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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/assess-for-success
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课程名称：成功评估：市场分析与度量 概述： 《成功评估：市场分析与度量》是谷歌数字营销与电子商务证书的第七门课程，旨在探索市场分析的实践和工具。数字营销和电子商务专业人士需要分析来自不同来源（如网页、数字营销渠道和电子商务网站）的数据，以获取客户洞察。课程中，您将创建媒体计划并设定绩效目标，学习如何使用 Google Analytics 和 Google Ads 等工具来测量、管理和分析市场活动的数据。您还将根据关键指标提取的洞察来调整营销预算，并利用 A/B 测试结果优化活动，识别界定活动成功与否的指标。通过在电子表格中分析和可视化数据，您将能够准备演示文稿与利益相关者分享活动进展或结果。 在谷歌在职员工的指导下，课程提供实践活动和常见数字营销与电子商务任务的模拟，展示职场上常用的最佳工具和资源。 完成该课程的学习者将获得申请数字营销和电子商务入门职位的能力，无需任何先前经验。 课程目标： - 规划和分配营销预算支出 - 描述绩效目标及关键绩效指标（KPI）在营销活动中的独特作用 - 描述如何利用 Google Analytics 和 Google Ads 等工具测量网站和广告活动的表现 - 确定营销项目的投资回报率（ROI）或广告支出回报率（ROAS） - 准备、进行并分析 A/B 测试的结果，以优化营销活动 - 应用电子表格的排序、筛选和透视表功能准备分享数据 - 在电子表格中创建图表以可视化指标 课程大纲： 1. 课程介绍：您将学习营销活动及其绩效目标的设定，探索媒体规划并实践创建自己的媒体计划，介绍市场分析中的常用工具及其工作原理。 2. 使用 Google Analytics 和 Google Ads 的指标：您将了解来自不同平台的关键指标和数据源，学习如何使用这些指标从 Google Analytics 和 Google Ads 中获取营销活动洞察，并将 Google Ads 与 Google Analytics 数据关联，导出数据以进行进一步分析。 3. 衡量市场活动的成功：您将调查定义成功市场活动的指标和结果，分析帮助您确定营销项目投资回报率（ROI）或广告支出回报率（ROAS）的不同指标，以便进行调整以提高回报，学习规划及实施 A/B 测试以优化营销活动，最后探讨成功的市场活动及其标准。 4. 与利益相关者分享指标和洞察：您将学习如何预见利益相关者的需求，与他们沟通活动进展或结果，分析、筛选和准备指标与洞察以供分享，并实践创建可视化、演示文稿和仪表盘，以清晰总结利益相关者的洞察，课程末将应用所学，通过演示实践洞察与利益相关者进行交流。
Name:Introduction to Assess for success: Marketing analytics and measurement
Description:You will learn about marketing campaigns and how marketers set performance goals. You’ll also explore media planning and practice creating your own media plan. Finally, you’ll be introduced to common tools used in marketing analytics and how they work.
Name:Use metrics from Google Analytics and Google Ads
Description:You will learn about key metrics and data sources from various platforms. You’ll learn how to use the metrics in Google Analytics and Google Ads to gain insights for marketing campaigns. You’ll also learn how to link data from Google Ads to Google Analytics and export data from both platforms for further analysis.
Name:Measure the success of marketing campaigns
Description:You will investigate the metrics and outcomes that define a successful marketing campaign. You’ll examine different metrics that help you determine the ROI or ROAS of a marketing project so you can make adjustments to improve returns. You’ll also learn how to plan for and conduct an A/B test to optimize a marketing campaign. Finally, you’ll examine what a successful marketing campaign looks like and what makes it successful.
Name:Share metrics and insights with stakeholders
Description:You will learn how to work with stakeholders by anticipating their needs and communicating progress or results from a campaign. You’ll explore how to analyze, filter, and prepare metrics and insights to share with them. You’ll also practice creating visualizations, presentations, and a dashboard to clearly summarize insights for stakeholders. Near the end of the course, you’ll apply what you’ve learned by presenting a set of practice insights to stakeholders.
Assess for Success: Marketing Analytics and Measurement is the fifth of seven courses in the Google Digital Marketing & E-commerce Certificate. This course explores marketing analytics practices and tools. Digital marketing and e-commerce professionals are expected to analyze data from various sources (such as web pages, digital marketing channels, and e-commerce sites) and use them to gain customer insights. You’ll create media plans and set performance goals. You’ll learn how to measure, manage, and analyze data from marketing campaigns using Google Analytics, Google Ads, and similar tools. Then, learn how to adjust a marketing budget according to insights extracted from key metrics. You’ll use A/B test results to optimize a campaign and identify metrics that define a campaign's success. You will be able to analyze and visualize data and insights in spreadsheets and prepare presentations to share campaign progress or results with stakeholders. Google employees who currently work in the field will guide you, providing hands-on activities and examples that simulate common digital marketing and e-commerce tasks, while showing you some of the best tools and resources used on the job. Learners who complete the seven courses in this program will be equipped to apply for entry-level jobs in digital marketing and e-commerce. No previous experience is necessary. By the end of this course, you will be able to do the following: - Plan and allocate the spending of marketing budgets - Describe the unique role of performance goals and key performance indicators (KPIs) in marketing campaigns - Describe how tools like Google Analytics and Google Ads are used to measure website and ad campaign performance - Describe how to determine the return on investment (ROI) or return on ad spend (ROAS) of a marketing project - Prepare, conduct, and analyze the results from an A/B test to optimize a marketing campaign - Apply spreadsheet features like sorting, filtering, and pivot tables to prepare data to be shared - Create charts in spreadsheets for visualization of metrics
