Assess for Success: Marketing Analytics and Measurement 

Introduction to Course 5

Welcome to week 1

Media plans and performance goals

What is media planning?

Set performance goals

Angela - Make data, analytics, and metrics work together for performance

Marketing analytics skills

Introduction to Google Analytics

Introduction to Google Ads

Tim - Use marketing analytics data

Big data for marketing analytics and automation

Wrap-up

Course 5 overview

Helpful resources to get started

Steps for media planning

Cost-related performance goals

Activity Exemplar: Set performance goals

Resources to learn more about Google Analytics

Activity Exemplar: Familiarize yourself with Google Analytics

Resources to learn more about Google Ads

Other tools for marketing and analytics

Prepare for a cookie-less future in advertising and e-commerce

Glossary terms from week 1

Test your knowledge: Media plans

Activity: Set performance goals

Test your knowledge: Performance goals for digital marketing

Activity: Familiarize yourself with Google Analytics

Test your knowledge: Performance goals

Weekly challenge 1

Welcome to week 2

Work with Google Analytics: Monitor metrics

Work with Google Analytics: Create Explorations

Work with Google Ads metrics

Link Google Ads to Google Analytics

Export Google Ads and Google Analytics data

Cady - What an analysis of metrics can tell you

Wrap-up

Get started with Google Analytics

Global site tagging and Google Tag Manager

Variables and tab settings in Google Analytics Explorations

Activity Exemplar: Create an Exploration in Google Analytics

Get started with Google Ads

Dashboards, scorecards, and reports in Google Ads

View and apply recommendations in Google Ads

Activity Exemplar: Review and apply recommendations

Link data for better insights

Activity Exemplar: Explore linked data in Google Analytics

Glossary terms from week 2

Activity: Create an Exploration in Google Analytics

Test your knowledge: Google Analytics

Activity: Review and apply recommendations

Test your knowledge: Google Ads metrics

Activity: Explore linked data in Google Analytics

Test your knowledge: Link and export data

Weekly challenge 2

Welcome to week 3

ROI and ROAS calculations

Introduction to A/B tests

Perform A/B tests in Google Ads

Indicators of a successful marketing campaign

Wrap-up

Determine the ROI of a marketing project

Activity Exemplar: Make campaign budget decisions

A/B test ad variations and bidding strategies in Google Ads

Other tools for A/B testing

Activity Exemplar: Plan for A/B testing

Monitor A/B test results in Google Ads

Glossary terms from week 3

Activity: Make campaign budget decisions

Test your knowledge: Adjust a media mix and performance goals

Activity: Plan for A/B testing

Test your knowledge: Perform A/B tests

Test your knowledge: Evaluate campaign success

Weekly challenge 3

Welcome to week 4

Work with stakeholders

Prepare data in spreadsheets: sorting and filtering

Prepare data in spreadsheets: pivot tables

Create data visualizations in spreadsheets

Other tools for data analytics and visualization

Create effective presentations

Wrap-up

Course wrap-up

Stakeholder relationships

Activity Exemplar: Complete a stakeholder communication plan

Data analysis in spreadsheets: sort, filter, and compare

Data analysis in spreadsheets: pivot tables

Activity Exemplar: Analyze data using pivot tables

Data visualization in spreadsheets: charts

Activity Exemplar: Create data visualizations for a presentation

Best practices for presenting data

Activity Exemplar: Present data insights to stakeholders

Evaluate and improve presentations

Glossary terms from week 4

Course 5 glossary

Get started on Course 6

Activity: Complete a stakeholder communication plan

Test your knowledge: Stakeholder needs and communication strategies

Activity: Sort and filter spreadsheet data

Activity: Analyze data using pivot tables

Test your knowledge: Spreadsheet features

Activity: Create data visualizations for a presentation

Test your knowledge: Charts in spreadsheets

Activity: Present data insights to stakeholders

Test your knowledge: Best practices to present data

Weekly challenge 4