Course curriculum

    1. 1.1 Introducing digital analytics

    2. 1.2 A powerful world of data

    3. 1.3 What this short course will cover

    4. 1.4 What you’ll learn

    5. 1.5 A note on completing this short course

    6. 1.6 Section 1 quiz

    1. 2.1 Introducing the digital landscape

    2. 2.2 What is the digital landscape?

    3. 2.3 Understanding channels and platforms

    4. 2.4 Social media

    5. 2.5 Search Engine Optimisation (SEO)

    6. 2.6 Search Engine Marketing (SEM)

    7. 2.7 Email marketing

    8. 2.8 Affiliate and influencer marketing

    9. 2.9 Other digital channels

    10. 2.10 The Owned – Earned – Paid model

    11. 2.11 Section 2 quiz

    1. 3.1 Introducing section 3

    2. 3.2 Introducing targets and segments

    3. 3.3 Defining your target audience

    4. 3.4 Understanding how your audience behaves online

    5. 3.5 The power of targeting

    6. 3.6 Section 3 quiz

    1. 4.1 Introduction to section four

    2. 4.2 Introducing customer journeys

    3. 4.3 Understanding digital customer journeys

    4. 4.4 Stage 1: Creating awareness

    5. 4.5 Stage 2: Generating engagement

    6. 4.6 Stage 3: Securing conversions

    7. 4.7 Stage 4: Driving loyalty and advocacy

    8. 4.8 The big-to-small approach

    9. 4.9 Section 4 quiz

    1. 5.1 Introducing digital metrics

    2. 5.2 Important metrics for success

    3. 5.3 Using data to optimise performance

    4. 5.4 Why you should always be testing

    5. 5.5 The attention economy

    6. 5.6 Section 5 Quiz

    1. 6.1 Introducing data-driven decision making

    2. 6.2 Platform-level vs multi-channel analytics

    3. 6.3 Multi-channel analytics tools

    4. 6.4 Advantages and challenges of multi-channel attribution

    5. 6.5 Section 6 quiz

About this course

  • Free
  • 78 lessons
  • 0.5 hours of video content