In A Scientific Approach to Metrics, Measurement, and Marketing ROI, you’ll learn how to structure your marketing measurement and use available data sources (like Google Analytics or your CRM system) to power your analysis. You’ll discover how to apply the scientific method to your marketing to test your conclusions, so you can confidently choose which marketing efforts to scale up.

Finally, you’ll see approaches and tools that will help you to communicate your marketing results effectively, so you can help your company overcome the challenges you’ve identified.

Unless you’re already familiar with data science, this course may be challenging—isn’t a basic, high-level overview with 101 content. You’ll be rolling up your sleeves, using some new tools, and creating custom reports that answer your specific business questions. It does cover some coding (R statistical language, to be exact), but we’re not trying to turn you into a developer. We promise! There’s just enough code to help you get the answers you need to figure out what’s working (and what’s not) in your marketing.

LEARNING OBJECTIVES
1 Determine what business outcome you’re trying to measure and reverse-engineer the right metrics
2 Use available data sources to quantify the relationship between specific metrics and stated goals
3 Learn to analyze the results of your marketing
4 Test the conclusions and insights you reached during analysis
5 Scale up the marketing tactics that work based on your previous analysis
6 Learn to effectively report your results to others at your company

Course Taught in Plain English
I hate geek speak and assume no prior knowledge of Google Analytics or Excel. I don’t want you to be impressed with MY knowledge; I want to build YOURS.

16 Hours of Video
This course is seriously comprehensive. I took everything I wish I knew starting out and distilled it into this course. But you have a year to get through it.

4 Learner Dashboards
These plug-and-play dashboards can be applied with a few clicks to any Google Analytics account, whether your account gets a few dozen or million visits a month.

Illustrated Course Workbook
The companion workbook is 142 pages of illustrated guidance and tutorials for quick reference. It’s airy and easy to read with tons of explainer graphics.

Practice Excel File
Learn the craft of making sexy data sexy in Excel — for both PC and Mac! I walk you through the process of taking ugly data and getting it runway ready.

Advanced Excel Training
Repetitive manual labor is the kiss of death to any marketing budget. I teach you to build dashboards that automatically grow and update with your data.

Google Analytics API Experience
Just the word “API” is scary to most non-technical marketers. I take the freak factor out and explain how use it in plain English. (You don’t have to be a programmer.)

Data Mashups
One of the API tools I demonstrate allows you to marry data from Google Sheets with your Google Analytics data. I show you how. (Talk about robust data …)

Weekly Office Hours
The Basic membership comes with weekly office hours where members have me to themselves for an hour to ask any marketing-related questions. This feature alone is an $8k+ value.

One-on-One Training
The Guided membership comes with 4 hours of one-on-one instruction. This is a popular option because members can learn with a safety net.

Access for One Year
Although this course originally started as a three-day seminar, it’s a thick-and-chewy cookie. So I give members a year of access to the videos.

Serious Resume Booster
Companies are absolutely DESPERATE for marketers with the actionable skills taught in this course. Being able to build dynamic dashboards using APIs will easily add $20k to your pay grade.

See for yourself!
Video Player
00:0003:23
This dashboard course is for you if …
You regularly work with marketing data

You need to learn advanced Google Analytics skills

You do manual, repetitive tasks for monthly reports (ugh)

You need to build out a reporting dashboard for your organization

You’re a student and want to beef up your resume to break into the field

You want to learn how to put your data in Stilettos and make it work the pole

At Last, You’ll Have A Powerful Analytics Dashboard That Will Help You…
Make Smart
Business Decisions
(HINT: The process looks something like this…)
Funnel Metrics Diagram
According to Google, about 90% of websites have installed Google Analytics…

…yet only 30% of people actually LOG IN to look at their analytics dashboard.

Pretty bad, right?

Hold on—it gets worse.

Of that 30% who log in, most people don’t know what they’re doing or what to look for. They just see a scrambled mass of numbers that don’t actually *say* anything.

Sure, they know their average bounce rate is 54.99%…

But what does that mean?

How can they be sure it’s accurate?

And most importantly…

What are they supposed to DO about it?

That’s where you come in.

As a Certified Data Analyst, you’ll have a rare and valuable skillset.

You’ll have the ability to collect & analyze data as tool to answer TOUGH business questions, such as:

“Why has our average order value dropped, and what can we do to fix the problem ASAP?”
“Which blog topics are bringing us the most engagement and leads?”
“How can we find out what are people saying about us online (without reading through thousands of comments every day)?”
“Where should we put our advertising budget to get the best results? And should we be spending more, less, or the same?”
“Why did our last email promo perform so well, and how can we recreate that success in our next send?”
So how do you do it?

And how do you do it over & over again, using a consistent and repeatable process?

To answer that question, there’s one thing you have to understand…

There Are 4 “Lenses” Through Which You Can Look At Your Data
We call it “The Analyst’s Toolkit”:

Analytics Toolkit
Whenever there’s a change in your business, these are the 4 “lenses” you can use to help determine the cause:

Historical: How does this data compare to your baseline in the past?

External: Did something happen outside of your company that could have caused the change?

Internal: Have you made any strategic changes that could explain it?

Contextual: Are you putting this data in the proper context?

If it all seems complicated, it’s really not.

In fact, once you understand the process it makes analyzing data much simpler & easier!

You’ll never find yourself blindly clicking through your analytics dashboard again…

Because you’ll have a step-by-step process to answer ANY question that arises in your business.

Just how valuable is this skill? You be the judge…

FACT: Without Data Analysts, Business Owners Are Flying Blind
Any business owner, CEO, or manager worth their salt (and their salary) should be smart enough to realize…

…that they have no friggin’ clue what’s going on in their business.

Sure, they have hunches… Intuitions… Guesses…

But without data to back up those intuitions, they’re flying blind.

It’s like they’re driving a car at night…

With the headlights turned off.

And as the data expert in your company, you’re the only person with the power to turn on the lights.

Do you realize how valuable that skill is to an employer?

As the resident data expert, you can do much more than earn a hefty salary.

You can be the HERO in your company!

You’ll be the one who recognizes a huge opportunity hidden in the numbers.

You’ll be the one who discovers a big problem and solves it before it has a chance to wreak havoc.

And whenever someone has a question… or a suggestion… or an idea…

Who do you think they’re going to come to for advice?

That’s right.

They’re going to come to YOU.

Because you’ll be the only one with the tools and the expertise to discover what’s really going on in your company and know how to use that information to make intelligent, data-driven decisions.

And you’re going to master those tools right here, in this certification class. You’ll learn things like:

The exact same strategies we use here at DigitalMarketer to collect data, analyze it, and make smart data-driven decisions about our business
How to build a complete analytics dashboard that reveals the overall health of your company in one glance
Why it’s essential to remove outliers to avoid misleading data so you don’t make bad decisions (along with the exact formulas to do it)
How to calculate the lifetime value of a customer (this is ESSENTIAL if you want to know how much you can afford to spend to acquire new customers at a profit)
An 8-step flowchart that shows you an easy, step-by-step process for turning raw numbers into meaningful actions
How to set up full-funnel tracking so that you can immediately plug any leaky buckets in your systems and optimize the steps that will generate the biggest results
Why you MUST contextualize your data to make sense of it, and how to use “The Analyst’s Toolkit” to find out what’s REALLY going on in your business
How to measure customer satisfaction using metrics like refund rate, churn rate, and our custom-built membership retention report
Why you should be tracking the banner click % for each blog post to measure how well it creates interest in your product or service
How to keep a finger on the pulse of your audience using Reputation Score and a Qualitative Trend Report
How to track visitor recency and use it to gauge the effectiveness of your company’s branding efforts
The “Retargeting Naming System” that makes tracking your funnel performance super simple (this is the *key* to diagnosing the health of your entire sales funnel)
How to identify the critical 3-5 data points for YOUR business (no matter the size), how to track them, and how to use this data to actually generate more leads and sales
How you can use digital analytics to measure the impact of your company’s OFFline marketing (this will really impress your boss)
How to accurately track your all-important monetary metrics including sales, average order value, and revenue per visitor
How to identify which traffic sources are most valuable to your business (using our custom-made UTM Parameter Builder)
Why you can’t rely on averages or aggregates, and how to drill down to meaningful specifics instead
How to analyze the performance of each channel in your marketing so you can make intelligent decisions about how to scale your business
What “Cohort Analysis” is, and how to use this advanced tool to learn more about the true value of your membership program
How to measure your share of search to compare your company’s performance against your competitors
No one can make strategic business-building decisions without the right data.

No you, not me, not your boss, not Jeff Bezos, Mark Zuckerberg, or even Steve Jobs in his prime…

Nobody.

Is it any wonder, then, why data analysts are SO CRITICAL to the success of every company in the world?

If you’re interested in becoming a “Analytics & Data Master,” then I have one question for you…

Are You A “Doer”…or Just a “Talker?”
(or…Why You Might Want To Get Certified)
Let’s face it: Marketing experts are a dime a dozen.

So how do you separate those who “walk the talk” from the ones who merely…

….talk?

That’s the problem!

And at DigitalMarketer, it was our problem, too. You see, we don’t just teach marketing best practices, we actually DO MARKETING for businesses that we ACTUALLY OWN.

We aren’t researchers. We aren’t journalists.

We’re business owners running companies (both online and offline) in B2B and B2C markets selling everything from cosmetics to camping equipment to industrial water filters and everything in-between.

In other words: WE ACTUALLY DO THIS STUFF…

…so we know how hard it is to find truly skilled people who know what they’re talking about.

And that’s why we created the “Analytics & Data Mastery” course and certification.

We built this certification to train our own team members, but in the spirit of “open sourcing” our business (which is what DigitalMarketer is all about) we’re now making this certification and training available to the world.

In short, we’re making it available to YOU…

Do you spend hours collecting data, wrestling it into the format you need and then updating the same report that no one ever reads?

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Or maybe you’re neck deep in data but don’t know how to use it to make sound business and marketing decisions?

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Dashboards give you a high-level overview of your business, showing KPIs, trends and data comparisons… so you can use that insight to grow in smart ways.‍

‍

By learning some relatively simple techniques, you can create dashboards that are automated, interactive and visually appealing.

‍

This course will set you up to:

‍

Have the confidence to build your own dashboards with your own datasets
Know what to include in your dashboards to maximize their impact
Have the technical skills to manage advanced dashboard projects without feeling overwhelmed
Create interactive dashboards, so colleagues and clients can view the data they want to see
Understand and use best practices in Google Sheets, to avoid making the same mistakes I made
Be confident using advanced formulas and pivot tables
Use Apps Script to automate processes and make your dashboards work for you!
‍

Each lesson is taught through bite-sized, action-oriented 5 – 10 minute-long videos, covering practical techniques you can apply to your own business.

I’ll be with you every step of the way, showing you the sheet setup, the formulas and the charts we use.

‍

For each example you’ll have all the necessary raw data and formulas, as well as a final, finished template!
‍

I’ve made just about every mistake in the book
‍

Prior to consulting and creating courses, I worked as a forensic accountant, doing investigations into sanctions violations at large financial organizations
‍

I remember the first time I built a dashboard in Excel at work.

After a lot of headaches and frustration, I had created a presentable dashboard that gave our team oversight of whole dataset.

The dashboard wasn’t pretty, and it probably violated dashboard best principles, but it worked. It was dynamic and I clearly remember how cool that was.

However, I had no idea what I was doing. I barely even knew what dashboards were, and I certainly didn’t know there were courses and books out there that could have saved me hours and hours (and resulted in a better end product!).

Seeing the team interact with the dashboard, I realized how valuable solid data and spreadsheet skills were — something we address throughout this course.‍

Fast forward to today
‍
Today I create online courses and write about working with data, with a particular focus on how-to articles for learning data analytics and building dashboards, using Google Sheets, Apps Script and Data Studio.

Since mid-2015, I’ve been working as a freelance spreadsheet developer, data consultant and instructor.

I’ve taught data analysis and visualization courses and workshops at General Assembly’s Washington, D.C., campus and privately for clients.

What are dashboards?
‍
Dashboards are high-level summaries of your organization’s data, displayed side-by-side in a single page to highlight the key metrics and trends at a glance. They’ll help you:

Quickly understand the pulse of your business
Visually summarize key metrics for stakeholders who don’t have time to review the data
See new insights with your data side-by-side
Explore the data with interactive features
Speed up and automate your reporting pipeline

Here’s how you might use dashboards:
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Show growth of your website or clients’ websites, by tracking traffic and social media metrics over time.
Understand your business better by collecting and analyzing user data in real-time.
Compare sales data across different time periods, sales channels or geographic regions to get deeper insights into your opportunities.
Measure student attendance and performance to easily see where to allocate resources.
Track and visualize financial data to uncover high- and low-performxing areas of your company, so you can make adjustments going forward.
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We live in a data-driven world where business analytics is essential. It’s impossible for organizations to come to conclusions without the use of accurate and organized data. In this course, you will learn the fundamentals of business analytics, manage and visualize your data, and align your teams around data to make better business decisions.

What you’ll learn:
Understand and solve business problems with data-driven decision making.
Use storytelling to prove a case with data.
Collect and manage meaningful business data.

Data alignment allows organizations to prevent data silos and improve transparency, efficiency, and trust. In this lesson, you’ll learn the basics of aligning your team around data and how to prevent data silos from forming.

What you’ll learn:

Explain the basics of data analysis.
Apply data visualization best practices to their own report building.
Define team and data silos and how to prevent them from forming at their organization.

Lesson Details:

3 videos

37 minutes

Lesson Description:
We live in a data-driven world. It’s impossible for organizations to come to conclusions without the use of accurate data. This is because it’s no longer enough to make decisions based on what we believe to be correct. To stay competitive, everything must be rooted in fact and backed up by numbers to support the choices we make. In this lesson, learn the basics of reporting and analysis and how to use both to avoid silos from forming at your organization.

Integrations are essential for simplifying the need for new technology and software as your business grows. Leveraging the power of integrations allows your business to achieve a broader range of tasks by increasing functionality. In this lesson, you’ll learn when to use integrations and the benefits.

What you’ll learn:

Describe the benefits of consolidating data onto a single platform.​
Explain the different types of integrations and forms data can take. ​
Audit their tech stack and identify gaps in their business data story.​

Lesson Details:

4 videos

22 minutes

Lesson Description:
Integrations solve and simplify your need for new software as your business grows and evolves, and your needs change. You can power your business to achieve a wider range of tasks on your software as you enhance its functionality by leveraging integrations. In this lesson, learn when and how use integrations, the benefits of connecting your apps, and how this solves for your data needs down the line.

Certification for digital marketing and sales professionals
You’ve already got some skills. And vision. Maybe you want to turbo-charge your career. Or set off on a fresh adventure. Around here, one size does not fit all.

Become a Certified Digital Marketing Professional
30 Hours Online

Flexible Learning

This comprehensive digital marketing course, delivered 100% online, teaches key digital marketing skills required for the modern workplace. Learn Google Ads, social media marketing and SEO, Google Analytics, mobile marketing and much moreThe Global Standard in
Digital Marketing Training
Whether you’re a beginner, business owner or marketing professional looking to upskill, the DMI PRO digital marketing certification is perfect for you to become a global digital marketer.

Program learning outcomes and content
WHAT YOU’LL LEARN…
You will be armed with the know-how, the experience and the insights to be able to work and speak with authority in this fast-paced industry. In short, you’ll be a skilled digital marketing professional, capable of building a strategic digital campaign from scratch. We also expect our graduates to be able to build on their skills after graduation, as they’ll have the fundamentals of digital marketing.

Introduction to Digital Marketing
Content Marketing
Social Media Marketing
Search Engine Optimization (SEO)
Paid Search (PPC) using Google Ads
Display and Video Advertising
Email Marketing
Website Optimization
Analytics with Google Analytics
Digital Marketing Strategy
Introduction to Digital Marketing
Module Info & Overview
How is digital marketing defined in the current market? What’s the best way to get in front of potential customers? How can you create a campaign that combines the best of traditional and digital marketing? How do you distinguish from inbound and outbound marketing?

In this module, you’ll master the fundamentals. You will learn how to navigate the buyer’s journey. And you will acquire actionable, practical information.

Principles of Digital Marketing
Developing Objectives
Connecting with the Customer
Digital Research
Cultural Research

What you’ll learn
How to calculate Digital Marketing ROI using 4 different types of attribution models
Basic R Programming
Excel
Calculate metrics to determine which channel provides the highest financial returns
Requirements
Basic Excel formatting
Basic digital marketing channel terminologies like Google organic, paid ads, utm, etc.
Basic Google Analytics
Probability & Statistics knowledge helpful but not required
Description
Do you want to know how much revenue your digital marketing campaigns produce for your organization? Are you curious to understand the impact of each and every one of your digital channel’s touch points on your bottom line? Well, you are in the right class! With only a handful of FREE tools you can do that immediately upon completion of this course in just a few hours!

This is a live lecture session broken out into different sections that will teach you the skills and programming templates you need to calculate the true bottom line ROI of your digital marketing campaigns beyond just first/last touch attribution.

Focused on practicality more than theory, upon completion of this course you will be able to apply your knowledge immediately with minimum experience in Data Science. In addition, learning a statistical analysis tool like R could give you a major edge in the marketing field!

Who this course is for:
Marketing Analysts
Marketers
R programmers
Data Analysts
Digital Marketers

As a marketer, you are likely using multiple systems to manage your data, including Google Analytics and a CRM. Analyzing data across disparate systems can be a challenge. That’s where Excel comes in. In this course, you’ll learn how to import your data into Excel and use functions, the value of tables and how to use them, how to create your own metrics dashboard, and how to automatically update your data regularly.

Who is this for?
Marketers
Students
Individual Contributors
What you’ll learn:
Format data in Excel and use formulas to gather insights
Use tables to sort data and create pivot tables.
Create your own metrics dashboard.

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