Digital Measurement

Learn about

Having a digital measurement plan in place is essential for any business and whether you work in Sales, Finance, HR, Marketing or any other department, measurement tools will almost certainly be an integral part of your role. In these lessons, we explore the importance of having a digital measurement plan in place and how to create one: from the steps you'll take to decide on your goals & objectives, to how to use metrics and KPIs to track your progress and the analytics tools you can use to understand all the data you collect. We then explore the relationship between marketing and measurement, highlight the key marketing channels you can use to achieve your goals & objectives and take a look at the importance of attribution modelling, tracking and segmentation.

By the end of these 2 lessons you will understand:

  • How to put together a digital measurement plan, from setting goals & objectives to identifying the metrics you'll use to track your progress
  • How different analytics tools can help you make the most of all the data you collect
  • How acquisition, behaviour & conversion metrics can aid your understanding of which marketing channels are providing the most value
  • How you can use attribution modelling, UTMs and segmentation to better track & understand customer behaviour

Lesson Overview

Lesson 1

Digital Measurement Essentials

Learn about the importance of having a digital measurement plan, the steps you'll take to create one, and how to make sense of all the data you collect along the way.

In this lesson you will learn:

  • How to identify relevant goals and objectives for your business
  • How to measure your progress using metrics and KPIs
  • How to collect high-quality data throughout your businesses and the tools you'll use to analyse it

Lesson 2

Digital Measurement for Marketing

A look at the relationship between marketing and measurement, we explore how you can use metrics to track your efforts across various marketing channels and highlight the importance of tracking and segmentation.

In this lesson you will learn:

  • How to use acquisition, behaviour and conversion metrics in tracking your marketing efforts
  • How key marketing channels can be used to achieve your goals and objectives
  • Where UTMs, segmentation and attribution modelling come in to help you make the most of your data