Digital Analytics Using The Google Marketing Platform
Faculty
Charles Farina
Director of Analytics at Analytics Pros
Course length
Duration
Total hours
Credits
Language
Course type
Fee for single course
Fee for degree students
Skills you’ll learn
Overview
Digital Analytics is one of the fastest growing fields. This class will provide the foundational skills needed to fully understand how to implement an Analytics programme in any organisation using the Google Analytics platform. Attendees will learn how to put together a measurement plan, implement it using tag management platforms, fully measure campaigns from impression through conversion, and how to connect and visualise it all together.
Learning highlights
- Be familiar with the tools and platforms in the Digital Analytics space across Analytics, CRM, Ads Marketing Automation
- Have intermediate/advanced skills in Google Analytics (Digital Analytics System)
- Have intermediate/advanced skills in Google Tag Manager (Tag Management System)
- Have intermediate skills in Dashboarding and Reporting (Google Data Studio, Excel/Google Sheets, APIs)
- Perform a Digital Analytics audit
- Be able to create a Digital Analytics programme for any business or organisation
- Have expert abilities at campaign planning, tagging and attribution methodology
- Perform advanced analysis for pathing, engagement , and more
- Use Google AdWords and Google Optimize be able to perform activation of Digital Analytics data
- Understand common Qualitative tools and purposes
- Understand how clickstream data interfaces with Big Data and Data Warehouses
- Pass the Google Analytics Individual Qualification Test
Course outline
4 classes
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.
Prerequisites
This course is one of three in a wholistic series.
Students that have already taken MSL-111 and those with prior experience with HTML, CSS, and Javascript building simple web pages will be good candidates for this module.
Charles is Director, Growth and Development at Analytics Pros. With 8+ years of experience in Digital Analytics, almost all of which have been with world leading Google Analytics 360 providers. Deeply experienced in attribution, cross-device and cross-platform analytics, and marketing data integrations.
Research/Academic Interests: Cross-Device campaign and user analysis. Multi-platform analytics for connected devices including AppleTV, Roku, etc.
See full profileApply for this course
Digital Analytics Using The Google Marketing Platform
by Charles Farina
Total hours
45 Hours
Dates
Apr 29 - May 17, 2019
Fee for single course
€1500
Fee for degree students
€750
How to secure your spot
Complete the form below to kickstart your application
Schedule your Harbour.Space interview
If successful, get ready to join us on campus
FAQ
Will I receive a certificate after completion?
Yes. Upon completion of the course, you will receive a certificate signed by the director of the program your course belonged to.
Do I need a visa?
This depends on your case. Please check with the Spanish or Thai consulate in your country of residence about visa requirements. We will do our part to provide you with the necessary documents, such as the Certificate of Enrollment.
Can I get a discount?
Yes. The easiest way to enroll in a course at a discounted price is to register for multiple courses. Registering for multiple courses will reduce the cost per individual course. Please ask the Admissions Office for more information about the other kinds of discounts we offer and what you can do to receive one.