You’ll discover the importance of adopting an effective testing strategy. And you’ll gain inside information into how digital marketing activities can be successfully monitored, measured, analysed and optimised to improve results and return on investment for organisations and customers. Designed for digital marketing managers and planners, this course will give you the analytical edge you need to implement successful marketing campaigns that will be “heard” far and wide.

• Digital analytics and its importance to marketers
• Core web metrics and how to use them
• How to measure the effectiveness of digital marketing plans and drive return on investment for organisations
• The importance of adopting a testing strategy and the various testing options available
• How to evaluate online presence and web performance through a range of quantitative and qualitative indicators
• How to assess social media presence through a range of qualitative indicators
• Customer lifestyle communications and apply basic CRM principles, harness marketing automation and integrate a multi-channel database
• How to develop a digital marketing funnel and database to measure and control the digital customer experience
• How to calculate ROI for an online campaign