In this module, we will dig into the world of analytics and learn how to measure the success of our digital marketing efforts. This is a vital aspect of digital marketing as it provides actionable insights, enabling us to refine our strategies and maximize our return on investment (ROI).
Chapter 22: Introduction to Digital Marketing Analytics
In this introductory chapter, we will explore the realm of digital marketing analytics. We will define what it means, why it is crucial for any digital marketer, and how it helps in formulating and driving a marketing strategy. We will also distinguish digital marketing analytics from web analytics, providing a clearer understanding of this multifaceted discipline.
Chapter 23: Key Performance Indicators (KPIs)
The second chapter in this module dives into the concept of Key Performance Indicators or KPIs. We will look at what KPIs are, why they’re important, and how they can provide us with valuable insights into our marketing performance. We will also discuss how to select the right KPIs for your business, aligning them with your overall objectives and goals.
Chapter 24: Using Google Analytics
Finally, we will familiarize ourselves with Google Analytics, one of the most powerful and widely-used tools in digital marketing analytics. This chapter will provide an overview of Google Analytics, discuss its main features, and guide you on how to use it to track your digital marketing performance effectively. By the end of this chapter, you will be equipped with a basic understanding of Google Analytics, enabling you to glean meaningful insights from your digital marketing data.