Assess for Success: Marketing Analytics and Measurement from Coursera

Assess for Success: Marketing Analytics and Measurement is the fifth of seven courses in the Google Digital Marketing & E-commerce Certificate. This course explores marketing analytics practices and tools. Digital marketing and e-commerce professionals are expected to analyze data from various sources (such as web pages, digital marketing channels, and e-commerce sites) and use them to gain customer insights. You’ll create media plans and set performance goals. You’ll learn how to measure, manage, and analyze data from marketing campaigns using Google Analytics, Google Ads, and similar tools. Then, learn how to adjust a marketing budget according to insights extracted from key metrics. You’ll use A/B test results to optimize a campaign and identify metrics that define a campaign's success. You will be able to analyze and visualize data and insights in spreadsheets and prepare presentations to share campaign progress or results with stakeholders.

Google employees who currently work in the field will guide you, providing hands-on activities and examples that simulate common digital marketing and e-commerce tasks, while showing you some of the best tools and resources used on the job.

Learners who complete the seven courses in this program will be equipped to apply for entry-level jobs in digital marketing and e-commerce. No previous experience is necessary.

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

- Plan and allocate the spending of marketing budgets

- Describe the unique role of performance goals and key performance indicators (KPIs) in marketing campaigns

- Describe how tools like Google Analytics and Google Ads are used to measure website and ad campaign performance

- Describe how to determine the return on investment (ROI) or return on ad spend (ROAS) of a marketing project

- Prepare, conduct, and analyze the results from an A/B test to optimize a marketing campaign

- Apply spreadsheet features like sorting, filtering, and pivot tables to prepare data to be shared

- Create charts in spreadsheets for visualization of metrics

What's inside

Syllabus

Introduction to Assess for success: Marketing analytics and measurement

You will learn about marketing campaigns and how marketers set performance goals. You’ll also explore media planning and practice creating your own media plan. Finally, you’ll be introduced to common tools used in marketing analytics and how they work.

Use metrics from Google Analytics and Google Ads

You will learn about key metrics and data sources from various platforms. You’ll learn how to use the metrics in Google Analytics and Google Ads to gain insights for marketing campaigns. You’ll also learn how to link data from Google Ads to Google Analytics and export data from both platforms for further analysis.

Measure the success of marketing campaigns

You will investigate the metrics and outcomes that define a successful marketing campaign. You’ll examine different metrics that help you determine the ROI or ROAS of a marketing project so you can make adjustments to improve returns. You’ll also learn how to plan for and conduct an A/B test to optimize a marketing campaign. Finally, you’ll examine what a successful marketing campaign looks like and what makes it successful.

Share metrics and insights with stakeholders

You will learn how to work with stakeholders by anticipating their needs and communicating progress or results from a campaign. You’ll explore how to analyze, filter, and prepare metrics and insights to share with them. You’ll also practice creating visualizations, presentations, and a dashboard to clearly summarize insights for stakeholders. Near the end of the course, you’ll apply what you’ve learned by presenting a set of practice insights to stakeholders.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Useful for current or aspiring digital marketing and e-commerce professionals

Offers hands-on labs and interactive materials for practical application

Covers key metrics and tools for measuring website and ad campaign performance

Taught by Google employees who bring real-world industry experience

Requires basic knowledge of marketing and advertising concepts

May require additional paid subscriptions or exam fees for certain students

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 Assess for Success: Marketing Analytics and Measurement with these activities:

Review marketing metrics

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Reviewing marketing metrics will provide you with a strong foundation for understanding the concepts covered in this course.

Browse courses on Marketing Metrics

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Create a list of common marketing metrics.
Define each metric and its purpose.
Identify the different channels and platforms where these metrics can be tracked.

Review Measuring Marketing

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Reviewing Measuring Marketing will provide you with a comprehensive understanding of the principles and practices of marketing measurement.

View Media in Focus: Marketing Effectiveness in the... on Amazon

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Read the book.
Summarize the key concepts of the book.
Identify the different marketing measurement frameworks and models.

Review data analytics concepts

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Review foundational data analytics concepts to reinforce your understanding of course materials

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Review key terms and concepts in data analytics
Practice data manipulation techniques
Explore different data analysis methods

Seven other activities

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Discuss marketing campaign case studies

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Discussing marketing campaign case studies with peers will provide you with valuable insights and perspectives on successful marketing strategies.

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Find a group of peers to discuss marketing campaign case studies with.
Select a few marketing campaign case studies to discuss.
Discuss the key takeaways from each case study.
Identify the common factors that contribute to successful marketing campaigns.

Practice Measuring Website Traffic with Google Analytics

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Gain hands-on experience using Google Analytics to measure website traffic, a core skill for digital marketers.

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Set up a Google Analytics account and connect it to your website.
Navigate the Google Analytics dashboard and explore different reports.
Identify and interpret key website traffic metrics, such as sessions, users, and bounce rate.

Set up Google Analytics and Google Ads

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Getting hands-on experience with Google Analytics and Google Ads will help you apply the concepts learned in this course to real-world scenarios.

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Create a Google Analytics account and add it to your website.
Set up conversion tracking in Google Analytics.
Create a Google Ads account and set up a campaign.

Create a Media Plan for a Digital Marketing Campaign

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Develop a solid understanding of media planning and create a comprehensive plan for a digital marketing campaign.

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Identify your target audience and define your campaign objectives.
Research and select the most effective media channels for reaching your target audience.
Determine the optimal budget and allocation for each media channel.
Create a detailed media plan outlining your strategy and tactics.

Create a marketing dashboard

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Creating a marketing dashboard will allow you to present marketing data in a clear and concise way, making it easier to track and evaluate the performance of marketing campaigns.

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Identify the key metrics to include in your dashboard.
Choose a dashboard tool and create a new dashboard.
Add widgets to your dashboard to display the selected metrics.
Customize the dashboard to fit your specific needs.

Develop a marketing budget

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Creating a marketing budget will allow you to apply the concepts of media planning and performance goal setting to a practical scenario.

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Identify your marketing objectives and target audience.
Research different marketing channels and platforms.
Allocate your budget across different channels and platforms.
Track and evaluate the performance of your marketing campaigns.

Conduct an A/B test

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Conducting an A/B test will provide you with hands-on experience in optimizing marketing campaigns for better results.

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Choose a marketing metric to test.
Create two different versions of your marketing campaign.
Run the two versions of your campaign simultaneously.
Analyze the results of the A/B test and make adjustments to your campaign.

Career center

Learners who complete Assess for Success: Marketing Analytics and Measurement will develop knowledge and skills that may be useful to these careers:

Marketing Analyst

A Marketing Analyst researches, analyzes, and interprets market data to understand consumer behavior and trends. This course helps build a foundation in marketing analytics, measurement, and performance evaluation. It provides hands-on experience with tools like Google Analytics and Google Ads, which are industry-standard tools for marketing analysts. By completing this course, you will gain the skills and knowledge necessary to succeed as a Marketing Analyst.

See salaries and explore the career path for Marketing Analyst

Digital Marketing Manager

A Digital Marketing Manager plans and executes digital marketing campaigns across multiple channels. This course provides a comprehensive overview of marketing analytics and measurement, which are essential skills for a Digital Marketing Manager. You will learn how to set performance goals, track campaign performance, and analyze data to optimize results. This course will help you develop the skills and knowledge you need to succeed as a Digital Marketing Manager.

See salaries and explore the career path for Digital Marketing Manager

E-commerce Manager

An E-commerce Manager plans and executes e-commerce strategies to drive sales and growth. This course covers the essential aspects of marketing analytics and measurement in the context of e-commerce. You will learn how to track website traffic, measure conversion rates, and analyze customer behavior to optimize the e-commerce experience. By completing this course, you will gain the skills and knowledge you need to succeed as an E-commerce Manager.

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

Data Analyst

A Data Analyst collects, analyzes, and interprets data to identify trends and patterns. This course provides a foundation in data analysis and visualization techniques, which are essential skills for a Data Analyst. You will learn how to use spreadsheets and other tools to analyze data, and how to present your findings in a clear and concise way. This course will help you develop the skills and knowledge you need to succeed as a Data Analyst.

See salaries and explore the career path for Data Analyst

Business Analyst

A Business Analyst analyzes business processes and systems to identify areas for improvement. This course provides a foundation in business analysis techniques, which are essential skills for a Business Analyst. You will learn how to gather requirements, analyze data, and develop recommendations for improvement. This course will help you develop the skills and knowledge you need to succeed as a Business Analyst.

See salaries and explore the career path for Business Analyst

Market Researcher

A Market Researcher conducts research to understand consumer behavior and trends. This course provides a foundation in market research techniques, which are essential skills for a Market Researcher. You will learn how to design and conduct surveys, analyze data, and present your findings in a clear and concise way. This course will help you develop the skills and knowledge you need to succeed as a Market Researcher.

See salaries and explore the career path for Market Researcher

Financial Analyst

A Financial Analyst analyzes financial data to make investment recommendations. This course provides a foundation in financial analysis techniques, which are essential skills for a Financial Analyst. You will learn how to analyze financial statements, evaluate companies, and make investment recommendations. This course will help you develop the skills and knowledge you need to succeed as a Financial Analyst.

See salaries and explore the career path for Financial Analyst

Actuary

An Actuary analyzes risk and uncertainty to develop insurance and financial products. This course provides a foundation in actuarial science, which is essential skills for an Actuary. You will learn how to use mathematical and statistical techniques to assess risk and develop insurance and financial products. This course will help you develop the skills and knowledge you need to succeed as an Actuary.

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Operations Research Analyst

An Operations Research Analyst uses mathematical and analytical techniques to improve the efficiency of business operations. This course provides a foundation in operations research techniques, which are essential skills for an Operations Research Analyst. You will learn how to use mathematical modeling, simulation, and optimization to improve business processes. This course will help you develop the skills and knowledge you need to succeed as an Operations Research Analyst.

See salaries and explore the career path for Operations Research Analyst

Statistician

A Statistician collects, analyzes, and interprets data to draw conclusions. This course provides a foundation in statistical techniques, which are essential skills for a Statistician. You will learn how to design and conduct surveys, analyze data, and present your findings in a clear and concise way. This course will help you develop the skills and knowledge you need to succeed as a Statistician.

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Software Engineer

A Software Engineer designs, develops, and maintains software applications. This course may be useful for a Software Engineer who wants to develop data-driven applications. You will learn how to use data analysis techniques to understand user behavior and improve the user experience. This course will help you develop the skills and knowledge you need to succeed as a Software Engineer.

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Data Scientist

A Data Scientist uses data analysis techniques to solve business problems. This course may be useful for a Data Scientist who wants to develop skills in marketing analytics and measurement. You will learn how to use data analysis techniques to understand customer behavior and trends. This course will help you develop the skills and knowledge you need to succeed as a Data Scientist.

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Product Manager

A Product Manager plans and executes the development of new products and features. This course may be useful for a Product Manager who wants to develop skills in marketing analytics and measurement. You will learn how to use data analysis techniques to understand customer behavior and trends. This course will help you develop the skills and knowledge you need to succeed as a Product Manager.

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Consultant

A Consultant provides advice and guidance to businesses on a variety of topics. This course may be useful for a Consultant who wants to develop skills in marketing analytics and measurement. You will learn how to use data analysis techniques to understand customer behavior and trends. This course will help you develop the skills and knowledge you need to succeed as a Consultant.

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Teacher

A Teacher teaches students in a variety of subjects. This course may be useful for a Teacher who wants to develop skills in teaching data analysis techniques. You will learn how to use data analysis techniques to understand student learning and improve teaching methods. This course will help you develop the skills and knowledge you need to succeed as a Teacher.

See salaries and explore the career path for Teacher