Assess for Success: Marketing Analytics and Measurement

Instructor: Google Career Certificates

Beginner Level • 9 hours to complete • Flexible Schedule

What You'll Learn

  • ✓Define media planning and strategies
  • ✓Describe what defines a successful marketing campaign
  • ✓Evaluate metrics against performance goals and make adjustments to a marketing budget or strategy
  • ✓Create presentations and reports to update stakeholders on the progress or success of a marketing campaign and important insights

Skills You'll Gain

A/B Testing
Marketing Budgets
Online Advertising
Marketing Analytics
Digital Marketing
Key Performance Indicators (KPIs)
Pivot Tables And Charts
Return On Investment
Data Presentation
Marketing Effectiveness
Data analysis
Spreadsheet Software
Performance Measurement
Data Visualization
Media Planning
Stakeholder Communications
Google Analytics
Web Analytics
Google Ads

Shareable Certificate

Earn a shareable certificate to add to your LinkedIn profile

Outcomes

  • 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 Google

There are 4 modules in this course

You will learn about marketing campaigns and how marketers set performance goals. You’ll also explore media planning and practice creating your own media plan. Finally, you’ll be introduced to common tools used in marketing analytics and how they work.

You will learn about key metrics and data sources from various platforms. You’ll learn how to use the metrics in Google Analytics and Google Ads to gain insights for marketing campaigns. You’ll also learn how to link data from Google Ads to Google Analytics and export data from both platforms for further analysis.

You will investigate the metrics and outcomes that define a successful marketing campaign. You’ll examine different metrics that help you determine the ROI or ROAS of a marketing project so you can make adjustments to improve returns. You’ll also learn how to plan for and conduct an A/B test to optimize a marketing campaign. Finally, you’ll examine what a successful marketing campaign looks like and what makes it successful.

You will learn how to work with stakeholders by anticipating their needs and communicating progress or results from a campaign. You’ll explore how to analyze, filter, and prepare metrics and insights to share with them. You’ll also practice creating visualizations, presentations, and a dashboard to clearly summarize insights for stakeholders. Near the end of the course, you’ll apply what you’ve learned by presenting a set of practice insights to stakeholders.