• The Open University
  • Target Internet delivers digital training to some of the world’s leading organisations, as well as building online learning that is used in over 100 countries worldwide.

Digital Marketing Analytics and Measurement: Reporting Dashboards

Learn to use reporting dashboards to understand the value of your digital marketing activity and interactions between channels.

Male professional sat at a desk looking at graphs on a computer screen
  • Duration

    2 weeks
  • Weekly study

    3 hours

Create and use marketing reporting dashboards to drive performance

Dashboards let you monitor lots of metrics at once, helping you quickly visualise your data and see correlations. They can be used to shape your digital strategy, plan and measure tactical campaigns, and calculate return on investment (ROI).

On this two-week course, you’ll learn how to create dashboards in Google Analytics, and how to use them to analyse the performance of your marketing and take a data-centric approach to planning.

Learn to collect data and create your digital marketing reporting dashboard

You’ll explore the role of reporting dashboards and how to collate data from multiple sources, including channel and web analytics. Using examples and templates that you can easily implement right away, you’ll learn how to create dashboards and populate them with data.

Investigate Google Analytics dashboard insights to plan future activity

Next, you’ll learn how dashboards can help you uncover insights that may be missed in web or channel analytics, helping identify areas for further investigation and work out the next steps to get more from your digital marketing.

You’ll also find out how to factor in elements of contribution modelling, so you can use your dashboards to influence your channel and content mix – essentially, how much you should be using each channel and what content is working best.

By the end, you’ll know how to create dashboards, use them to investigate insights, and how to take a data-led approach to tactical channel planning.

Learn how to gain marketing insights from digital marketing experts

You’ll learn from digital marketing experts, Target Internet, who have provided expertise for the BBC, Sony, Tesco, Vodafone, Mercedes, L’Oreal, and Warner Bros.

What topics will you cover?

  • Reporting dashboards in perspective
  • Setting up primary goals
  • Channel Key Performance Indicators
  • Channel contribution for attribution
  • Channel interactions
  • Using reporting dashboards for insights and planning

Learning on this course

On every step of the course you can meet other learners, share your ideas and join in with active discussions in the comments.

What will you achieve?

By the end of the course, you‘ll be able to...

  • Explore the role of reporting dashboards and how they can help gain insights that may be missed in web or channel analytics
  • Examine how to collect the appropriate data for reporting dashboards from channel and web analytics
  • Explore the role of contribution modelling in creating effective dashboards
  • Apply the use of reporting dashboards to gain insights and plan future activity

Who is the course for?

This course is ideal for those who are interested in using web and channel analytics to get more from their digital marketing activity.

It will be of particular interest to anyone wishing to further their studies and practical knowledge of marketing, communications, and business.

Who will you learn with?

MD TargetInternet.com - helping upskill the world's leading organisations in Digital Marketing & Digital Transformation.

Host of the Digital Marketing Podcast, a global top 20 business podcast.

Who developed the course?

The Open University

As the UK’s largest university, The Open University (OU) supports thousands of students to achieve their goals and ambitions via supported distance learning, helping to fit learning around professional and personal life commitments.

  • Established

  • Location

    Milton Keynes, UK
  • World ranking

    Top 510Source: Times Higher Education World University Rankings 2020

Target Internet

Target Internet delivers digital training to some of the world’s leading organisations, as well as building online learning that is used in over 100 countries worldwide. As publishers of the global Digital Marketing Skills Benchmark and the Digital Marketing Podcast, they have unrivalled access to market insights and expertise.

Learning on FutureLearn

Your learning, your rules

  • Courses are split into weeks, activities, and steps to help you keep track of your learning
  • Learn through a mix of bite-sized videos, long- and short-form articles, audio, and practical activities
  • Stay motivated by using the Progress page to keep track of your step completion and assessment scores

Join a global classroom

  • Experience the power of social learning, and get inspired by an international network of learners
  • Share ideas with your peers and course educators on every step of the course
  • Join the conversation by reading, @ing, liking, bookmarking, and replying to comments from others

Map your progress

  • As you work through the course, use notifications and the Progress page to guide your learning
  • Whenever you’re ready, mark each step as complete, you’re in control
  • Complete 90% of course steps and all of the assessments to earn your certificate

Want to know more about learning on FutureLearn? Using FutureLearn