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Marketing Data and Technology

Course

Measurability is what makes Digital Marketing uniquely powerful. Actions online can be tracked, and so can the effect of your digital marketing and advertising efforts. In this course, you'll learn how to use Google Analytics to evaluate your audience, measure the success of your acquisition, engagement efforts, evaluate your user’s conversions to your goals, and use those insights to plan and optimize your marketing budgets.

Measurability is what makes Digital Marketing uniquely powerful. Actions online can be tracked, and so can the effect of your digital marketing and advertising efforts. In this course, you'll learn how to use Google Analytics to evaluate your audience, measure the success of your acquisition, engagement efforts, evaluate your user’s conversions to your goals, and use those insights to plan and optimize your marketing budgets.

Beginner

4 weeks

Real-world Projects

Completion Certificate

Last Updated February 22, 2024

Skills you'll learn:
Utm codes • Audience evaluation • MarTech fluency • Digital marketing metrics
Prerequisites:
Value proposition • Marketing channels • Marketing fundamentals

Course Lessons

Lesson 1

Introduction to Marketing Data and Technology

This lesson will introduce you to the course, the prerequisites needed to be successful, and provide a preview of the project.

Lesson 2

Marketing Data for Your Business

This lesson provides an overview of the types of data used in digital marketing and how data can shape business strategies.

Lesson 3

AB Testing and Attribution Models

In this lesson, you will learn how to track data along with the role that AB testing plays in digital marketing and how it can be used in conjunction with attribution models.

Lesson 4

Google Analytics (Part 1) - Getting Started & Audience

Google Analytics is a very powerful platform that can help you to understand and track how users interact with your website.

Lesson 5

Google Analytics (Part 2) - Acquisition, Behaviors, and Conversion Tracking

In this lesson, you will learn how to assess where your users came from in the first place, or, through which marketing channel you acquired them and how to understand your marketing channels.

Lesson 6

Marketing Technology and eCommerce

This lesson focuses on the various technologies used in digital marketing, including platforms and tools for eCommerce.

Lesson 7

The Future of Digital Marketing

In this lesson, you will learn about newly emerging marketing trends and technologies, and look at how agile marketing principles can be used in digital marketing.

Lesson 8 • Project

Draw Insights from Marketing Data

In this project, you'll explore marketing data to build data-driven insights for your marketing plans.

Taught By The Best

Photo of Benjamin Kepner

Benjamin Kepner

CEO

Benjamin is a CEO of Global Social Media Marketing, Udacity Instructor, Google For Education Certified Trainer, and Digital Workshop Center Google Ads & Google Analytics Instructor. Benjamin holds a B.B.A Marketing, International Business from the University of Georgia and 50 digital marketing certifications.

Photo of Anke Audenaert

Anke Audenaert

Instructor

Anke led the development of Digital Marketing programs at Udacity. She previously ran Market Research at Yahoo!, co-founded two companies, and is on the marketing faculty at UCLA Anderson.

The Udacity Difference

Combine technology training for employees with industry experts, mentors, and projects, for critical thinking that pushes innovation. Our proven upskilling system goes after success—relentlessly.

Demonstrate proficiency with practical projects

Projects are based on real-world scenarios and challenges, allowing you to apply the skills you learn to practical situations, while giving you real hands-on experience.

  • Gain proven experience

  • Retain knowledge longer

  • Apply new skills immediately

Top-tier services to ensure learner success

Reviewers provide timely and constructive feedback on your project submissions, highlighting areas of improvement and offering practical tips to enhance your work.

  • Get help from subject matter experts

  • Learn industry best practices

  • Gain valuable insights and improve your skills