What you'll learn
At this stage of your Squared Online journey, you’ll have mastered creating content and using technology for a seamless customer journey. Next up, Module 4 is all about data and analytics! You’ll learn the fundamentals of analytics and build a measurement plan to track successes (and failures), all to help inform future marketing decisions.
Digital marketing topics covered in Module 4:
- Introduction to data and analytics
- Google analytics
- Single customer view
By the end of this module you'll be able to:
- Explain the fundamentals of data and analytics to enable you to make strategic marketing decisions
- Develop a marketing measurement plan to translate your business objectives into goals, KPIs, segments and targets
- Derive customer insights using Google Analytics to inform effective marketing activities
- Apply attribution models to optimise your budget allocation across marketing channels
- Devise strategies to tackle data fragmentation in your organisations to create a single customer view
Leadership challenge - tackling data fragmentation
In this module, you’ll analyse case studies illustrating the ways that fragmented data leads to irrelevant or ill-timed campaigns to customers. Throughout the module, you’ll learn about technology that addresses fragmentation and ways of working that will help you integrate customer data into a single customer view.
No group project in this module! But you’ll complete an individual online assessment with a series of multiple choice questions to help nail down what you’ve learned.
More on data, analytics and having a single customer view
This module is all about data and analytics. Knowing how to plan via statistics and how to measure performance is critical to any digital marketing strategy. The module will start with a baseline introduction, filling any knowledge gaps, before deep-diving into attribution, single customer view and the industry standard software Google Analytics. For more information on what you’ll learn in module 4, check out our quick guide below:
Introduction to data and analytics
Without measuring what we do we can never be quite sure of our success. The same is true in digital marketing which makes data and analytics a huge part of the industry. But it’s not only about your personal performance; data and analytics play a part in the planning stage too. Understanding how competitors are performing and how your audience behaves online is crucial for implementing a successful digital marketing strategy. This introduction to the subject will set you up for further exploration and leave you with the ability to identify, plan for, and succeed in a wide range of opportunities. Upon completion, you will be able to explain the fundamentals of data and analytics to empower you to make strategic marketing decisions.
Commonly considered the most important of all analytics software, Google Analytics is a free, comprehensive tool that will help you measure your website’s digital marketing performance. By adding tracking code to your website pages, the software will pick up and present multiple data sets about your website’s performance. This ranges from where traffic originates from, how many pages a user visits during their time on-site, conversion percentages, exit rate, bounce rate and a whole host of other metrics for search engine optimisation. In this module, you’ll learn what each value indicates and how to interpret those values. By the end of these learnings, you’ll be able to develop a marketing measurement plan to translate your business objectives into goals, KPIs, segments and targets.
Attribution is the term used for identifying user behaviours that lead to one or a number of goals. In this part of the module, you’ll learn how to do just that. Understanding data and analytics helps paint a picture of the user journey and can indicate where you are succeeding and where you are losing out. For example, a high percentage of conversions from one page indicates success - being able to identify that means you can then apply learnings elsewhere.
Single customer view is the term used for tracking customers from every channel in one place. As there are many channels in digital marketing alone, this is important. Whether engagement with your customers happens via email, on-site or through social media, single customer view prevents data from becoming fragmented and ensures each channel is managed with similar speed and efficiency. The benefits include a greater customer lifetime view and can help increase conversions and boost positive engagement.
A big part of this module and the Squared Online digital marketing course as a whole is leadership. This module presents case studies which illustrate how fragmented data is one of the key features of poor and low-quality digital marketing strategies. Once you’ve completed this module, you’ll be able to identify the effect of fragmented data and how you can avoid this by creating one single customer view.