Curriculum

Google Analytics

Estimated length: 3 hours
Access Time: 90 days
.3 CEUs | 3 PDUs | 3 SHRMs

Course Description

Google Analytics is the most popular web analytics software on the market. Whether in small business management or as part of a larger marketing effort, an understanding of how to design and execute campaigns in Google Analytics is becoming increasingly important for marketing success. This course will teach learners to use the application’s tools to uncover marketing and sales data, attract web traffic, increase conversions, and create targeted marketing campaigns. The material assumes no prior knowledge of web analytics.

Learning Outcomes

After completing this course, the learner should be able to:

  • Understand the practice of Web Analytics and how Google Analytics is used as a tool in this field
  • Describe the basic concepts behind Google Analytics including metrics, dimensions, and goal-tracking
  • Know how to set up a Google Analytics Account and the tracking code that pulls data from websites and applications
  • Understand organizational goals for analytics, visitors, goals, and goal values
  • Analyze website traffic reports and compare data for marketing and sales purposes
  • Describe the differences between dimensions and metrics and how they are used to analyze web traffic
  • Create Google Analytics’ Audience, Acquisition, Behavior, and Conversions reports and translate data from those reports into actionable plans
  • Discuss the average session duration, bounce rate, pages per session, page views, and how each plays a role in a digital measurement plan
  • Understand how views, filters, and segmentations work in digital analytics
  • Describe SEO and how it impacts web traffic
  • Explain how to use Google Analytics for Ecommerce, B2B, and content publishing

 

Web Analytics

Estimated length: 3.5 hours
Access Time: 90 days

.35 CEUs | 3 PDUs | 3.5 SHRMs

Course Description

This course is designed to help learners develop a solid understanding of the basic concepts and techniques that they will encounter as practitioners in the web analytics field. Learners in this course will expand their knowledge through games, videos, case studies, quizzes, and other engaging content. Topics of major concern that are discussed in Module 1 include a summary of web analytics concepts and important terms, along with the organizations and personnel who use web analytics. The course defines key performance indicators and discusses how they are chosen and implemented. A discussion of segmentation follows, with strategies for how to categorize website visitors. Students will also learn how to plan and assess website business strategies using web analytics.

In Module 2, learners will explore reporting and dashboards as they relate to web analytics. Students will gain an understanding of how to plan for and design dashboards and how qualitative research offers deeper business insights. In addition, students will learn how to conduct split and multivariate testing, and implement web analytics best practices.

Learning Outcomes

  • Define web analytics.
  • Define key terms used in web analytics.
  • Explain how web analytics evolved.
  • Discuss how different organizations use web analytics.
  • Identify who uses web analytics in an organization.
  • Explain the difference between search engine optimization (SEO) and search engine marketing (SEM)
  • Describe the difference between metrics and KPIs.
  • Describe what segmentation is and how it can improve the usability of a website.
  • Describe what dashboards are and why they are useful.
  • Identify what should go into a dashboard.
  • Define the difference between implicit and explicit data.
  • Explain the use of dynamic content.
  • Describe landing page optimization best practices.
  • Articulate the importance of experimentation and testing in web analytics.
  • Explain the differences between A/B and multivariate testing.
  • Identify where a visitor is in the buying cycle and purchase funnel.
  • Define common e-commerce metrics.
  • Describe how surveys and qualitative information is used in web analytics.
  • Identify when it is appropriate to include developers and page tagging.

Conversion Rate Optimization

Estimated length: 3 hours
Access Time: 90 days

.3 CEUs | 3 HRCIs | 3 SHRMs

Course Description

Conversion Rate Optimization is the process of steady and incremental marketing improvement to yield stronger results. In this course, learners will discover the five key steps to Conversion Rate Optimization and how the process interacts with other facets of digital marketing. Through a variety of instructive techniques, including subject matter expert videos and case-study scenarios, this course provides learners with the knowledge and resources to be more effective professionals.

Learning Outcomes

  • Define conversion rate and the many factors that contribute to it
  • Identify the components of a digital marketing campaign and the role each component plays in conversion rate optimization
  • Identify strategies for enhancing conversion rates
  • Demonstrate successful application of the concepts learned to real-world scenarios

 

Upon successful completion of the certificate bundle, you will receive a digital badge and you will also have the ability to download and print a Certificate of Completion.