Australian College of Business Intelligence

1.1 Welcome to this unit!

1.2 Why you should complete this digital analytics unit (ASAP)

1.3 Your first step towards an Advanced Diploma!

1.4 A powerful world of data

1.5 What this unit will cover

1.6 What you’ll learn

1.7 A note on completing this unit

1.8 Chapter 1 quiz

2.1 Introducing the digital landscape

2.2 What is the digital landscape?

2.3 Understanding channels and platforms

2.4 Understanding social media

2.5 Understanding SEO

2.6 Understanding SEM

2.7 Understanding email marketing

2.8 Understanding affiliate and influencer marketing

2.9 Understanding other digital channels

2.10 Understanding the Paid Owned Earned Model

2.11 Section 2 quiz

3.1 Introducing section 3

3.2 Introducing targets and segments

3.3 Defining your target audience

3.4 Building target audience profiles

3.5 The power of targeting

3.6 Section 3 quiz

4.1 Introduction to section four

4.2 Introducing customer journeys

4.3 Understanding digital customer journeys

4.4 Stage 1: Creating awareness

4.5 Stage 2: Generating engagement

4.6 Stage 3: Securing conversions

4.7 Stage 4: Driving loyalty and advocacy

4.8 The big-to-small approach

4.9 Section 4 quiz

5.1 Introducing digital metrics

5.2 Important metrics for success

5.3 Using data to optimise performance

5.4 Why you should always be testing

5.5 The attention economy

5.6 Section 5 Quiz

6.1 Introducing data-driven decision making

6.2 Platform-level vs multi-channel analytics

6.3 Multi-channel analytics tools

6.4 Understanding multi-channel attribution models

6.5 Advantages and challenges of multi-channel attribution

6.6 Using Google Looker Studio (formerly Google Data Studio)

6.7 Section 6 quiz