Digital Marketing Analytics Beyond Advertising: How Right-Brained Marketers Can Master the Numbers

Digital Marketing Analytics Beyond Advertising: How Right-Brained Marketers Can Master the Numbers

by Mike Moran
Released January 2022
Publisher(s): Pearson
ISBN: 0137673329

Watch it now on the O’Reilly learning platform with a 10-day free trial.

O’Reilly members get unlimited access to books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.

Start your free trial

Video description

4+ Hours of Video Training

If you think of yourself as more creative than analytical, you can still master marketing analytics—it’s more than just advertising impressions.

Overview

Many people in marketing went into the profession as a refuge from math, but in recent years, the math has found them. Fear not: You don’t need to be a math whiz to master marketing analytics; you just need to be willing to make decisions based on numbers. And marketing analytics is getting simpler. The high-stakes, confusing game of advertising is actually becoming less important in many industries: maybe you don’t need to know much about advertising analytics.

Digital Marketing Analytics Beyond Advertising LiveLessons will help you, the marketer, understand marketing analytics beyond advertising. As privacy regulations, cookie restrictions, and other changes make advertising less effective, other marketing analytics become more important. You will learn how to reason about numbers, what questions you should ask analytics experts, and what to do with those numbers to succeed. Don’t believe whoever told you that math was not your thing—if you understand marketing, you can understand marketing analytics and make the numbers work for you.

About the Instructor

Mike Moran is the Chief Product Officer at SoloSegment, martech software company that uses marketing analytics to predict the right content for visitors to large B2B websites. He is the author or co-author of three books on digital marketing: Outside-In Marketing, Do It Wrong Quickly, and the best-selling Search Engine Marketing, Inc.

Previously, Mike worked for IBM for 30 years, rising to the level of Distinguished Engineer. Mike has more than 30 years of experience in marketing analytics, led the IBM product team that developed the first commercial linguistic search engine in 1989, and has been granted 12 patents. He managed Global Web Experience at ibm.com for eight years, including the web analytics team.

Mike is a Certified Speaking Professional of the National Speakers Association, an instructor for the Rutgers University Executive MBA program, a Distinguished Instructor for Cal-Irvine, and a visiting lecturer at the University of Virginia’s Darden School of Business. Mike holds an Advanced Certificate in Market Management Practice from the Royal UK Charter Institute of Marketing, and is the founder of the Biznology blog. Mike has keynoted conferences worldwide on digital marketing technology for marketers, public relations specialists, market researchers, and technologists.

Skill Level
  • Beginner - intermediate
Learn How To
  • Understand marketing analytics beyond advertising
  • Make informed marketing decisions based on reliable data
  • Develop a process for implementing marketing analytics in your projects
Who Should Take This Course
  • All marketers and customer experience staffers, who need to understand how marketing analytics works and how it can be used effectively to improve results
  • Marketing managers, because they must make the strategic decisions that lead to marketing effectiveness, with marketing analytics playing an increasing role each year
  • Analytics experts and data science experts; if they’re struggling to explain marketing analytics to marketers, this course will help bridge the communication gap
Course Requirements
  • None
About Pearson Video Training

Pearson publishes expert-led video tutorials covering a wide selection of technology topics designed to teach you the skills you need to succeed. These professional and personal technology videos feature world-leading author instructors published by your trusted technology brands: Addison-Wesley, Cisco Press, Pearson IT Certification, Sams, and Que. Topics include Marketing, IT Certification, Network Security, Cisco Technology, Programming, Web Development, Mobile Development, and more. Learn more about Pearson Video training at http://www.informit.com/video.

Table of contents

  1. Introduction
    1. Digital Marketing Analytics Beyond Advertising: Introduction
  2. Lesson 1: Introduction to Digital Marketing Analytics
    1. Learning objectives
    2. 1.1 Why are analytics so important?
    3. 1.2 How do you overcome math phobia?
    4. 1.3 How do you tell a story with numbers?
    5. 1.4 How do you reason with numbers?
    6. Lesson 1 Exercise: Project Progress
  3. Lesson 2: How Marketing Analytics Are Used
    1. Learning objectives
    2. 2.1 What are Key Performance Indicators (KPIs)?
    3. 2.2 What are key types of Marketing Analytics?
    4. 2.3 How do tracking codes work?
    5. Lesson 2 Exercise: Project Progress
  4. Lesson 3: Foundational Marketing Metrics
    1. Learning objectives
    2. 3.1 How do activity metrics work?
    3. 3.2 How do I measure content?
    4. 3.3 How do I track the customer journey?
    5. Lesson 3 Exercise: Project Progress
  5. Lesson 4: Audience Metrics
    1. Learning objectives
    2. 4.1 What questions must I ask about audiences?
    3. 4.2 How do I collect audience information – legally?
    4. 4.3 What can I do with audience metrics?
    5. Lesson 4 Exercise: Project Progress
  6. Lesson 5: Money Metrics
    1. Learning objectives
    2. 5.1 How do I measure sales?
    3. 5.2 What is attribution?
    4. 5.3 How do I prove Return on Investment (ROI)?
    5. Lesson 5 Exercise: Project Progress
  7. Lesson 6: Working with Marketing Analytics
    1. Learning objectives
    2. 6.1 What process do we follow to make progress?
    3. 6.2 How does A/B testing work?
    4. 6.3 How does conversion rate optimization work?
    5. 6.4 How do I score leads?
    6. Lesson 6 Exercise: Project Progress
  8. Lesson 7: What's Next?
    1. Learning objectives
    2. 7.1 What's coming next in marketing analytics?
    3. 7.2 What's next for you in marketing analytics?
  9. Summary
    1. Digital Marketing Analytics Beyond Advertising: Summary

Product information

  • Title: Digital Marketing Analytics Beyond Advertising: How Right-Brained Marketers Can Master the Numbers
  • Author(s): Mike Moran
  • Release date: January 2022
  • Publisher(s): Pearson
  • ISBN: 0137673329