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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/measure-and-optimize-social-media-marketing-campaigns
课程评论：没有评论
课程名称：衡量与优化社交媒体营销活动 课程概述：本课程为您提供优化社交媒体营销工作的技能。学习评估和解读您的广告活动结果，了解如何通过提高研究评估广告效果，并通过分割测试优化您的活动。掌握跨平台和设备的广告效果衡量方法，学习如何评估营销的投资回报率（ROI），并掌握如何向公司内部沟通社交媒体营销结果。 学习完成后，您将能够： • 分析仪表盘，并评估社交媒体营销工作的投资回报率 • 理解不同的优化营销活动技术，如归因分析和营销组合模型 • 实施A/B测试以优化您的活动 • 向团队展示和沟通您的活动结果 本课程适合希望分析营销活动结果、优化活动并有效与团队沟通的人员。不需要具有营销经验，但需具备基本的互联网导航技能，并渴望参与和与社交媒体连接。拥有 Facebook 或 Instagram 账户有助于学习，理想情况下，学习者已完成本课程系列中的四门课程。 本课程之后将进行 Meta 社交媒体营销顶点课程，这是本认证的最终课程，学习者将在其中参加数字营销助理认证考试并完成顶点项目，以获得 Meta 社交媒体营销专业证书。 课程大纲： 第一部分：评估您的营销结果与目标的对比 描述：本周您将学习如何将指标与营销目标对齐以及数据分析技巧，理解投资回报率和客户终身价值等常用术语，并学习如何进行计算。 第二部分：衡量您的广告效果 描述：第二周，您将学习如何评估广告活动的成功，评估活动结果报告，并了解提升研究如何帮助您确定活动的影响。 第三部分：优化您的广告活动 描述：第三周，您将学习如何使用 A/B 测试来优化广告，并了解归因分析如何帮助您在不同平台之间评估和优化广告策略。 第四部分：沟通您的营销结果 描述：本周，您将学习如何完整讲述您的活动故事，并以有效的演示方式向更大受众传达其结果。您将学习如何利用数据讲述清晰的故事，专注于有助于确定下步营销工作的重要见解。
Part: 1
Title:Evaluate Your Marketing Results Against Goals
Description:This week you’ll learn all about how to align metrics with your marketing goals and data analysis techniques. You’ll gain an understanding of common terms, such as return on investment and lifetime value, and learn how to calculate them.
Part: 2
Title:Measure Your Advertising Effectiveness
Description: In the second week, you’ll learn how to evaluate the success of your advertising campaigns. You’ll learn to evaluate campaign results reports and you’ll learn how lift studies can help you determine the impact of your campaign.
Part: 3
Title:Optimize Your Ad Campaigns
Description:In the third week, you’ll learn to optimize advertising using A/B testing and you’ll learn how attribution can help you to evaluate and optimize your advertising strategy across different platforms.
Part: 4
Title:Communicate Your Marketing Results
Description:This week, you’ll learn how to tell the full story of your campaign and communicate its results to a larger audience in an effective presentation. You’ll learn how to tell a clear story with data and focus on the insights that will help determine the next steps in your marketing efforts.
This course provides you with the skills to optimize your social media marketing efforts. Learn to evaluate and interpret the results of your advertising campaigns. Learn how to assess advertising effectiveness through lift studies and optimize your campaigns with split testing. Understand how advertising effectiveness is measured across platforms and devices, learn how to evaluate the ROI of your marketing, and master how to communicate your social media marketing results to others in the company. By the end of this course, you will be able to: • Analyze dashboards and evaluate ROI from your social media marketing efforts • Understand different techniques used to optimize marketing campaigns, such as attribution and marketing mix models • Implement an A/B test to optimize your campaign • Present and communicate the results of your campaign to a team This course is for people who want to learn how to analyze their campaign marketing results, optimize their campaigns, and effectively communicate findings to their teams. Learners don't need marketing experience but should have basic internet navigation skills and be eager to participate and connect on social media. Having a Facebook or Instagram account helps, and ideally, learners have already completed the four previous courses in this program. This course will be followed by the Meta Social Media Marketing Capstone course, the final course of this certification, in which learners will take the Digital Marketing Associate Certification Exam and complete a Capstone project to receive their Meta Social Media Marketing Professional Certificate.
