Measurement and Analysis 

Welcome to digital marketing analyst professional certificate

Welcome to measurement and analysis

Overview of search engine optimization (SEO) and search engine marketing (SEM)

Aligning SEM and SEO with the SOSTAC framework

SEO objectives

Conducting competitor analysis to benchmark SEO performance

Keyword research

Keyword research tools

Aligning value propositions with targeted keywords

Search engine marketing (SEM) & search engine optimization (SEO) summary

Set communication objectives

Unilever positioning statement

Digital marketing analyst professional certificate syllabus

Search engine optimization (SEO)

Search engine marketing (SEM)

Key elements of an effective SEO objective

Steps to perform keyword research

Differentiating SEO and SEM

Setting up an SEO objective

Activity: Construct a value proposition

Keyword research and value proposition

Search engine marketing (SEM) & search engine optimization (SEO)

Activity: Website on-page SEO analysis

Welcome to web analytics and tools

The role of web analytics in optimizing user experience

The role of web analytics in optimizing conversion rates

Google Analytics

Setting up a Google Analytics account

Creating a custom report

Designing a conversion event with Google Tag Manager

Advantages of alternative web analytics tools

Introduction to web analytics tools

More web analytics tools

Web analytics and tools summary

Advantages of web analytics

KPIs for web analytics

Interpreting Web Analytics Metrics

Google Analytics Universal to Google Analytics 4

Key features of Google Analytics

Selecting a web analytics platform

Adobe Analytics

Matomo

Microsoft Clarity

Yandex Metrica

Mixpanel

What we did: selecting a web analytics platform

Kissmetrics

Baidu Analytics

Amplitude

Shopify

Mail Chimp

Introduction to web analytics

Google Analytics

Other web analytics platforms and advanced features

Web analytics and tools

Activity: Google Analytics implementation plan

Welcome to social media platforms, analytics and monitoring tools

The 4Cs of social media marketing

SMART objectives for social media marketing initiatives

Introduction to the RACE planning framework

Top social media platforms

The suitability of social media platforms for specific strategies

Social media platforms, analytics and monitoring tools summary

Analyzing social media campaigns using the 4Cs

Aligning objectives with RACE

What we did: using social media for digital marketing

Using social media platform analytics and insights to optimize strategies

The 4Cs of social media marketing

SMART objectives and the RACE planning framework

Top social media platforms and strategy assessment

Activity: Social media content and metrics plan

Social media platforms, analytics and monitoring tools

What do you think?

Introduction to A/B testing & campaign performance reporting

The importance of a comprehensive campaign strategy

Aligning strategy with objectives and RACE

Role of automation in campaign monitoring and adjustment

Leverage AI tools to track performance

Purpose and benefits of A/B testing

Analyzing A/B test results

The importance of performance testing in evaluating campaign effectiveness

Performance testing methodologies

Planning for performance testing summary

Key components of campaign strategy

Types of marketing campaigns

AI application

Planning and implementing A/B tests

Creating a performance testing plan

Measurement and analysis summary

Designing a campaign strategy

Activity: Practice cross-analyzing

Automation in campaign monitoring and adjustment

Implementing A/B testing for campaign optimization

Planning for performance testing

Customer understanding and digital marketing channels summary and resources

Activity: Document campaign performance testing insights