Evaluar para el éxito: Analítica y medición de marketing

Go to Course: https://www.coursera.org/learn/evaluar-para-el-exito-analitica-y-medicion-de-marketing

Introduction

### Course Review: Evaluar para el Éxito: Analítica y Medición de Marketing In the dynamic arena of digital marketing, mastering analytical tools and measurement techniques is indispensable for success. Coursera's course "Evaluar para el Éxito: Analítica y Medición de Marketing" serves as a vital building block for aspiring marketers and seasoned professionals alike, offering essential insights into the world of marketing analytics. #### Course Overview As the fifth installment in the Google Career Certificate in Digital Marketing and E-Commerce, this course focuses on understanding and implementing marketing analytics practices. It equips learners with the skills needed to analyze data from various sources such as websites, digital marketing channels, and e-commerce sites to derive actionable insights about customers. Throughout the course, students will learn to create media plans, set performance goals, and effectively measure, manage, and analyze data. #### Course Syllabus Highlights 1. **Introduction to Marketing Analytics** - The course begins by laying the foundation for effective marketing campaigns. Students will learn to establish performance objectives and explore media planning. This section emphasizes practical experience by allowing learners to create their own media plans. 2. **Utilizing Google Analytics and Google Ads Metrics** - One of the key focuses is on mastering the fundamental metrics derived from leading platforms like Google Analytics and Google Ads. Participants will learn to utilize these metrics to enhance their marketing campaigns and discover how to link data between both platforms for deeper analysis. 3. **Measuring the Success of Marketing Campaigns** - This module dives into what defines a successful marketing campaign, teaching students to analyze metrics and indicators to evaluate return on investment (ROI) and return on ad spend (ROAS). Learners are guided through the process of conducting A/B testing to optimize campaigns based on actionable insights gleaned from data. 4. **Sharing Metrics and Data with Stakeholders** - Effective communication with stakeholders is crucial for any marketing professional. This section of the course prepares students to anticipate stakeholder needs and present campaign results compellingly. Participants practice creating visualizations and dashboards that summarize data clearly, culminating in a detailed presentation of a practice dataset. #### Why You Should Take This Course - **Comprehensive Learning Experience**: The structured approach taken in this course allows for gradual progression through complex topics, making complicated concepts accessible even to beginners. - **Practical Application**: The emphasis on real-world implementation, particularly with Google’s powerful analytics tools, enables students to gain hands-on experience that is directly applicable to their careers. - **Stakeholder Communication Skills**: One of the standout features of this course is its focus on teaching learners how to communicate complex data in a simplified manner, a skill that is often overlooked but immensely valuable in the marketing field. - **Part of a Legitimate Program**: Being part of the Google Career Certificate program adds a level of credibility to the course and ensures that the content is aligned with industry standards and needs. #### Conclusion "Evaluar para el Éxito: Analítica y Medición de Marketing" is a highly recommendable course for anyone looking to bolster their marketing analytics skills. Whether you are new to marketing or looking to refine your existing skills, this course offers the right blend of theoretical knowledge and hands-on experience. The insights gained here are not just valuable for developing effective marketing strategies but are also crucial for advancing one’s career in the digital marketing landscape. By enrolling in this course, you are investing in a powerful skill set that is sought after across industries, making you a more competitive candidate in the job market and a more effective marketer. Embrace the opportunity to elevate your understanding of marketing analytics with this exceptional course!

Syllabus

Introducción a “Evaluar para tener éxito: analítica y medición de marketing”

Aprenderás sobre las campañas de marketing y cómo establecer objetivos de rendimiento. También, explorarás la planificación de medios y practicarás la creación de tu propio plan. Finalmente, conocerás cuáles son y cómo funcionan las herramientas más utilizadas en el análisis de marketing.

Conocerás las métricas clave y las fuentes de datos de varias plataformas. Aprenderás a utilizar las métricas en Google Analytics y Google Ads con el objetivo de obtener información para tus campañas de marketing. También descubrirás cómo vincular datos de Google Ads a Google Analytics y exportarlos desde ambas plataformas para su posterior análisis.

Investigarás las métricas y los resultados que definen una campaña de marketing exitosa. Analizarás los datos e indicadores recopilados, que te ayudarán a determinar el retorno de la inversión (ROI) o el retorno de la inversión publicitaria (ROAS) de un proyecto de marketing. A partir de ahí, podrás hacer ajustes para mejorar los ingresos. También, aprenderás a planificar y llevar adelante una prueba A/B para optimizar una campaña. Finalmente, examinarás cómo luce una campaña de marketing exitosa y cuáles son los factores que la hicieron alcanzar el éxito.

Aprenderás a trabajar anticipando las necesidades de las partes interesadas y comunicando los avances o los resultados de una campaña. Explorarás cómo analizar, filtrar y preparar métricas y datos para compartirlas con ellas. También practicarás la creación de visualizaciones, presentaciones y cuadros de evaluación para resumirles tus datos con claridad. Sobre el final del curso, aplicarás lo aprendido presentando un conjunto de datos de práctica a las partes interesadas.