Digital Marketing Analytics

Overview

Setting a successful digital strategy relies on data-driven decision making at every step of the customer journey. As more customers turn to digital channels to engage and buy from brands it is important to understand which metrics matter most.

This practical course will show you how to look at and measure digital channel performance; understand channel and cross-channel attribution and factor for the effect of offline activities on digital marketing results.

Designed for marketers who understand the critical importance of measuring and evaluating and want to invest in developing a more structured metrics and analytics framework in support of optimisation, ROI measurement, competitive analysis and performance evaluation.

Who should attend?

Marketers who are currently using digital channels and have responsibility for delivering marketing campaigns/activities, who need to demonstrate ROI and deliver continuous improvement across digital marketing channels.

Learning outcomes

• Set digital goals and objectives aligned to your marketing strategy
• Review measures and metrics across key digital channels 
• Learn how to apply AI insights to customer journey design for optimisation
• Understand data and analytics and channel prioritisation
• Evaluate cross-channel customer journey analysis 
• Understand your LTV from your CAC and other important metrics
• Analyse real-time metrics by channel to understand performance
• Learn how to apply a marketing attribution model
• Set a framework for competitor benchmarking
• How to share performance results with stakeholders
• Develop test and learn strategies for continuous improvement
• Use metrics to make informed decisions regarding marketing spend