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Level 2: Analytics

What you will learn:

  • The mechanics for collecting data, analyzing data and some core modeling approaches in forecasting, mix modeling and cross-channel attribution
  • How to use the purchase funnel as a framework for optimizing your marketing campaigns across paid, owned, and earned channels
  • Create meaningful measurement and “test and learn” plans to show the business impact of marketing efforts
  • How to analyze marketing data and turn analysis into insight
  • Best practices for written and oral presentations

… and much more.


By completing this course, you will be able to:

  • Determine which variables are impacting campaign response to optimize performance
  • Determine the drivers of campaign performance and strategic optimization opportunities
  • Tell a story through data
  • Create an executive summary of analytics insights


Part 1: Guiding Principles of Digital Marketing: Analytics and ROI

Analytics & ROI Part 1

Analytics & ROI Part 2

Analytics & ROI Part 3

Part 2: Intro to Marketing Analytics

Why is Marketing Analytics Important?

Using the Purchase Funnel as a Framework for Measurement

Understanding Paid, Owned, and Earned media

Learning About First-, Second-, and Third-Party Data

Part 3: How to Measure Marketing Success

Measurement Planning Using KPIs

Test and Learn Strategies

Case Study: How to Use Testing to Optimize Marketing Investment

Practical: Writing KPIs and Defining Optimization Metrics

Part 4: Data Analysis and Optimization

Avoiding Analysis Paralysis

Analysis 101

Marketing Mix Modeling

Attribution Modeling

Part 5: Data + Analytics

Overview of Data Analytics

Optimization and Machine Learning

Data Collection - Tags

Data Collection - Cookies

Web Analytics

Social Media Analytics

Data Processing and Visualization

Paid Media Analytics and Attribution

Part 6: Data Storytelling

Data Storytelling

How to: Crafting a Data Story

Creating an Executive Summary

Presentation Handout Best Practices

Part 7: Navigating the Google Analytics Interface

Taking a Look Inside of Google Analytics

Getting to Know Your Website Audience

How are Visitors Finding Your Website?

What Content did Visitors View on Your Site?

Did Your Visitors Take the Action You Wanted?

Peeking Behind the Curtains at the Google Analytics Back-end

Part 8: Google Analytics Deep Dive (Part 1)

What Google Analytics Tracks on Your Website Audience

What do All of These Numbers Mean?

What do We Know About Someone Who Visits Your Website?

Where are All of These Website Visitors Coming from?

What did They do on Your Site?

What Happened within that Page?

Part 9: Google Analytics Deep Dive (Part 2)

A Peek Inside the Conversion Reports

Setting up Goals and Goal Funnels

Tracking Purchases on your Website

Settings and Account Administration

Who is on Your Website Right Now?

Customizing Your Google Analytics Experience

Part 10: Campaign Tracking in Google Analytics

How does Google Know your Traffic Sources?

Digging in to your Top Traffic Channels

Tracking Your Marketing Campaigns

Maximizing Your Campaign Insights

How Visible are You in Search?

Getting Even More out of Google AdWords

Final exam



Hours of education


Video Lessons


  • After each lesson, there is a short quiz.
  • At the end of the entire course, there is a final exam.
  • Upon passing, a certificate of completion of awarded.


Three Payments


One Payment

What’s New

Your evolution starts here. Try our classes for free.10 Day Free Trial

10 Day Free Trial