Social Media Marketing Analytics

Social Media Marketing Analytics

Instructor: Ketan Patel

Access provided by ExxonMobil

9 modules

Gain insight into a topic and learn the fundamentals.

Intermediate level

Recommended experience

6 weeks to complete

at 10 hours a week

Flexible schedule

Learn at your own pace

9 modules

Gain insight into a topic and learn the fundamentals.

Intermediate level

Recommended experience

6 weeks to complete

at 10 hours a week

Flexible schedule

Learn at your own pace

Skills you'll gain

Details to know

Shareable certificate

Add to your LinkedIn profile

Assessments

33 assignments

Taught in English

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There are 9 modules in this course

The course examines digital marketing analytics strategies, platforms for data ingestion, preparation, and reporting. The course focuses beyond social media marketing analytics. Digital marketing analytics is foundational to Digital Marketing because analytics is the language used to optimize and connect results across all digital marketing tactics – search, social media, email marketing, display ads, video ads, etc. An effective digital marketer is well versed in data and is a data translator for a business. Becoming well versed in analytics and data requires the cultivation of both technical and soft skills. This course aims to arm students with such skills.

Introduces the concept of digital media, types of media (paid, owned, earned), and the overall digital ecosystem. This module delves into fundamental analytics concepts, key characteristics, and the importance of data-driven decision-making. It might also introduce the levels of analytics.

What's included

8 videos5 readings4 assignments1 discussion prompt

8 videos Total 44 minutes

Course Overview 6 minutes
Instructor Introduction 1 minute
Module 1 Introduction 1 minute
What is Digital Marketing Analytics - Part 1 7 minutes
What is Digital Marketing Analytics - Part 2 5 minutes
Role of Data in Digital Marketing 10 minutes
Exploring Digital Marketing Channels - Part 1 9 minutes
Exploring Digital Marketing Channels - Part 2 5 minutes

5 readings Total 200 minutes

Syllabus 10 minutes
What are Digital Marketing Analytics? 60 minutes
The Role of Data in Digital Marketing 60 minutes
Key Digital Marketing Channels 60 minutes
Module 1 Summary 10 minutes

4 assignments Total 165 minutes

What are Digital Marketing Analytics? Quiz 15 minutes
The Role of Data in Digital Marketing Quiz 15 minutes
Key Digital Marketing Channels Quiz 15 minutes
Module 1 Summative Assessment 120 minutes

1 discussion prompt Total 10 minutes

Meet and Greet Discussion 10 minutes

Explore consumer data collection, data privacy, and marketing technology stacks.

What's included

6 videos4 readings4 assignments

6 videos Total 35 minutes

Module 2 Introduction 1 minute
Understanding Digital Consumer - Part 1 6 minutes
Understanding Digital Consumer - Part 2 6 minutes
Introduction to Digital Company 6 minutes
Value Exchange - Part 1 8 minutes
Value Exchange - Part 2 8 minutes

4 readings Total 190 minutes

Scale of Consumer Data Collection 60 minutes
Data Privacy and Consumer Protections 60 minutes
Marketing Technology Stack 60 minutes
Module 2 Summary 10 minutes

4 assignments Total 165 minutes

Scale of Consumer Data Collection Quiz 15 minutes
Data Privacy and Consumer Protections Quiz 15 minutes
Marketing Technology Stack Quiz 15 minutes
Module 2 Summative Assessment 120 minutes

Learn to establish and use measurement models to evaluate digital marketing effectiveness.

What's included

9 videos4 readings4 assignments

9 videos Total 56 minutes

Module 3 Introduction 1 minute
Measurement Model - Overview - P1 7 minutes
Measurement Model - Overview - P2 5 minutes
Measurement Model - Overview - P3 7 minutes
Metrics, Dimensions and KPIs - p1 8 minutes
Metrics, Dimensions and KPIs - p2 5 minutes
Metrics, Dimensions and KPIs - p3 6 minutes
KPIs- ROI and CLV 8 minutes
KPIs- ROI and CLV - p2 9 minutes

4 readings Total 190 minutes

Introduction to Measurement Models 60 minutes
SMART Goals and KPIs 60 minutes
Attribution Models 60 minutes
Module 3 Summary 10 minutes

4 assignments Total 165 minutes

Introduction to Measurement Models Quiz 15 minutes
SMART Goals and KPIs Quiz 15 minutes
Attribution Models Quiz 15 minutes
Module 3 Summative Assessment 120 minutes

Understand metrics, dimensions, and KPIs for website analytics and optimization.

What's included

6 videos4 readings4 assignments

6 videos Total 38 minutes

Module 4 Introduction 1 minute
Web Analytics 10 minutes
Metrics, Dimensions, and KPIs in Web Analytics - p1 5 minutes
Metrics, Dimensions, and KPIs in Web Analytics - p2 7 minutes
Using Analytics Tools & Data-Driven Decisions - p1 9 minutes
Using Analytics Tools & Data-Driven Decisions - p2 6 minutes

4 readings Total 190 minutes

Introduction to Web Analytics 60 minutes
Website Optimization Techniques 60 minutes
Tools for Web Analytics 60 minutes
Module 4 Summary 10 minutes

4 assignments Total 165 minutes

Introduction to Web Analytics Quiz 15 minutes
Website Optimization Techniques Quiz 15 minutes
Tools for Web Analytics Quiz 15 minutes
Module 4 Summative Assessment 120 minutes

Evaluate and improve email marketing performance using analytics.

What's included

6 videos4 readings4 assignments

6 videos Total 41 minutes

Module 5 Introduction 1 minute
Foundations of Email Analytics 9 minutes
KPIs & Measurement Models - p1 9 minutes
KPIs & Measurement Models - p2 6 minutes
ROI, Tools, & Business Decisions about Email Analytics - p1 8 minutes
ROI, Tools, & Business Decisions about Email Analytics - p2 7 minutes

4 readings Total 190 minutes

Fundamentals of Email Marketing Analytics 60 minutes
Designing Effective Email Campaigns 60 minutes
Measuring and Optimizing Email Performance 60 minutes
Module 5 Summary 10 minutes

4 assignments Total 165 minutes

Fundamentals of Email Marketing Analytics Quiz 15 minutes
Designing Effective Email Campaigns Quiz 15 minutes
Measuring and Optimizing Email Performance Quiz 15 minutes
Module 5 Summative Assessment 120 minutes

Analyze and optimize paid and earned media campaigns using analytics.

What's included

8 videos4 readings4 assignments

8 videos Total 55 minutes

Module 6 Introduction 1 minute
Foundation and Measurement Strategy - p1 8 minutes
Foundation and Measurement Strategy - p2 6 minutes
Foundation and Measurement Strategy - p3 7 minutes
Paid Media Analytics- From Cost to Profit - p1 8 minutes
Paid Media Analytics- From Cost to Profit - p2 7 minutes
Earned Media Analytics- From Mentions to Business Impact - p1 8 minutes
Earned Media Analytics- From Mentions to Business Impact - p2 9 minutes

4 readings Total 190 minutes

Paid Media Analytics 60 minutes
Earned Media Analytics 60 minutes
Integrating Paid and Earned Media 60 minutes
Module 6 Summary 10 minutes

4 assignments Total 165 minutes

Paid Media Analytics Quiz 15 minutes
Earned Media Analytics Quiz 15 minutes
Integrating Paid and Earned Media Quiz 15 minutes
Module 6 Summative Assessment 120 minutes

Explain and apply social media analytics across multiple platforms.

What's included

7 videos4 readings4 assignments

7 videos Total 44 minutes

Module 7 Introduction 1 minute
Foundations, Metrics and KPIs - p1 7 minutes
Foundations, Metrics and KPIs - p2 5 minutes
Tools, Platforms, and Data Workflows - p1 7 minutes
Tools, Platforms, and Data Workflows - p2 9 minutes
Tools, Platforms, and Data Workflows - p3 6 minutes
Platform Deep Dive and Optimization 9 minutes

4 readings Total 190 minutes

Introduction to Social Media Analytics 60 minutes
Platform-Specific Analytics 60 minutes
Engagement and Performance Optimization 60 minutes
Module 7 Summary 10 minutes

4 assignments Total 165 minutes

Introduction to Social Media Analytics Quiz 15 minutes
Platform-Specific Analytics Quiz 15 minutes
Engagement and Performance Optimization Quiz 15 minutes
Module 7 Summative Assessment 120 minutes

Collect and interpret mobile app analytics to support business objectives.

What's included

10 videos4 readings4 assignments

10 videos Total 60 minutes

Module 8 Introduction 1 minute
Introduction to Mobile App - pt. 1 6 minutes
Introduction to Mobile App - pt. 2 7 minutes
Introduction to Mobile App - pt. 3 6 minutes
Tools for Mobile App Analytics - pt. 1 9 minutes
Tools for Mobile App Analytics - pt. 2 7 minutes
Tools for Mobile App Analytics - pt. 3 6 minutes
Optimizing Mobile App Performance pt. 1 8 minutes
Optimizing Mobile App Performance pt. 2 5 minutes
Optimizing Mobile App Performance pt. 3 5 minutes

4 readings Total 190 minutes

Introduction to Mobile App Analytics 60 minutes
Tools for Mobile App Analytics 60 minutes
Optimizing Mobile App Performance 60 minutes
Module 8 Summary 10 minutes

4 assignments Total 165 minutes

Introduction to Mobile App Analytics Quiz 15 minutes
Tools for Mobile App Analytics Quiz 15 minutes
Optimizing Mobile App Performance Quiz 15 minutes
Module 8 Summative Assessment 120 minutes

This module contains the summative course assessment that has been designed to evaluate your understanding of the course material and assess your ability to apply the knowledge you have acquired throughout the course.