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

7,614 already enrolled

Included with Learn more

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4 modules

Gain insight into a topic and learn the fundamentals.

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.

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

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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 videosTotal 56 minutes

Welcome to digital marketing analyst professional certificate4 minutes
Welcome to measurement and analysis3 minutes
Overview of search engine optimization (SEO) and search engine marketing (SEM)6 minutes
Aligning SEM and SEO with the SOSTAC framework5 minutes
SEO objectives3 minutes
Conducting competitor analysis to benchmark SEO performance5 minutes
Keyword research4 minutes
Keyword research tools8 minutes
Aligning value propositions with targeted keywords7 minutes
Search engine marketing (SEM) & search engine optimization (SEO) summary4 minutes
Set communication objectives6 minutes

6 readingsTotal 152 minutes

Unilever positioning statement2 minutes
Digital marketing analyst professional certificate syllabus30 minutes
Search engine optimization (SEO)30 minutes
Search engine marketing (SEM)30 minutes
Key elements of an effective SEO objective30 minutes
Steps to perform keyword research30 minutes

6 assignmentsTotal 125 minutes

Search engine marketing (SEM) & search engine optimization (SEO)30 minutes
Activity: Website on-page SEO analysis30 minutes
Differentiating SEO and SEM15 minutes
Setting up an SEO objective15 minutes
Activity: Construct a value proposition20 minutes
Keyword research and value proposition15 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 videosTotal 69 minutes

Welcome to web analytics and tools4 minutes
The role of web analytics in optimizing user experience6 minutes
The role of web analytics in optimizing conversion rates6 minutes
Google Analytics4 minutes
Setting up a Google Analytics account8 minutes
Creating a custom report6 minutes
Designing a conversion event with Google Tag Manager7 minutes
Advantages of alternative web analytics tools4 minutes
Introduction to web analytics tools10 minutes
More web analytics tools10 minutes
Web analytics and tools summary4 minutes

17 readingsTotal 485 minutes

Advantages of web analytics30 minutes
KPIs for web analytics30 minutes
Interpreting Web Analytics Metrics30 minutes
Google Analytics Universal to Google Analytics 430 minutes
Key features of Google Analytics30 minutes
Selecting a web analytics platform30 minutes
Adobe Analytics30 minutes
Matomo30 minutes
Microsoft Clarity30 minutes
Yandex Metrica30 minutes
Mixpanel30 minutes
What we did: selecting a web analytics platform5 minutes
Kissmetrics30 minutes
Baidu Analytics30 minutes
Amplitude30 minutes
Shopify30 minutes
Mail Chimp30 minutes

5 assignmentsTotal 195 minutes

Activity: Google Analytics implementation plan120 minutes
Introduction to web analytics15 minutes
Google Analytics15 minutes
Other web analytics platforms and advanced features15 minutes
Web analytics and tools30 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 videosTotal 34 minutes

Welcome to social media platforms, analytics and monitoring tools4 minutes
The 4Cs of social media marketing5 minutes
SMART objectives for social media marketing initiatives3 minutes
Introduction to the RACE planning framework7 minutes
Top social media platforms5 minutes
The suitability of social media platforms for specific strategies7 minutes
Social media platforms, analytics and monitoring tools summary3 minutes

4 readingsTotal 35 minutes

Analyzing social media campaigns using the 4Cs10 minutes
Aligning objectives with RACE10 minutes
What we did: using social media for digital marketing5 minutes
Using social media platform analytics and insights to optimize strategies10 minutes

5 assignmentsTotal 195 minutes

Social media platforms, analytics and monitoring tools30 minutes
The 4Cs of social media marketing15 minutes
SMART objectives and the RACE planning framework15 minutes
Top social media platforms and strategy assessment15 minutes
Activity: Social media content and metrics plan120 minutes

1 discussion promptTotal 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 videosTotal 72 minutes

Introduction to A/B testing & campaign performance reporting4 minutes
The importance of a comprehensive campaign strategy9 minutes
Aligning strategy with objectives and RACE8 minutes
Role of automation in campaign monitoring and adjustment9 minutes
Leverage AI tools to track performance8 minutes
Purpose and benefits of A/B testing7 minutes
Analyzing A/B test results8 minutes
The importance of performance testing in evaluating campaign effectiveness4 minutes
Performance testing methodologies10 minutes
Planning for performance testing summary4 minutes

6 readingsTotal 100 minutes

Key components of campaign strategy10 minutes
Types of marketing campaigns10 minutes
AI application30 minutes
Planning and implementing A/B tests30 minutes
Creating a performance testing plan10 minutes
Measurement and analysis summary10 minutes

7 assignmentsTotal 130 minutes

Customer understanding and digital marketing channels summary and resources30 minutes
Activity: Document campaign performance testing insights30 minutes
Designing a campaign strategy15 minutes
Activity: Practice cross-analyzing10 minutes
Automation in campaign monitoring and adjustment15 minutes
Implementing A/B testing for campaign optimization15 minutes
Planning for performance testing15 minutes

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Instructor

Unilever Team

Unilever

8 Courses91,074 learners

Offered by

Unilever

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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.