Google Analytics for Marketers Masterclass (Level 1) (16 hrs) by MDIS

• Use a framework to define what success looks like for your unique business
• Understand the full Google Analytics platform, functionality, and reports
• Make data-driven decisions about your performance marketing budget and resources
• Segment your data to uncover behavioural intent (i.e. understand your visitors)
• Find the areas of your site that are leaking money
• Solve major business problems with data instead of best practices and gut feelings
• The ins and outs of Google Analytics – how data is collected, prepared, and analysed
• How to analyse the performance and return on investment (ROI) of seach engine optimisation (SEO), pay-per-click (PPC), social media, and email

Getting started with Google Analytics

• This module will get you acquainted with the most popular analytics tool. You will learn what it’s for and what it can do. You will also obtain the skill to set up your Google Analytics account properly and attain knowledge on the meaning of data in the reports.
  – Setting up accounts, properties, and views
  – Dimensions vs Metrics
  – Hit-level, session-level, and user-level data
  – Integrating with Adwords, Data Studio, and other Google products

Who are my visitors?

• Let’s take a deep dive on a critical question “Who are my visitors?”. Where do they live? What are their demographics? What devices do they use? This type of information can help you segment your traffic, improve marketing campaigns, and optimise your site for your specific visitors.
  – Audience reports
  – Demographics
  – Device and browser reports

Where are my visitors coming from?

• It is important to analyse the data to find out which marketing campaigns are successful and which ones aren’t. You will learn how to track campaigns past what Google Analytics tracks to get insights on specific acquisition campaigns.
  – UTM campaign tagging
  – Acquisition reports
  – Answering actual business questions related to marketing

What are the results of my visitors’ actions?

• Learn about Behavior and Conversions reports, e-commerce specific reports, basic goal setting, and event tracking.
  – Behavior and Conversion Reports
  – Goal and event tracking
  – Basic e-commerce reports and analysing behavioural data

Audiences (Advanced Segments)

• Advanced segments allow you to create powerful audiences that tailor the entire platform to your needs.
  – Apply advance segments
  – Creating custom segments

Solving business problems with Google Analytics

• Learn to use Google Analytics effectively to find technical issues, improve internal search results, identify articles to promote on social media, and refine merchandising.
  – How to use data to improve web performance
  – Creating a digital analytics framework

Participants will undergo experiential learning through mini-lectures, case studies, group discussions, role plays, quizzes, and videos.

This course is suitable for:

• Individuals with few years’ of marketing communications experience who want to gain strategic digital analytics skills
• Business owners who want to make sense of data driven insights
• Digital marketers who want to strengthen the fundamentals of google analytics
• Brand managers whose roles involve the research, planning, development, delivery, and analysis of marketing communications