Marketing Analytics Foundation

Marketing Analytics Foundation

This course is part of multiple programs.

Instructor: Anke Audenaert

Access provided by Agthia

120,115 already enrolled

4 modules

Gain insight into a topic and learn the fundamentals.

2,333 reviews

Beginner level

Recommended experience

Flexible schedule

1 week at 10 hours a week

Learn at your own pace

98%

Most learners liked this course

4 modules

Gain insight into a topic and learn the fundamentals.

2,333 reviews

Beginner level

Recommended experience

Flexible schedule

1 week at 10 hours a week

Learn at your own pace

98%

Most learners liked this course

What you'll learn

How data and its measurement inform a marketing action
Basic principles of marketing
How data is collected and the regulations around its collection

Skills you'll gain

Tools you'll learn

Details to know

Shareable certificate

Add to your LinkedIn profile

Assessments

19 assignments

Taught in English

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There are 4 modules in this course

This course lays the foundation of marketing analytics. You’ll learn the basic principles of marketing, the role data analysis plays in digital marketing and how data is collected and managed.

By the end of this course you will be able to: • Describe how marketers use data to inform campaign decisions • Describe the basic principles of marketing • Identify why data analysis matters in digital marketing • Implement the Meta pixel to capture data used to track visitor activity on a website • Explain how an API connects data captured offline to an online platform • Describe common platforms for online data management and evaluation • Navigate Google Analytics and Meta Ads Manager reports • Explain the significance of the privacy regulations that govern the online marketing space Regardless of your current marketing and analytics experience, this course will help you build a solid foundation for incorporating data into your marketing efforts. Learners should have basic internet navigation skills and be eager to participate.

This week you will learn the importance of data and analytics in marketing and how they inform marketing decisions. You’ll also be briefly introduced to basic marketing principles.

What's included

16 videos5 readings4 assignments

16 videos Total 52 minutes

Introduction to the Program 6 minutes
Introduction to Marketing Analytics Course Overview 3 minutes
Introduction to Anke Audenaert 2 minutes
A Message from Meta 1 minute
Careers in Marketing and Marketing Analytics 4 minutes
Introduction: The Role of a Marketer 1 minute
The Role of a Marketer 4 minutes
Introduction: The Use of Analytics in Marketing 1 minute
5 Main Uses of Marketing Analytics 7 minutes
Introduction: Analytics in Marketing - Application 1 minute
Find Your Audience 4 minutes
Planning and Forecasting 4 minutes
Evaluate Advertising Effectiveness 3 minutes
Optimize Your Marketing Strategy 4 minutes
Optimize the Sales Funnel 4 minutes
Weekly Review: Importance of Analytics in Marketing 2 minutes

5 readings Total 50 minutes

Marketing Analytics Foundation Syllabus 10 minutes
Join the Meta Marketing Analytics Community! 10 minutes
How to be Successful in this Program 10 minutes
Community Guidelines 10 minutes
The Future of Marketing is Data 10 minutes

4 assignments Total 67 minutes

Graded Quiz: Use Cases for Data in Marketing 30 minutes
Review Your Community Knowledge 10 minutes
Practice Quiz: Basic Principles of Marketing 15 minutes
Practice Quiz: Uses of Analytics in Marketing 12 minutes

In week 2 you will gain an understanding of how data is collected and used in digital marketing. You will learn the difference between first, second and third party data and will get an overview of the Facebook pixel and its use.

What's included

15 videos2 readings3 assignments

15 videos Total 70 minutes

Introduction: What Data Do Marketers Use? 2 minutes
Data Related to Offline Behavior 6 minutes
Data Related to Online Behavior 7 minutes
Understanding Sampled vs. Non-Sampled Data 6 minutes
First-Party, Second-Party and Third-Party Data 7 minutes
Introduction: Sources of Digital Data 1 minute
How Online Interactions Generate Data 6 minutes
Use of Browser Cookies 7 minutes
Use of Tags or Pixels 6 minutes
SDKs for Mobile Apps 4 minutes
Connecting Data Through APIs 4 minutes
Use of UIDs 6 minutes
Introduction: Collecting Data for Marketing 1 minute
Collecting Data for Marketing: An Example 6 minutes
Weekly Review: Marketing Data Sources 2 minutes

2 readings Total 20 minutes

Marketing and Data Sets 10 minutes
Implementing the Facebook Pixel, SDK and API 10 minutes

3 assignments Total 65 minutes

Graded Quiz: Data Sources 30 minutes
Practice Quiz: Understanding Data Marketers Use 15 minutes
Practice Quiz: Data Sources 20 minutes

This week you will learn how spreadsheets are used to visualize and analyze data for marketing. You will be introduced to Google Analytics and Facebook Ads Manager and how these tools are used to provide data for marketers to analyze.

What's included

12 videos4 readings9 assignments

12 videos Total 42 minutes

Introduction: Marketing Measurement and Analytics Tools 1 minute
Spreadsheets in Marketing 6 minutes
Visualization Tools in Marketing 3 minutes
Introduction: Tools to Evaluate Digital Data 2 minutes
Tools to Evaluate Website Data 5 minutes
Understanding Google Analytics: Basics 5 minutes
Evaluating Marketing outcomes with Google Analytics 5 minutes
The Google Analytics Demo Account 1 minute
Introduction: Tools for Evaluating Marketing Success 2 minutes
Evaluating the Results of Marketing with Facebook Ads Manager 5 minutes
Evaluating the results of marketing with Google Ads 4 minutes
Weekly Review: Marketing Measurement and Analytics Tools 2 minutes

4 readings Total 38 minutes

Web Measurement Terminology 10 minutes
Google Analytics Basics 8 minutes
How to Access Google Analytics Account Data 10 minutes
Advertising on Common Platforms 10 minutes

9 assignments Total 140 minutes

Graded Quiz: Marketing Measurement and Analytics Tools 30 minutes
Practice Activity: Google Sheets Simulation 15 minutes
Practice Quiz: Analyzing and Categorizing Data 15 minutes
Practice Activity: Google Analytics Simulation 1 15 minutes
Practice Activity: Google Analytics Simulation 2 10 minutes
Practice Quiz: Google Analytics and Web Measurement 10 minutes
Practice Activity: Facebook Ads Manager Simulation 15 minutes
Practice Activity: Google Ads Report 15 minutes
Practice Quiz: Facebook Ads Manager and Google Ads 15 minutes

In the final week you will learn about the regulations around gathering and using online data and consumer’s rights.

What's included

11 videos2 readings3 assignments1 discussion prompt

11 videos Total 44 minutes

Introduction: Data and Privacy 2 minutes
Data Fuels Our Online Experience 4 minutes
Consumers in the Data Driving Seat 8 minutes
Introduction: Data and Privacy from the Advertisers Perspective 1 minute
Data and the Responsible Advertiser 4 minutes
The Advertising Ecosystem and the Role of Data 7 minutes
Who Owns the Data and the Relationship with the User 4 minutes
Introduction: Protection and Regulations 1 minute
The Need for Data Protection 4 minutes
Regulations to Protect Users and Their Data 7 minutes
Weekly Review: Data and Privacy 2 minutes

2 readings Total 20 minutes

Exercise: Check your Data Settings in Facebook 10 minutes
Industry Organizations and Privacy 10 minutes

3 assignments Total 55 minutes

Graded Quiz: Data and Privacy 30 minutes
Practice Quiz: Consumers and Data 15 minutes
Practice Quiz: Advertiser Ecosystem 10 minutes

1 discussion prompt Total 10 minutes

Share Your Thoughts! 10 minutes

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Instructor

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(756 ratings)

Anke Audenaert

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Reviewed on Nov 28, 2023

Excellent resource. As a professional who is a bit out of practice due to my current role, these foundations are essential for anyone seeking digital marketing expertise.

Reviewed on Jun 5, 2022

The way that instructor taught, course, and lecture are very great. It is really effective for those people who will work in marketing or analytics field.

Reviewed on Jul 8, 2022

This was by far the best online course that I have ever taken. It was very easy to understand, methodical and well put together. I learned so much on spare time. I can not wait for the next course.

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