Updated August 2024

Overview

Module 1: Digital Marketing Evaluation Optimisation & Best Practices

• Delve into the importance of digital marketing evaluation, focusing on the role data plays in making informed decisions. This module introduces key performance indicators (KPIs), various analytics tools, and the process of setting realistic evaluation goals and benchmarks. Explore the latest trends, challenges and developments in online evaluation.

Module 2: GA4 Optimisation, Key Features, Tools & Reports

• Learn the fundamentals of setting up Google Analytics 4 (GA4) for comprehensive digital marketing evaluation. This module covers the step-by-step process of creating a GA4 property, configuring data streams, and setting up key features such as events, conversions, and user properties. Participants will also explore how to customise their GA4 setup to align with their specific business goals, ensuring they collect the right data to inform their marketing strategies.

Module 3: Campaign Tracking & Report Analysis

• Explore advanced applications of GA4 to gain deeper insights into user behaviour and campaign performance. This module covers the use of custom dimensions and metrics, advanced event tracking, and data integration with other marketing tools. Participants will learn how to leverage GA4’s machine-learning capabilities to uncover trends and patterns, enabling them to make data-driven decisions that enhance their marketing effectiveness.

Module 4: Simplifying Tracking with Google Tag Manager

• Master the use of Google Tag Manager (GTM) for efficient and accurate tracking of marketing activities. This module provides a comprehensive overview of GTM, including how to set up and manage tags, triggers, and variables. Participants will learn how to implement tracking pixels, configure event tracking, and troubleshoot common issues.

Module 5: Social Media Analysis & Reporting

• Gain expertise in measuring and evaluating the performance of social media campaigns, both organic and paid. This module covers the key metrics and tools for social media analytics, including engagement, reach, conversions, and return on investment (ROI). Participants will learn how to set up and track social media campaigns, analyse performance data, and optimise their strategies to achieve better results.

Module 6: Maximising Email and CRM Performance

• Understand the critical aspects of measuring and evaluating email marketing and customer relationship management (CRM) efforts. This module covers the essential metrics for email campaigns, such as open rates, click-through rates, and conversion rates, as well as CRM metrics like customer lifetime value and retention rates. Participants will learn how to use email marketing platforms and CRM systems to track campaign performance, analyse customer data, and optimise their strategies for better engagement and conversions.

Module 7: Integrating Insights for Holistic Evaluation

• Integrate all the elements of digital marketing evaluation into a cohesive framework for comprehensive analysis and optimisation. This module focuses on combining insights from social analytics, GA4, GTM, search, and email measurement into a unified approach. Participants will learn how to create integrated dashboards, report on cross-channel performance, and develop holistic strategies that align with overall business objectives.