Certificate of Achievement
has completed the following course:
Digital Marketing Analytics and Measurement: Goals and Attribution Modelling
The Open University and Target Internet
This online course explored how to use web analytics goals and attribution modelling reports to evaluate the true value of digital marketing activity. Learners discovered how to set up goals in Google Analytics and how to use attribution modelling reports to go beyond the last click.
0 weeks, 3 hours per week
Dave Hall
University Secretary
The Open University
Transcript
Learning outcomes
- Evaluate the importance of goals and the limitations of volume-based metrics
- Demonstrate how to set up and customise goals to be aligned with your organisational objectives
- Identify the role of contribution modelling in going beyond last-click attribution
- Evaluate the different attribution models available and their benefits and limitations
Syllabus
- The role of goals and going beyond last click
- Setting up web analytics goals
- Goal report analysis
- Attribution modelling in perspective
- Attribution modelling models: benefits and limitations
Issued on 21st November 2023
The person named on this certificate has completed the activities in the transcript above. For more information about Certificates of Achievement and the effort required to become eligible, visit futurelearn.com/proof-of-learning/certificate-of-achievement.
This certificate represents proof of learning. It is not a formal qualification, degree, or part of a degree.
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