Digital Analytics and Optimization
Having an understanding of Digital Analytics and Optimization is vital for business. This course provided that understanding and more. In week one we learned what Digital Analytics is and discussed landing pages. In week two SMART goals or goals that are Specific, Measurable, Actionable, Realistic, and Timely. We also focused of KPI’s (Key Performance Indicators), this is what is used to measure the success of a business objectives. We discussed corporate goals and metrics. In week three we focused on analytics overall and we discussed how to incorporate social media analytics into general analytics. In week four we looked into multi-channel analytics, how to maintain and evaluate analytical success, and we discussed free analytics vs paid. We were also presented with the opportunity to complete the Google Analytics Certification by taking the Google Analytics Individual Qualification (IQ) exam.
In the first week we focused on what Digital Analytics is specifically and why it is important for businesses to take advantage of it. We learned that with analytics businesses can have a deeper look at the numbers behind their success and what they can do if they are not seeing success. This week we were also introduced to Google Analytics. We discussed landing pages and the importance of placement within those pages. On a landing page there should be design choices that are presented with goals in mind. For example, if you have a button to subscribe, why do you have it? Because your goal is to get people to click that button and become subscribers. This also goes hand in hand with placement because you would want that button to stand out and be seen so that your goal is achieved.
Week two focused on getting specific with SMART goals, KPI’s and reporting. We had to create a business report from the stance of an Internet Marketing Consultant that is attempting to earn a contract with a business. In this proposal, we had to list 4-5 SMART business goals for this company and identify 2-3 KPI’s for each SMART goal and explain why and how they will be successful. We discussed corporate goals and metrics. We selected an e-commerce site and provided corporate goal examples for that business. After creating goals for the business, we also selected specific metrics that would assist in the success of the goals.
Throughout week three, the focus was on mainly analytics specifically. We learned the breakdown of analytics from situational, to actionable, that would lead you to getting strategic. This is what leads to the success of your objective. We completed another business report from the stance of an Internet Marketing Consultant that is attempting to earn a contract with a business. However, this time we are in the final round of selection and the company would like us to create an Analytics Optimization Plan from the provided analytical data. This included, identifying 3-5 trends, creating SMART goals for each identified trend, selecting the appropriate KPI for each SMART goal, creating at least two action items for each KPI and then presenting possible challenges that may occur. We discussed social media analytics and how they can be integrated into regular analytics. During this week I passed the Google Analytics Individual Qualification (IQ) exam and received my Google Analytics Certification.
Lastly, in week four we learned about multi-channel analytics and how to maintain and evaluate analytical success. Multi-channel analytics is data that is collected from multiple sources a business uses. For example, there is a store and they have an actual store front location, online shopping, social media and they sale their products through third party websites, all of that data is combined and makes multi-channel analytics. Maintaining and evaluating analytical success is important because you never want to fall from your success once you reach it, so you continue creating goals and making the appropriate improvements to maintain that status. We discussed free analytics vs paid and the benefits that come with both, overall, businesses would have to determine their specific goals and needs because success is different for everyone and depending on that would be how you determine the route you should take.
In the end, this course was extremely beneficial and informative. Having a new outlook on Digital Analytics and Optimization has made me want to get more involved with analytics. I definitely will be using what I learned throughout this course to my advantage. Also, being able to learn Google Analytics through a different scope and understand the numerous aspects of it was tough but completely worth it and passing the Google Analytics Individual Qualification (IQ) exam proved it.
