DIGITAL ANALYTICS 
USING THE GOOGLE 
MARKETING PLATFORM
CHARLES 
FARINA

Digital Analytics is one of the fastest growing fields. This class will provide the foundational skills needed to fully understand how to implement an Analytics programme in any organisation using the Google Analytics platform. Attendees will learn how to put together a measurement plan, implement it using tag management platforms, fully measure campaigns from impression through conversion, and how to connect and visualise it all together.

Director of Analytics at Analytics Pros

Charles is Director, Growth and Development at Analytics Pros. With 8+ years of experience in Digital Analytics, almost all of which have been with world leading Google Analytics 360 providers. Deeply experienced in attribution, cross-device and cross-platform analytics, and marketing data integrations.

Research/Academic Interests:
Cross-Device campaign and user analysis. Multi-platform analytics for connected devices including AppleTV, Roku, etc.

Students that attend this programme will learn the foundational skills required to be a Digital Analyst. The goals are that you will:

• Be familiar with the tools and platforms in the Digital Analytics space across Analytics, CRM, Ads Marketing Automation

• Have intermediate/advanced skills in Google Analytics (Digital Analytics System)

• Have intermediate/advanced skills in Google Tag Manager (Tag Management System)

• Have intermediate skills in Dashboarding and Reporting (Google Data Studio, Excel/Google Sheets, APIs)

• Perform a Digital Analytics audit

• Be able to create a Digital Analytics programme for any business or organisation

• Have expert abilities at campaign planning,  tagging and attribution methodology

• Perform advanced analysis for pathing, engagement , and more

• Use Google AdWords and Google Optimize be able to perform activation of Digital Analytics data

• Understand common Qualitative tools and purposes

• Understand how clickstream data interfaces with Big Data and Data Warehouses

• Pass the Google Analytics Individual Qualification Test

SKILLS:

- Google Analytics

- Web Analytics

- Google Adwords

- Online Marketing

- SEM

- A/B testing

- PPC

- Business Insights


ABOUT CHARLES
WHAT YOU WILL LEARN
RESERVE MY SPOT

DATE: 9 Mar - 27 Mar, 2020

DURATION: 3 Weeks

LECTURES: 3 Hours per day

LANGUAGE: English

LOCATION: Barcelona, Harbour.Space Campus

COURSE TYPE: Offline

RESERVE MY SPOT

@CharlesFarina

DATE: 9 Mar - 27 Mar, 2020

DURATION: 3 Weeks

LECTURES: 3 Hours per day

LANGUAGE: English

LOCATION: Barcelona, Harbour.Space Campus

COURSE TYPE: Offline

All rights reserved. 2018

Harbour.Space University
Tech Heart
COURSE OUTLINE
SHOW MORE

Session 1

Overview of Digital Marketing

Digital marketing consists of multiple platforms and channels. Mobile apps, e-mail, display advertising, search advertising, brand vs. non-brand, IOT, and more. We will go over how enterprise organisations coordinate marketing, which serve as the foundations of much of the measurement we will be performing.

Session 4

Google Analytics 102

We will use Google Analytics for actionable use cases. Using core features and functionality, we will be able to start asking questions and finding answers supported by data. We will be able to answer questions including, how much of my traffic from social converts on my site, what percentage of users view my home page, and does my website have poor mobile performance. This session will cover the features and techniques required to be an advanced Analytics user.

Session 3

Google Analytics 101

Dimensions, Metrics and hits are the base units of measurement for Analytics. We will review the Audience, Acquisition, Behavior and Conversion reports to understand what type of data is available, where it comes from, and how it is actionable. Definitions around industry standard metrics and dimensions will be provided.

Session 2

Overview of Digital Analytics

We will cover the various Analytics platforms available including Google Analytics, Adobe Analytics, and more and understand why organizations need data and what tools they use. We will cover common use case for B2B vs. B2C and common verticals including E-Commerce, Travel, and Publishing.

DIGITAL 
ANALYTICS 
USING THE 
GOOGLE 
MARKETING 
PLATFORM


BIBLIOGRAPHY
Introduction to Information Retrieval
by Christopher D. Manning, 
Prabhakar Raghavan, etc.

Digital Analytics is one of the fastest growing fields. This class will provide the foundational skills needed to fully understand how to implement an Analytics programme in any organisation using the Google Analytics platform. Attendees will learn how to put together a measurement plan, implement it using tag management platforms, fully measure campaigns from impression through conversion, and how to connect and visualise it all together.

HARBOUR.SPACE 

Harbour.Space is a university created by entrepreneurs for entrepreneurs. We focus on meeting the demands of the future, while traditional education providers are too often stuck in the past.

We’re one of the only European institutions completely dedicated to technology, design and entrepreneurship, and our interdisciplinary courses are taught by some of today’s leading professionals. Our aim is not only to equip students with the knowledge to take on the real world, but to nurture, create and shape tomorrow’s tech superstars.

 Learn more about Harbour.Space.

HARBOUR.SPACE UNIVERSITY