DM407
Digital Analytics using the Google Marketing Platform
Faculty
Charles Farina
Director of Analytics at Analytics Pros
Course length
Duration
Total hours
Credits
Language
Course type
Fee for single course
Fee for degree students
Skills you’ll learn
Overview
Digital Analytics is one of the fastest growing fields. This class will provide the foundational skills needed to fully understand how to implement an Analytics programme in any organisation using the Google Marketing Platform and Google Analytics. Attendees will learn how to put together a measurement plan, implement it using tag management platforms, fully measure campaigns from impression through conversion, and how to connect and visualise it all together.
Learning highlights
- Become familiar with the tools and platforms in the Digital Analytics space across Analytics, CRM, Ads Marketing Automation
- Be able to create a Digital Analytics programme for any business or organisation.
- Learn how to better leverage Google Ads through the remarketing integrations with Google Analytics
- Pass the Google Analytics Individual Qualification Test.
Course outline
15 classes
Overview of Digital Analytics
We will cover the various Analytics platforms available including Google Analytics, Adobe Analytics, and more and understand why organizations need data and what tools they use. We will cover common use case for B2B vs. B2C and common verticals including E-Commerce, Travel, and Publishing.
Google Analytics 101
Dimensions, Metrics and hits are the base units of measurement for Analytics. We will review the Audience, Acquisition, Behaviour and Conversion reports to understand what type of data is available, where it comes from, and how it is actionable. Definitions around industry standard metrics and dimensions will be provided.
Google Analytics 102
We will use Google Analytics for actionable use cases. Using core features and functionality, we will be able to start asking questions and finding answers supported by data. We will be able to answer questions including, how much of my traffic from social converts on my site, what percentage of users view my home page, and does my website have poor mobile performance. This session will cover the features and techniques required to be an advanced Analytics user.
Google Analytics 4 Properties
Brand new this year, we will be talking about Google Analytics 4 properties, which are the future of Google Analytics. We will learn why this is the future and how it is different from the current version. We will go through a live demo and implement this on a live website. We will focus on learning the standard reports and how we can apply this to our businesses.
Creating a Measurement Plan
Many organizations struggle with Analytics, because they do not have a measurement plan. A measurement plan is essential for setting global standards and data governance that is required for a scalable and maintainable data structure. Without it, when a key stakeholder leaves or the company grows the organization is unable to keep clean, reliable and usable data. We will go over naming conventions, access rights, templates, strategic planning, roadmaps and more.
Introduction to Tag Management
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 to fully implement Google Analytics and other media/analytics platforms with the measurement strategy we have.
Campaign/Media Tagging and Measurement
Measuring campaigns and marketing channels are a huge part of an analyst's responsibility. We will go over a campaign strategy plan to define tagging and naming conventions. Using this we will us Google Analytics to identify and group various marketing activities and use Google Tag Manager to deploy marketing pixels for other media and campaign platforms.
Dashboarding and Data Visualisation
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 Google Data Studio to connect to various data sources to make custom dashboards and reports.
A/B Testing, Website Optimization, and Personalization
Content Testing and Experimentation is an essential tool for markets in ensuring the optimal messages are being shown to the optimal audiences. We will be learning how to launch an experimentation program using Google Optimize. We will use it to both install and run tests on our websites. In addition, we will use it to drive content personalization.
Consent Management Platforms
Consent Management Platforms are quickly becoming a critical component of any business. They help you comply with privacy requirements like CCPA and GDPR. We will cover what a consent management platform is and why and when to use one. In addition, we will implement one on our websites we’ve built.
Qualitative Data – Surveys, Heatmaps, Session Replays
Google Analytics is primarily quantitative data. Qualitative data is still a requirement for a complete measurement strategy. We will cover qualitative sources of customer data including onsite and offsite surveys, heatmap/click maps, and session replays. We will cover on how to integrate qualitative data with quantitative data together to make a cohesive plan.
Attribution Modelling and Methodology
Most platforms for marketing and analytics primarily use last-click or first-click methodology. We know that users interact with brands across multiple channels and devices. We will review attribution features available using Multi-Channel Funnels, Google Attribution, and the Attribution Modeling Tools. We will cover common models including Linear, Time-Decay and Data-Driven models.
Data Quality and Auditing
The best insights and recommendations will never be acted on if the underlying data has issues. We will go over an audit plan to assess the technical quality and more importantly the strategic value of your data. We will go over examples of real websites and audit them together and find opportunities and issues that need to be corrected.
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 uses 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 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.
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 ‘business’ through the creation of a 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 perform this by building a measurement plan to track what matters most for our site, users, and our business. We will drive traffic at 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 AdWords and Google Optimize.
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 over to any business or industry!
Grading
Charles is Director, Growth and Development at Analytics Pros. With 8+ years of experience in Digital Analytics, almost all of which have been with world leading Google Analytics 360 providers. Deeply experienced in attribution, cross-device and cross-platform analytics, and marketing data integrations.
Research/Academic Interests: Cross-Device campaign and user analysis. Multi-platform analytics for connected devices including AppleTV, Roku, etc.
See full profileApply for this course
Digital Analytics using the Google Marketing Platform
by Charles Farina
Total hours
45 Hours
Dates
Feb 21 - Mar 11, 2022
Fee for single course
€1500
Fee for degree students
€750
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.