DIGITAL MARKETING ANALYTICS
- FUNDAMENTALS

The biggest challenge - but of course also a great opportunity - in digital marketing is to make the success and failure of your own measures measurable. In week 1, you will learn the importance of digital analytics for your marketing strategy, which basic terms you should know and which mindset and skillset you should have. We will also take a look at the criteria you should consider when selecting tools for digital marketing analytics. For the practical application in the next weeks we will get into Google Analytics.

Who actually lands on your website? In week 2, we will address this important question using audience reports. Tracking via cookies & pixels provides the important and relevant data for this.

This week we're looking at the question: Where do your users come from? We'll take a look at how best to track different traffic sources in web & app analytics and offline marketing and evaluate them in acquisition reports. Topics such as campaign parameters and cohort analyses play a major role here.

Starting in week 4, we will dive into the marketing funnel with you and look at which KPIs you can use to measure and optimize the awareness and reach of your brand.

This week we analyze how users interact with your website or app and derive appropriate measures. KPIs such as bounce rate, page views and clicks provide information about which content your users like.

Week 6 is all about achieving goals and analyzing conversions. We'll also look at how to identify blockers in the conversion process and optimize your marketing costs and efficiency.

This week we'll be analyzing longer-term customer relationships. After focusing more on e-commerce in week 6, we take a look at the differences between B2C & B2B KPIs and look at KPIs for lead generation and subscription models. You will also learn how to find the business-relevant target KPIs for different business models in practice.

We dive into tools for different use cases and address topics like business intelligence and A/B testing. In digital marketing, you often run into the challenge of having a lot of data from different tools. We'll show you how to build dashboards and bring data together easily and effectively for your purposes.

To help you to build a legally compliant tracking and analytics setup for your business, we will provide you insights and a good overview of legal principles and current regulations.

In the last week, we'll look back at what we've learned so far and derive important takeaways for you and your company so that you can harness the full power of data. Finally, we look to the future: What are the most important trends for digital marketing analytics?