Веб-аналитика и медиапланирование from Coursera

Курс дает полное представление об инструментах интернет-маркетинга, направленных на повышение эффективности интернет-рекламы. Он включает в себя три основных блока: «Веб- аналитика», «Юзабилити» и «Медиапланирование». Без владения этими инструментами маркетолог не сможет эффективно использовать рекламный бюджет и проиграет конкурентную борьбу. Вы научитесь: • оценивать отдачу от рекламных каналов с помощью Google Analytics и Яндекс.Метрики • выявлять проблемы сайта, снижающие конверсию трафика в заказы • делать сайт более удобным и полезным прогнозировать результат по каждому рекламному каналу и принимать обоснованные решения о распределении маркетингового бюджета. Преподаватели курса – практикующие специалисты Ingate – одного из лидеров на российском рынке digital-маркетинга. Формат обучения – видеолекции с практическими заданиями.

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Explores the use of Google Anlaytics and Yandex.Metrica to evaluate return on investment of advertising campaigns

Focuses on critical skills of web analytics, usability, and media planning

Conducted by subject matter experts from Ingate, a leader in digital marketing

Provides a strong foundation in core marketing concepts for practitioners

Utilizes practical assignments to support theoretical concepts

Requires students to have background knowledge in marketing

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 Веб-аналитика и медиапланирование with these activities:

Find a Seasoned Internet Marketing Professional as a Mentor

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Seek guidance and mentorship from an experienced internet marketing professional. Their expertise and insights can accelerate your learning and career growth.

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Identify potential mentors through networking events or online platforms.
Reach out to your selected mentor and request guidance.
Regularly meet with your mentor to discuss your progress and goals.

Read Principles of Internet Marketing

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Review the fundamentals of internet marketing to refresh your knowledge and prepare for the course.

View Digital Marketing on Amazon

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Read the introduction and first two chapters of the book.
Summarize key concepts in your own words.

Attend an Internet Marketing Conference or Workshop

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Expand your knowledge and network with industry professionals by attending an internet marketing conference or workshop, gaining insights into the latest trends and best practices.

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Research and select an event to attend.
Attend sessions and actively participate in discussions.
Connect with speakers, attendees, and potential collaborators.

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Google Analytics and Yandex.Metrika Practice Exercises

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Improve your proficiency in using Google Analytics and Yandex.Metrika and enhance your understanding of web analytics.

Browse courses on Web Analytics

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Complete the exercises in the Google Analytics Academy and Yandex.Metrika Academy.
Analyze sample data sets to identify trends and patterns.

Create a Website Usability Audit Report

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Conduct a thorough audit of a website's usability and present your findings in a comprehensive report, enhancing your understanding of user interface principles.

Browse courses on Website Design

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Select a website to audit.
Apply usability principles to evaluate the website.
Write a detailed report with actionable recommendations.

Plan an Integrated Media Strategy

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Develop a comprehensive media plan for a specific marketing campaign, solidifying your understanding of target audience analysis, channel selection, and budget allocation.

Browse courses on Media Planning

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Define the target audience and marketing goals.
Research and select appropriate media channels.
Create a detailed budget and timeline.

Contribute to Open Source Digital Marketing Tools or Projects

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Deepen your understanding of internet marketing technologies and contribute to the community by contributing to open source projects. Hands-on experience will enhance your technical skills and showcase your commitment to the field.

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Identify open source projects related to internet marketing.
Review the project documentation and contribute code or documentation.
Collaborate with other contributors and engage in discussions.

Launch a Mini Marketing Campaign

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Design and implement a mini marketing campaign for a real-world or simulated business, applying your knowledge and skills in a practical setting.

Browse courses on Marketing Management

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Identify a problem or opportunity for a business.
Develop a marketing plan and budget.
Execute the marketing campaign.
Analyze results and make recommendations.

Mentor a Junior Marketer

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Share your knowledge and experience by mentoring a junior marketer. By teaching others, you will deepen your understanding of internet marketing concepts and improve your communication skills.

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Identify a junior marketer to mentor.
Provide guidance and support on specific projects or topics.
Offer constructive feedback and encouragement.

Career center

Learners who complete Веб-аналитика и медиапланирование will develop knowledge and skills that may be useful to these careers:

Digital Marketing Manager

A Digital Marketing Manager plans, implements, and analyzes digital marketing campaigns to promote a company's products or services. The course can help equip a Digital Marketing Manager with the tools to measure the effectiveness of digital marketing campaigns. It also dives into improving site usability and helps make informed decisions on marketing budget allocation. These skills can be applied to identify problems on a website, and use data to improve conversion rates and make better marketing decisions.

See salaries and explore the career path for Digital Marketing Manager

Web Analyst

A Web Analyst collects, analyzes, and interprets data about website traffic to help improve the website's performance. The course can help a Web Analyst gain proficiency in using Google Analytics and Yandex.Metrica, which are widely used tools in the field. It also provides knowledge of user experience (UX) design and media planning, which can be valuable for a Web Analyst seeking to advance their career.

See salaries and explore the career path for Web Analyst

UX Designer

A UX Designer focuses on enhancing the user experience of a website or product. The course can provide a UX Designer with the knowledge and skills to identify and resolve usability issues on a website, making it more user-friendly and effective. The course also covers the fundamentals of media planning, which can be beneficial for a UX Designer who wants to understand how to effectively promote a website or product.

See salaries and explore the career path for UX Designer

Media Planner

A Media Planner develops and implements media strategies to reach a target audience and achieve marketing objectives. The course can help a Media Planner gain a deep understanding of media planning principles and practices, including how to forecast results and make informed decisions about marketing budget allocation.

See salaries and explore the career path for Media Planner

Marketing Manager

A Marketing Manager oversees the planning, execution, and evaluation of marketing campaigns to achieve business goals. The course can help a Marketing Manager gain a comprehensive understanding of digital marketing tools and techniques, including web analytics, UX design, and media planning. These skills can be applied to develop and implement effective marketing strategies that drive results.

See salaries and explore the career path for Marketing Manager

E-commerce Manager

An E-commerce Manager is responsible for planning, implementing, and evaluating e-commerce strategies to drive online sales. The course can help an E-commerce Manager gain a solid foundation in web analytics, which is essential for tracking and measuring the performance of e-commerce websites. It also provides insights into UX design, which can be valuable for improving the user experience and conversion rates on an e-commerce website.

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

Data Analyst

A Data Analyst collects, analyzes, and interprets data to help businesses make informed decisions. The course may be helpful for a Data Analyst seeking to specialize in digital marketing or e-commerce, as it provides a foundation in web analytics and media planning. These skills can be applied to analyze website traffic, user behavior, and marketing campaign performance to identify trends and insights.

See salaries and explore the career path for Data Analyst

Digital Marketing Specialist

A Digital Marketing Specialist implements and manages digital marketing campaigns to achieve marketing objectives. The course can help a Digital Marketing Specialist gain proficiency in using digital marketing tools and techniques, including web analytics and media planning. It also provides insights into UX design, which can be valuable for improving the user experience of digital marketing campaigns.

See salaries and explore the career path for Digital Marketing Specialist

Search Engine Optimization (SEO) Specialist

An SEO Specialist optimizes websites and content to improve their visibility and ranking in search engine results pages (SERPs). The course may be helpful for an SEO Specialist who wants to gain a better understanding of how to use web analytics to track and measure the performance of SEO campaigns. It also provides insights into UX design, which can be valuable for creating websites that are both user-friendly and search engine friendly.

See salaries and explore the career path for Search Engine Optimization (SEO) Specialist

Content Marketing Manager

A Content Marketing Manager plans, creates, and distributes content to attract and engage a target audience. The course may be helpful for a Content Marketing Manager who wants to gain a better understanding of how to use web analytics to track and measure the performance of content marketing campaigns. It also provides insights into UX design, which can be valuable for creating content that is both user-friendly and engaging.

See salaries and explore the career path for Content Marketing Manager

Social Media Manager

A Social Media Manager develops and implements social media strategies to achieve marketing objectives. The course may be helpful for a Social Media Manager who wants to gain a better understanding of how to use web analytics to track and measure the performance of social media campaigns. It also provides insights into UX design, which can be valuable for creating social media content that is both user-friendly and engaging.

See salaries and explore the career path for Social Media Manager

Email Marketing Manager

An Email Marketing Manager plans, creates, and executes email marketing campaigns to achieve marketing objectives. The course may be helpful for an Email Marketing Manager who wants to gain a better understanding of how to use web analytics to track and measure the performance of email marketing campaigns. It also provides insights into UX design, which can be valuable for creating email campaigns that are both user-friendly and effective.

See salaries and explore the career path for Email Marketing Manager

Affiliate Marketing Manager

An Affiliate Marketing Manager develops and implements affiliate marketing strategies to achieve marketing objectives. The course may be helpful for an Affiliate Marketing Manager who wants to gain a better understanding of how to use web analytics to track and measure the performance of affiliate marketing campaigns. It also provides insights into UX design, which can be valuable for creating affiliate marketing content that is both user-friendly and persuasive.

See salaries and explore the career path for Affiliate Marketing Manager

Performance Marketing Manager

A Performance Marketing Manager plans, implements, and measures the performance of marketing campaigns to achieve business objectives. The course may be helpful for a Performance Marketing Manager who wants to gain a better understanding of how to use web analytics to track and measure the performance of marketing campaigns. It also provides insights into UX design, which can be valuable for creating marketing campaigns that are both user-friendly and effective.

See salaries and explore the career path for Performance Marketing Manager

Marketing Analyst

A Marketing Analyst collects, analyzes, and interprets data to help businesses make informed marketing decisions. The course may be helpful for a Marketing Analyst who wants to gain a better understanding of how to use web analytics to track and measure the performance of marketing campaigns. It also provides insights into UX design, which can be valuable for understanding how users interact with marketing content.

See salaries and explore the career path for Marketing Analyst

Веб-аналитика и медиапланирование

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