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  • 48 hours of instructor-led training
  • 44+ hours of self-paced video
  • Instructor-led online project mentoring sessions
  • Instructor dream team of silicon valley authors
  • Preparation for OMCA, Google AdWords, Google Analytics, Facebook, and YouTube exams
  • Includes 10 rounds of simulations to practice SEO, SEM, Website Conversion Rate Optimization, web analytics & email marketing

Course description

  • What’s the focus of this course?

    Digital Marketing Certified Associate (DMCA) is a course designed by the industry experts to help you get a complete 360-degree knowledge in the digital marketing domain. This course not only ensures that the learners become complete digital marketer but also makes sure that they are industry ready and well-qualified for their next big career move. After taking this course, the learners will acquire the right skills through extensive hands-on practice on a wide range of simulations and projects that will enable them to launch and execute their own Digital Marketing campaigns.

    Our courses are tailor-made for a practical learning where the participants can get hands-on experience in the latest and the best of Digital Marketing tools. Additionally, our Digital Marketing course will prepare the learners for the most sought-after certification exams like OMCA (OMCP), Facebook Marketing, YouTube Marketing, Google AdWords, Google Analytics, and Twitter Marketing.
     
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  • What are the course objectives?

    This course will enable you to:
    • Gain an in-depth understanding of the various digital marketing disciplines: search engine optimization (SEO), social media marketing, pay-per-click (PPC), Website Conversion Rate Optimization, web analytics, content marketing, mobile marketing, email marketing, programmatic buying, marketing automation and digital marketing strategy.
    • Master digital marketing execution tools: Google Analytics, Google AdWords, Facebook Marketing, Twitter Advertising, and YouTube Marketing.
    • Become a virtual digital marketing manager for an e-commerce company with Mimic Pro simulations included in our course. Practice SEO, SEM, Website Conversion Rate Optimization, email marketing and more. 
    • Gain real-life experience by completing projects using Google Analytics, Google AdWords, Facebook Marketing, and YouTube Marketing.
    • Learn how to formulate, plan, and execute effective digital marketing strategies with our digital marketing strategy module.
    • Prepare for top digital marketing certification exams such as OMCA, Google Analytics, Google AdWords, Facebook Marketing, and YouTube Marketing certifications.
    • Become an expert in Twitter advertising—we developed the Twitter advertising module in this course in partnership with Twitter.

  • Who should take this course?

    The Digital Marketing Certified Associate course is ideal for any business professional or student interested in jump-starting a career in digital marketing, including:

    Sales and business professionals: If you are a sales or business development professional, here are some reasons why you must get a certification in digital marketing:

    • Starter position in sales: A certification can help you transition into a career in digital marketing
    • Experienced sales personnel: Accelerate your career in sales with the domain knowledge in digital marketing.
    • Senior sales professionals: Collaborate with marketing teams and drive greater business results.
    Entrepreneur and Business Heads: If you are an entrepreneur, acquiring new customers online is probably one of your top priorities. With more and more customers shifting towards online transactions, digital marketing is a critical part of your customer acquisition strategy. Here’s how a digital marketing certification can help you enhance your marketing effectiveness and drive more conversions for your brand:
    • Drive focused and ROI-driven strategies across digital channels
    • Set targeted goals and work with an agency to drive business results.
    • Identify and deploy relevant resources for your digital marketing team.
    Traditional Marketer: In today’s world, digital marketing is the most sought after skill for any marketing professional. If you are a traditional marketer, a certification in digital marketing can help you:
    • Shift into digital marketing roles in the industry.
    • Back your experience in traditional marketing with the knowledge of the digital eco-system and get placed in senior marketing roles in the industry.

    As more and more users shift to online transactions, brands have started focussing on digital channels and a digital marketing gets a bigger share of the overall marketing budget. A digital marketing certification will help you stay updated with relevant skills in a domain that are growing very fast.  

    Digital Marketers: Today, digital marketers must wear multiple hats and stay updated with the knowledge of working with multiple tools and platforms that help them execute digital campaigns. A digital marketing certification can help marketers like you:
    • Expand your skills set and accelerate your career in digital marketing.
    • Gain experience to launch and manage digital campaigns on some of the most advanced digital marketing platforms today. This experience can help you get noticed by top hiring companies.
    Students and college graduates: Digital marketing is one of the fastest growing domains in the business today. A research by Fractl and Moz found that marketing skills are high in demand, but hiring managers are struggling to find talent. A digital marketing certification will help you:
    • Prepare for digital marketing roles in the industry and become an in-demand professional
    • Get a foothold into of the high-paying careers in the industry.
    • Build a career in one of the fastest-growing domains in the business today.

  • What are the projects & tools included in the course?

    Digital marketing training is incomplete without practical learning. In this course, you will work on four live projects of 10 hours each that will provide you hands-on digital marketing experience. The project will put you in charge of a website. You’ll use various digital marketing tools to execute your digital marketing strategy.

    Project 1: Google Analytics & SEO: You will set up your business website, ensure proper SEO, and enable Google Analytics to analyze its performance.

    Project 2: Google AdWords: You will design a Google AdWords campaign to increase relevant paid search traffic to your website.

    Project 3: Facebook Marketing: You will run a Facebook Marketing campaign for your website as well as maintain the Facebook page for your website to ensure brand visibility and engagement.

    Project 4: YouTube and Video Marketing: You will run a YouTube Marketing campaign for your website as well as maintain your YouTube channel.
     
    As a part of our course, we have included guides and exclusive access to various tools like :

    • Crazy Egg (60 days access worth $100)
    • Feng-GUI (30 days access)

  • What is the Mimic Pro simulations included in the course?

    The Mimic Pro simulations included in our course provides you with the opportunity to step into the shoes of the digital marketing manager of an e-commerce company. The simulations, powered by real-world Google data, will enable you to run digital marketing experiments, create virtual search engine marketing campaigns, conceptualize landing pages, email campaigns, and perform a variety of other marketing tasks using virtual money.

     

Course preview

    • DMCA Introduction 27:27
      • 1.1 Introduction 27:27
    • Lesson 1 - Introduction to SEO 14:43
      • 1.1 Part 1 - Introduction to SEO 08:27
      • 1.2 Part 2 - A Model of Search Engines 06:16
      • 1.3 Quiz
    • Lesson 2 - On-Page Optimization 17:44
      • 1.1 Introduction 00:15
      • 1.2 What's In It For Me 00:21
      • 1.3 Objectives 00:21
      • 1.4 Relevancy and Popularity 00:53
      • 1.5 Title Tags and META Descriptions 01:06
      • 1.6 Header Tags 00:38
      • 1.7 URLs and URL Structure 03:26
      • 1.8 Image Alt Text 00:41
      • 1.9 Internal Links 00:41
      • 1.10 Keyword Usage 01:00
      • 1.11 Sitemaps 00:52
      • 1.12 On-Page Don'ts 02:43
      • 1.13 Perfectly Optimized Page 04:03
      • 1.14 Key Takeaways 00:44
      • 1.15 Quiz
    • Lesson 3 - Off-Site Optimization and Link Building 11:53
      • 1.1 Introduction 00:14
      • 1.2 What's In It For Me 00:15
      • 1.3 Objectives 00:23
      • 1.4 Signals of Popularity 01:14
      • 1.5 Principles of Link Building 00:37
      • 1.6 Link - Worthy Content 01:00
      • 1.7 Off - site Engagement 00:56
      • 1.8 Offline Relationships 01:15
      • 1.9 Types of Links 01:29
      • 1.10 Rel=" nofollow" and Social Media 01:19
      • 1.11 Link Building Don'ts 02:19
      • 1.12 Key Takeaways 00:52
      • 1.13 Quiz
    • Lesson 4 - Duplicate Content 06:24
      • 1.1 Introduction 00:12
      • 1.2 What's In It For Me 00:17
      • 1.3 Objectives 00:15
      • 1.4 What Is Duplicate Content 01:24
      • 1.5 Common Instances 01:23
      • 1.6 Fixing Duplicate Content 02:15
      • 1.7 Key Takeaways 00:38
      • 1.8 Quiz
    • Lesson 5 - Keyword Research and Competitive Analysis 16:46
      • 1.1 Introduction 00:18
      • 1.2 What's In It For Me 00:20
      • 1.3 Objectives 00:20
      • 1.4 User Intent 02:07
      • 1.5 Not Provided 01:07
      • 1.6 Performing Keyword Research 02:16
      • 1.7 Two Types of Queries 01:17
      • 1.8 Short Tail: Pros and Cons 01:13
      • 1.9 Long Tail: Pros and Cons 01:02
      • 1.10 Competitive Analysis Overview 02:23
      • 1.11 Factors to Analyze 02:00
      • 1.12 B2B vs B2C 01:46
      • 1.13 Key Takeaways 00:37
      • 1.14 Quiz
    • Lesson 6 - Design and Architecture 07:45
      • 1.1 Introduction 00:13
      • 1.2 What's In It For Me 00:18
      • 1.3 Objectives 00:24
      • 1.4 Design Best Practices 02:51
      • 1.5 Designing for Search Engines 02:45
      • 1.6 Importance of Design 00:32
      • 1.7 Key Takeaways 00:42
      • 1.8 Quiz
    • Lesson 7 - Local SEO 08:53
      • 1.1 Introduction 00:11
      • 1.2 What's In It For Me 00:16
      • 1.3 Objectives 00:20
      • 1.4 Local SEO is Here 00:56
      • 1.5 NAP 01:56
      • 1.6 Directories 00:59
      • 1.7 Top Local Signals 03:37
      • 1.8 Key Takeaways 00:38
      • 1.9 Quiz
    • Lesson 8 - SEO Measurement 05:58
      • 1.1 Introduction 00:13
      • 1.2 What's In It For Me 00:21
      • 1.3 Objectives 00:15
      • 1.4 Biggest SEO Misconception 03:26
      • 1.5 What to Measure 01:11
      • 1.6 Key Takeaways 00:32
      • 1.7 Quiz
    • Lesson 9 - The Changing State of SEO 06:58
      • 1.1 Introduction 00:12
      • 1.2 What's In It For Me 00:30
      • 1.3 Objectives 00:15
      • 1.4 Constant Changes 01:07
      • 1.5 Google Panda Update 01:04
      • 1.6 Google Penguin Update 01:07
      • 1.7 Not Provided 01:23
      • 1.8 Still Powerful 00:57
      • 1.9 Key Takeaways 00:23
      • 1.10 Quiz
    • Lesson 10 - Integrating SEO with Other Disciplines 06:00
      • 1.1 Introduction 00:13
      • 1.2 What's In It For Me 00:37
      • 1.3 Objectives 00:18
      • 1.4 Integrated Marketing 00:34
      • 1.5 User Experience Across Channels 01:05
      • 1.6 SEO and Content Marketing 01:07
      • 1.7 SEO and Analytics 00:42
      • 1.8 SEO and Mobile 00:44
      • 1.9 Key Takeaways 00:40
      • 1.10 Quiz
    • SEO Foundations Test
      • SEO Foundations Test
    • Lesson 1 - Introduction to Social Media 43:26
      • 1.1 Part 1 - Understanding Social Media Strategy 23:55
      • 1.2 Part 2 - Building a Social Media Strategy 19:31
      • 1.3 Quiz
    • Lesson 2 - Making the Message Stick and Spread 21:52
      • 1.1 Introduction 00:14
      • 1.2 What's In It For Me 00:35
      • 1.3 Objectives 00:19
      • 1.4 Viral Potential 01:19
      • 1.5 Generating Buzz 01:09
      • 1.6 Four Commandments of Viral 01:37
      • 1.7 What Makes People Share 09:49
      • 1.8 Balancing Viral Impact 01:26
      • 1.9 Extreme Examples 01:03
      • 1.10 Balanced Example 01:18
      • 1.11 How to Fine-Tune your Campaign 02:28
      • 1.12 Key Takeaways 00:35
      • 1.13 Quiz
    • Lesson 3 - Social Media Channels 57:38
      • 1.1 Part 1 - Social Media Channels Blogs 11:07
      • 1.2 Part 2 - Social Media Channels Microblogs 09:55
      • 1.3 Part 3 - Social Media Channels Social Networks 15:16
      • 1.4 Part 4 - Social Media Channels Media Sharing Sites 15:45
      • 1.5 Part 5 - Social Media Channels Social Review Sites 05:35
      • 1.6 Quiz
    • Lesson 4 - Engaging With Influencers 23:32
      • 1.1 Introduction 00:14
      • 1.2 What's In It For Me 00:32
      • 1.3 Objectives 00:23
      • 1.4 Goals with Influencers 00:53
      • 1.5 Who Are They 01:41
      • 1.6 What and Where They Share 05:21
      • 1.7 Hunting for Influencers 03:10
      • 1.8 New Way of Doing Things 01:54
      • 1.9 Keys to a Great Pitch 01:33
      • 1.10 Mapping Out Approaches 01:18
      • 1.11 Pitch Checklist 01:48
      • 1.12 About Evangelists 01:32
      • 1.13 About Influencers 01:41
      • 1.14 Focus on the Process 00:57
      • 1.15 Key Takeaways 00:35
      • 1.16 Quiz
    • Lesson 5 - Listening and Reputation Management 15:17
      • 1.1 Introduction 00:31
      • 1.2 What's In It For Me 00:26
      • 1.3 Objectives 00:26
      • 1.4 Six Steps to Reputation Management 00:34
      • 1.5 Listen and Identify 01:21
      • 1.6 Research 00:57
      • 1.7 Communicate 01:19
      • 1.8 Resolve and Follow Up 05:45
      • 1.9 Responding to Situations 00:29
      • 1.10 Put What You Hear to Work 02:38
      • 1.11 Key Takeaways 00:51
      • 1.12 Quiz
    • Lesson 6 - Social Media Measurement 13:11
      • 1.1 Introduction 00:14
      • 1.2 What's In It For Me 00:31
      • 1.3 Objectives 00:24
      • 1.4 Which Conversations Matter 00:35
      • 1.5 Influencer Impact 02:08
      • 1.6 Engagement, Promotion, and Conversion 04:36
      • 1.7 Choosing the Right Metrics 01:52
      • 1.8 Learning from Mistakes 02:13
      • 1.9 Key Takeaways 00:38
      • 1.10 Quiz
    • Lesson 7 - Integrating Social Media with Other Disciplines 09:15
      • 1.1 Introduction 00:18
      • 1.2 What's In It For Me 00:32
      • 1.3 Objectives 00:21
      • 1.4 SEO and Socia 02:10
      • 1.5 Mobile and Social 00:36
      • 1.6 Content Marketing and Social 02:33
      • 1.7 PPC and Social 00:44
      • 1.8 Conversion and Social 00:41
      • 1.9 Analytics and Social 00:50
      • 1.10 Key Takeaways 00:30
      • 1.11 Quiz
    • Social Media Foundations Test
      • Social Media Foundations Test
    • Lesson 1 - Introduction to Content Marketing 18:31
      • 1.1 What is Content Marketing 00:40
      • 1.2 What's In It For Me 01:00
      • 1.3 Objectives 00:53
      • 1.4 Origins of Content Marketing 03:24
      • 1.5 Content Marketing—Definition 01:43
      • 1.6 Content Marketing Overlap 02:16
      • 1.7 Effective vs. Ineffective 04:23
      • 1.8 The No-strategy Penalty 01:30
      • 1.9 Key Takeaways 02:42
      • 1.10 Quiz
    • Lesson 2 - Content Marketing Strategy 29:09
      • 1.1 Introduction 00:10
      • 1.2 What's In It For Me 00:37
      • 1.3 Objective 00:36
      • 1.4 You Need a Documented Strategy 00:52
      • 1.5 Start With Your Customers 02:20
      • 1.6 Your Brand's Story 02:57
      • 1.7 Channel Strategy 01:33
      • 1.8 Establish Listening Posts 01:39
      • 1.9 Measurement is a Must 01:49
      • 1.10 Questions Your Plan Must Answer 01:15
      • 1.11 Making the Playbook 01:04
      • 1.12 Overcoming Budget Issues 04:02
      • 1.13 Hindustan Unilever Case Study 05:08
      • 1.14 Key Takeaways 05:07
      • 1.15 Quiz
    • Lesson 3 - Overseeing a Content Marketing Program 24:30
      • 1.1 Introduction 00:19
      • 1.2 What's In It For Me 00:26
      • 1.3 Objective 00:50
      • 1.4 Who Oversees Content Marketing 01:57
      • 1.5 Content Marketing and Social Media 02:18
      • 1.6 Content Marketing and SEO 01:58
      • 1.7 Roles In The Customer Journey 04:57
      • 1.8 The Engagement Model 02:15
      • 1.9 GE's influencer campaign Case Studies 07:59
      • 1.10 Key Takeaways 01:31
      • 1.11 Quiz
    • Lesson 4 - Content Marketing Tactics 34:47
      • 1.1 Introduction 00:10
      • 1.2 What's In It For Me 00:29
      • 1.3 Objectives 00:17
      • 1.4 Overview 00:50
      • 1.5 In-Person Events 02:11
      • 1.6 eNewsletters 00:58
      • 1.7 Online Videos 03:07
      • 1.8 Case Studies 00:35
      • 1.9 Webinars and Webcasts 00:39
      • 1.10 Social Media (Except Blogs) 01:45
      • 1.11 Blogs 01:11
      • 1.12 Research Reports 01:54
      • 1.13 White Papers 00:31
      • 1.14 On-Site Articles 01:41
      • 1.15 eBooks 01:03
      • 1.16 Mobile Content 01:38
      • 1.17 Online Presentations 00:58
      • 1.18 Infographics 00:52
      • 1.19 Press Releases 01:52
      • 1.20 Putting It All Together 01:22
      • 1.21 Caterpillar's Built For It campaign Case Studies 08:58
      • 1.22 Key Takeaways 01:46
      • 1.23 Quiz
    • Lesson 5 - Social Media Platforms 27:50
      • 1.1 Introduction 00:19
      • 1.2 What's In It For Me 00:25
      • 1.3 Objective 00:24
      • 1.4 Overview 00:44
      • 1.5 Facebook 01:59
      • 1.6 LinkedIn 02:24
      • 1.7 YouTube 02:38
      • 1.8 Twitter 01:21
      • 1.9 The Secret to Highly Shareable Content 01:06
      • 1.10 World Cup Example 05:30
      • 1.11 GoPro Case Studies 09:46
      • 1.12 Key Takeaways 01:14
      • 1.13 Quiz
    • Lesson 6 - Measurement and Budget 26:56
      • 1.1 Introduction 00:10
      • 1.2 What's In It For Me 00:27
      • 1.3 Objectives 00:31
      • 1.4 Overcoming Hurdles 01:47
      • 1.5 B2C Goals and Metrics 02:07
      • 1.6 B2B Goals and Metrics 01:51
      • 1.7 Tying Outputs to Outcomes 01:16
      • 1.8 P and G Example 04:04
      • 1.9 Conclusion 01:09
      • 1.10 Piper Aircraft Case Study 12:11
      • 1.11 Key Takeaways 01:23
      • 1.12 Quiz
    • Content Marketing Foundations Test
      • Content Marketing Foundations Test
    • Lesson 1 - Introduction to Email Marketing 14:53
      • 1.1 Part 1 - Introduction to Email 05:22
      • 1.2 Part 2 - Basic Terminology 09:31
      • 1.3 Quiz
    • Lesson 2 - Spam 09:17
      • 1.1 Introduction 00:15
      • 1.2 What's In It For Me 00:19
      • 1.3 Objectives 00:26
      • 1.4 The Origins of Spam 01:23
      • 1.5 What is Spam 01:52
      • 1.6 Spam and the Law 01:15
      • 1.7 Canada's Express Consent Law 01:01
      • 1.8 Spam Filters 02:08
      • 1.9 Key Takeaways 00:38
      • 1.10 Quiz
    • Lesson 3 - List building and List Management 11:21
      • 1.1 Introduction 00:14
      • 1.2 What's In It For Me 00:26
      • 1.3 Objectives 00:17
      • 1.4 Your List 01:20
      • 1.5 Building Your List 01:28
      • 1.6 Rented Lists 01:21
      • 1.7 Compiled and Purchased Lists 01:15
      • 1.8 List Hygiene 01:44
      • 1.9 B2B List Case Studies 02:52
      • 1.10 Key Takeaways 00:24
      • 1.11 Quiz
    • Lesson 4 - Elements of an Email 09:34
      • 1.1 Introduction 00:16
      • 1.2 What's In It For Me 00:14
      • 1.3 Objectives 00:17
      • 1.4 Preview 00:48
      • 1.5 Address or From Line 00:46
      • 1.6 Blink Test Subject Line 00:52
      • 1.7 Pre-header 00:54
      • 1.8 Images and Media 00:29
      • 1.9 Clickable Links 00:48
      • 1.10 Email and Web Clients 00:38
      • 1.11 Planning for the Preview 01:27
      • 1.12 Email Elements Case Studies 01:37
      • 1.13 Key Takeaways 00:28
      • 1.14 Quiz
    • Lesson 5 - The Process of Measuring Email 07:11
      • 1.1 Introduction 00:28
      • 1.2 What's In It For Me 00:24
      • 1.3 Objectives 00:22
      • 1.4 Email Measurement Funnel 01:39
      • 1.5 Measure Different Email Types 00:51
      • 1.6 Measure By Purpose 00:58
      • 1.7 Measure By Campaign 00:35
      • 1.8 Measure Landing Page Effectiveness 00:32
      • 1.9 Compare All Channels 00:51
      • 1.10 Key Takeaways 00:31
      • 1.11 Quiz
    • Lesson 6 - Marketing Automation 23:36
      • 1.1 Part 1 - Introduction to Marketing Automation 07:04
      • 1.2 Part 2 - Introduction to Autoresponders 07:25
      • 1.3 Part 3 - Conversation Marketing and CRMs 09:07
      • 1.4 Quiz
    • Lesson 7 - Integrating Email with other disciplines 04:38
      • 1.1 Introduction 00:14
      • 1.2 What's In It For Me 00:30
      • 1.3 Objectives 00:16
      • 1.4 Email and Content Marketing 00:43
      • 1.5 Email and Conversion Optimization 01:41
      • 1.6 Email and Analytics 00:45
      • 1.7 Key Takeaways 00:29
      • 1.8 Quiz
    • Email Marketing Foundations Test
      • Email Marketing Foundations Test
    • Lesson 1 - Introduction to Mobile Marketing 15:11
      • 1.1 Introduction 00:31
      • 1.2 What's In It For Me 00:45
      • 1.3 Objectives 00:22
      • 1.4 What is Mobile Marketing 01:52
      • 1.5 The Cost of Forsaking Mobile 01:43
      • 1.6 Marketing vs. Advertising 01:02
      • 1.7 Who Needs Mobile Marketing 00:47
      • 1.8 Mobiles Role in the Marketing Mix 02:55
      • 1.9 Mobile and Other Advertising 00:39
      • 1.10 Mobile and Television 01:16
      • 1.11 Mobile and Other Digital Channels 02:39
      • 1.12 Key Takeaways 00:40
      • 1.13 Quiz
    • Lesson 2 - Mobile Products and Services 26:16
      • 1.1 Introduction 00:20
      • 1.2 What's In It For Me 00:28
      • 1.3 Objectives 00:23
      • 1.4 List of Products and Services 00:48
      • 1.5 SMS or Text Messaging 02:54
      • 1.6 SMS Example 02:57
      • 1.7 MMS or Multimedia Messaging Service 01:35
      • 1.8 Location - Based Products 01:26
      • 1.9 Location Technologies 03:27
      • 1.10 The Mobile Web 01:43
      • 1.11 Apps 04:18
      • 1.12 B2B Case Study Increasing Collaboration and Productivity 01:34
      • 1.13 B2C Case Studies 03:49
      • 1.14 Key Takeaways 00:34
      • 1.15 Quiz
    • Lesson 3 - Incentives and Loyalty Programs 16:16
      • 1.1 Introduction 00:15
      • 1.2 What's In It For Me 00:37
      • 1.3 Objectives 00:19
      • 1.4 Consumers Want Offers 01:42
      • 1.5 Mobile Incentives 01:20
      • 1.6 How Do Mobile Incentives Work 01:43
      • 1.7 Mobile Loyalty Programs 04:36
      • 1.8 Mobile Coupons 01:36
      • 1.9 Mobile Promotions 01:31
      • 1.10 B2C Case Studies 02:08
      • 1.11 Key Takeaways 00:29
      • 1.12 Quiz
    • Lesson 4 - Location Opportunities 17:55
      • 1.1 Introduction 00:16
      • 1.2 What's In It For Me 00:41
      • 1.3 Objectives 00:28
      • 1.4 Location Opportunities of Mobile Marketing 02:27
      • 1.5 Mobile and Local SEO 01:07
      • 1.6 Location - Based Services 02:40
      • 1.7 Location - Based Incentives 01:21
      • 1.8 Beacons 05:09
      • 1.9 B2C Case Studies 03:14
      • 1.10 Key Takeaways 00:32
      • 1.11 Quiz
    • Lesson 5 - Mobile Advertising 17:43
      • 1.1 Introduction 00:33
      • 1.2 What's In It For Me 00:28
      • 1.3 Objectives 00:18
      • 1.4 Defining Mobile Advertising 01:27
      • 1.5 Impact of Mobile Advertising 01:58
      • 1.6 Ad Types Delivery 02:22
      • 1.7 Mobile Ad Placement 02:14
      • 1.8 Ad Examples 01:46
      • 1.9 Successful Mobile Ads 02:33
      • 1.10 Analyzing Mobile Ad Data 02:12
      • 1.11 B2C Case Studies 01:16
      • 1.12 Key Takeaways 00:36
      • 1.13 Quiz
    • Lesson 6 - Communicating with Mobile Audiences 18:34
      • 1.1 Introduction 00:30
      • 1.2 What's In It For Me 00:37
      • 1.3 Objectives 00:20
      • 1.4 User Behaviors and Interests 02:48
      • 1.5 Mobile is Ubiquitous 03:01
      • 1.6 Mobile Use Cases 01:02
      • 1.7 Budget Insights from Coca Cola 00:48
      • 1.8 Activity Across Devices 02:47
      • 1.9 B2B Case Study Catering to The Business Pro 03:17
      • 1.10 B2B Case Study Opportunity to Develop Custom - Apps for Business 02:06
      • 1.11 B2C Case Studies 00:43
      • 1.12 Key Takeaways 00:35
      • 1.13 Quiz
    • Lesson 7 - Rules and Regulations 10:58
      • 1.1 Introduction 00:43
      • 1.2 What's In It For Me 00:38
      • 1.3 Objectives 00:19
      • 1.4 Misconceptions of Mobile 02:10
      • 1.5 Brand Messaging Permissions 01:04
      • 1.6 Code of Conduct 01:14
      • 1.7 Spam Laws 02:32
      • 1.8 Complying with the Rules 01:43
      • 1.9 Key Takeaways 00:35
      • 1.10 Quiz
    • Lesson 8 - Mobile Measurement 08:36
      • 1.1 Introduction 00:14
      • 1.2 What's In It For Me 00:36
      • 1.3 Objectives 00:19
      • 1.4 Mobile Measurement Is Imperfect 01:03
      • 1.5 What Can We Track 02:22
      • 1.6 Inhibitors to Measurement 03:28
      • 1.7 Key Takeaways 00:34
      • 1.8 Quiz
    • Lesson 9 - Integrating Mobile and Other Disciplines 15:28
      • 1.1 Introduction 00:14
      • 1.2 What's In It For Me 00:37
      • 1.3 Objectives 00:25
      • 1.4 Mobile and Social Media 01:30
      • 1.5 Mobile and Content Marketing 01:57
      • 1.6 Mobile and Email 01:54
      • 1.7 Mobile and SEO 00:53
      • 1.8 Mobile and PPC 00:52
      • 1.9 Mobile and Analytics 01:19
      • 1.10 B2B Case Study Specialized Apps for Even More Productivity 02:30
      • 1.11 B2B Case Study Apps to Be More Connected 00:59
      • 1.12 B2C Case Studies 01:46
      • 1.13 Key Takeaways 00:32
      • 1.14 Quiz
    • Mobile Marketing Foundations Test
      • Mobile Marketing Foundations Test
    • Lesson 1 - Introduction to PPC 27:02
      • 1.1 Part 1 - Introduction to PPC 13:25
      • 1.2 Part 2 - Psychology of Search 13:37
      • 1.3 Quiz
    • Lesson 2 - Account Hierarchy 06:49
      • 1.1 Introduction 00:19
      • 1.2 What's In It For Me 00:32
      • 1.3 Objectives 00:16
      • 1.4 Account Hierarchy Overview 01:06
      • 1.5 Account Settings 01:10
      • 1.6 Campaign Settings 01:11
      • 1.7 Ad Group Settings 01:19
      • 1.8 Key Takeaways 00:56
      • 1.9 Quiz
    • Lesson 3 - The Buying Funnel 35:47
      • 1.1 Part 1 - The Buying Funnel Part 1 Funnel Structure 18:11
      • 1.2 Part 2 - The Buying Funnel Part 2 Examples Tips 17:36
      • 1.3 Quiz
    • Lesson 4 - The PPC Auction 19:27
      • 1.1 Introduction 00:13
      • 1.2 What's In It For Me 00:28
      • 1.3 Objectives 00:21
      • 1.4 Paid Search Auction Basics 01:23
      • 1.5 Ad Positions 01:53
      • 1.6 Ad Rank 02:23
      • 1.7 Introduction to Quality Score 01:19
      • 1.8 Quality Score in Flux 01:10
      • 1.9 Why Ad Rank 02:07
      • 1. 10 Quality Score is Not a KPI 02:15
      • 1.11 Conversion Tracking 04:33
      • 1.12 key Takeaways 01:22
      • 1.13 Quiz
    • Lesson 5 - PPC Targeting Options 12:30
      • 1.1 Introduction 00:14
      • 1.2 What's In It For Me 00:28
      • 1.3 Objectives 00:24
      • 1.4 Hierarchy Review 00:46
      • 1.5 Search and Display Networks 00:38
      • 1.6 Location Targeting 02:26
      • 1.7 Device Targeting 00:30
      • 1.8 Time Frames 01:40
      • 1.9 Placement Targeting 00:53
      • 1.10 Contextual Targeting 00:27
      • 1.11 Interest Targeting 00:36
      • 1.12 Remarketing 00:26
      • 1.13 Audience Targeting in Search 01:16
      • 1.14 Key Takeaways 01:46
      • 1.15 Quiz
    • Lesson 6 - Introducing Keywords 27:06
      • 1.1 Introduction 00:16
      • 1.2 What's In It For Me 00:30
      • 1.3 Objectives 00:21
      • 1.4 Necessary Jargon 00:31
      • 1.5 Search Intent 03:59
      • 1.6 Search Sessions 01:01
      • 1.7 Types of Keywords 02:00
      • 1.8 Types of Keywords:Who,What,Why,and How 01:01
      • 1.9 Think About the Searcher 00:38
      • 1.10 Understand Your Demographics 01:30
      • 1.11 Search Queries by Keyword 01:10
      • 1.12 B2B vs B2C Keywords 01:32
      • 1.13 Ad Group Organization 04:40
      • 1.14 Match Types 02:20
      • 1.15 Negative Keywords 01:13
      • 1.16 Finding Keywords 02:26
      • 1.17 Key Takeaways 01:58
      • 1.18 Quiz
    • Lesson 7 - Creating Compelling Ads 17:52
      • 1.1 Introduction 00:13
      • 1.2 What's In It For Me 00:26
      • 1.3 Objectives 00:23
      • 1.4 Ad Fundamentals 01:19
      • 1.5 Ad Components 04:23
      • 1.6 Anatomy of Ad Copy 02:44
      • 1.7 Mobile Preference 00:54
      • 1.8 Ad Testing 01:04
      • 1.9 Ad Preview 00:41
      • 1.10 Destination URL 00:59
      • 1.11 Ad Extensions 01:46
      • 1.12 Pre - Qualifying Users 01:19
      • 1.13 Key Takeaways 01:41
      • 1.14 Quiz
    • Lesson 8 - Measuring Goals and Bidding Options 09:44
      • 1.1 Introduction 00:16
      • 1.2 What's In It For Me 00:27
      • 1.3 Objectives 00:26
      • 1.4 Marketing Goals 01:39
      • 1.5 PPC Metrics 03:45
      • 1.6 Bidding Methods 01:57
      • 1.7 Bidding Modifiers 00:41
      • 1.8 Key Takeaways 00:33
      • 1.9 Quiz
    • Lesson 9 - PPC Account Audit 05:04
      • 1.1 Introduction 00:30
      • 1.2 What's In It For Me 00:20
      • 1.3 Objectives 00:21
      • 1.4 Increasing Visibility 01:50
      • 1.5 The Quick Organization Audit 00:28
      • 1.6 Digging for Outliers 00:33
      • 1.7 Trended Data 00:29
      • 1.8 Key Takeaways 00:33
      • 1.9 Quiz
    • Lesson 10 - Integrating PPC with Other Disciplines 10:20
      • 1.1 Introduction 00:16
      • 1.2 What's In It For Me 00:35
      • 1.3 Objectives 00:21
      • 1.4 The Big Picture 00:26
      • 1.5 PPC and other Channels 03:39
      • 1.6 PPC and other Business Types 03:40
      • 1.7 Key Takeaways 01:23
      • 1.8 Quiz
    • PPC Foundations Test
      • PPC Foundations Test
    • Lesson 1 - Introducing Website Conversion Rate Optimization 15:15
      • 1.1 Introduction 00:44
      • 1.2 What's In It For Me 00:43
      • 1.3 Objectives 00:18
      • 1.4 Introducing Website Conversion Rate Optimization 02:51
      • 1.5 The Traits of Success 02:10
      • 1.6 The Amazon Example 02:50
      • 1.7 What Should You Test 02:23
      • 1.8 Robert Cialdini’s Principles of Persuasion 02:42
      • 1.9 Key Takeaways 00:34
      • 1.10 Quiz
    • Lesson 2 - Laying the Foundations of Conversion 07:15
      • 1.1 Introduction 00:20
      • 1.2 What's In It For Me 00:30
      • 1.3 Objectives 00:08
      • 1.4 Understanding AIDAS 01:46
      • 1.5 Understanding Information Scent 03:06
      • 1.6 Maintaining the Scent Examples 01:00
      • 1.7 Key Takeaways 00:25
      • 1.8 Quiz
    • Lesson 3 - Getting to Know Your Customers 07:43
      • 1.1 Introduction 00:23
      • 1.2 What's In It For Me 00:35
      • 1.3 Objectives 00:12
      • 1.4 Identify Your Visitors Goals 02:20
      • 1.5 Modeling Your Customers 03:54
      • 1.6 Key Takeaways 00:19
      • 1.7 Quiz
    • Lesson 4 - Creating the Message 11:57
      • 1.1 Introduction 00:20
      • 1.2 What's In It For Me 00:14
      • 1.3 Objectives 00:13
      • 1.4 Identify Your Message 01:06
      • 1.5 Sell More Effectively 03:07
      • 1.6 Microcopy 04:08
      • 1.7 What if Your Copy Still Doesn't Convert 02:21
      • 1.8 Key Takeaways 00:28
      • 1.9 Quiz
    • Lesson 5 - Anatomy of a Landing Page 07:01
      • 1.1 Introduction 00:20
      • 1.2 What's In It For Me 00:09
      • 1.3 Objectives 00:10
      • 1.4 Landing Pages 02:04
      • 1.5 Elements of a Great Landing Page 04:00
      • 1.6 Key Takeaways 00:18
      • 1.7 Quiz
    • Lesson 6 - Why Design Matters 07:08
      • 1.1 Introduction 00:25
      • 1.2 What's In It For Me 00:08
      • 1.3 Objectives 00:10
      • 1.4 The Elements of Design 02:08
      • 1.5 Fitting Your Page Together 02:44
      • 1.6 Technical Considerations 01:09
      • 1.7 Key Takeaways 00:24
      • 1.8 Quiz
    • Lesson 7 - Testing for Conversions 06:59
      • 1.1 Introduction 00:18
      • 1.2 What's In It For Me 00:10
      • 1.3 Objectives 00:07
      • 1.4 Three Key Factors of Conversion 04:35
      • 1.5 The Three Factors in Action 01:31
      • 1.6 Key Takeaways 00:18
      • 1.7 Quiz
    • Lesson 8 - Seeing the Bigger Picture 08:25
      • 1.1 Introduction 00:24
      • 1.2 What's In It For Me 00:08
      • 1.3 Objectives 00:22
      • 1.4 Conversion Optimization and SEO 00:58
      • 1.5 Conversion Optimization and Social Media 00:55
      • 1.6 Conversion Optimization and Paid Search 01:37
      • 1.7 Conversion Optimization and Email Lists 01:27
      • 1.8 Conversion Optimization and Analytics 00:56
      • 1.9 Conversion Optimization in the Mobile World 00:58
      • 1.10 Key Takeaways 00:40
      • 1.11 Quiz
    • Website Conversion Rate Optimization Test
      • Website Conversion Rate Optimization Test
    • Lesson 1 - Introduction to Digital Analytics 18:29
      • 1.1 Introduction 01:07
      • 1.2 What's In It For Me 02:20
      • 1.3 Objectives 00:41
      • 1.4 Why Digital Analytics 05:10
      • 1.5 What is Analytics 04:38
      • 1.6 Role of an Analyst 02:16
      • 1.7 How Difficult is it 00:55
      • 1.8 Key Takeaways 01:22
      • 1.9 Quiz
    • Lesson 2 - Organizational Maturity 35:37
      • 1.1 Introduction 00:15
      • 1.2 What's In It For Me 01:12
      • 1.3 Objectives 00:57
      • 1.4 Why Maturity 00:30
      • 1.5 What is a Maturity Model 01:21
      • 1.6 Digital Analytics Maturity Model 02:06
      • 1.7 Management, Governance, and Adoption 04:13
      • 1.8 Objective and Scope 06:30
      • 1.9 Team and Expertise 03:33
      • 1.10 Continuous Improvement Process and Methodology 03:22
      • 1.11 Tools, Technology, and Data Integration 07:30
      • 1.12 Case Study 03:11
      • 1.13 Key Takeaways 00:57
      • 1.14 Quiz
    • Lesson 3 - Building Blocks 26:19
      • 1.1 Introduction 00:10
      • 1.2 What's In It For Me 01:26
      • 1.3 Objectives 00:22
      • 1.4 Dimensions and Metrics 01:24
      • 1.5 Audience Building Blocks 04:41
      • 1.6 Acquisition Building Blocks 02:27
      • 1.7 Behavioral Building Blocks 05:38
      • 1.8 Conversion Building Blocks 05:15
      • 1.9 Calculated Metrics 01:56
      • 1.10 Compound Metrics 00:55
      • 1.11 Key Takeaways 02:05
      • 1.12 Quiz
    • Lesson 4 - Managerial Perspectives of Digital Analytics 26:00
      • 1.1 Introduction 00:13
      • 1.2 What's In It For Me 00:13
      • 1.3 Objectives 01:44
      • 1.4 Porter’s Value Chain Framework and Marketing Centricity 02:01
      • 1.5 Customer Lifecycle 03:37
      • 1.6 Personas and Scent Trails 02:29
      • 1.7 Mapping Features Functions and Content to Personas and the Lifecycle 03:52
      • 1.8 The Power of Pilot Projects 03:54
      • 1.9 Planning 01:45
      • 1.10 Privacy and Ethics 03:15
      • 1.11 The Curse of Data - Analysis Paralysis 02:02
      • 1.12 Key Takeaways 00:55
      • 1.13 Quiz
    • Lesson 5 - Key Performance Indicators 24:48
      • 1.1 Introduction 00:15
      • 1.2 What's In It For Me 00:45
      • 1.3 Objectives 00:39
      • 1.4 The Starting Point 01:32
      • 1.5 What is a Key Performance Indicator (KPI) 00:43
      • 1.6 The Ultimate KPIs 02:51
      • 1.7 How to Pick the Right KPIs 01:02
      • 1.8 Critical - To - Quality (CTQ) 03:56
      • 1.9 Attributes of a Great KPI 01:51
      • 1.10 Bounce Rate 02:59
      • 1.11 Average Order Value (AOV) — Metric or a KPI 02:25
      • 1.12 Measuring Engagement 01:56
      • 1.13 How Many KPIs 02:55
      • 1.14 Key Takeaways 00:59
      • 1.15 Quiz
    • Lesson 6 - Segmentation 19:58
      • 1.1 Introduction 00:09
      • 1.2 What's In It For Me 00:49
      • 1.3 Objectives 00:53
      • 1.4 Why Use Segmentation 00:57
      • 1.5 Population N — Example 03:21
      • 1.6 Segmenting — RFM Approach 03:02
      • 1.7 Built-in and Custom Segments 05:23
      • 1.8 Segmentation — ABC 04:58
      • 1.9 Key Takeaways 00:26
      • 1.10 Quiz
    • Lesson 7 - The Analysis Process 42:05
      • 1.1 Introduction 00:13
      • 1.2 What's In It For Me 01:21
      • 1.3 Objectives 01:00
      • 1.4 Types of Analytics 02:02
      • 1.5 Continuous Improvements and Problem Solving with Lean Six Sigma 01:15
      • 1.6 Define 03:43
      • 1.7 Measure 08:34
      • 1.8 Analyze 09:19
      • 1.9 Improve 02:28
      • 1.10 Control 00:35
      • 1.11 Analysis Process Examples 10:48
      • 1.12 Key Takeaways 00:47
      • 1.13 Quiz
    • Lesson 8 - Marketing Management 22:45
      • 1.1 Introduction 00:10
      • 1.2 What's In It For Me 00:22
      • 1.3 Objectives 00:44
      • 1.4 What is Campaign Tracking 02:35
      • 1.5 Components of a Campaign 03:21
      • 1.6 The Impact of Ad Blockers 02:06
      • 1.7 Paid Owned and Earned Media 02:42
      • 1.8 Attribution Modeling and Media-Mix Modeling 03:53
      • 1.9 Assisted Conversions 01:28
      • 1.10 Attribution Models 03:08
      • 1.11 Offline Attribution 00:53
      • 1.12 Key Takeaways 01:23
      • 1.13 Quiz
    • Lesson 9 - Experimentation and Testing 11:48
      • 1.1 Introduction 00:09
      • 1.2 What's In It For Me 00:59
      • 1.3 Objectives 00:19
      • 1.4 Benefits of Testing 01:38
      • 1.5 Web Design 101 01:39
      • 1.6 Hypothesis Testing 01:23
      • 1.7 A-B Testing Pros and Cons 01:06
      • 1.8 Multivariate Testing 02:15
      • 1.9 Multivariate Testing Pros and Cons 01:54
      • 1.10 Key Takeaways 00:26
      • 1.11 Quiz
    • Lesson 10 - Reports and Dashboards 18:10
      • 1.1 Introduction 00:19
      • 1.2 What's In It For Me 01:08
      • 1.3 Objectives 00:35
      • 1.4 What is a Dashboard 01:05
      • 1.5 Analysis and Reporting Workflow 01:42
      • 1.6 Planning Your Dashboard 03:21
      • 1.7 Choice Of Visualization 01:30
      • 1.8 Gestalt Principle 01:03
      • 1.9 Stephen Few Common Pitfalls in Dashboard Design 01:23
      • 1.10 Expressing Exactitude or Sense of Scale 01:34
      • 1.11 Remove to Improve 01:20
      • 1.12 The Art of Storytelling 02:26
      • 1.13 Key Takeaways 00:44
      • 1.14 Quiz
    • Lesson 11 - The Digital Analytics Stack 18:20
      • 1.1 Introduction 00:36
      • 1.2 What's In It For Me 00:53
      • 1.3 Objectives 00:36
      • 1.4 The Complex MarTech Landscape 01:19
      • 1.5 Selecting a Web Analytics Platform 01:56
      • 1.6 Qualitative Data 01:58
      • 1.7 Competitive Intelligence 03:19
      • 1.8 Social Analytics 03:21
      • 1.9 Back Office CRM and Sales Data 01:11
      • 1.10 Instrumentation (Tagging) 02:14
      • 1.11 Key Takeaways 00:57
      • 1.12 Quiz
    • Digital Analytics Foundations Test
      • Digital Analytics Foundations Test
    • Lesson 1 - Introduction to Marketing Automation 10:31
      • 1.1 Introduction 00:36
      • 1.2 Defining Marketing Automation 00:57
      • 1.3 Increase Engagement 02:16
      • 1.4 Flatten Your Sales Funnel 01:28
      • 1.5 Close More Deals 03:01
      • 1.6 Make More Money 00:55
      • 1.7 Develop Best Customers 01:18
      • 1.8 Quiz
    • Lesson 2 - Lead Capture and Nurture 09:42
      • 1.1 Introduction 00:31
      • 1.2 Capture and Nurture 00:40
      • 1.3 Lead Capture Process 01:19
      • 1.4 Lead Nurture - Building a Relationship 02:04
      • 1.5 Implicit and Explicit Data 01:31
      • 1.6 Lead Scoring 03:37
      • 1.7 Quiz
    • Lesson 3 - Automated Campaigns 28:21
      • 1.1 Triggers and Series 13:11
      • 1.2 Drip Campaigns 07:26
      • 1.3 Nurture Campaigns 07:44
      • 1.4 Quiz
    • Lesson 4 - Improving Customer Life cycle 24:56
      • 1.1 Measurement and Attribution 15:23
      • 1.2 Customer Journey 09:33
      • 1.3 Quiz
    • Marketing Automation Foundations Test
      • Marketing Automation Foundations Test
    • Lesson 1 - What is Programmatic Buying 07:55
      • 1.1 Introduction 00:26
      • 1.2 Programmatic Buying 00:53
      • 1.3 Programmatic Uses 00:48
      • 1.4 Programmatic Media 00:43
      • 1.5 Programmatic Channels and Custom Audiences 00:34
      • 1.6 Using Videos in Programmatic 00:42
      • 1.7 Programmatic in Mobile and Apps 01:35
      • 1.8 Advanced Targeting 01:21
      • 1.9 Real Time Advertising 00:53
      • 1.10 Quiz
    • Lesson 2 - Programmatic Buying vs Traditional Paid Marketing Approaches 13:40
      • 1.1 Introduction 00:15
      • 1.2 Programmatic Ad Buying Approach-Publishers 01:28
      • 1.3 Programmatic Ad Buying Approach - Advertisers 00:55
      • 1.4 Traditional Ad Marketplace 04:27
      • 1.5 Ad Server - Tracking Users 01:07
      • 1.6 Data Management Platform (DMP) 01:16
      • 1.7 Ad Buying Approach - What Changed 01:57
      • 1.8 Programmatic Ad Approach 02:15
      • 1.9 Quiz
    • Lesson 3 - Programmatic Direct vs RTB 09:18
      • 1.1 Introduction 00:14
      • 1.2 Behavioral Targeting 01:00
      • 1.3 Programmatic and RTB 01:00
      • 1.4 RTB - DSP and SSP 02:03
      • 1.5 RTB Process 02:34
      • 1.6 Programmatic Direct 02:27
      • 1.7 Quiz
    • Lesson 4 - Programmatic Workflow 07:37
      • 1.1 Introduction 00:13
      • 1.2 Primary Systems in Programmatic 01:36
      • 1.3 How it Works 05:02
      • 1.4 Transparency in Programmatic 00:46
      • 1.5 Quiz
    • Lesson 5 - Targeting Strategies in Programmatic 13:49
      • 1.1 Introduction 00:11
      • 1.2 Targeting Using First-Party Data 01:10
      • 1.3 Targeting Using Third-Party Data 00:58
      • 1.4 Three Ways of Targeting - Impression-Based 02:21
      • 1.5 Three Ways of Targeting - Audience-Based 03:53
      • 1.6 Three Ways of Targeting - Customer-Based 03:20
      • 1.7 Customer-Based Targeting Example 01:56
      • 1.8 Quiz
    • Lesson 6 - Ad Frauds 15:58
      • 1.1 Introduction 00:15
      • 1.2 Digital Advertising Fraud 01:40
      • 1.3 Types of Ad Fraud 03:21
      • 1.4 Estimates of Ad Fraud 01:01
      • 1.5 Ad Fraud 04:24
      • 1.6 How to Tackle Ad Frauds 05:17
      • 1.7 Quiz
    • Programmatic Buying Foundations Test
      • Programmatic Buying Foundations Test
    • Lesson 1 - Google Analytics: Advanced Table Filtering 09:45
      • 1.1 Overview
      • 1.2 Introduction 00:15
      • 1.3 Efficient "Inline" Analysis 02:26
      • 1.4 Building a Table 01:15
      • 1.5 Demonstrating Results 05:44
      • 1.6 Thank You 00:05
    • Lesson 2 - Google Analytics: Analytics Intelligence 15:11
      • 2.1 Overview
      • 2.2 Introduction 00:16
      • 2.3 Identifying Unknown Unknowns 02:50
      • 2.4 Using Intelligence 06:41
      • 2.5 Analyze with Intelligence 05:19
      • 2.6 Thank You 00:05
    • Lesson 3 - Google Analytics: Mobile Application Tracking 08:19
      • 3.1 Overview
      • 3.2 Introduction 01:05
      • 3.3 The App 01:47
      • 3.4 Coding for the App 02:15
      • 3.5 App Data to GA 03:12
    • Lesson 4 - Google Analytics: Multiple Goals and Goal Types 09:30
      • 4.1 Overview
      • 4.2 Introduction 00:24
      • 4.3 Goals Overview 01:20
      • 4.4 What Are Your Goals? 01:20
      • 4.5 Pageviews Goal 01:41
      • 4.6 Time on Site Goal 04:45
    • Lesson 5 - Google Analytics: Tracking Unique Visitors 09:36
      • 5.1 Overview
      • 5.2 Introduction 00:10
      • 5.3 Overview 01:29
      • 5.4 Customizing Reports 05:27
      • 5.5 Tracking Visitors 02:30
    • Lesson 6 - Google Analytics: Custom Data Alerts 10:08
      • 6.1 Overview
      • 6.2 Introduction 00:28
      • 6.3 Value of Custom Alerts 01:05
      • 6.4 How It Works 02:56
      • 6.5 More Settings 02:29
      • 6.6 Getting Creative 03:04
      • 6.7 Thank You 00:06
    • Lesson 7 - Identify the Known Unknowns & Leverage Custom Alerts 30:31
      • 7.1 Overview
      • 7.2 Introduction 00:11
      • 7.3 Metrics & Reports 01:24
      • 7.4 Knowns & Unknowns 01:25
      • 7.5 Custom Alerts 04:32
      • 7.6 Prerequisites 02:17
      • 7.7 Focus on the Important 03:23
      • 7.8 Upstream Activity 05:37
      • 7.9 Delightful Outcomes 03:02
      • 7.10 Dig Deeper 05:15
      • 7.11 Content Triggers 02:41
      • 7.12 Now Go Rock it! 00:44
    • Lesson 8 - UTM Tracking Parameters Part 1: Tracking Parameter Concepts 16:05
      • 8.1 Overview
      • 8.2 Introduction 00:43
      • 8.3 Overview of Tracking Parameters 04:26
      • 8.4 Example of Ad with Parameters 01:45
      • 8.5 Anatomy of URL with Parameters 03:24
      • 8.6 How GA Categorizes Traffic 03:13
      • 8.7 GA Documentation 01:04
      • 8.8 Best Practices for Parameters 01:21
      • 8.9 Thank You 00:09
    • Lesson 9 - UTM Tracking Parameters Part 2: Tracking Parameter Examples 21:09
      • 9.1 Overview
      • 9.2 Introduction 00:26
      • 9.3 Display Ad Examples 04:34
      • 9.4 Reporting 07:10
      • 9.5 Newsletter Examples 01:55
      • 9.6 Social Media Examples 04:28
      • 9.7 Diagnosing Problems 02:07
      • 9.8 Thank You 00:29
    • Lesson 10 - Universal Analytics 33:14
      • 10.1 Overview
      • 10.2 Introduction 00:42
      • 10.3 Why Universal Analytics? 03:52
      • 10.4 What is Universal Analytics? 01:49
      • 10.5 Universal Analytics: Three Parts 03:13
      • 10.6 User ID Override 04:50
      • 10.7 User ID Tracking 03:56
      • 10.8 Dimension Widening 03:04
      • 10.9 Dimension Widening: In Depth 03:16
      • 10.10 Measurement Protocol 05:12
      • 10.11 More Benefits 02:23
      • 10.12 Conclusion 00:57
    • Lesson 11 - Enhanced Ecommerce 35:03
      • 11.1 Overview
      • 11.2 Introduction 00:15
      • 11.3 Checkout Funnel Report 01:31
      • 11.4 Shopping Behavior Analysis 03:15
      • 11.5 Segmenting Shopping Behavior 04:36
      • 11.6 Coding 01:31
      • 11.7 Deep User Path Detail 01:08
      • 11.8 Segmentation 01:41
      • 11.9 Deep Product Detail 04:18
      • 11.10 Product Refund Amount 01:31
      • 11.11 Market Basket Analysis 01:07
      • 11.12 Product Lists 03:58
      • 11.13 Internal Promotions 05:38
      • 11.14 Coupons 01:58
      • 11.15 Remarketing 01:19
      • 11.16 Thank You 01:17
    • Lesson 01 - Introduction to AdWords 11:00
      • 1.1 Introduction to AdWords 00:54
      • 1.2 What is AdWords? 01:53
      • 1.3 How AdWords Works 03:56
      • 1.4 Google's Networks 01:27
      • 1.5 Targeting Options 01:10
      • 1.6 Key Takeaways 01:40
    • Lesson 02 - Account Structure 14:44
      • 2.1 AdWords Account Structure 00:41
      • 2.2 Overview of the AdWords Account Structure 04:04
      • 2.3 Campaign Type Uses 02:22
      • 2.4 Campaign Organization 02:05
      • 2.5 Ad Group Organization 03:01
      • 2.6 Key Takeaways 02:31
    • Lesson 03 - Keywords & Match Types 16:49
      • 3.1 Keywords & Match Types 00:45
      • 3.2 Overview of Match Types 00:56
      • 3.3 The Match Types 08:43
      • 3.4 Negative Keywords 02:41
      • 3.5 Search Terms Report 01:21
      • 3.6 Key Takeaways 02:23
    • Lesson 04 - Creating Text & Search Ads 12:08
      • 4.1 Creating Text & Search Ads 00:42
      • 4.2 Text Ads 07:43
      • 4.3 Other Search Ads 01:40
      • 4.4 Key Takeaways 02:03
    • Lesson 05 - Ad Extensions 10:19
      • 5.1 Ad Extensions 00:44
      • 5.2 Ad Extensions 07:18
      • 5.3 Key Takeaways 02:17
    • Lesson 06 - Display Ads 06:03
      • 6.1 Display Ads 00:30
      • 6.2 Display Ad Formats 04:05
      • 6.3 Key Takeaways 01:28
    • Lesson 07 - Display Targeting 11:16
      • 7.1 Display Targeting 00:41
      • 7.2 Contextual Targeting 02:08
      • 7.3 Audience Targeting 03:44
      • 7.4 Placement Targeting 01:22
      • 7.5 Key Takeaways 03:21
    • Lesson 08 - Campaign Types & Settings 21:13
      • 8.1 Campaign Types & Settings 00:52
      • 8.2 Location Targeting 03:11
      • 8.3 Language Targeting 01:44
      • 8.4 Daily Budgets and Bidding 03:46
      • 8.5 Ad Scheduling 02:30
      • 8.6 Other Targeting 02:35
      • 8.7 Campaign Types 04:13
      • 8.8 Key Takeaways 02:22
    • Lesson 09 - Advertising Metrics 16:10
      • 9.1 Advertising Metrics 00:42
      • 9.2 AdWords Metrics and Jargon 06:39
      • 9.3 Sale Metrics 02:10
      • 9.4 Measurement Based on Goals 04:04
      • 9.5 Key Takeaways 02:35
    • Lesson 10 - Bidding & Bid Modifiers 16:23
      • 10.1 Bid Methods & Bid Modifiers 00:34
      • 10.2 Bid Methods 06:30
      • 10.3 Bid Modifiers 05:14
      • 10.4 Where to Set Bids 01:58
      • 10.5 Key Takeaways 02:07
    • Lesson 11 - Quality Score 12:22
      • 11.1 Quality Score 00:38
      • 11.2 What is Quality Score? 01:55
      • 11.3 Ad Rank 04:40
      • 11.4 Improving Quality Score 03:21
      • 11.5 Key Takeaways 01:48
    • Lesson 12 - AdWords Reports 11:33
      • 12.1 AdWords Reports 00:56
      • 12.2 The AdWords Interface 02:39
      • 12.3 Reporting Segments 01:43
      • 12.4 Dimensions Tab 01:50
      • 12.5 Other Useful Reports 02:20
      • 12.6 Key Takeaways 02:05
    • Lesson 13 - AdWords Tools 12:04
      • 13.1 AdWords Tools 00:57
      • 13.2 Tracking Conversions 02:11