DM409
Digital Analytics Using the Google Marketing Platform
Faculty
Brie E Anderson
Owner at BEAST Analytics
Course length
Duration
Total hours
Credits
Language
Course type
Fee for single course
Fee for degree students
Skills you’ll learn
Overview
This course is designed to equip students with a fundamental understanding of digital marketing analytics, focusing on key metrics and dimensions relevant across various business models. The curriculum will emphasise the critical role of data analytics in marketing, guiding students through the process of developing and documenting tracking plans for marketing campaigns. A significant aspect of the course will delve into identifying vital data sources and mastering the skills necessary to analyse this data effectively. This approach aims to enhance the students' ability to make informed marketing decisions and offer strategic recommendations.
Learning highlights
- Students who attend this programme will learn the foundational skills required to be a digital analyst. The goals are that they will:
- Become familiar with the tools and platforms in the digital analytics space across social, search, and CRM platforms.
- Have intermediate or advanced skills in Google Analytics (the Digital Analytics Platform).
- Have beginner or intermediate skills in Google Tag Manager (Tag Management System).
- Have intermediate skills in dashboarding and reporting (Google Data Studio, Excel/Google Sheets, APIs).
- Perform an analytics audit.
- Be able to create a digital analytics programme for any business or organisation’s online properties.
- Learn campaign planning, tagging and attribution methodology.
- Perform advanced analysis for pathing, engagement, and more.
- Learn how to better leverage Google Ads through the remarketing integrations with Google Analytics.
- Learn about new topics around data privacy and how to use a Consent Management Platform.
Course outline
15 classes
Intro to Digital Analytics
We will cover the various analytics platforms available, including Google Analytics, Adobe Analytics, and more, and understand why organisations need data and what tools they use. We will cover common use cases for B2B vs. B2C and common verticals, including e-commerce, travel, and publishing. We will also dive into the most frequently used metrics and dimensions.
Collecting Data with Google Tag Manager
A Tag Management System is now seen as a required tool for any organisation's marketing stack. It is the central nervous system behind all the marketing platforms, tags, and data. Google Tag Manager is the most widely adopted Tag Management System. We will learn how to use it fully to implement Google Analytics and other media and analytics platforms with the measurement strategy we have.
Advanced Tracking with GTM
With tech stacks and digital properties constantly changing, being able to track data across multiple platforms and plug-ins is essential. We will cover how to track events on some of the most commonly used third-party platforms.
Fundamentals of Google Analytics 4 (GA4)
The impetus of great data is a great foundation. Google Analytics 4 is a platform that requires a precise setup to ensure all data is being collected, stored, and reported in accordance with client and legislative needs.
Creating a Measurement Plan
A measurement plan is essential for setting global standards and the data governance that is required for a scalable and maintainable data structure. Without it, when a key stakeholder leaves or the company grows, the organisation is unable to keep clean, reliable, and usable data. We will go over naming conventions, access rights, templates, strategic planning, roadmaps, and more.
Customizing GA4
Clients may perceive Google Analytics 4 as quite complex and challenging to navigate. As an analyst, your role involves simplifying and clarifying data for clients. To achieve this, customisation within GA4 is essential. We will review the process of crafting tailored reports, creating custom collections, defining custom dimensions, and developing unique metrics, all aimed at making data more accessible and understandable for clients.
Customer Journey Mapping
Understanding the different users that come to your site and how they each interact with it is an imperative piece of the marketing puzzle. Once you know who people are and how they interact with your site, you are better able to optimise their experience. We will use heatmaps, path explorations, and audiences to identify groups of users and their typical journeys.
Content Evaluation
Understanding how content impacts the user journey is a skill that is highly sought after. Is content being used to bring customers to a site organically? Does the content encourage people to sign up for a newsletter? Do users rely on a piece to make a decision? We will use GA4 reports, Search Console, and Google Trends data to make decisions on content that should be created and/or scrapped.
Attribution Modelling and Methodology
Most platforms for marketing and analytics primarily use a last-click or first-click methodology. We know that users interact with brands across multiple channels and devices. We will review the attribution features available using multi-channel funnels, Google Attribution, and the Attribution Modelling Tools. We will cover common models, including linear, time-decay and data-driven models.
Ecommerce Analysis
When it comes to questions about numbers, one of the most common questions is, “How much money did we make?” We will cover how to effectively track e-commerce data, the provided e-commerce reports in GA4, and how to determine how and where money is made on a website.
Clients and Numbers
As an analyst, you will be responsible for bringing numbers to life for clients. We will cover how to determine what a client is actually looking for, how to present data in a way that provokes action, and how to answer client questions using the data available to us.
Reporting and Dashboarding
Creating custom reports and analysis for different stakeholders, including management, channel managers, and agency reports. Understanding how to effectively create the right visualisations with the right stories is a key differentiator in what makes a good analyst. We will use Looker Studio to connect to various data sources to make custom dashboards and reports.
Solving for Privacy Legislation
Consent Management Platforms are quickly becoming a critical component of any business. They help you comply with privacy requirements like the CCPA and GDPR. We will cover what a consent management platform is and why and when to use one. In addition, we cover how to test and debug how a cookie consent banner interacts with GTM.
Big Data, Data Warehouses, and SQL
Connecting data sources together is a rapidly growing requirement. Most organisations use Amazon Web Services, Google Cloud Platform, or Microsoft Azure to collect and integrate data sources across platforms. We will go over examples of common use cases and get an intro to SQL, which is a rapidly growing requirement in Analytics job descriptions.
Putting it all Together
The best analysts are able to make and deliver recommendations and insights that drive change. These are largely driven by the business questions being asked. We will go over common business questions together and go through how we would approach, answer, and ultimately present our findings and recommendations.
Course materials
Media
Prerequisites
None! Recommended to have a passion for finding the why behind a question or answer!
Methodology
This course will have each student create a portfolio website. Using this website, we will install Google Analytics using a Google Tag Manager. This will allow for rapid deployment of digital analytics tags and other marketing technologies. We will do this by building a measurement plan to track what matters most for our site, users, and business. We will drive traffic to our site and build a campaign plan to identify performance and explore attribution topics. Using real business sites, we will review and identify how to perform audits for quality and accuracy of tracking. We will cover how to activate our data to take action using Google Ads and Search Traffic.
By using real examples on a real website, we will build the foundation of data using the industry's most popular and widely available tools that will translate to any business or industry!
Grading
Brie E. Anderson’s journey went from organic social media to paid social to paid Google Ads to search optimization. The through line of all of these strategies? Numbers!
Brie went out on her own and started consulting while teaching Digital Marketing at the local tech school. Once COVID hit, Brie went all in on her business, BEAST Analytics, focused solely on helping businesses collect, understand, and use their data to increase their return on investment.
See full profileApply for this course
Digital Analytics Using the Google Marketing Platform
by Brie E Anderson
Total hours
45 Hours
Dates
Mar 16 - Apr 03, 2026
Fee for single course
€1500
Fee for degree students
€750
Explore related courses
Filter by campus:
Entrepreneurship
Jun 10 - Jun 28, 2024
Ferran Martinez Garriga
Ceo Dekaland Advisory
How to secure your spot
Complete the form below to kickstart your application
Schedule your Harbour.Space interview
If successful, get ready to join us on campus
FAQ
Will I receive a certificate after completion?
Yes. Upon completion of the course, you will receive a certificate signed by the director of the program your course belonged to.
Do I need a visa?
This depends on your case. Please check with the Spanish or Thai consulate in your country of residence about visa requirements. We will do our part to provide you with the necessary documents, such as the Certificate of Enrollment.
Can I get a discount?
Yes. The easiest way to enroll in a course at a discounted price is to register for multiple courses. Registering for multiple courses will reduce the cost per individual course. Please ask the Admissions Office for more information about the other kinds of discounts we offer and what you can do to receive one.