Measurement and Analysis from Coursera

The Measurement and Analysis course delves into the essential aspects of tracking, analyzing, and optimizing marketing efforts to drive success. Throughout the course, you will gain a solid understanding of search engine marketing (SEM) and search engine optimization (SEO), web analytics and tools, social media platforms and analytics, as well as A/B testing and campaign performance reporting.

After completing this course, you will be able to:

- Set up an SEO objective and perform keyword research.

- Construct and apply a value proposition and identify how to analyze performance of SEO strategy.

- Define web analytics and associated KPIs.

- Identify key features of the Google Analytics Platform, set up a Google Analytics Dashboard and describe other popular platforms and their key features.

- Define the 4Cs of social media marketing and recognize SMART objectives.

- Describe the RACE Planning Framework.

- Identify top social media platforms and assess the best platform to use for a given strategy and objective.

- Design a campaign strategy end-to-end and identify where to automate monitoring and adjusting.

- Identify the steps to implement testing for a campaign strategy and plan for performance testing.

What's inside

Syllabus

Search Engine Marketing (SEM) & Search Engine Optimization (SEO)

In this module, you will explore how to differentiate between SEM and SEO, set up SEO objectives, perform keyword research, and analyze the performance of your SEO strategy.

Web analytics and tools

In this module, you will explore web analytics tools, including the popular Google Analytics platform, and how to set up a comprehensive dashboard for monitoring website performance.

Social media platforms, analytics and monitoring tools

In this module, you will explore social media marketing, SMART objectives, and the RACE planning framework to help you develop effective social media campaigns and assess platform suitability.

A/B testing & campaign performance reporting

In this module, you will you will gain insights into designing end-to-end campaign strategies, leveraging AI for monitoring and adjustment, implementing A/B testing, and conducting in-depth performance analysis.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Suitable for marketers seeking to enhance their knowledge and skills in measuring, analyzing, and optimizing marketing efforts for success

Empowers marketers with a comprehensive understanding of essential aspects of digital marketing, including SEO, web analytics, social media marketing, and testing

Led by instructors from Unilever, providing valuable insights and practical examples from a leading industry player

Provides a hands-on approach to marketing measurement and analysis, equipping learners with practical skills

Offers a balanced curriculum covering both theoretical concepts and practical applications

Requires no prerequisites or prior knowledge, making it accessible to learners from diverse backgrounds

Career center

Learners who complete Measurement and Analysis will develop knowledge and skills that may be useful to these careers:

SEO Specialist

The Measurement and Analysis course provides a deep dive into search engine optimization (SEO), which is why it's a must-take for those aspiring to be successful SEO Specialists. With modules on SEO objectives, keyword research, and performance analysis, this course will equip you with the knowledge and skills to excel in this field. By understanding how to optimize websites for search engines, you'll be able to drive more traffic, leads, and sales for your clients.

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Digital Marketing Manager

The Measurement and Analysis course can be a transformative resource for Digital Marketing Managers. The teachings in this course can help build a foundation for success in this role by introducing you to search engine marketing (SEM), search engine optimization (SEO), web analytics, and social media platforms and analytics. With this course under your belt, you'll be better informed on the strategies and techniques that drive successful digital marketing campaigns.

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Social Media Manager

The Measurement and Analysis course is a valuable resource for Social Media Managers who want to stay ahead of the curve. With its focus on social media marketing, SMART objectives, and the RACE planning framework, this course will help you develop and execute effective social media campaigns that drive real results. Whether you're just starting out as a Social Media Manager or looking to advance your career, this course can provide you with the knowledge and skills you need to succeed.

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Web Analyst

The Measurement and Analysis course can be an excellent starting point for aspiring Web Analysts. With its emphasis on web analytics, Google Analytics, and other popular platforms, this course will provide you with a solid foundation in the tools and techniques used to track, analyze, and report on website performance. By understanding how to measure and interpret website data, you'll be able to make informed decisions that improve the user experience and drive business outcomes.

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Marketing Analyst

The Measurement and Analysis course can be a valuable asset for those looking to become successful Marketing Analysts. Its coverage of marketing campaign performance reporting, A/B testing, and data analysis techniques will give you a competitive edge in this role. By understanding how to measure and analyze marketing campaigns, you'll be able to provide valuable insights and recommendations that drive business growth.

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Digital Analytics Consultant

For those aspiring to become Digital Analytics Consultants, the Measurement and Analysis course is a valuable resource. The course's emphasis on web analytics, Google Analytics, and other platforms will provide you with the skills and knowledge necessary to help clients improve their website performance and achieve their digital marketing goals. By understanding how to collect, analyze, and interpret data, you'll be able to provide valuable insights and recommendations that drive business outcomes.

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Ecommerce Analyst

The Measurement and Analysis course may be helpful for Ecommerce Analysts looking to enhance their skills in data analysis and optimization. The course covers web analytics, A/B testing, and campaign performance reporting, which are all valuable tools for understanding and improving the performance of ecommerce websites. By taking this course, you'll gain a deeper understanding of how to measure and analyze key metrics, such as conversion rates, customer lifetime value, and return on investment.

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Market Research Analyst

The Measurement and Analysis course may be helpful for Market Research Analysts who want to enhance their understanding of quantitative research methods. The course provides a foundation in data analysis techniques, including A/B testing and campaign performance reporting, which are essential for conducting market research and providing insights to clients. By taking this course, you'll be able to better understand and interpret research data, and make more informed recommendations to your clients.

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Content Marketing Manager

The Measurement and Analysis course may be helpful for Content Marketing Managers who want to develop their skills in performance measurement and optimization. The course covers web analytics, A/B testing, and campaign performance reporting, which are all essential for understanding and improving the effectiveness of content marketing campaigns. By taking this course, you'll gain a deeper understanding of how to measure and analyze key metrics, such as website traffic, engagement, and lead generation.

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Product Manager

The Measurement and Analysis course may be helpful for Product Managers who want to develop their skills in data-driven decision-making. The course covers web analytics, A/B testing, and campaign performance reporting, which are all valuable tools for understanding and improving the performance of digital products. By taking this course, you'll gain a deeper understanding of how to measure and analyze key metrics, such as user engagement, retention, and conversion.

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Advertising Manager

The Measurement and Analysis course may be helpful for Advertising Managers who want to enhance their understanding of digital advertising performance. The course covers web analytics, A/B testing, and campaign performance reporting, which are all valuable tools for understanding and improving the effectiveness of digital advertising campaigns. By taking this course, you'll gain a deeper understanding of how to measure and analyze key metrics, such as click-through rate, conversion rate, and return on investment.

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Data Scientist

The Measurement and Analysis course provides a foundation in data analysis techniques, including A/B testing and campaign performance reporting, which are valuable skills for Data Scientists. By taking this course, you'll gain a deeper understanding of how to collect, clean, and analyze data, and how to communicate your findings to stakeholders. This knowledge will be helpful for those aspiring to become Data Scientists, as it will provide them with a strong foundation in the essential skills for this role.

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Business Analyst

The Measurement and Analysis course may be helpful for Business Analysts who want to enhance their understanding of data analysis and optimization. The course covers web analytics, A/B testing, and campaign performance reporting, which are all valuable tools for understanding and improving business processes. By taking this course, you'll gain a deeper understanding of how to measure and analyze key metrics, such as customer satisfaction, operational efficiency, and financial performance.

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Marketing Consultant

The Measurement and Analysis course may be helpful for Marketing Consultants who want to develop their skills in digital marketing performance measurement and optimization. The course covers web analytics, A/B testing, and campaign performance reporting, which are all valuable tools for understanding and improving the effectiveness of marketing campaigns. By taking this course, you'll gain a deeper understanding of how to measure and analyze key metrics, such as website traffic, engagement, and lead generation.

See salaries and explore the career path for Marketing Consultant

Data Analyst

The Measurement and Analysis course may be helpful for Data Analysts who want to develop their skills in web analytics and digital marketing performance analysis. The course covers web analytics, A/B testing, and campaign performance reporting, which are all valuable tools for understanding and improving the effectiveness of digital marketing campaigns. By taking this course, you'll gain a deeper understanding of how to measure and analyze key metrics, such as website traffic, engagement, and lead generation.

See salaries and explore the career path for Data Analyst

Measurement and Analysis

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