Analytics, ROI, and Evaluation from Coursera

By the end of this course, you will be able to:

- Master KPIs and Metrics: Understand and apply KPIs and metrics to measure and optimize business performance across various marketing channels.

- Optimize Marketing Funnels: Analyze and improve marketing funnels, using key models and metrics to enhance customer journeys and increase conversions.

- Leverage Advanced Analytics Tools: Utilize tools like Crazy Egg and Google Analytics to gain in-depth behavioral insights and refine marketing strategies based on data-driven decisions.

- Enhance ROI Calculations: Calculate and improve ROI across different campaign types, ensuring cost-effective marketing efforts that maximize returns.

- Utilize Google Analytics 4 (GA4): Navigate and leverage the latest features of GA4, including setting up, tracking, and analyzing data to optimize website performance.

Guided by industry experts, you'll engage in hands-on activities and real-world examples to develop practical skills in data-driven marketing and gain a competitive edge.

What's inside

Syllabus

Analytics, ROI, and Evaluation

This comprehensive Analytics, ROI, and Evaluation program will equip you with the skills needed to excel in modern marketing. You'll learn to measure, analyze, and optimize marketing performance to drive engagement, conversions, and business success. Guided by industry experts, you'll engage in hands-on activities and real-world examples to develop practical skills in data-driven marketing and gain a competitive edge.

Assessment for Analytics, ROI, and Evaluation

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Utilizes Google Analytics 4, which is the latest version of Google's analytics platform and an industry standard for tracking and analyzing website data

Teaches how to optimize marketing funnels, which is a core skill for improving customer journeys and increasing conversions in marketing

Covers ROI calculations across different campaign types, ensuring cost-effective marketing efforts that maximize returns, which is crucial for marketing success

Requires learners to utilize tools like Crazy Egg, which may require a subscription to access its full features and capabilities

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in Analytics, ROI, and Evaluation with these activities:

Review Basic Statistics Concepts

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Reinforce your understanding of fundamental statistical concepts to better grasp the analytical methods used in marketing ROI and evaluation.

Browse courses on Statistical Significance

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Review key statistical terms and formulas.
Work through practice problems involving hypothesis testing and regression.

Read 'Marketing Metrics: The Definitive Guide to Measuring Marketing Performance'

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Gain a deeper understanding of marketing metrics and their application in evaluating marketing performance.

View Marketing Metrics (Pearson Business Analytics... on Amazon

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Read the book and take notes on key concepts.
Identify metrics relevant to your current marketing role.

Complete Google Analytics 4 (GA4) Tutorials

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Enhance your proficiency with Google Analytics 4 by completing official tutorials and practice exercises.

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Access the Google Analytics 4 Skillshop.
Complete the 'Get started with Google Analytics 4' course.
Practice setting up events and conversions in a demo account.

Four other activities

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Read 'Lean Analytics: Use Data to Build a Better Startup Faster'

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Understand how to apply data-driven decision-making principles to improve business outcomes.

View Lean Analytics: Use Data to Build a Better... on Amazon

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Read the book and identify key takeaways.
Apply the book's framework to a business scenario.

Analyze a Marketing Campaign's ROI

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Apply the concepts learned in the course by analyzing the ROI of a real-world marketing campaign.

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Select a marketing campaign to analyze.
Gather data on campaign costs and revenue generated.
Calculate the ROI using different methods.
Present your findings in a report.

Build a Marketing Dashboard

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Create a marketing dashboard using a data visualization tool to track key performance indicators (KPIs).

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Choose a data visualization tool (e.g., Google Data Studio, Tableau).
Identify relevant KPIs to track.
Connect your data sources to the tool.
Design and build the dashboard.

Write a Blog Post on Marketing ROI

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Solidify your understanding of marketing ROI by writing a blog post explaining the concept and its importance.

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Research different methods for calculating marketing ROI.
Write a blog post explaining the concept in simple terms.
Include examples and case studies.

Career center

Learners who complete Analytics, ROI, and Evaluation will develop knowledge and skills that may be useful to these careers:

Marketing Analyst

A marketing analyst examines market conditions and consumer behavior to inform marketing strategies. This role involves interpreting data, identifying trends, and making recommendations to optimize marketing campaigns, which this course directly assists with. The course teaches marketing performance measurement, analysis, and optimization using tools such as Google Analytics and Crazy Egg, building a foundation for a career as a marketing analyst. It provides a framework to track key performance indicators, optimize marketing funnels, and enhance return on investment calculations. A marketing analyst should take this course because it covers the fundamentals of data-driven marketing.

See salaries and explore the career path for Marketing Analyst

Digital Marketing Specialist

The digital marketing specialist implements and manages online marketing campaigns, and the skills taught by this course are crucial to success. This specialist uses analytics tools to evaluate performance across various digital channels, using this information to refine strategies and enhance results. This course helps you learn to improve marketing funnels, utilize advanced analytics tools, and calculate return on investment. A digital marketing specialist would benefit from this course's focus on data-driven decision-making in marketing, enhancing proficiency in campaign optimization, and leveraging Google Analytics 4.

See salaries and explore the career path for Digital Marketing Specialist

Web Analytics Manager

A web analytics manager is responsible for analyzing website data to improve user experience and online performance. In this role, you'd track website traffic, user behavior, and conversion rates, and use these insights to enhance website effectiveness, and this course will be greatly helpful. The course teaches you to leverage Google Analytics 4, including how to set up, track, and analyze data to optimize website performance. A web analytics manager should take this course to learn how to use analytics to refine marketing strategies, which is directly applicable to the role.

See salaries and explore the career path for Web Analytics Manager

Campaign Manager

A campaign manager plans, executes, and monitors marketing campaigns across different channels. This role requires a deep understanding of marketing metrics and the ability to optimize campaigns for best results, a crucial set of skills that is present in this course. The course teaches you how to analyze and improve marketing funnels, enhance return on investment calculations, and use advanced analytics tools to make data-driven decisions. A campaign manager would benefit from learning how to track and analyze campaign performance, as this course teaches, to improve effectiveness of marketing efforts.

See salaries and explore the career path for Campaign Manager

Customer Acquisition Specialist

A customer acquisition specialist focuses on bringing in new customers through marketing. This role requires a strong understanding of marketing funnels, return on investment, and the use of advanced analytics tools to analyze and refine strategies, all of which is covered in this course. The course provides training in how to use key metrics, and data driven methods, to achieve results, which is of the utmost importance for this job. This course directly supports the efforts of a customer acquisition specialist, developing key proficiencies.

See salaries and explore the career path for Customer Acquisition Specialist

Marketing Manager

A marketing manager plans, directs, and coordinates marketing activities to promote a company's products or services. A marketing manager should understand how to measure and evaluate the effectiveness of marketing initiatives, which this course closely covers. In this role, a manager would use the kind of data driven insights taught in this course to ensure a marketing strategy yields results and meets goals. They would also be able to accurately track return on investment of campaigns. This course helps build the skills to optimize marketing funnels and leverage advanced analytics, increasing expertise for any marketing manager.

See salaries and explore the career path for Marketing Manager

E-commerce Manager

An ecommerce manager oversees the online sales and marketing activities of an online business. They would need to evaluate the performance of marketing campaigns, as taught in this course. This role involves managing the online customer journey, from acquisition to retention, which this course will aid. The course emphasizes the use of key performance indicators, improving marketing funnels, return on investment calculation, and tools like Google Analytics. An ecommerce manager will find benefit in this course because it provides a framework for data-driven decision-making and optimizing marketing efforts.

See salaries and explore the career path for E-commerce Manager

Market Research Analyst

A market research analyst studies market conditions and consumer behavior to advise companies on how to best market their products, and this course provides instruction in relevant analytical tools and techniques for this role. In particular, a market research analyst would appreciate the emphasis on using data to refine marketing strategies. This course’s focus on understanding key performance indicators and using tools like Google Analytics and Crazy Egg provides a basis for analyzing market trends and consumer behavior. This course provides a strong base for any market research analyst who works with marketing initiatives.

See salaries and explore the career path for Market Research Analyst

Marketing Consultant

A marketing consultant advises clients on strategies to improve their results. This role requires expertise in marketing analysis, campaign optimization, and return on investment calculation, areas that this course addresses. The course teaches you how to measure and improve marketing performance across different channels, utilizing key performance indicators and advanced analytics tools. A marketing consultant would benefit from taking this course to gain a strong understanding of data-driven marketing, and how to make recommendations based on such data.

See salaries and explore the career path for Marketing Consultant

Growth Hacker

A growth hacker focuses on achieving rapid business growth through innovative marketing strategies. This role requires a strong analytical mindset and the ability to measure, analyze, and optimize marketing performance, which this course emphasizes. The course teaches you to understand and apply key performance indicators, improve marketing funnels, and leverage tools like Google Analytics. This is essential knowledge for a growth hacker. This course may provide a foundation to help any growth hacker who seeks to make data-driven decisions to efficiently promote a business.

See salaries and explore the career path for Growth Hacker

Social Media Analyst

A social media analyst examines the performance metrics of social media campaigns and provides strategic recommendations. This role requires the ability to use data-driven insights to optimize content, engagement, and reach, a practice emphasized in this course. This course teaches how to measure marketing performance using key performance indicators, as well as how to use tools like Google analytics to refine marketing strategies based on behavioral insights. A social media analyst would find this course helpful, as it provides a solid foundation for data-driven decision-making, even if it does not focus primarily on social media.

See salaries and explore the career path for Social Media Analyst

Product Manager

A product manager is responsible for a product's strategy, roadmap, and execution. This role relies on data-driven decision-making to identify opportunities and improve product performance, which this course is focused on. This course covers how to measure and analyze marketing performance to drive engagement and conversions, offering a helpful perspective in understanding how a product performs in the market. A product manager would find this course useful in understanding how data from marketing funnels, return on investment, and advanced analytics tools can be used to make better product choices.

See salaries and explore the career path for Product Manager

Business Analyst

A business analyst identifies an organization’s problems and provides data-driven solutions. The role of a business analyst involves a great deal of data related work, and this course, covering data analysis and insights, may be useful. This course provides knowledge on measuring and optimizing business performance with key performance indicators and metrics. It also teaches how to calculate and improve return on investment across different marketing campaigns. A business analyst would find value in the course’s insights into data-driven decision-making, using tools to refine marketing strategies based on behavioral insights.

See salaries and explore the career path for Business Analyst

Data Analyst

A data analyst interprets data, analyzes results using statistical techniques, and provides ongoing reports. A data analyst may find this course helpful, while they may not be solely dealing with marketing data. The course covers how to understand and apply key performance indicators and metrics to measure and optimize business performance, and further, how to leverage advanced analytics tools like Google Analytics. A data analyst would benefit from learning how to improve return on investment calculations, and this course may broaden their base of knowledge in the area of data analysis, particularly concerning marketing.

See salaries and explore the career path for Data Analyst

Sales Operations Analyst

A sales operations analyst is focused on optimizing sales processes and performance. This role involves data analysis and the use of metrics to drive sales strategy, and while sales is not directly addressed in this course, the analytics and evaluation aspects may be useful. This course teaches how to measure and optimize performance by using tools such as Google Analytics to refine strategies based on data-driven decisions. A sales operations analyst will find this course useful, in that it helps to build proficiency in data-driven decision-making, which can then be applied to their field.

See salaries and explore the career path for Sales Operations Analyst

Analytics, ROI, and Evaluation

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