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Measurement and Analysis

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Measurement and Analysis

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Gain insight into a topic and learn the fundamentals.
4.8

64 reviews

Beginner level
No prior experience required
3 weeks to complete
at 10 hours a week
Flexible schedule
Learn at your own pace
Gain insight into a topic and learn the fundamentals.
4.8

64 reviews

Beginner level
No prior experience required
3 weeks to complete
at 10 hours a week
Flexible schedule
Learn at your own pace

Build your Marketing expertise

This course is part of the Unilever Digital Marketing Analyst Professional Certificate
When you enroll in this course, you'll also be enrolled in this Professional Certificate.
  • Learn new concepts from industry experts
  • Gain a foundational understanding of a subject or tool
  • Develop job-relevant skills with hands-on projects
  • Earn a shareable career certificate from Unilever

There are 4 modules in this course

The Measurement and Analysis course delves into the essential aspects of tracking, analyzing, and optimizing marketing efforts to drive success. Throughout the course, you will gain a solid understanding of search engine marketing (SEM) and search engine optimization (SEO), web analytics and tools, social media platforms and analytics, as well as A/B testing and campaign performance reporting.

After completing this course, you will be able to: - Set up an SEO objective and perform keyword research. - Construct and apply a value proposition and identify how to analyze performance of SEO strategy. - Define web analytics and associated KPIs. - Identify key features of the Google Analytics Platform, set up a Google Analytics Dashboard and describe other popular platforms and their key features. - Define the 4Cs of social media marketing and recognize SMART objectives. - Describe the RACE Planning Framework. - Identify top social media platforms and assess the best platform to use for a given strategy and objective. - Design a campaign strategy end-to-end and identify where to automate monitoring and adjusting. - Identify the steps to implement testing for a campaign strategy and plan for performance testing.

In this module, you will explore how to differentiate between SEM and SEO, set up SEO objectives, perform keyword research, and analyze the performance of your SEO strategy.

What's included

11 videos6 readings6 assignments

11 videos•Total 56 minutes
  • Welcome to digital marketing analyst professional certificate•4 minutes
  • Welcome to measurement and analysis•3 minutes
  • Overview of search engine optimization (SEO) and search engine marketing (SEM)•6 minutes
  • Aligning SEM and SEO with the SOSTAC framework•5 minutes
  • SEO objectives•3 minutes
  • Conducting competitor analysis to benchmark SEO performance•5 minutes
  • Keyword research•4 minutes
  • Keyword research tools•8 minutes
  • Aligning value propositions with targeted keywords•7 minutes
  • Search engine marketing (SEM) & search engine optimization (SEO) summary•4 minutes
  • Set communication objectives•6 minutes
6 readings•Total 152 minutes
  • Unilever positioning statement•2 minutes
  • Digital marketing analyst professional certificate syllabus•30 minutes
  • Search engine optimization (SEO)•30 minutes
  • Search engine marketing (SEM)•30 minutes
  • Key elements of an effective SEO objective•30 minutes
  • Steps to perform keyword research•30 minutes
6 assignments•Total 125 minutes
  • Search engine marketing (SEM) & search engine optimization (SEO)•30 minutes
  • Activity: Website on-page SEO analysis•30 minutes
  • Differentiating SEO and SEM•15 minutes
  • Setting up an SEO objective•15 minutes
  • Activity: Construct a value proposition•20 minutes
  • Keyword research and value proposition•15 minutes

In this module, you will explore web analytics tools, including the popular Google Analytics platform, and how to set up a comprehensive dashboard for monitoring website performance.

What's included

11 videos17 readings5 assignments

11 videos•Total 69 minutes
  • Welcome to web analytics and tools•4 minutes
  • The role of web analytics in optimizing user experience•6 minutes
  • The role of web analytics in optimizing conversion rates•6 minutes
  • Google Analytics•4 minutes
  • Setting up a Google Analytics account•8 minutes
  • Creating a custom report•6 minutes
  • Designing a conversion event with Google Tag Manager•7 minutes
  • Advantages of alternative web analytics tools•4 minutes
  • Introduction to web analytics tools•10 minutes
  • More web analytics tools•10 minutes
  • Web analytics and tools summary•4 minutes
17 readings•Total 485 minutes
  • Advantages of web analytics•30 minutes
  • KPIs for web analytics•30 minutes
  • Interpreting Web Analytics Metrics•30 minutes
  • Google Analytics Universal to Google Analytics 4•30 minutes
  • Key features of Google Analytics•30 minutes
  • Selecting a web analytics platform•30 minutes
  • Adobe Analytics•30 minutes
  • Matomo•30 minutes
  • Microsoft Clarity•30 minutes
  • Yandex Metrica•30 minutes
  • Mixpanel•30 minutes
  • What we did: selecting a web analytics platform•5 minutes
  • Kissmetrics•30 minutes
  • Baidu Analytics•30 minutes
  • Amplitude•30 minutes
  • Shopify•30 minutes
  • Mail Chimp•30 minutes
5 assignments•Total 195 minutes
  • Activity: Google Analytics implementation plan•120 minutes
  • Introduction to web analytics•15 minutes
  • Google Analytics•15 minutes
  • Other web analytics platforms and advanced features•15 minutes
  • Web analytics and tools•30 minutes

In this module, you will explore social media marketing, SMART objectives, and the RACE planning framework to help you develop effective social media campaigns and assess platform suitability.

What's included

7 videos4 readings5 assignments1 discussion prompt

7 videos•Total 34 minutes
  • Welcome to social media platforms, analytics and monitoring tools•4 minutes
  • The 4Cs of social media marketing•5 minutes
  • SMART objectives for social media marketing initiatives•3 minutes
  • Introduction to the RACE planning framework•7 minutes
  • Top social media platforms•5 minutes
  • The suitability of social media platforms for specific strategies•7 minutes
  • Social media platforms, analytics and monitoring tools summary•3 minutes
4 readings•Total 35 minutes
  • Analyzing social media campaigns using the 4Cs•10 minutes
  • Aligning objectives with RACE•10 minutes
  • What we did: using social media for digital marketing•5 minutes
  • Using social media platform analytics and insights to optimize strategies•10 minutes
5 assignments•Total 195 minutes
  • Social media platforms, analytics and monitoring tools•30 minutes
  • The 4Cs of social media marketing•15 minutes
  • SMART objectives and the RACE planning framework•15 minutes
  • Top social media platforms and strategy assessment•15 minutes
  • Activity: Social media content and metrics plan•120 minutes
1 discussion prompt•Total 10 minutes
  • What do you think?•10 minutes

In this module, you will you will gain insights into designing end-to-end campaign strategies, leveraging AI for monitoring and adjustment, implementing A/B testing, and conducting in-depth performance analysis.

What's included

10 videos6 readings7 assignments

10 videos•Total 72 minutes
  • Introduction to A/B testing & campaign performance reporting•4 minutes
  • The importance of a comprehensive campaign strategy•9 minutes
  • Aligning strategy with objectives and RACE•8 minutes
  • Role of automation in campaign monitoring and adjustment•9 minutes
  • Leverage AI tools to track performance•8 minutes
  • Purpose and benefits of A/B testing•7 minutes
  • Analyzing A/B test results•8 minutes
  • The importance of performance testing in evaluating campaign effectiveness•4 minutes
  • Performance testing methodologies•10 minutes
  • Planning for performance testing summary•4 minutes
6 readings•Total 100 minutes
  • Key components of campaign strategy•10 minutes
  • Types of marketing campaigns•10 minutes
  • AI application•30 minutes
  • Planning and implementing A/B tests•30 minutes
  • Creating a performance testing plan•10 minutes
  • Measurement and analysis summary•10 minutes
7 assignments•Total 130 minutes
  • Customer understanding and digital marketing channels summary and resources•30 minutes
  • Activity: Document campaign performance testing insights•30 minutes
  • Designing a campaign strategy•15 minutes
  • Activity: Practice cross-analyzing•10 minutes
  • Automation in campaign monitoring and adjustment•15 minutes
  • Implementing A/B testing for campaign optimization•15 minutes
  • Planning for performance testing•15 minutes

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Instructor

Instructor ratings
4.7 (10 ratings)
Unilever
8 Courses•88,757 learners

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FG
·

Reviewed on Apr 26, 2025

Cool course this give me so many insight for the Marketing Job Glad to make it!

PR
·

Reviewed on Oct 20, 2025

Sangat membantu, informatif sekali, sangat lancar dalam mengakses

Frequently asked questions

Entry-Level professionals looking to start a new career as a Digital Marketing Analyst. Interested learners may be making a career switch, currently have marketing experience, or have minimal experience in data analytics. Professionals with strong public relations, communications, problem solving, time management, interpersonal, and organizational skills.

Experience with spreadsheets such as Microsoft Excel or Google Sheets and presentation slides such as Microsoft PowerPoint or Google Slides is a plus but not required.

A digital marketing analyst utilizes data analysis tools and methodologies to evaluate the effectiveness of marketing campaigns, assess user engagement, and derive insights to optimize marketing strategies across various digital channels. They synthesize data from multiple sources, create comprehensive reports, and collaborate with marketing teams to enhance campaign performance and improve the overall digital presence of a brand or organization.

Yes, it is completely online. You can access your lectures and readings anytime and anywhere via the web or mobile device.

Which jobs does this program prepare for?

This program prepares you for entry-level jobs as SEO Specialist, Digital Marketing Analyst, Content Marketing Coordinator, Social Media Coordinator, Marketing Assistant, or CRM Coordinator.

We highly recommend taking the courses in the order presented, as the content builds on information from earlier lessons.

To access the course materials, assignments and to earn a Certificate, you will need to purchase the Certificate experience when you enroll in a course. You can try a Free Trial instead, or apply for Financial Aid. The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.

When you enroll in the course, you get access to all of the courses in the Certificate, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile.

Financial aid available,