Marketing Analytics Foundation

Marketing Analytics Foundation

This course is part of multiple programs.

Instructor: Anke Audenaert

What you'll learn

How data and its measurement inform a marketing action
Basic principles of marketing
How data is collected and the regulations around its collection

Skills you'll gain

Details to know

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Assessments

18 assignments

Taught in English

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There are 4 modules in this course

This course lays the foundation of marketing analytics. You’ll learn the basic principles of marketing, the role data analysis plays in digital marketing and how data is collected and managed.

By the end of this course you will be able to: • Describe how marketers use data to inform campaign decisions • Describe the basic principles of marketing • Identify why data analysis matters in digital marketing • Implement the Meta pixel to capture data used to track visitor activity on a website • Explain how an API connects data captured offline to an online platform • Describe common platforms for online data management and evaluation • Navigate Google Analytics and Meta Ads Manager reports • Explain the significance of the privacy regulations that govern the online marketing space Regardless of your current marketing and analytics experience, this course will help you build a solid foundation for incorporating data into your marketing efforts. Learners should have basic internet navigation skills and be eager to participate.

This week you will learn the importance of data and analytics in marketing and how they inform marketing decisions. You’ll also be briefly introduced to basic marketing principles.

What's included

16 videos5 readings3 assignments

16 videosTotal 52 minutes

Introduction to the Program6 minutesPreview module
Introduction to Marketing Analytics Course Overview3 minutes
Introduction to Anke Audenaert2 minutes
A Message from Meta1 minute
Careers in Marketing and Marketing Analytics3 minutes
Introduction: The Role of a Marketer1 minute
The Role of a Marketer3 minutes
Introduction: The Use of Analytics in Marketing1 minute
5 Main Uses of Marketing Analytics7 minutes
Introduction: Analytics in Marketing - Application1 minute
Find Your Audience4 minutes
Planning and Forecasting3 minutes
Evaluate Advertising Effectiveness3 minutes
Optimize Your Marketing Strategy3 minutes
Optimize the Sales Funnel4 minutes
Weekly Review: Importance of Analytics in Marketing1 minute

5 readingsTotal 50 minutes

Marketing Analytics Foundation Syllabus10 minutes
Join the Meta Marketing Analytics Community!10 minutes
How to be Successful in this Program10 minutes
Community Guidelines10 minutes
The Future of Marketing is Data10 minutes

3 assignmentsTotal 57 minutes

Graded Quiz: Use Cases for Data in Marketing30 minutes
Practice Quiz: Basic Principles of Marketing15 minutes
Practice Quiz: Uses of Analytics in Marketing12 minutes

In week 2 you will gain an understanding of how data is collected and used in digital marketing. You will learn the difference between first, second and third party data and will get an overview of the Facebook pixel and its use.

What's included

15 videos2 readings3 assignments

15 videosTotal 69 minutes

Introduction: What Data Do Marketers Use?1 minutePreview module
Data Related to Offline Behavior6 minutes
Data Related to Online Behavior6 minutes
Understanding Sampled vs. Non-Sampled Data5 minutes
First-Party, Second-Party and Third-Party Data6 minutes
Introduction: Sources of Digital Data1 minute
How Online Interactions Generate Data5 minutes
Use of Browser Cookies6 minutes
Use of Tags or Pixels6 minutes
SDKs for Mobile Apps4 minutes
Connecting Data Through APIs4 minutes
Use of UIDs5 minutes
Introduction: Collecting Data for Marketing1 minute
Collecting Data for Marketing: An Example6 minutes
Weekly Review: Marketing Data Sources1 minute

2 readingsTotal 20 minutes

Marketing and Data Sets10 minutes
Implementing the Facebook Pixel, SDK and API10 minutes

3 assignmentsTotal 65 minutes

Graded Quiz: Data Sources30 minutes
Practice Quiz: Understanding Data Marketers Use15 minutes
Practice Quiz: Data Sources20 minutes

This week you will learn how spreadsheets are used to visualize and analyze data for marketing. You will be introduced to Google Analytics and Facebook Ads Manager and how these tools are used to provide data for marketers to analyze.

What's included

12 videos4 readings9 assignments

12 videosTotal 41 minutes

Introduction: Marketing Measurement and Analytics Tools1 minutePreview module
Spreadsheets in Marketing5 minutes
Visualization Tools in Marketing2 minutes
Introduction: Tools to Evaluate Digital Data2 minutes
Tools to Evaluate Website Data4 minutes
Understanding Google Analytics: Basics5 minutes
Evaluating Marketing outcomes with Google Analytics5 minutes
The Google Analytics Demo Account1 minute
Introduction: Tools for Evaluating Marketing Success2 minutes
Evaluating the Results of Marketing with Facebook Ads Manager5 minutes
Evaluating the results of marketing with Google Ads3 minutes
Weekly Review: Marketing Measurement and Analytics Tools1 minute

4 readingsTotal 38 minutes

Web Measurement Terminology10 minutes
Google Analytics Basics8 minutes
How to Access Google Analytics Account Data10 minutes
Advertising on Common Platforms10 minutes

9 assignmentsTotal 140 minutes

Graded Quiz: Marketing Measurement and Analytics Tools30 minutes
Practice Activity: Google Sheets Simulation15 minutes
Practice Quiz: Analyzing and Categorizing Data15 minutes
Practice Activity: Google Analytics Simulation 115 minutes
Practice Activity: Google Analytics Simulation 210 minutes
Practice Quiz: Google Analytics and Web Measurement10 minutes
Practice Activity: Facebook Ads Manager Simulation15 minutes
Practice Activity: Google Ads Report15 minutes
Practice Quiz: Facebook Ads Manager and Google Ads15 minutes

In the final week you will learn about the regulations around gathering and using online data and consumer’s rights.

What's included

11 videos2 readings3 assignments1 discussion prompt

11 videosTotal 44 minutes

Introduction: Data and Privacy1 minutePreview module
Data Fuels Our Online Experience4 minutes
Consumers in the Data Driving Seat8 minutes
Introduction: Data and Privacy from the Advertisers Perspective0 minutes
Data and the Responsible Advertiser4 minutes
The Advertising Ecosystem and the Role of Data6 minutes
Who Owns the Data and the Relationship with the User4 minutes
Introduction: Protection and Regulations1 minute
The Need for Data Protection3 minutes
Regulations to Protect Users and Their Data7 minutes
Weekly Review: Data and Privacy2 minutes

2 readingsTotal 20 minutes

Exercise: Check your Data Settings in Facebook10 minutes
Industry Organizations and Privacy10 minutes

3 assignmentsTotal 55 minutes

Graded Quiz: Data and Privacy30 minutes
Practice Quiz: Consumers and Data15 minutes
Practice Quiz: Advertiser Ecosystem10 minutes

1 discussion promptTotal 10 minutes

Share Your Thoughts!10 minutes

Instructor

Instructor ratings

4.9 (697 ratings)

Anke Audenaert

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Reviewed on Oct 17, 2022

A fantastic overview and introductory course. I've never understood what really goes on "behind the curtain", and this course explains it all in a very easy to understand way.

Reviewed on Jul 8, 2022

This was by far the best online course that I have ever taken. It was very easy to understand, methodical and well put together. I learned so much on spare time. I can not wait for the next course.

Reviewed on Dec 3, 2021

This course has taught me lessons like how to collect data, Marketing & Advertising policies and ethical ways for marketers to leverage consumer data for driving profits.

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