Coursera

Measurement and Analysis (Coursera)

Offered by Unilever,

The Measurement and Analysis course delves into the essential aspects of tracking, analyzing, and optimizing marketing efforts to drive success. Throughout the course, you will gain a solid understanding of search engine marketing (SEM) and search engine optimization (SEO), web analytics and tools, social media platforms and analytics, as well as A/B testing and campaign performance reporting.

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After completing this course, you will be able to:

Set up an SEO objective and perform keyword research.
Construct and apply a value proposition and identify how to analyze performance of SEO strategy.
Define web analytics and associated KPIs.
Identify key features of the Google Analytics Platform, set up a Google Analytics Dashboard and describe other popular platforms and their key features.
Define the 4Cs of social media marketing and recognize SMART objectives.
Describe the RACE Planning Framework.
Identify top social media platforms and assess the best platform to use for a given strategy and objective.
Design a campaign strategy end-to-end and identify where to automate monitoring and adjusting.
Identify the steps to implement testing for a campaign strategy and plan for performance testing.

This course is part of the Unilever Digital Marketing Analyst Professional Certificate.

Syllabus

Search Engine Marketing (SEM) & Search Engine Optimization (SEO)
In this module, you will explore how to differentiate between SEM and SEO, set up SEO objectives, perform keyword research, and analyze the performance of your SEO strategy.

Web analytics and tools
In this module, you will explore web analytics tools, including the popular Google Analytics platform, and how to set up a comprehensive dashboard for monitoring website performance.

Social media platforms, analytics and monitoring tools
In this module, you will explore social media marketing, SMART objectives, and the RACE planning framework to help you develop effective social media campaigns and assess platform suitability.

A/B testing & campaign performance reporting
In this module, you will you will gain insights into designing end-to-end campaign strategies, leveraging AI for monitoring and adjustment, implementing A/B testing, and conducting in-depth performance analysis.

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