Assess for Success: Marketing Analytics and Measurement

This course is part of Google Digital Marketing & E-commerce Professional Certificate

Instructor: Google Career Certificates

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What you'll learn

Define media planning and strategies
Describe what defines a successful marketing campaign
Evaluate metrics against performance goals and make adjustments to a marketing budget or strategy
Create presentations and reports to update stakeholders on the progress or success of a marketing campaign and important insights

Skills you'll gain

Details to know

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Assessments

13 quizzes, 15 assignments

Taught in English

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This course is part of the Google Digital Marketing & E-commerce Professional Certificate

When you enroll in this course, you'll also be enrolled in this Professional Certificate.

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Gain a foundational understanding of a subject or tool
Develop job-relevant skills with hands-on projects
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There are 4 modules in this course

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

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.

What's included

13 videos12 readings2 quizzes4 assignments

13 videosTotal 42 minutes

Introduction to Course 52 minutesPreview module
Welcome to module 1 0 minutes
Media plans and performance goals 2 minutes
What is media planning? 5 minutes
Michael - Gaining understanding through analytics and measurement3 minutes
Set performance goals 4 minutes
Angela - Make data, analytics, and metrics work together for performance2 minutes
Marketing analytics skills 3 minutes
Introduction to Google Analytics 5 minutes
Introduction to Google Ads 3 minutes
Tim - Use marketing analytics data4 minutes
Big data for marketing analytics and automation 3 minutes
Wrap-up 1 minute

12 readingsTotal 200 minutes

Course 5 overview20 minutes
Helpful resources to get started20 minutes
Steps for media planning20 minutes
Cost-related performance goals20 minutes
Activity Exemplar: Set performance goals10 minutes
Resources to learn more about Google Analytics20 minutes
Activity Exemplar: Familiarize yourself with Google Analytics10 minutes
Step-by-step: Introduction to Google Ads10 minutes
Resources to learn more about Google Ads20 minutes
Other tools for marketing and analytics20 minutes
Prepare for a cookie-less future in advertising and e-commerce20 minutes
Glossary terms from module 110 minutes

2 quizzesTotal 60 minutes

Module 1 challenge50 minutes
Test your knowledge: Performance goals for digital marketing10 minutes

4 assignmentsTotal 80 minutes

Test your knowledge: Media plans10 minutes
Activity: Set performance goals30 minutes
Activity: Familiarize yourself with Google Analytics30 minutes
Test your knowledge: Marketing analytics10 minutes

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.

What's included

8 videos15 readings3 quizzes3 assignments

8 videosTotal 26 minutes

Welcome to module 2 1 minutePreview module
Work with Google Analytics: Monitor metrics 5 minutes
Work with Google Analytics: Create Explorations 4 minutes
Work with Google Ads metrics 2 minutes
Link Google Ads to Google Analytics3 minutes
Export Google Ads and Google Analytics data 2 minutes
Cady - What an analysis of metrics can tell you3 minutes
Wrap-up1 minute

15 readingsTotal 230 minutes

Get started with Google Analytics20 minutes
Global site tagging and Google Tag Manager20 minutes
Step-by-step: Work with Google Analytics: Monitor metrics10 minutes
Step-by-step: Work with Google Analytics: Create Explorations10 minutes
Variables and tab settings in Google Analytics Explorations20 minutes
Activity Exemplar: Create an Exploration in Google Analytics10 minutes
Step-by-step: Work with Google Ads metrics10 minutes
Get started with Google Ads20 minutes
Dashboards, scorecards, and reports in Google Ads20 minutes
View and apply recommendations in Google Ads20 minutes
Activity Exemplar: Review and apply recommendations10 minutes
Step-by-step: Link Google Ads to Google Analytics10 minutes
Link data for better insights20 minutes
Step-by-step: Export Google Ads and Google Analytics data10 minutes
Glossary terms from module 220 minutes

3 quizzesTotal 66 minutes

Module 2 challenge50 minutes
Test your knowledge: Google Ads metrics 8 minutes
Test your knowledge: Link and export data8 minutes

3 assignmentsTotal 68 minutes

Activity: Create an Exploration in Google Analytics30 minutes
Test your knowledge: Google Analytics 8 minutes
Activity: Review and apply recommendations30 minutes

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.

What's included

7 videos10 readings6 quizzes

7 videosTotal 22 minutes

Welcome to module 3 1 minutePreview module
ROI and ROAS calculations 4 minutes
Introduction to A/B tests 4 minutes
Perform A/B tests in Google Ads 3 minutes
Jordan - Interpret A/B test results2 minutes
Indicators of a successful marketing campaign 4 minutes
Wrap-up1 minute

10 readingsTotal 170 minutes

Determine the ROI of a marketing project 20 minutes
Activity Exemplar: Make campaign budget decisions10 minutes
Step-by-step: Perform A/B tests in Google Ads10 minutes
A/B test ad variations and bidding strategies in Google Ads20 minutes
How to plan for A/B testing20 minutes
Activity Exemplar: Plan for A/B testing10 minutes
Other tools for A/B testing20 minutes
Monitor A/B test results in Google Ads20 minutes
Case study: How Good Boy Studios improves customer acquisition with A/B tests and analytics 20 minutes
Glossary terms from module 320 minutes

6 quizzesTotal 144 minutes

Module 3 challenge50 minutes
Activity: Make campaign budget decisions30 minutes
Test your knowledge: Adjust a media mix and performance goals12 minutes
Activity: Plan for A/B testing30 minutes
Test your knowledge: Perform A/B tests12 minutes
Test your knowledge: Evaluate campaign success10 minutes

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.

What's included

9 videos18 readings2 quizzes8 assignments

9 videosTotal 32 minutes

Welcome to module 4 2 minutesPreview module
Work with stakeholders 5 minutes
Prepare data in spreadsheets: sorting and filtering 5 minutes
Prepare data in spreadsheets: pivot tables 3 minutes
Create data visualizations in spreadsheets 5 minutes
Other tools for data analytics and visualization 4 minutes
Create effective presentations 3 minutes
Wrap-up1 minute
Course wrap-up 1 minute

18 readingsTotal 260 minutes

Stakeholder relationships20 minutes
Activity Exemplar: Complete a stakeholder communication plan10 minutes
Step-by-step: Prepare data in spreadsheets: sorting and filtering10 minutes
Data analysis in spreadsheets: sort, filter, and compare 20 minutes
Step-by-step: Prepare data in spreadsheets: pivot tables10 minutes
Data analysis in spreadsheets: pivot tables 20 minutes
Activity Exemplar: Analyze data using pivot tables 10 minutes
Step-by-step: Create data visualizations in spreadsheets10 minutes
Data visualization in spreadsheets: charts20 minutes
Activity Exemplar: Create data visualizations for a presentation10 minutes
Make presentations accessible10 minutes
Best practices for presenting data20 minutes
Activity Exemplar: Present data insights to stakeholders10 minutes
Evaluate and improve presentations20 minutes
Glossary terms from module 420 minutes
Reflect and connect with your peers10 minutes
Course 5 glossary20 minutes
Get started on Course 6 10 minutes

2 quizzesTotal 80 minutes

Module 4 challenge50 minutes
Activity: Sort and filter spreadsheet data30 minutes

8 assignmentsTotal 158 minutes

Activity: Complete a stakeholder communication plan30 minutes
Test your knowledge: Stakeholder needs and communication strategies10 minutes
Activity: Analyze data using pivot tables30 minutes
Test your knowledge: Spreadsheet features 10 minutes
Activity: Create data visualizations for a presentation30 minutes
Test your knowledge: Charts in spreadsheets 10 minutes
Activity: Present data insights to stakeholders30 minutes
Test your knowledge: Best practices to present data8 minutes

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4.5 (462 ratings)

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Google Career Certificates

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Reviewed on May 9, 2022

This course builds a great foundation of marketing analytics. The first and second week's material allows you to learn the more intermediate aspects of performance marketing measurement (weeks 3 & 4)

Reviewed on Aug 22, 2022

I think this has been the most difficult course in the seven part program, but it was presented in a way to continue learning with added materials and that is very appreciated.

Reviewed on Apr 7, 2023

This course is actually more than great and full of good information! thank you so much to all people who provided us with these valuable materials

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