Google Analytics And Data-driven Marketing Training Course

Introduction

The Google Analytics and Data-Driven Marketing Training Course is designed to provide participants with the essential skills to use Google Analytics effectively and apply data-driven marketing techniques to enhance business performance. Google Analytics is a powerful tool for tracking and analyzing website traffic, understanding user behavior, and measuring campaign success. This course will equip participants with the knowledge to interpret data and use it to optimize digital marketing strategies, improve customer engagement, and drive better business outcomes.

By gaining a deeper understanding of how to use data for decision-making, participants will be empowered to make informed marketing choices, create personalized experiences for customers, and maximize the return on their marketing investments.

Target Audience:

This course is ideal for:

• Marketing Professionals who want to learn how to measure and optimize their digital marketing efforts.
• Business Owners looking to make data-driven decisions to improve their marketing strategy and website performance.
• Digital Marketers interested in understanding analytics to better track, measure, and interpret digital campaigns.
• Data Analysts who need to understand how marketing data can inform strategic decisions.
• Entrepreneurs and Startups who are looking to leverage Google Analytics for growth and online success.
• Students pursuing careers in digital marketing, business, or analytics.

Whether you are a beginner or already have some experience in digital marketing, this course is structured to enhance your skills and provide you with practical, actionable insights.

Course Objectives:

By the end of this course, participants will be able to:

• Understand Google Analytics Fundamentals – Gain a solid understanding of how Google Analytics works and how to set up, configure, and monitor your website’s performance.
• Track Key Metrics and KPIs – Learn how to set up and track important metrics such as user behavior, traffic sources, and conversion rates to measure website success.
• Analyze and Interpret Data – Learn how to analyze website traffic, user behavior, and marketing campaigns to uncover actionable insights.
• Segment and Personalize Data – Understand how to segment data for more precise targeting and how to use it for personalized marketing strategies.
• Measure Campaign Effectiveness – Learn how to assess the performance of various marketing campaigns across multiple channels, including email, social media, and paid ads.
• Optimize Conversion Rates – Understand how to use data to improve user experiences on your website and increase conversion rates.
• Apply Data-Driven Decision Making – Learn how to apply the insights from Google Analytics to make informed decisions that improve marketing efforts and ROI.
• Leverage Google Analytics Reporting – Master Google Analytics reporting tools to share key performance insights with stakeholders and improve decision-making.

By the end of the course, participants will not only be proficient in using Google Analytics but also able to apply data-driven marketing strategies to improve their digital marketing efforts, enhance customer experiences, and optimize business performance.

Duration

10 Days

Course content

Introduction to Google Analytics

• Overview of Google Analytics platform
• Setting up a Google Analytics account and property
• Integrating Google Analytics with websites and apps
• Understanding tracking codes and Google Tag Manager

Understanding Metrics and Dimensions

• Key metrics in Google Analytics (sessions, users, pageviews, etc.)
• Dimensions and their role in reporting
• How to interpret data from different dimensions

Navigating Google Analytics Interface

• Overview of Google Analytics Dashboard
• Customizing reports and views
• Using the left-hand navigation menu
• Filtering and searching data effectively

Audience Analysis

• Understanding audience demographics (age, gender, location)
• Analyzing interests and behaviors of website visitors
• Creating audience segments for better targeting

Acquisition Channels

• Exploring traffic sources (organic, paid, referral, social, etc.)
• Analyzing referral sources and attribution models
• Campaign tracking with UTM parameters

Behavioral Tracking and Analysis

• Monitoring user behavior on websites (pageviews, time on page, etc.)
• Setting up and analyzing event tracking
• Analyzing user flow and engagement

Conversion Tracking and Goals

• Setting up conversion goals in Google Analytics
• Tracking and measuring conversion rates
• Analyzing goal completions and funnels

Custom Reports and Dashboards

• Creating custom reports to track specific metrics
• Designing personalized dashboards for quick access
• Understanding how to share and schedule reports

Google Analytics for E-Commerce

• Setting up e-commerce tracking in Google Analytics
• Analyzing product performance and sales data
• Understanding shopping behavior and checkout analysis

Analyzing Campaign Performance

• Tracking the performance of digital marketing campaigns
• Interpreting the effectiveness of paid advertising (Google Ads, social ads)
• Understanding ROI and budget allocation

Advanced Segmentation and Filters

• Using advanced segments to isolate data for specific analysis
• Implementing filters to refine reports
• Customizing segments to track user behavior by location, device, etc.

Attribution Modeling and Multi-Channel Funnels

• Understanding different attribution models (last click, first click, linear, etc.)
• Analyzing multi-channel funnels to understand the customer journey
• Evaluating assisted conversions and cross-channel influence

Google Analytics Reporting Tools

• Exploring standard reports and real-time data analysis
• Understanding intelligence events and anomaly detection
• Leveraging predictive analytics and insights

Data-Driven Marketing and Strategy

• Using Google Analytics data to drive marketing decisions
• Personalizing marketing campaigns based on customer behavior data
• Integrating data-driven marketing strategies across channels

Optimizing Conversion Rate (CRO)

• Implementing conversion rate optimization (CRO) techniques
• Using A/B testing and multivariate testing to improve user experience
• Analyzing landing page performance for higher conversions

This comprehensive 15-module training course will provide participants with the essential skills to leverage Google Analytics for data-driven decision-making, improve digital marketing strategies, and enhance overall business performance.

Training Approach

This course will be delivered by our skilled trainers who have vast knowledge and experience as expert professionals in the fields. The course is taught in English and through a mix of theory, practical activities, group discussion and case studies. Course manuals and additional training materials will be provided to the participants upon completion of the training.

Tailor-Made Course

This course can also be tailor-made to meet organization requirement. For further inquiries, please contact us on: Email: info@skillsforafrica.org, training@skillsforafrica.org  Tel: +254 702 249 449

Training Venue

The training will be held at our Skills for Africa Training Institute Training Centre. We also offer training for a group at requested location all over the world. The course fee covers the course tuition, training materials, two break refreshments, and buffet lunch.

Visa application, travel expenses, airport transfers, dinners, accommodation, insurance, and other personal expenses are catered by the participant

Certification

Participants will be issued with Skills for Africa Training Institute certificate upon completion of this course.

Airport Pickup and Accommodation

Airport pickup and accommodation is arranged upon request. For booking contact our Training Coordinator through Email: info@skillsforafrica.org, training@skillsforafrica.org  Tel: +254 702 249 449

Terms of Payment: Unless otherwise agreed between the two parties’ payment of the course fee should be done 5 working days before commencement of the training.