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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/marketing-analytics-with-facebook
课程评论：没有评论
课程名称：与Meta的市场营销分析 概述：本课程探讨Meta市场营销分析工具。您将学习广告平台的运作方式，并通过Meta Ads Manager创建广告。接着，您将了解Meta如何报告结果以及如何自定义报告以匹配您的商业目标。此外，您还将学习如何利用Meta实验评估广告效果。课程内容包括如何通过A/B测试优化广告，以及如何将Meta广告活动的数据整合到市场营销组合建模中。此外，课程还概述了Meta推荐的数据分析方法。 课程结束时，您将能够： - 描述如何在Meta Ads Manager中创建和投放广告 - 评估广告活动结果 - 进行A/B测试 - 使用转化提升测试评估广告效果 - 使用品牌提升测试评估广告效果 - 针对特定场景选择评估广告效果的最佳方法 - 解释何时以及如何应用市场营销组合建模 - 根据场景选择优化市场营销组合的最佳方法 - 实施完整的分析过程，从假设的形成到推荐测量解决方案、执行分析、生成见解及呈现结果和建议 本课程适合希望学习如何使用Meta Ads Manager进行广告效果测试和评估其活动结果的人士。学习者无需具备市场营销或数据分析经验，但应具备基本的互联网导航技能并渴望参与。理想情况下，学习者应已完成该项目的第一门课程（市场营销分析基础）、第二门课程（数据分析导论）、第三门课程（市场营销统计）和第四门课程（市场营销数据分析方法）。 课程大纲： 第一部分：Facebook Ads Manager基础 描述：在第一周，您将概述Facebook Ads Manager，学习如何创建广告活动，包括如何导航广告竞拍、确定目标受众、选择合适的目标和开发广告创意。 第二部分：分析广告活动结果 描述：本周您将学习如何在Facebook Ads Manager中导航和定制报告，分析报告并评估广告活动的结果与目标的对比。 第三部分：运行Facebook实验 描述：在第三周，您将学习如何在Facebook Ads Manager上运行转化提升和品牌提升测试，评估这些测试的结果及其如何影响未来的广告活动。 第四部分：优化您的市场营销组合 描述：本周您将学习如何通过有效的A/B测试优化市场营销，还将学习如何将自Facebook Ads Manager收集的数据与市场营销组合建模整合，以优化营销效果。 第五部分：市场营销分析实践 描述：在最后一周，您将深入了解如何通过制定和测试假设来最佳评估目标和关键绩效指标(KPI)，并使用测试结果为市场活动提出后续建议。课程后期将提供模板，帮助您有效地沟通结果给利益相关者，以及进行演示的最佳实践建议。
Part: 1
Title:Fundamentals of Facebook Ads Manager
Description:In the first week you will be given an overview of Facebook Ads Manager. You will learn how to create an ad campaign with Facebook Ads Manager, including how to navigate the ad auction, determine your target audience, select the appropriate objective, and develop your ad creative.
Part: 2
Title:Analyzing Campaign Results
Description:This week you will learn how to navigate and customize reports in Facebook Ads Manager. You will learn how to analyze the reports and evaluate your campaign outcomes against your goals.
Part: 3
Title:Running Facebook Experiments
Description:In week 3, you’ll learn how to run Conversion Lift and Brand Lift tests on Facebook Ads Manager. You’ll learn how to evaluate the results of these tests and how these results can inform the future of your campaign.
Part: 4
Title:Optimizing Your Marketing Mix
Description:This week you will learn how to optimize your marketing by running effective A/B tests. You’ll also learn about Marketing Mix Modeling integrated with data you’ve gathered from Facebook Ads Manager and how it can be used to optimize the effectiveness of your marketing efforts.
Part: 5
Title:Marketing Analytics in Action
Description:In the final week, you will dig deeper into how to best assess your goals and KPIs through formulating and testing hypotheses. You’ll learn how to use test results to formulate next step recommendations for your marketing campaigns. Later in the week you’ll be given a template to create presentations for communicating your results effectively to stakeholders as well as best practice tips for conducting the presentation itself.
This course explores Meta Marketing Analytics Tools. You’ll learn how the advertising platform works and you’ll learn to create ads using Meta Ads Manager. Then, you’ll learn how Meta reports results and how you can customize the reports to match your business goals. You’ll also learn how you can use Meta experiments to evaluate the effectiveness of your advertising campaign. You’ll learn to optimize ads with A/B testing and you will explore how you can integrate data from Meta campaigns in marketing mix modeling. In this course, you’ll also find a summary of Meta’s recommended approach to data analysis. By the end of this course you will be able to: • Describe how an ad is created and delivered in Meta Ads Manager • Evaluate campaign results • Conduct an A/B Test • Evaluate advertising effectiveness with Conversion Lift Tests • Evaluate advertising effectiveness with Brand Lift tests • Choose the best approach to evaluating advertising effectiveness given a scenario • Explain how and when to apply Marketing Mix Modeling • Choose the best approach to optimizing your marketing mix given a scenario • Implement a full analysis process from the formulation of a hypothesis to recommending measurement solutions, performing an analysis, generating insights and presenting results and recommendations This course is for people who want to learn how to use Meta Ads Manager to conduct advertising effectiveness tests and evaluate their campaign results. Learners don't need marketing or data analysis experience, but should have basic internet navigation skills and be eager to participate. Ideally, learners have already completed course 1 (Marketing Analytics Foundation), course 2 (Introduction to Data Analytics), course 3 (Statistics for Marketing), and course 4 (Data Analytics Methods for Marketing) in this program.
