Digital Marketing Analytics and Measurement: Web Analytics
Understand the role of web analytics and how you can take a data-driven approach to improve your digital marketing with this online course from The Open University and Target Internet.
Who is the course for?
This course is ideal for those who are interested in using web and channel analytics to get more from their digital marketing activity.
It will be of particular interest to anyone wishing to further their studies and practical knowledge of marketing, communications, and business.
What topics will you cover?
Taking a data-centric approach to digital marketing
Channel and web analytics planning
Measuring the right things – from vanity metrics to analytics goals
How web analytics work and shortcomings of this data
Google Analytics: Universal Analytics vs. GA4
Going beyond last-click attribution
What will you achieve?
By the end of the course, you‘ll be able to…
Identify the core concepts and role of analytics at every stage of digital marketing activity
Explore the limitations of web analytics so that you do not base decisions on incorrect data or assumptions
Identify the technical factors behind web analytics so you can engage with developers effectively and understand analytics set up problems
Explore how to plan analytics implementation and processes to maximise the impact of all digital marketing activity
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