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.

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.

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.

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.

Creating a Measurement Plan

Many organizations struggle with Analytics, because they do not have a measurement plan. A measurement plan is essential for setting global standards and data governance that is required for a scalable and maintainable data structure. Without it, when a key stakeholder leaves or the company grows the organization is unable to keep clean, reliable and usable data. We will go over naming conventions, access rights, templates, strategic planning, roadmaps and more.

Campaign/Media Tagging and Measurement

Measuring campaigns and marketing channels are a huge part of an analyst's responsibility. We will go over a campaign strategy plan to define tagging and naming conventions. Using this we will us Google Analytics to identify and group various marketing activities and use Google Tag Manager to deploy marketing pixels for other media and campaign platforms.

Dashboarding and Data Visualisation

Creating custom reports and analysis for different stakeholders including management, channel managers, and agency reports. Understanding how to effectively create the right visualisations with the right stories is a key differentiator in what makes a good Analyst. We will use Google Data Studio to connect to various data sources to make custom dashboards and reports.

Content Engagement, Pathing, and Advanced Cohorting

Segmentation and the ability to create audience relevant to business questions are key for effective analysis. We will use Advanced Segments to isolate and filter the platform for the data we need. Advanced use cases and analysis techniques to understand the performance of content will be provided. We will build custom funnels and paths to isolate the effectiveness of paths and touch points to conversions and outcomes.

Cross-Device Analytics and User Stitching

Today’s user interacts with brands across multiple devices and experiences. It is critical to be able to connect users experiences and visits across these users to provide comprehensive attribution and analytics reporting. We will cover available methods to connect users together including Google Attribution, User-ID, and other industry standards.

Qualitative Data – Surveys, Heatmaps, Session Replays

Google Analytics is primarily quantitative data. Qualitative data is still a requirement for a complete measurement strategy. We will cover qualitative sources of customer data including onsite and offsite surveys, heatmap/click maps, and session replays. We will cover on how to integrate qualitative data with quantitative data together to make a cohesive plan.

Attribution Modelling and Methodology

Most platforms for marketing and analytics primarily use last-click or first-click methodology. We know that users interact with brands across multiple channels and devices. We will review attribution features available using Multi-Channel Funnels, Google Attribution, and the Attribution Modeling Tools. We will cover common models including Linear, Time-Decay and Data-Driven models.

Data Quality and Auditing

The best insights and recommendations will never be acted on if the underlying data has issues. We will go over an audit plan to assess the technical quality and more importantly the strategic value of your data. We will go over examples of real websites and audit them together and find opportunities and issues that need to be corrected.

Big Data, Data Warehouses, and SQL

Connecting data sources together is a rapidly growing requirement. Most organisations use Amazon Web Services, Google Cloud Platform, or Microsoft Azure to collect and integrate data sources across platforms. We will go over examples of common uses cases and get an intro to SQL, which is a rapidly growing requirement in Analytics job descriptions.

Putting it all Together

The best Analysts are able to make and deliver recommendations and insights that drive change. These are largely driven by business questions being asked. We will go over common business questions together and go through how we would approach, answer and ultimately present our findings and recommendations.

Introduction to Tag Management

A Tag Management System is now seen as a required tool for any organisation's marketing stack. It is the central nervous system behind all the marketing platforms tags and data. Google Tag Manager is the most widely adopted Tag Management System. We will learn how to use it to fully implement Google Analytics and other media/analytics platforms with the measurement strategy we have.