Marketing Analytics with Facebook (Coursera)

By the end of this course you will be able to:

• Describe how an ad is created and delivered in Facebook Ads Manager

• Evaluate campaign results in Facebook Ads Manager

• Conduct an A/B Test

• Evaluate advertising effectiveness with Conversion Lift Tests

• Evaluate advertising effectiveness with Brand Lift tests

• Choose the best approach to evaluating advertising effectiveness given a scenario

• Explain how and when to apply Marketing Mix Modeling to optimize your marketing mix

• Explain how and when to apply Attribution modeling to optimize your marketing mix

• Choose the best approach to optimizing your marketing mix given a scenario

This course is for people who want to learn how to use Facebook Ads Manager to conduct advertising effectiveness tests and evaluate their campaign results.

Learners don't need marketing or data analysis experience, but should have basic internet navigation skills and be eager to participate. Ideally learners have already completed course 1 (Marketing Analytics Foundation), course 2 (Introduction to Data Analytics), course 3 (Statistics for Marketing), and course 4 (Data Analytics Methods for Marketing) in this program.

Course 5 of 6 in the Facebook Marketing Analytics Professional Certificate.
What You Will Learn

- How to plan and forecast your marketing efforts across different channels

- How to use marketing mix modeling and attribution to optimize your efforts

- How to evaluate and optimize your sales funnel

Syllabus

WEEK 1

Fundamentals of Facebook Ads Manager

In the first week you will be given an overview of Facebook Ads Manager. You will learn how to create an ad campaign with Facebook Ads Manager, including how to navigate the ad auction, determine your target audience, select the appropriate objective, and develop your ad creative.

WEEK 2

Analyzing Campaign Results

This week you will learn how to navigate and customize reports in Facebook Ads Manager. You will learn how to analyze the reports and evaluate your campaign outcomes against your goals.

WEEK 3

Running Facebook Experiments

In week 3, you’ll learn how to run Conversion Lift and Brand Lift tests on Facebook Ads Manager. You’ll learn how to evaluate the results of these tests and how these results can inform the future of your campaign.

WEEK 4

Optimizing Your Marketing Mix

This week you will learn how to optimize your marketing by running effective A/B tests. You’ll also learn about Marketing Mix Modeling integrated with data you’ve gathered from Facebook Ads Manager and how it can be used to optimize the effectiveness of your marketing efforts.

WEEK 5

Marketing Analytics in Action

In the final week, you will dig deeper into how to best assess your goals and KPIs through formulating and testing hypotheses. You’ll learn how to use test results to formulate next step recommendations for your marketing campaigns. Later in the week you’ll be given a template to create presentations for communicating your results effectively to stakeholders as well as best practice tips for conducting the presentation itself.