Digital Marketing Analytics and Measurement
Understand how to use web and channel analytics to plan, implement and optimise effective digital marketing campaigns.
Duration
Approx 10 weeks3 hrs per week
Digital Marketing Analytics and Measurement
Learn to measure and analyse web analytics to drive your digital marketing
Using web analytics is key in helping you develop a successful digital marketing strategy to grow your business.
Over ten weeks, this ExpertTrack will give you the skills you need to use and interpret web and channel analytics reports to plan and optimise your digital marketing. This knowledge will help you become a more strategic, data-driven marketer.
Develop web analytics skills to achieve your digital marketing objectives
You’ll discover the core principles of web analytics, how to set digital marketing objectives and how to turn them into analytics goals. Using practical guidance, you’ll learn how to use Google Analytics, including how to set up goals, and create reports and dashboards. You’ll also build your knowledge of analytics tracking using Google Tag Manager and explore advanced features and technical considerations.
Your learning will cover the two most used versions of Google Analytics – Universal Analytics and Google Analytics 4. Google Analytics is similar to many other commercial analytics packages, so the principles you learn will be transferable.
Explore Google Analytics reports and go beyond last-click attribution
Diving deeper, you’ll learn how to interpret and analyse web and channel analytics reports and use attribution modelling reports to see how different channels and content contributes to your end goals. You’ll be guided on how to draw out better insights, so you can feed them into your planning and optimise your marketing activity.
Use analytics dashboards to take a data-centric approach to planning
Finally, you’ll learn about creating and using Google Analytics dashboards. These will inform your channel planning and uncover insights that may be missed in web or channel analytics. This will help you better understand the value of your digital marketing and interactions between channels.
By the end, you’ll know how to set effective digital objectives and take a data-driven approach to optimise your digital marketing.
Learn about web analytics with digital marketing experts
You’ll learn from Target Internet, who have provided expertise for the BBC, Sony, Tesco, Vodafone, Mercedes, L’Oréal and Warner Bros. You’ll benefit from practical and hands-on training content and best practice approaches to develop in-demand key skills.
The courses in this ExpertTrack are designed to complement each other, so it’s recommended that you take them in the order presented to develop your knowledge effectively.
Industry statistics
Median base salary
£42,500UK job openings/month
1,966
Key skills you will learn
- Set up analytics goals for successful digital marketing
- Set up analytics tracking using Tag Manager
- Analyse web analytics using Google Analytics
- Interpret channel analytics and conduct analysis
- Analytics tracking using Google Tag Manager
- Use reporting dashboards to gain insights
- Technical awareness to help you engage with developers
- Channel and website analytics planning
Learning outcomes
By the end of the ExpertTrack, you’ll be able to...
- Interpret and understand web analytics reports
- Interpret and understand channel analytics reports
- Analyse analytics to plan digital marketing activity
- Analyse analytics to optimise current activity
- Produce digital marketing objectives
Experience required
This ExpertTrack is ideal for anyone who would like to deepen their understanding of web analytics. You may benefit from having a basic understanding of digital marketing channels to join, and any work experience will help contextualise your learning.
It will be of particular interest to anyone wishing to further their studies and practical knowledge of marketing, communications and business.
If you are looking to gain introductory digital marketing skills, see our ExpertTrack Introduction to Digital Marketing.
Getting started
This ExpertTrack will help anyone who would like to use web and channel analytics to get more from their digital marketing activity.
The courses are suitable for those who want to grow their digital marketing skills; traditional marketers and communicators who would like to accelerate their digital skills; or more experienced marketers who want to cement their knowledge and learn latest trends.
The content has a global focus and the skills you will learn can be applied to a wide range of marketing roles around the world.
ExpertTrack course overview
Course 1
Digital Marketing Analytics and Measurement: Web Analytics in Perspective
Understand the role of web analytics and how you can take a data-driven approach to improve your digital marketing.
2 tests
2 weeks
3 hours per week
Course 2
Digital Marketing Analytics and Measurement: Web Analytics Planning and Tactics
Discover practical tips and learn how to use and interpret Google Analytics reports to gain insights to feed into your planning.
2 tests
2 weeks
3 hours per week
Course 3
Digital Marketing Analytics and Measurement: Advanced Web Analytics
Explore the advanced features of Google Analytics and how to use them to draw out insights to improve your marketing activity.
2 tests
2 weeks
3 hours per week
Course 4
Digital Marketing Analytics and Measurement: Goals and Attribution Modelling
Understand how to evaluate the true value of your digital marketing activity using web analytics goals and attribution modelling.
2 tests
2 weeks
3 hours per week
Course 5
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.
2 tests
2 weeks
3 hours per week
Prove you're job ready
Highlight the new, job-relevant skills you’ve gained and supplement existing qualifications with a hard-earned, industry-specific digital certificate – plus one for every course within your ExpertTrack.
- Learn the latest in your chosen industry or subject.
- Complete each course and pass assessments.
- Receive certificates validated by the educating organisation.
- Impress employers with learning outcomes you can add to your CV.
- Make your career dreams a reality.
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How ExpertTracks work
Join an ExpertTrack to master new skills in your chosen specialist area. Work through a series of topic-focused courses at your own pace, and pass the final assessment to earn a digital certificate award which proves your expertise.
Decide if the ExpertTrack is right for you with free access to the full suite of courses and assessments for a week.
Pay a monthly subscription fee of $39 for as long as it takes you to complete the ExpertTrack. You can learn at your own pace and cancel at any time.
Receive a certificate for every completed course and pass the final assessment to earn a digital certificate.
Use your specialist training to progress further in your career or build expertise in areas you’re passionate about.
World-class learning with 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
1969Location
Milton Keynes, UKWorld ranking
Top 510Source: Times Higher Education World University Rankings 2020
This ExpertTrack is in collaboration with Target Internet
Target Internet delivers digital marketing training to some of the world’s leading organisations, as well as building online learning that is used in over 100 countries worldwide.
Meet your instructor
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.
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ExpertTracks are a series of online courses designed to help you master new skills in specialist areas. You pay a monthly subscription fee which includes access to all courses within the ExpertTrack, as well as assessments and the final digital certificate.
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