Marketing Analytics and Insights 

offered by RMIT University

Module 1: Making sense of Data and Insights 

Be introduced to data and distinguish the difference between marketing and web analytics
Comprehend and compare metric data and commodity data
Explore the right metrics to measure at different stages of your marketing funnel

Module 2: Exploring the world of marketing data
Investigate various analysis approaches
Be introduced to the data analysis tools Google Data Studio and Tableau
Explore correlation and causation
Understand and apply different data types for real-world clients
Learn how to capture and store data including first, second, and third-party data

Module 3: Using data to make decisions
Explore customer segmentation and understand how to deploy, automate, and examine segmentation strategies
Understand the role digital touchpoints play in getting a complete picture of your customers through a 360-degree view
Identify one-on-one customer communication and personalisation approaches across multiple channels

Module 4: Targeting your customer
Examine how data can be used to find new audiences and create better digital experiences through personalisation using A/B testing
Understand one-on-one communication through lead scoring, modelling, and digital touch points
Apply different types of analytics and visualise data to develop a data narrative

Module 5: Tools for acting
Explore Google and Adobe Analytics and analyse social media using single and multi-channel tools
Examine attribution models to measure effectiveness and ROI
Gain practical tips on setting up goals and learn how to track and tag on Google Analytics

Module 6: What's next ?
Explore data ethics and understand the importance of legislation and data breaches
Examine resources available for ongoing development with your marketing analytics and insights knowledge and skills
Project: Complete and submit your final project