Course Description

  • What’s the focus of this course?

    The Digital Analytics Foundation course helps participants develop a comprehensive knowledge of the various frameworks, tools and techniques pertaining to digital analytics. Participants will learn to track campaign performance, access visitor behavior, and gain the competitive intelligence required to drive continual optimization in their marketing campaigns and improve the online customer experience.

  • What are the course objectives?

    The course will enable participants to:  
    • Use digital analytics and analysis to make informed business decisions
    • Identify hidden and real business needs
    • Explain the concept of personas and the customer journey
    • Contrast the concepts of Acquisition/Behavior/Conversion
    • Identify KPIs that are relevant for a given organization and segments of data that reveal actionable insights
    • Use the Define-Measure-Analyze-Improve-Control (DMAIC) approach when conducting an analysis
    • Describe how attribution modeling is used to adjust marketing spending decisions
    • List the benefits of testing
    • Define and contrast A/B and multivariate testing
    • Understand the fundamentals of effective communication through reports and dashboards and pick the right visual components to convey your message

  • Who should take this course?

    The Digital Analytics Foundation course is best suited for those who wish to begin their career in digital marketing through Digital Analytics field. However, the course is best suited to:
    • MBA / BBA students who are just stepping into the digital analyst space
    • Entry level professionals with minimum to moderate levels of experience with digital analytics data or digital analytics tools
    • Marketing and Sales professionals who are looking to improve their marketing efforts using data

  • These industry-leading organizations trust our training

Course Preview

    • 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
    • Quiz

      • Quiz
    • Organizational Maturity

      35:37
      • 2.1 Introduction
        00:15
      • 2.2 What's In It For Me
        01:12
      • 2.3 Objectives
        00:57
      • 2.4 Why Maturity
        00:30
      • 2.5 What is a Maturity Model
        01:21
      • 2.6 Digital Analytics Maturity Model
        02:06
      • 2.7 Management, Governance, and Adoption
        04:13
      • 2.8 Objective and Scope
        06:30
      • 2.9 Team and Expertise
        03:33
      • 2.10 Continuous Improvement Process and Methodology
        03:22
      • 2.11 Tools, Technology, and Data Integration
        07:30
      • 2.12 Case Study
        03:11
      • 2.13 Key Takeaways
        00:57
    • Quiz

      • Quiz
    • Building Blocks

      26:18
      • 3.1 Introduction
        00:10
      • 3.2 What's In It For Me
        01:26
      • 3.3 Objectives
        00:22
      • 3.4 Dimensions and Metrics
        01:24
      • 3.5 Audience Building Blocks
        04:41
      • 3.6 Acquisition Building Blocks
        02:27
      • 3.7 Behavioral Building Blocks
        05:38
      • 3.8 Conversion Building Blocks
        05:14
      • 3.9 Calculated Metrics
        01:56
      • 3.10 Compound Metrics
        00:55
      • 3.11 Key Takeaways
        02:05
    • Quiz

      • Quiz
    • Managerial Perspectives of Digital Analytics

      26:00
      • 4.1 Introduction
        00:13
      • 4.2 What's In It For Me
        00:13
      • 4.3 Objectives
        01:44
      • 4.4 Porter’s Value Chain Framework and Marketing Centricity
        02:01
      • 4.5 Customer Lifecycle
        03:37
      • 4.6 Personas and Scent Trails
        02:29
      • 4.7 Mapping Features Functions and Content to Personas and the Lifecycle
        03:52
      • 4.8 The Power of Pilot Projects
        03:54
      • 4.9 Planning
        01:45
      • 4.10 Privacy and Ethics
        03:15
      • 4.11 The Curse of Data - Analysis Paralysis
        02:02
      • 4.12 Key Takeaways
        00:55
    • Quiz

      • Quiz
    • Key Performance Indicators

      24:48
      • 5.1 Introduction
        00:15
      • 5.2 What's In It For Me
        00:45
      • 5.3 Objectives
        00:39
      • 5.4 The Starting Point
        01:32
      • 5.5 What is a Key Performance Indicator (KPI)
        00:43
      • 5.6 The Ultimate KPIs
        02:51
      • 5.7 How to Pick the Right KPIs
        01:02
      • 5.8 Critical - To - Quality (CTQ)
        03:56
      • 5.9 Attributes of a Great KPI
        01:51
      • 5.10 Bounce Rate
        02:59
      • 5.11 Average Order Value (AOV) — Metric or a KPI
        02:25
      • 5.12 Measuring Engagement
        01:56
      • 5.13 How Many KPIs
        02:55
      • 5.14 Key Takeaways
        00:59
    • Quiz

      • Quiz
    • Segmentation

      19:58
      • 6.1 Introduction
        00:09
      • 6.2 What's In It For Me
        00:49
      • 6.3 Objectives
        00:53
      • 6.4 Why Use Segmentation
        00:57
      • 6.5 Population N — Example
        03:21
      • 6.6 Segmenting — RFM Approach
        03:02
      • 6.7 Built-in and Custom Segments
        05:23
      • 6.8 Segmentation — ABC
        04:58
      • 6.9 Key Takeaways
        00:26
    • Quiz

      • Quiz
    • The Analysis Process

      42:05
      • 7.1 Introduction
        00:13
      • 7.2 What's In It For Me
        01:21
      • 7.3 Objectives
        01:00
      • 7.4 Types of Analytics
        02:02
      • 7.5 Continuous Improvements and Problem Solving with Lean Six Sigma
        01:15
      • 7.6 Define
        03:43
      • 7.7 Measure
        08:34
      • 7.8 Analyze
        09:19
      • 7.9 Improve
        02:28
      • 7.10 Control
        00:35
      • 7.11 Analysis Process Examples
        10:48
      • 7.12 Key Takeaways
        00:47
    • Quiz

      • Quiz
    • Marketing Management

      22:45
      • 8.1 Introduction
        00:10
      • 8.2 What's In It For Me
        00:22
      • 8.3 Objectives
        00:44
      • 8.4 What is Campaign Tracking
        02:35
      • 8.5 Components of a Campaign
        03:21
      • 8.6 The Impact of Ad Blockers
        02:06
      • 8.7 Paid Owned and Earned Media
        02:42
      • 8.8 Attribution Modeling and Media-Mix Modeling
        03:53
      • 8.9 Assisted Conversions
        01:28
      • 8.10 Attribution Models
        03:08
      • 8.11 Offline Attribution
        00:53
      • 8.12 Key Takeaways
        01:23
    • Quiz

      • Quiz
    • Experimentation and Testing

      11:48
      • 9.1 Introduction
        00:09
      • 9.2 What's In It For Me
        00:59
      • 9.3 Objectives
        00:19
      • 9.4 Benefits of Testing
        01:38
      • 9.5 Web Design 101
        01:39
      • 9.6 Hypothesis Testing
        01:23
      • 9.7 A-B Testing Pros and Cons
        01:06
      • 9.8 Multivariate Testing
        02:15
      • 9.9 Multivariate Testing Pros and Cons
        01:54
      • 9.10 Key Takeaways
        00:26
    • Quiz

      • Quiz
    • Reports and Dashboards

      18:10
      • 10.1 Introduction
        00:19
      • 10.2 What's In It For Me
        01:08
      • 10.3 Objectives
        00:35
      • 10.4 What is a Dashboard
        01:05
      • 10.5 Analysis and Reporting Workflow
        01:42
      • 10.6 Planning Your Dashboard
        03:21
      • 10.7 Choice Of Visualization
        01:30
      • 10.8 Gestalt Principle
        01:03
      • 10.9 Stephen Few Common Pitfalls in Dashboard Design
        01:23
      • 10.10 Expressing Exactitude or Sense of Scale
        01:34
      • 10.11 Remove to Improve
        01:20
      • 10.12 The Art of Storytelling
        02:26
      • 10.13 Key Takeaways
        00:44
    • Quiz

      • Quiz
    • The Digital Analytics Stack

      18:20
      • 11.1 Introduction
        00:36
      • 11.2 What's In It For Me
        00:53
      • 11.3 Objectives
        00:36
      • 11.4 The Complex MarTech Landscape
        01:19
      • 11.5 Selecting a Web Analytics Platform
        01:56
      • 11.6 Qualitative Data
        01:58
      • 11.7 Competitive Intelligence
        03:19
      • 11.8 Social Analytics
        03:21
      • 11.9 Back Office CRM and Sales Data
        01:11
      • 11.10 Instrumentation (Tagging)
        02:14
      • 11.11 Key Takeaways
        00:57
    • Quiz

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Exam & Certification

  • What do I need to do to unlock my Simplilearn certificate?

    • Complete 85% of the course.
    • Complete 1 simulation test with a minimum score of 60%.

  • What are the prerequisites for this course?

    This Digital Analytics foundation course is designed primarily for beginners, but the following experience would be helpful:
    • A basic understanding of business indicators like revenue, margins, and profitability
    • A working knowledge of business functions like sales, marketing, and customer relationship
    • Knowledge of websites (how to access, how to make a purchase, how to interact with online business)

Course Advisor

Stéphane Hamel
Stéphane Hamel Google Product Strategy Expert, Expert Data Analyst

Stéphane Hamel is a Google Product Strategy Expert and is named the Most Influential Industry Contributor by the Digital Analytics Association. He has made significant contributions to the industry, including creating the Digital Analytics Maturity Model.

    FAQs

    • What is digital marketing all about?

      Digital marketing or online marketing uses the internet and email for advertising and marketing purposes. Obtaining leads and sales conversions are the prime focal areas of this field.

    • Is the training up to date and relevant?

      Simplilearn strives to provide the latest, best-quality content that’s up to date with current industry standards. Our experienced and certified trainers are subject matter experts who constantly research the latest trends and infuse them into our training programs. Every change happening in the market is immediately considered and our training content is regularly upgraded and updated to reflect current market trends.

    • How long does the course take to complete?

      You should expect to spend about 6 – 10 hours to complete the course.

    • What are the prerequisites for this course?

      Individuals are expected to have a fair understanding of popular search engines as well as working knowledge of the Microsoft Office suite including Word, Excel, and PowerPoint.

    • Who are your clientele for this course?

      The typical audience for our training is usually working professionals who want to sharpen and upgrade their skills to boost their careers. Professionals in entry- and mid-level positions find our training ideal.

    • How does the online eLearning training work?

      Participants enrolled in the course move through a structured pattern of study, which enables study at their own pace and place. The training includes the latest video lessons and eLearning content to give participants complete overview of all the concepts.

    • What payment options are available?

      Payments can be made using any of the following options. You will be emailed a receipt after the payment is made.
      • Visa Credit or Debit card
      • MasterCard
      • American Express
      • Diner’s Club
      • PayPal

    • What tools do I need to attend the training sessions?

      The tools you’ll need to attend training are fairly basic:
      • Windows: any version newer than Windows XP SP3
      • Mac: any version newer than OSX 10.6
      • Internet speed: Preferably faster than 512 Kbps
      • Headset, speakers, microphone: You’ll need headphones or speakers to hear clearly, as well as a microphone to talk to the others. You can use a headset with a built-in microphone, or separate speakers and microphone.

    • I’d like to learn more about this training program. Who should I contact?

      Contact us using the form on the right of any page on the Simplilearn website, or select the Live Chat link. Our customer service representatives will be able to give you more details.

    • Disclaimer
    • PMP, PMI, PMBOK, CAPM, PgMP, PfMP, ACP, PBA, RMP, SP, and OPM3 are registered marks of the Project Management Institute, Inc.