What will you in Web Analytics & Digital Marketing Analytics – Zero to Hero Course
Understand the digital marketing analytics lifecycle: data collection, processing, analysis, and optimization
Work with platforms and tools: Google Analytics, Google Tag Manager, and basic SQL for data querying
Define and track key performance indicators (KPIs): traffic, engagement, conversion rates, and ROI
Segment audiences and perform cohort analysis to uncover behavior patterns
Design and execute A/B tests and multivariate experiments to improve campaign performance
Build automated dashboards and reports to communicate insights and drive data-informed decisions
Program Overview
Module 1: Analytics Foundations & Data Collection
⏳ 45 minutes
Overview of digital analytics and measurement frameworks (e.g., ACCORD)
Implementing tracking with Google Tag Manager: tags, triggers, and variables
Module 2: Google Analytics Setup & Configuration
⏳ 1 hour
Account, property, and view settings; setting up goals and event tracking
Configuring filters, segments, and custom dimensions/metrics
Module 3: Data Processing & ETL Concepts
⏳ 45 minutes
Data collection pipelines, data quality checks, and cleansing essentials
Intro to SQL queries for pulling web analytics data from BigQuery
Module 4: KPI Definition & Dashboarding
⏳ 1 hour
Selecting relevant KPIs for traffic acquisition, behavior, and outcomes
Building interactive dashboards in Google Data Studio or Excel
Module 5: Audience Segmentation & Cohort Analysis
⏳ 45 minutes
Creating user segments by behavior, demographics, and acquisition source
Performing cohort analyses to measure retention and lifetime value
Module 6: Experimentation & Optimization
⏳ 1 hour
Designing A/B and multivariate tests: hypothesis, sampling, and significance
Using tools like Google Optimize to implement and analyze experiments
Module 7: Attribution Modeling & ROI Measurement
⏳ 45 minutes
Comparing last-click, linear, time-decay, and data-driven attribution models
Calculating channel-level ROI and lifetime value for budget allocation
Module 8: Reporting & Stakeholder Communication
⏳ 30 minutes
Automating report delivery and narrative storytelling with data
Presenting insights and recommendations to marketing and executive teams
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Job Outlook
Analytics skills are in high demand for roles like Digital Analyst, Marketing Analytics Manager, and Growth Analyst
Applicable across e-commerce, SaaS, media, and retail for optimizing campaigns and user experiences
Empowers you to drive data-backed marketing strategies, improve ROI, and justify budget decisions
Provides a foundation for advanced studies: predictive analytics, machine learning, and customer journey modeling
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Related Reading
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Specification: Web Analytics & Digital Marketing Analytics – Zero to Hero Course
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