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Unilever Team
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.
Read more
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.
Read more
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.
Register for this course and see more details by visiting:
OpenCourser.com/course/kk1p69/measurement
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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.
Read more
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.
Read more
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
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
Save this course
Save Measurement and Analysis to your list so you can find it easily later:
Save
Save
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 Measurement and Analysis with these
activities:
Review SEO tools
Show steps
Prepare for the course by familiarizing yourself with popular SEO tools.
Show steps
-
Identify a tool you want to learn.
-
Find video tutorials explaining basic functionality.
-
Create a free or trial account.
-
Explore the platform and get hands-on experience.
Review basic principles of marketing and advertising
Show steps
Strengthen your foundation in marketing and advertising concepts before starting the course.
Browse courses on
Marketing
Show steps
-
Read articles or books on marketing principles.
-
Review case studies of successful marketing campaigns.
-
Attend a webinar or online lecture on marketing fundamentals.
Conduct keyword research for a specific industry
Show steps
Strengthen your SEO skills by practicing keyword research for a specific industry.
Browse courses on
Keyword Research
Show steps
-
Define the target industry.
-
Identify relevant keywords using keyword research tools.
-
Analyze keyword competition and search volume.
-
Create a list of targeted keywords.
Seven other activities
Expand to see all activities and additional details
Show all ten activities
Participate in a peer review session for social media content
Show steps
Enhance your social media content creation skills by participating in peer review sessions.
Browse courses on
Social Media Content
Show steps
-
Prepare your own social media content (e.g., post, image, video).
-
Join a peer review session (online or in-person).
-
Share your content for feedback and critique.
-
Provide constructive criticism to other participants.
Analyze website performance using Google Analytics
Show steps
Develop your skills in web analytics by applying them to a real-world website.
Browse courses on
Google Analytics
Show steps
-
Select a website to analyze.
-
Set up Google Analytics on the website.
-
Monitor website traffic and gather data.
-
Analyze the data to identify areas for improvement.
-
Create a report summarizing your findings.
Compile a resource list on social media marketing tools
Show steps
Expand your knowledge of social media marketing tools by compiling a comprehensive resource list.
Show steps
-
Research and identify popular social media marketing tools.
-
Categorize the tools based on their functionality.
-
Evaluate the features and pricing of each tool.
-
Create a shareable document or presentation summarizing your findings.
Attend a workshop on A/B testing for online marketing
Show steps
Enhance your A/B testing skills by attending a workshop specifically designed for online marketing.
Browse courses on
A/B Testing
Show steps
-
Attend the workshop.
-
Participate in hands-on exercises and discussions.
-
Apply what you learn to your own marketing campaigns.
Create a social media marketing campaign plan
Show steps
Develop a comprehensive social media marketing plan by following guided tutorials.
Browse courses on
Social Media Marketing
Show steps
-
Define your target audience and marketing objectives.
-
Select the most relevant social media platforms.
-
Develop a content calendar and posting schedule.
-
Set up social media monitoring and analytics.
-
Evaluate the effectiveness of your campaign and make adjustments as needed.
Conduct A/B tests on a website landing page
Show steps
Gain practical experience in A/B testing by applying it to a website landing page.
Browse courses on
A/B Testing
Show steps
-
Choose a landing page to test.
-
Create variations of the landing page.
-
Set up A/B testing in Google Optimize or similar tool.
-
Monitor the results and analyze the data.
-
Make adjustments based on the findings.
Develop a data visualization dashboard for marketing campaign performance
Show steps
Showcase your data visualization skills by creating a dashboard to track and analyze marketing campaign performance.
Browse courses on
Data Visualization
Show steps
-
Select relevant metrics and data sources.
-
Choose appropriate data visualization techniques (e.g., charts, graphs, maps).
-
Design and develop the data visualization dashboard.
-
Present the dashboard to stakeholders.
Review SEO tools
Show steps
Prepare for the course by familiarizing yourself with popular SEO tools.
Show steps
Show steps
Show steps
- Identify a tool you want to learn.
- Find video tutorials explaining basic functionality.
- Create a free or trial account.
- Explore the platform and get hands-on experience.
Review basic principles of marketing and advertising
Show steps
Strengthen your foundation in marketing and advertising concepts before starting the course.
Browse courses on
Marketing
Show steps
Show steps
Show steps
- Read articles or books on marketing principles.
- Review case studies of successful marketing campaigns.
- Attend a webinar or online lecture on marketing fundamentals.
Conduct keyword research for a specific industry
Show steps
Strengthen your SEO skills by practicing keyword research for a specific industry.
Browse courses on
Keyword Research
Show steps
Show steps
Show steps
- Define the target industry.
- Identify relevant keywords using keyword research tools.
- Analyze keyword competition and search volume.
- Create a list of targeted keywords.
Seven other activities
Expand to see all activities and additional details
Show all ten activities
Participate in a peer review session for social media content
Show steps
Enhance your social media content creation skills by participating in peer review sessions.
Browse courses on
Social Media Content
Show steps
Show steps
Show steps
- Prepare your own social media content (e.g., post, image, video).
- Join a peer review session (online or in-person).
- Share your content for feedback and critique.
- Provide constructive criticism to other participants.
Analyze website performance using Google Analytics
Show steps
Develop your skills in web analytics by applying them to a real-world website.
Browse courses on
Google Analytics
Show steps
Show steps
Show steps
- Select a website to analyze.
- Set up Google Analytics on the website.
- Monitor website traffic and gather data.
- Analyze the data to identify areas for improvement.
- Create a report summarizing your findings.
Compile a resource list on social media marketing tools
Show steps
Expand your knowledge of social media marketing tools by compiling a comprehensive resource list.
Show steps
Show steps
Show steps
- Research and identify popular social media marketing tools.
- Categorize the tools based on their functionality.
- Evaluate the features and pricing of each tool.
- Create a shareable document or presentation summarizing your findings.
Attend a workshop on A/B testing for online marketing
Show steps
Enhance your A/B testing skills by attending a workshop specifically designed for online marketing.
Browse courses on
A/B Testing
Show steps
Show steps
Show steps
- Attend the workshop.
- Participate in hands-on exercises and discussions.
- Apply what you learn to your own marketing campaigns.
Create a social media marketing campaign plan
Show steps
Develop a comprehensive social media marketing plan by following guided tutorials.
Browse courses on
Social Media Marketing
Show steps
Show steps
Show steps
- Define your target audience and marketing objectives.
- Select the most relevant social media platforms.
- Develop a content calendar and posting schedule.
- Set up social media monitoring and analytics.
- Evaluate the effectiveness of your campaign and make adjustments as needed.
Conduct A/B tests on a website landing page
Show steps
Gain practical experience in A/B testing by applying it to a website landing page.
Browse courses on
A/B Testing
Show steps
Show steps
Show steps
- Choose a landing page to test.
- Create variations of the landing page.
- Set up A/B testing in Google Optimize or similar tool.
- Monitor the results and analyze the data.
- Make adjustments based on the findings.
Develop a data visualization dashboard for marketing campaign performance
Show steps
Showcase your data visualization skills by creating a dashboard to track and analyze marketing campaign performance.
Browse courses on
Data Visualization
Show steps
Show steps
Show steps
- Select relevant metrics and data sources.
- Choose appropriate data visualization techniques (e.g., charts, graphs, maps).
- Design and develop the data visualization dashboard.
- Present the dashboard to stakeholders.
Career center
Learners who complete Measurement and Analysis will develop knowledge and skills
that may be useful to these careers:
SEO Specialist
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.
Digital Marketing Manager
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.
Social Media Manager
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.
Web Analyst
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.
Marketing Analyst
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.
Digital Analytics Consultant
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.
Ecommerce Analyst
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.
Market Research Analyst
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.
Content Marketing Manager
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.
Product Manager
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.
Advertising Manager
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.
Data Scientist
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.
Business Analyst
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.
Marketing Consultant
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.
Data Analyst
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.
For more career information including salaries, visit:
OpenCourser.com/course/kk1p69/measurement
Reading list
We've selected eight books
that we think will supplement your
learning. Use these to
develop background knowledge, enrich your coursework, and gain a
deeper understanding of the topics covered in
Measurement and Analysis.
Provides a comprehensive overview of digital marketing analytics, including data collection, analysis, and reporting. It's a valuable resource for marketers looking to make data-driven decisions.
Save
Provides a comprehensive overview of marketing analytics, including topics such as customer segmentation, marketing mix modeling, and campaign optimization. It's a valuable resource for marketers who want to learn how to measure and improve the effectiveness of their marketing activities.
Save
Provides a concise overview of web analytics concepts and tools, including Google Analytics. It's a great resource for learning how to use web analytics data to improve website performance.
Save
Provides an overview of social media marketing principles and strategies. It's a valuable resource for marketers who want to learn how to develop and implement effective social media marketing campaigns.
Provides advanced social media strategies and tactics. It's a great resource for experienced marketers looking to take their social media campaigns to the next level.
Beginner-friendly guide to SEO. It provides clear and concise instructions on how to optimize a website for search engines. It's a great resource for those who are new to SEO.
Provides an in-depth guide to dimensional modeling, which data modeling technique used in data warehousing. It's a valuable resource for those who want to learn more about data warehousing and data analysis.
Provides a beginner-friendly guide to web design. It's a great resource for those who want to learn the basics of web design, including HTML and CSS.
For more information about how these books relate to this course, visit:
OpenCourser.com/course/kk1p69/measurement
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Level
Introductory
Via
Coursera
Institution
Unilever
Instructor
Unilever Team
Language
English
This course belongs to a
collection
called
Unilever Digital Marketing Analyst. It's comprised of four courses:
Good to know
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
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