features 15 minutes
Web analytics and tools 30 minutes

In this module, you will explore social media marketing, SMART objectives, and the RACE planning framework to help you develop effective social media campaigns and assess platform suitability.

What's included

7 videos4 readings5 assignments1 discussion prompt

7 videos Total 34 minutes

Welcome to social media platforms, analytics and monitoring tools 4 minutes
The 4Cs of social media marketing 5 minutes
SMART objectives for social media marketing initiatives 3 minutes
Introduction to the RACE planning framework 7 minutes
Top social media platforms 5 minutes
The suitability of social media platforms for specific strategies 7 minutes
Social media platforms, analytics and monitoring tools summary 3 minutes

4 readings Total 35 minutes

Analyzing social media campaigns using the 4Cs 10 minutes
Aligning objectives with RACE 10 minutes
What we did: using social media for digital marketing 5 minutes
Using social media platform analytics and insights to optimize strategies 10 minutes

5 assignments Total 195 minutes

Social media platforms, analytics and monitoring tools 30 minutes
The 4Cs of social media marketing 15 minutes
SMART objectives and the RACE planning framework 15 minutes
Top social media platforms and strategy assessment 15 minutes
Activity: Social media content and metrics plan 120 minutes

1 discussion prompt Total 10 minutes

What do you think? 10 minutes

In this module, you will you will gain insights into designing end-to-end campaign strategies, leveraging AI for monitoring and adjustment, implementing A/B testing, and conducting in-depth performance analysis.

What's included

10 videos6 readings7 assignments

10 videos Total 72 minutes

Introduction to A/B testing & campaign performance reporting 4 minutes
The importance of a comprehensive campaign strategy 9 minutes
Aligning strategy with objectives and RACE 8 minutes
Role of automation in campaign monitoring and adjustment 9 minutes
Leverage AI tools to track performance 8 minutes
Purpose and benefits of A/B testing 7 minutes
Analyzing A/B test results 8 minutes
The importance of performance testing in evaluating campaign effectiveness 4 minutes
Performance testing methodologies 10 minutes
Planning for performance testing summary 4 minutes

6 readings Total 100 minutes

Key components of campaign strategy 10 minutes
Types of marketing campaigns 10 minutes
AI application 30 minutes
Planning and implementing A/B tests 30 minutes
Creating a performance testing plan 10 minutes
Measurement and analysis summary 10 minutes

7 assignments Total 130 minutes

Customer understanding and digital marketing channels summary and resources 30 minutes
Activity: Document campaign performance testing insights 30 minutes
Designing a campaign strategy 15 minutes
Activity: Practice cross-analyzing 10 minutes
Automation in campaign monitoring and adjustment 15 minutes
Implementing A/B testing for campaign optimization 15 minutes
Planning for performance testing 15 minutes

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Instructor

Instructor ratings

(10 ratings)

Unilever Team

Unilever

8 Courses 79,757 learners

Offered by

Unilever

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Reviewed on Oct 20, 2025

Sangat membantu, informatif sekali, sangat lancar dalam mengakses

Reviewed on Apr 26, 2025

Cool course this give me so many insight for the Marketing Job Glad to make it!

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Frequently asked 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.