WSQ - Digital Marketing Analytics
This course has been designed as an introduction to digital marketing analytics
where learners will be guided to recognize the importance of data insights in
aiding marketing teams to make informed decisions in the planning of marketing
budgets, i.e. to identify performing campaigns for replication and non-performing
ones for termination or improvement to cut unnecessary losses.
Learners will first be introduced to the latest digital marketing analytics trends in the industry and guided on the process to analyze their existing customers and potential target audiences for their businesses. Next, learners will be taught how to conduct an audit on their competitor’s websites and to recognize the key metrics to track and optimize for various digital platforms. Learners will then set up their individual Google Analytics (GA) accounts and learn how to interpret key GA reports and attribute various ads to overall campaign performances to measure the Return on Investment (ROI) for each ad in their campaigns. Finally, learners will be guided on how to create customized digital marketing reports for reporting to senior management.
The main objective is to equip learners with the requisite digital marketing knowledge, skills, and attitudes to formulate insightful digital analytics reports that will support the senior management in their efforts to optimize digital marketing strategies for their companies. These skills will also help our learners to explore a career in digital marketing or to scale up their businesses.
Learners will first be introduced to the latest digital marketing analytics trends in the industry and guided on the process to analyze their existing customers and potential target audiences for their businesses. Next, learners will be taught how to conduct an audit on their competitor’s websites and to recognize the key metrics to track and optimize for various digital platforms. Learners will then set up their individual Google Analytics (GA) accounts and learn how to interpret key GA reports and attribute various ads to overall campaign performances to measure the Return on Investment (ROI) for each ad in their campaigns. Finally, learners will be guided on how to create customized digital marketing reports for reporting to senior management.
The main objective is to equip learners with the requisite digital marketing knowledge, skills, and attitudes to formulate insightful digital analytics reports that will support the senior management in their efforts to optimize digital marketing strategies for their companies. These skills will also help our learners to explore a career in digital marketing or to scale up their businesses.
What will be covered?
Introduction to Digital Marketing Analytics
- Fundamentals of digital marketing analytics
- Benefits of digital marketing analytics for businesses
- Existing and new digital analytics trends
Digital Analytics for Business Owners and Marketers
- Researching on target audience for your business
- Customer segmentation
- Analyzing traits, goals, frustrations of your buyer persona
Understanding the Key Metrics to Track for Digital Marketing
- Metrics to track for website
- Metrics to track for social media
- Metrics to track for Google search marketing
Introduction to Digital Data Optimization
- Conducting keyword research with Google Keyword Planner
- Analyzing historical data of selected keywords
Digital Optimization and ROI Measurement for Businesses
- Defining marketing campaign objectives based on SMART business goals
- Crafting a marketing roadmap
- Analyzing the pros and cons of various marketing platforms
Setting Up Google Analytics
- Setting up Google Analytics account
- Submitting sitemap to Google Search console
- Linking Google Ads with Google Analytics account
- Adding Google Analytics tracking code to websites
- Creating goals in Google Analytics to track conversions
- UTM tagging to track traffic
Interpreting Google Analytics Report
- Analyzing key Google Analytics reports to optimize marketing budget
Forming Data Insights and Crafting your Digital Marketing Report for Senior Management
- Key metrics and data insights to include in a report
- Creating customized reports for senior management
- Fundamentals of digital marketing analytics
- Benefits of digital marketing analytics for businesses
- Existing and new digital analytics trends
Digital Analytics for Business Owners and Marketers
- Researching on target audience for your business
- Customer segmentation
- Analyzing traits, goals, frustrations of your buyer persona
Understanding the Key Metrics to Track for Digital Marketing
- Metrics to track for website
- Metrics to track for social media
- Metrics to track for Google search marketing
Introduction to Digital Data Optimization
- Conducting keyword research with Google Keyword Planner
- Analyzing historical data of selected keywords
Digital Optimization and ROI Measurement for Businesses
- Defining marketing campaign objectives based on SMART business goals
- Crafting a marketing roadmap
- Analyzing the pros and cons of various marketing platforms
Setting Up Google Analytics
- Setting up Google Analytics account
- Submitting sitemap to Google Search console
- Linking Google Ads with Google Analytics account
- Adding Google Analytics tracking code to websites
- Creating goals in Google Analytics to track conversions
- UTM tagging to track traffic
Interpreting Google Analytics Report
- Analyzing key Google Analytics reports to optimize marketing budget
Forming Data Insights and Crafting your Digital Marketing Report for Senior Management
- Key metrics and data insights to include in a report
- Creating customized reports for senior management
Course Fees & Schedule
Ready to upskill?
For course registration and any other course-related enquiries, please email to: puterinuratiqah@smcci.org.sg
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