O sucesso por meio das avaliações: análise e medição de marketing from Coursera

O sucesso por meio das avaliações: análise e medição de marketing é o quinto dos sete cursos do Certificado de Marketing Digital e E-commerce do Google. Este curso explora as práticas e ferramentas de análise de marketing. É esperado que os profissionais de marketing digital e e-commerce analisem dados de várias fontes (como páginas da web, canais de marketing digital e sites de e-commerce) e os usem para obter insights dos clientes. Você criará planos de mídia e definirá metas de desempenho. Você aprenderá a medir, gerenciar e analisar dados de campanhas de marketing usando o Google Analytics, Google Ads e ferramentas semelhantes. Em seguida, aprenderá a ajustar um orçamento de marketing com base nos insights extraídos das principais métricas. Você usará os resultados do teste A/B para otimizar uma campanha e identificar métricas que definem o sucesso de uma campanha. Você saberá como analisar e visualizar dados e insights em planilhas e preparar apresentações para compartilhar o progresso ou os resultados da campanha com as partes interessadas.

Os colaboradores do Google que trabalham atualmente na área serão seus guias, apresentando atividades práticas e exemplos que simulam tarefas comuns de marketing digital e e-commerce, mostrando algumas das melhores ferramentas e recursos usados no trabalho.

Os alunos que concluírem os sete cursos deste programa terão os recursos de que precisam para se candidatar a vagas de trabalho de marketing digital e e-commerce para iniciantes. Nenhuma experiência anterior é necessária.

Ao final deste curso, você será capaz de:

– Planejar e alocar os gastos do orçamento de marketing

– Descrever o papel único das metas de desempenho e dos indicadores-chave de desempenho (KPIs) nas campanhas de marketing

– Descrever como ferramentas como o Google Analytics e o Google Ads são usadas para medir o desempenho de sites e campanhas publicitárias

– Descrever como determinar o retorno sobre o investimento (ROI) ou o retorno do investimento em publicidade (ROAS) de um projeto de marketing

– Preparar, conduzir e analisar os resultados de um teste A/B para otimizar uma campanha de marketing

– Aplicar recursos de planilha como classificação, filtragem e tabelas dinâmicas para preparar os dados a serem compartilhados

– Criar gráficos em planilhas para visualizar métricas

What's inside

Syllabus

Introdução ao sucesso por meio das avaliações: análise e medição de marketing

Você vai aprender sobre campanhas de marketing e como os profissionais da área definem metas de desempenho. Também vai estudar sobre planejamento de mídia e criar seu próprio plano de mídia. Por fim, vai conhecer as ferramentas comuns usadas na análise de marketing e como elas funcionam.

Use métricas do Google Analytics e do Google Ads

Você aprenderá sobre as principais métricas e fontes de dados de várias plataformas. Você aprenderá a usar as métricas do Google Analytics e do Google Ads para obter insights para campanhas de marketing. Você também aprenderá a vincular dados do Google Ads ao Google Analytics e exportar dados de ambas as plataformas para analisá-los quando quiser.

Como medir o sucesso das campanhas de marketing

Você investigará as métricas e os resultados que definem uma campanha de marketing bem-sucedida. Você analisará diferentes métricas que ajudam a determinar o ROI ou ROAS de um projeto de marketing para que você possa fazer ajustes para melhorar os retornos. Você também aprenderá a planejar e realizar um teste A/B para otimizar uma campanha de marketing. Por fim, você analisará como é uma campanha de marketing bem-sucedida e o que a faz ser bem-sucedida.

Compartilhar métricas e insights com as partes interessadas

Você aprenderá a trabalhar com as partes interessadas antecipando suas necessidades e comunicando o progresso ou os resultados de uma campanha. Você aprenderá a analisar, filtrar e preparar métricas e insights para compartilhar com os outros. Você também praticará a criação de visualizações, apresentações e um painel para resumir claramente os insights para as partes interessadas. Perto do final do curso, você aplicará o que aprendeu apresentando um conjunto de insights práticos às partes interessadas.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Este curso foi desenvolvido pela Google Career Certificates, uma organização reconhecida por seus programas de treinamento em marketing digital

O curso é ministrado por profissionais do Google que atuam na área, o que garante conteúdo prático e atualizado

Abrange os fundamentos da análise de marketing, incluindo métricas, ferramentas e técnicas de otimização

Ensina como planejar e alocar orçamentos de marketing, definir metas de desempenho e medir o retorno sobre o investimento

Foca em ferramentas do Google, como Google Analytics e Google Ads, essenciais para profissionais de marketing digital

Desenvolvido para iniciantes sem experiência prévia, proporcionando uma base sólida em análise de marketing

Career center

Learners who complete O sucesso por meio das avaliações: análise e medição de marketing will develop knowledge and skills that may be useful to these careers:

Marketing Analyst

Marketing Analysts are responsible for collecting, analyzing, and interpreting marketing data to provide insights and recommendations for marketing strategies. This course would be highly beneficial for those looking to become Marketing Analysts as it covers key concepts in marketing analytics, including data collection and analysis, performance measurement, and campaign optimization. The skills and knowledge gained from this course can help aspiring Marketing Analysts build a strong foundation for success in this field.

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Search Engine Optimization (SEO) Specialist

Search Engine Optimization (SEO) Specialists are responsible for improving the visibility and ranking of websites in search engine results pages (SERPs). This course would be beneficial for aspiring SEO Specialists as it covers key concepts in marketing analytics and measurement, including website traffic analysis and keyword research. By learning how to track and measure the impact of SEO efforts, SEO Specialists can optimize their strategies to drive organic traffic and improve website performance.

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E-commerce Manager

E-commerce Managers are responsible for overseeing the development and execution of e-commerce strategies. This course may be helpful for aspiring E-commerce Managers as it provides a solid understanding of marketing analytics and measurement techniques specifically tailored to e-commerce environments. By learning how to track and measure key metrics related to website traffic, conversion rates, and customer behavior, E-commerce Managers can optimize their strategies to drive revenue and growth.

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Email Marketing Manager

Email Marketing Managers are responsible for planning, creating, and executing email marketing campaigns to nurture leads and drive conversions. This course would be beneficial for aspiring Email Marketing Managers as it provides a solid understanding of marketing analytics and measurement techniques, including email campaign performance analysis and optimization. By learning how to track and measure the effectiveness of email marketing campaigns, Email Marketing Managers can improve their strategies and maximize ROI.

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Content Marketing Manager

Content Marketing Managers are responsible for planning, creating, and distributing content to attract and engage target audiences. This course would be beneficial for those looking to become Content Marketing Managers as it provides a solid understanding of marketing analytics and measurement techniques, including content performance analysis and optimization. By learning how to track and measure the effectiveness of content marketing campaigns, Content Marketing Managers can improve their strategies and drive results.

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Digital Marketing Manager

Digital Marketing Managers are responsible for planning and executing marketing campaigns across various digital channels. This course may be useful for aspiring Digital Marketing Managers as it provides a comprehensive overview of marketing analytics and measurement techniques, helping them understand how to track, measure, and optimize the effectiveness of their digital marketing efforts. Understanding how to use data to make informed decisions and demonstrate the ROI of marketing campaigns is essential for success in this role.

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Product Marketing Manager

Product Marketing Managers are responsible for developing and executing marketing strategies for specific products or services. This course would be beneficial for aspiring Product Marketing Managers as it provides insights into how to measure and analyze the performance of marketing campaigns, track customer behavior, and optimize product positioning. Understanding these concepts can help Product Marketing Managers make data-driven decisions and improve product adoption and revenue.

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Social Media Marketing Manager

Social Media Marketing Managers are responsible for developing and executing social media marketing strategies to engage with target audiences. This course may be helpful for aspiring Social Media Marketing Managers as it covers key concepts in marketing analytics and measurement, including social media metrics and campaign optimization. By learning how to track and analyze social media performance, Social Media Marketing Managers can demonstrate the effectiveness of their campaigns and optimize their strategies.

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Marketing Automation Specialist

Marketing Automation Specialists are responsible for implementing and managing marketing automation software to automate marketing processes and workflows. This course would be useful for those looking to become Marketing Automation Specialists as it provides a foundation in marketing analytics and measurement, helping them understand how to track and analyze the effectiveness of automated marketing campaigns. By gaining insights into marketing performance metrics, Marketing Automation Specialists can optimize their strategies and improve campaign results.

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Market Researcher

Market Researchers are responsible for conducting research to gather data about markets, customers, and competitors. This course may be useful for aspiring Market Researchers as it provides a foundation in marketing analytics and measurement techniques. By understanding how to collect and analyze marketing data, Market Researchers can contribute to data-driven decision-making and improve product and service offerings.

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Data Analyst

Data Analysts are responsible for collecting, analyzing, and interpreting data to identify trends, patterns, and insights. While this course is not specifically tailored to Data Analysts, it may be useful for those looking to enter the field as it provides a foundation in marketing analytics and measurement techniques. By understanding how to track and analyze marketing data, Data Analysts can contribute to data-driven decision-making and improve business outcomes.

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Business Analyst

Business Analysts are responsible for analyzing business processes and systems to identify areas for improvement. While this course is not specifically designed for Business Analysts, it may be useful for those looking to enter the field as it provides a foundation in marketing analytics and measurement techniques. By gaining insights into marketing performance and customer behavior, Business Analysts can contribute to data-driven decision-making and improve overall business performance.

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Investment Analyst

Investment Analysts are responsible for analyzing investment opportunities to make recommendations to investors. While this course is not specifically tailored to Investment Analysts, it may be useful for those looking to enter the field as it provides a foundation in marketing analytics and measurement techniques. By understanding how to track and analyze marketing data, Investment Analysts can contribute to data-driven decision-making and improve investment recommendations.

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Quantitative Analyst

Quantitative Analysts are responsible for developing and applying mathematical and statistical models to solve business problems. While this course is not specifically tailored to Quantitative Analysts, it may be useful for those looking to enter the field as it provides a foundation in marketing analytics and measurement techniques. By understanding how to track and analyze marketing data, Quantitative Analysts can contribute to data-driven decision-making and improve business outcomes.

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Financial Analyst

Financial Analysts are responsible for analyzing financial data to assess the financial health of companies and make investment recommendations. While this course is not specifically designed for Financial Analysts, it may be useful for those looking to enter the field as it provides a foundation in marketing analytics and measurement techniques. By understanding how to track and analyze marketing data, Financial Analysts can contribute to data-driven decision-making and improve investment recommendations.

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