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Product Description

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.

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


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