Advance Digital Marketing Course

• Overview of Digital Marketing

• Definition and scope of digital marketing.
• Evolution of digital marketing and its importance.
• Differences between traditional and digital marketing.

• Understanding Customer Behavior in the Digital Age

• Digital consumer behavior and trends.
• The customer decision-making process.
• The impact of digital channels on customer behavior.

• Key Digital Marketing Channels and Tools

• Overview of primary digital channels (SEO, PPC, Social Media, Email).
• Introduction to digital marketing tools (Google Analytics, SEMrush, HubSpot).
• Role of each channel in the digital marketing ecosystem.

• Digital Marketing Metrics and KPIs

• Understanding digital marketing metrics.
• Key performance indicators (KPIs) for different channels.
• Setting measurable goals and objectives.

• Case Studies and Industry Examples

• Analyzing successful digital marketing campaigns.
• Lessons learned from industry leaders.
• Group discussion on case studies.

• Practical Session: Setting Up Basic Digital Marketing Tools

• Google Analytics setup and configuration.
• Overview of other essential tools (e.g., SEMrush, Hootsuite).
• Hands-on practice with basic features.

• Recap and Quiz

• Review of Week 1 concepts.
• Quiz to test understanding.
• Q&A session.

• Setting Marketing Objectives and KPIs

• Aligning marketing objectives with business goals.
• Defining KPIs for different digital channels.
• Examples of SMART goals in digital marketing.

• Creating a Customer Persona

• What is a customer persona?
• Steps to create detailed personas.
• Using personas to guide marketing strategy.

• Mapping the Customer Journey

• Understanding the customer journey stages (Awareness, Consideration, Decision).
• Mapping customer touchpoints.
• Tools for visualizing the customer journey.

• Competitive Analysis and Market Research

• Identifying competitors and analyzing their strategies.
• Conducting SWOT analysis.
• Using tools like SEMrush and Google Trends for market research.

• Developing a Digital Marketing Plan

• Components of a digital marketing plan.
• Budgeting and resource allocation.
• Creating a timeline and implementation schedule.

• Practical Session: Creating a Strategy Document

• Drafting a digital marketing strategy document.
• Hands-on exercise with real-world examples.
• Group activity: Developing a mock strategy.

• Recap and Workshop

• Review of Week 2 concepts.
• Workshop: Presenting and discussing mock strategies.
• Feedback and improvements.

• Introduction to Content Marketing

• The role of content in digital marketing.
• Types of content (blogs, videos, infographics, etc.)
• Content marketing vs. content creation.

• Content Strategy and Planning

• Defining content goals and objectives.
• Creating a content calendar
• Identifying content themes and topics.

• Creating High-Quality, Engaging Content

• Writing for the web: Best practices.
• Visual content creation (images, infographics, videos)
• Tools for content creation (Canva, Grammarly, etc.)

• Content Distribution and Promotion Strategies

• Understanding content distribution channels.
• Organic vs. paid promotion
• Amplifying content through social media and influencers.

• Measuring Content Marketing Success

• Key metrics for content marketing (engagement, reach, conversions).
• Tools for tracking content performance (Google Analytics, BuzzSumo)
• Optimizing content based on data insights.

• Practical Session: Developing a Content Marketing Plan

• Hands-on exercise: Creating a content calendar.
• Drafting content for different channels.
• Group activity: Content creation and review.

• Recap and Quiz

• Review of Week 3 concepts.
• Quiz to test understanding.
• Q&A session.

• Building a Strong Brand Identity

• Understanding brand elements (logo, colors, tone of voice).
• Creating brand guidelines
• The role of branding in digital marketing.

• Storytelling in Digital Marketing

• The power of storytelling in brand communication.
• Elements of a compelling brand story
• Examples of successful brand storytelling.

• Developing a Brand Voice and Messaging

• Defining your brand's voice and tone.
• Crafting brand messaging for different platforms.
• Consistency in brand communication.

• Visual Branding and Design Principles

• The importance of visual identity in branding.
• Basics of design principles (color theory, typography, layout).
• Tools for creating branded visuals (Adobe Spark, Canva).

• Case Studies of Successful Brand Campaigns

• In-depth analysis of iconic brand campaigns.
• Lessons learned from brand success stories.
• Group discussion on brand-building strategies.

• Practical Session: Creating a Brand Story

• Hands-on exercise: Developing a brand story for a mock business.
• Creating branded visuals and messaging.
• Group presentations and feedback.

• Final Recap and Workshopy

• Comprehensive review of Month 1 topics.
• Workshop: Developing a full digital marketing plan with a strong brand focus.
• Final assessment and feedback.

• Introduction to SEO

• What is SEO and why it matters.
• How search engines work (crawling, indexing, ranking).
• Overview of on-page and off-page SEO.

• Keyword Research and Selection

• Understanding the importance of keywords.
• Types of keywords: Short-tail vs. long-tail.
• Tools for keyword research (Google Keyword Planner, SEMrush, Ahrefs).

• On-Page SEO Optimization

• Title tags and meta descriptions.
• Header tags (H1, H2, H3) and content structure.
• URL structure and keyword placement.

• Content Optimization for SEO

• Creating SEO-friendly content.
• Keyword density and natural language processing (NLP).
• Optimizing images, videos, and other media.

• Technical SEO Basics

• Site speed and mobile optimization.
• XML sitemaps and robots.txt
• Canonical tags and avoiding duplicate content.

• Practical Session: Implementing On-Page SEO

• Hands-on exercise: Optimizing a webpage for SEO.
• Using SEO plugins and tools (Yoast SEO, Rank Math).
• Group activity: Reviewing and improving on-page SEO.

• Recap and Quiz

• Review of Week 5 concepts.
• Quiz to test understanding.
• Q&A session.

• Advanced Keyword Research

• Understanding search intent and user behavior.
• LSI (Latent Semantic Indexing) keywords and topic clusters.
• Competitor keyword analysis.

• Technical SEO: Deep Dive

• Structured data and schema markup.
• Implementing AMP (Accelerated Mobile Pages).
• Fixing crawl errors and improving crawl budget.

• Mobile SEO

• Importance of mobile-first indexing.
• Responsive design and mobile-friendly content.
• Mobile-specific SEO strategies.

• Site Architecture and Internal Linking

• Importance of a well-structured site architecture.
• Best practices for internal linking.
• Optimizing breadcrumb navigation and URL hierarchy.

• Local SEO

• Importance of local SEO for businesses.
• Setting up and optimizing Google My Business.
• Local citation building and NAP consistency.

• Practical Session: Technical SEO Implementation

• Hands-on exercise: Conducting a technical SEO audit.
• Fixing technical SEO issues on a live site.
• Group activity: Implementing structured data and mobile optimization.

• Recap and Workshop

• Review of Week 6 concepts.
• Workshop: Presenting technical SEO strategies.
• Feedback and discussion.

• Introduction to SEO Tools

• Overview of essential SEO tools (Google Search Console, SEMrush, Ahrefs).
• Setting up and configuring SEO tools.
• Using tools for keyword research and site audits.

• Google Search Console

• Setting up and verifying Google Search Console.
• Analyzing search performance (queries, impressions, CTR).
• Identifying and fixing coverage issues.

• Google Analytics for SEO

• Setting up Google Analytics for SEO tracking.
• Analyzing organic traffic and user behavior.
• Setting up goals and conversion tracking.

• SEO Reporting and Performance Tracking

• Key SEO metrics and KPIs to track.
• Creating SEO reports for clients and stakeholders.
• Tools for automated SEO reporting.

• SEO Audits: Identifying Opportunities for Improvement

• Conducting a comprehensive SEO audit.
• Identifying on-page, off-page, and technical SEO issues.
• Prioritizing SEO fixes based on impact.

• Recap and Quiz

• Review of Week 7 concepts.
• Quiz to test understanding.
• Q&A sessiont.

• Analyzing Successful SEO Campaigns

• Case studies of brands with successful SEO strategies.
• Key takeaways from industry leaders.
• Group discussion on lessons learned.

• SEO Challenges and Solutions

• Common SEO challenges (algorithm updates, competition).
• Strategies to overcome SEO hurdles.
• Real-world problem-solving scenarios.

• Conducting an SEO Audit for a Real Project

• Selecting a live project for SEO audit.
• Conducting a comprehensive audit (on-page, off-page, technical).
• Presenting findings and recommendations.

• Implementing SEO Strategies for a Live Project

• Creating an action plan based on audit findings.
• Hands-on implementation of SEO strategies.
• Monitoring and tracking progress.

• SEO Optimization and Refinement

• Continuous optimization based on performance data.
• A/B testing for SEO improvements.
• Refining strategies for better results.

• Final Presentation of SEO Project

• Preparing and presenting the SEO project.
• Receiving feedback from peers and instructor.
• Final assessment and review.

• Month-End Recap and Assessment

• Comprehensive review of Month 2 topics.
• Final assessment of SEO knowledge and skills.
• Certification and next steps.

• Overview of Paid Advertising in Digital Marketing

• Introduction to pay-per-click (PPC) advertising.
• Differences between PPC and other digital marketing strategies.
• Key platforms: Google Ads, Bing Ads, social media advertising.

• Understanding the Paid Advertising Ecosystem

• The auction process in PPC advertising.
• Understanding Quality Score and Ad Rank.
• Types of ads: search, display, video, shopping, and app ads.

• Targeting and Audience Segmentation

• Understanding audience targeting options
• Behavioral, demographic, and interest-based targeting.
• Remarketing and retargeting strategies.

• Budgeting and Bidding Strategies

• Setting up and managing budgets for PPC campaigns
• Types of bidding strategies (CPC, CPM, CPA, ROAS).
• Manual vs. automated bidding: Pros and cons.

• Ad Copywriting and Creative Best Practices

• Writing compelling ad copy for different formats
• A/B testing ad creatives.
• Best practices for designing display ads and video ads.

• Practical Session: Setting Up a Basic PPC Campaign

• Hands-on exercise: Creating a simple PPC campaign on Google Ads
• Setting up targeting, bidding, and budgets.
• Writing ad copy and designing creatives.

• Recap and Quiz

• Review of Week 9 concepts
• Quiz to test understanding.
• Q&A session.

• Introduction to Google Ads Platform

• Overview of the Google Ads interface.
• Setting up a Google Ads account and billing.
• Understanding Google Ads policies and guidelines.

• Search Campaigns: Setup and Optimization

• Creating search campaigns: Keywords, ad groups, and ad extensions.
• Optimizing for Quality Score and Ad Rank.
• Negative keywords and match types (broad, phrase, exact).

• Display Campaigns: Setup and Optimization

• Creating display campaigns: Audience targeting and placements.
• Designing effective display ads.
• Optimizing display campaigns for maximum reach and ROI.

• Video Advertising with YouTube Ads

• Overview of video advertising on YouTube.
• Creating video ad campaigns (skippable, non-skippable, bumper ads).
• Targeting and bidding strategies for YouTube ads.

• Shopping and App Campaigns

• Setting up Google Shopping campaigns.
• Optimizing product listings and feeds for Shopping ads.
• Introduction to app campaigns: Driving app installs and engagement.

• Practical Session: Running and Optimizing Google Ads Campaigns

• Hands-on exercise: Creating and managing multiple Google Ads campaigns.
• Analyzing campaign performance using Google Ads reports.
• Group activity: Troubleshooting common Google Ads issues.

• Recap and Workshop

• Review of Week 10 concepts.
• Workshop: Presenting and discussing Google Ads strategies.
• Feedback and optimization tips.

• Introduction to Social Media Advertising

• Overview of paid advertising on social media platforms.
• Differences between organic and paid social media strategies.
• Key platforms: Facebook, Instagram, LinkedIn, Twitter, TikTok.

• Facebook and Instagram Ads

• Setting up and managing Facebook and Instagram ad campaigns.
• Targeting options: Custom audiences, lookalike audiences.
• Ad formats: Image, video, carousel, slideshow.

• LinkedIn Ads

• Setting up LinkedIn ad campaigns for B2B marketing.
• Sponsored content, InMail, and text ads.
• Targeting professionals by industry, job title, and company size.

• Twitter Ads and TikTok Ads

• Creating Twitter ad campaigns: Promoted tweets, trends, and accounts.
• Understanding TikTok’s advertising platform.
• Creating engaging video ads for TikTok.

• Advanced Social Media Advertising Techniques

• Retargeting and dynamic ads on social medias.
• Using social media analytics to refine ad strategies.
• Budget optimization and scaling social media campaigns.

• Practical Session: Creating and Optimizing Social Media Ads

• Hands-on exercise: Running ad campaigns across multiple social media platforms.
• Analyzing performance with platform-specific analytics tools.
• Group activity: Social media ad campaign optimization.

• Recap and Quiz

• Review of Week 11 concepts.
• Quiz to test understanding.
• Q&A session.

• Conversion Rate Optimization (CRO) for PPC Campaigns

• Understanding the conversion funnel in PPC.
• Optimizing landing pages for higher conversions.
• A/B testing and multivariate testing for CRO.

• Remarketing and Retargeting Techniques

• Setting up remarketing lists in Google Ads and social media platform.
• Creating personalized ad experiences for retargeted audiences.
• Optimizing remarketing campaigns for better performance.

• Scaling PPC Campaigns

• Strategies for scaling successful PPC campaigns.
• Managing large-scale campaigns across multiple platforms.
• Automation tools and scripts for PPC management.

• Data-Driven PPC Optimization

• Using data analytics to improve PPC performance.
• Analyzing campaign data with Google Analytics and other tools.
• Implementing data-driven changes to bidding, targeting, and creatives.

• Budget Management and ROI Optimization

• Allocating budgets effectively across campaigns.
• Maximizing ROI with smart bidding strategies.
• Tracking and reporting ROI for PPC campaigns.

• Practical Session: Advanced PPC Campaign Management

• Hands-on exercise: Managing and optimizing a complex PPC campaign.
• Using advanced tools and techniques for campaign analysis.
• Group activity: Presenting optimized PPC strategies.

• Month-End Recap and Assessment

• Comprehensive review of Month 3 topics.
• Final assessment of PPC knowledge and skills.
• Certification and preparation for the next module.

• Overview of Social Media Marketing (SMM)

• Importance of SMM in the digital landscape.
• Organic vs. paid social media strategies.
• Understanding different social media platforms: Facebook, Instagram, Twitter, LinkedIn, TikTok, Pinterest, and more.

• Social Media Trends and Best Practices

• Current trends in social media marketing.
• Best practices for engaging content creation.
• Case studies of successful social media campaigns.

• Building a Social Media Strategy

• Setting social media goals aligned with business objectives.
• Identifying and understanding target audiences.
• Creating a content calendar and posting schedule.

• Content Creation for Social Media

• Types of content: text, images, videos, stories, reels, live streams.
• Tools for creating high-quality social media content (Canva, Adobe Spark).
• The importance of storytelling and visual consistency.

• Social Media Branding

• Building and maintaining a brand identity on social media.
• Creating a consistent brand voice and tone.
• Aligning social media branding with overall brand strategy.

• Practical Session: Developing a Social Media Plan

• Hands-on exercise: Creating a comprehensive social media strategy for a brand.
• Group activity: Designing a content calendar and sample posts.
• Presentation and feedback on social media strategies.

• Recap and Quiz

• Review of Week 13 concepts.
• Quiz to test understanding.
• Q&A session.

• Facebook Marketing

• Overview of Facebook algorithms and best practices.
• Creating and managing a Facebook business page.
• Facebook Groups and community engagement strategies.

• Instagram Marketing

• Leveraging Instagram for brand awareness and engagement.
• Creating engaging Instagram posts, stories, reels, and IGTV.
• Using Instagram insights to optimize content and strategy.

• LinkedIn Marketing

• B2B marketing on LinkedIn: Best practices and strategies.
• Building a professional brand on LinkedIn.
• LinkedIn Groups, Pulse, and showcase pages.

• Twitter Marketing

• Creating a strong Twitter presence: Dos and don’ts.
• Using Twitter for real-time marketing and customer service.
• Hashtag strategies and Twitter trends.

• Pinterest and TikTok Marketing

• Pinterest for visual content marketing and e-commerce.
• TikTok’s rise and its impact on brand marketing.
• Best practices for creating viral content on TikTok.

• Practical Session: Platform-Specific Content Creation

• Hands-on exercise: Developing content tailored to different social media platforms.
• Group activity: Creating platform-specific campaigns.
• Analysis and feedback on campaign effectiveness.

• Recap and Workshop

• Review of Week 14 concepts.
• Workshop: Presenting and refining platform-specific strategies.
• Feedback and discussion.

• Building and Nurturing Online Communities

• Importance of community building in social media marketing.
• Strategies for engaging and growing online communities.
• Case studies of successful community-driven brands.

• Social Media Engagement Strategies

• Techniques for boosting engagement on social media platforms.
• Responding to comments, messages, and reviews effectively.
• Hosting contests, giveaways, and live events.

• Influencer Marketing

• Identifying and collaborating with influencers.
• Setting up influencer campaigns: Outreach, contracts, and payments.
• Measuring the ROI of influencer marketing campaigns.

• User-Generated Content (UGC)

• Encouraging and leveraging UGC for brand promotion.
• Curating and sharing UGC on social media channels.
• Legal considerations in using UGC.

• Crisis Management on Social Media

• Handling negative feedback and social media crises.
• Best practices for crisis communication and reputation management.
• Case studies of brands managing social media crises.

• Practical Session: Building a Social Media Community

• Hands-on exercise: Creating strategies for community building and influencer marketing.
• Group activity: Managing a simulated social media crisis.
• Analysis and discussion on crisis management techniques.

• Recap and Quiz

• Review of Week 15 concepts.
• Quiz to test understanding.
• Q&A session.

• Introduction to Social Media Analytics

• Understanding key metrics: Reach, engagement, impressions, CTR, etc.
• Setting up and tracking social media KPIs.
• Tools for social media analytics (Facebook Insights, Instagram Insights, Hootsuite, Sprout Social).

• Analyzing Social Media Performance

• How to analyze the performance of social media campaigns.
• Interpreting data to gain insights and improve strategy.
• Adjusting tactics based on performance data.

• Social Media Reporting

• Creating comprehensive social media reports for clients or stakeholders.
• Visualizing data and presenting insights effectively.
• Tools for automated social media reporting.

• Paid Social Media Advertising Analysis

• Analyzing paid social media campaigns for ROI and effectiveness.
• Using analytics to optimize ad targeting, creatives, and bidding.
• Integrating paid and organic social media strategies.

• Social Media Listening and Monitoring

• Setting up social media listening tools (Brandwatch, Mention, Hootsuite).
• Monitoring brand mentions, competitors, and industry trends.
• Using insights from social media listening for strategic planning.

• Practical Session: Social Media Analytics and Optimization

• Hands-on exercise: Conducting a full social media performance analysis.
• Group activity: Creating a detailed social media report.
• Presentations and feedback on optimization strategies.

• Month-End Recap and Assessment

• Comprehensive review of Month 4 topics.
• Final assessment of social media marketing knowledge and skills.
• Certification and preparation for the next module.

Certification and preparation for the next module This detailed breakdown provides a deep dive into social media marketing, covering everything from strategy development and content creation to community building, influencer marketing, and analytics.

• Overview of Email Marketing

• Importance and role of email marketing in digital strategy.
• Types of email campaigns: newsletters, promotional emails, transactional emails, and more.
• Understanding email marketing laws and regulations (CAN-SPAM, GDPR).

• Building and Growing Your Email List

• Strategies for growing a high-quality email list.
• Opt-in forms, landing pages, and lead magnets.
• Best practices for list segmentation and management.

• Crafting Effective Email Campaigns

• Key components of a successful email campaign.
• Writing compelling subject lines and email copy.
• Designing visually appealing and responsive email templates.

• Personalization and Targeting in Email Marketing

• The importance of personalization in email marketing.
• Techniques for personalizing email content based on user behavior and preferences.
• Dynamic content and tailored messaging.

• A/B Testing and Optimization

• The process and importance of A/B testing in email marketing.
• Elements to test: subject lines, copy, visuals, CTA, send times.
• Analyzing A/B test results to optimize campaigns.

• Practical Session: Creating an Email Marketing Campaign

• Hands-on exercise: Building a complete email marketing campaign.
• Group activity: Designing, writing, and segmenting an email campaign.
• Review and feedback on email campaigns.

• Recap and Quiz

• Review of Week 17 concepts.
• Quiz to test understanding.
• Q&A session.

• Introduction to Email Marketing Tools

• Overview of popular email marketing platforms (Mailchimp, Constant Contact, HubSpot, etc.)
• Setting up an account and navigating the platform interface.
• Integrating email marketing tools with other marketing systems.

• Designing Emails with Drag-and-Drop Builders

• Using drag-and-drop builders to design email templates.
• Best practices for mobile-responsive design.
• Incorporating images, videos, and other multimedia elements.

• Advanced Email Segmentation Techniques

• Segmentation based on demographics, behavior, and engagement.
• Creating custom audience segments.
• Using segmentation to improve open rates and conversions.

• Automation Workflows in Email Marketing

• Introduction to email automation workflows.
• Setting up basic workflows (welcome series, abandoned cart, re-engagement campaigns).
• Best practices for automation timing and triggers.

• Integrating Email with CRM and Other Marketing Tools

• Syncing email marketing with CRM for enhanced targeting.
• Using customer data to inform email strategies.
• Integrating with social media, PPC, and content marketing efforts.

• Practical Session: Email Platform Mastery

• Hands-on exercise: Using an email marketing platform to create, segment, and automate campaigns.
• Group activity: Building a multi-step automation workflow.
• Analysis and feedback on platform usage.

• Recap and Workshop

• Review of Week 18 concepts.
• Workshop: Presenting and refining email automation strategies.
• Feedback and discussion.

• Behavioral Triggered Emails

• Understanding and implementing behavioral triggers in email campaigns.
• Examples of behavioral triggers: purchase history, browsing behavior, engagement.
• Best practices for setting up and optimizing triggered emails.

• Lifecycle Email Marketing

• Developing lifecycle email campaigns to guide customers through the buyer journey.
• Nurturing leads with drip campaigns.
• Using lifecycle stages to tailor content and offers.

• Dynamic and Interactive Email Content

• Creating dynamic email content that adapts to user interactionsy.
• Incorporating interactive elements (polls, quizzes, sliders) into emails.
• Benefits and challenges of dynamic and interactive emails.

• Email Deliverability and Inbox Placement

• Factors affecting email deliverability (sender reputation, authentication, content).
• Techniques to improve inbox placement and avoid spam filters.
• Monitoring and maintaining high deliverability rates.

• Analyzing Email Campaign Performance

• Key metrics: open rates, click-through rates, conversion rates, bounce rates.
• Tools and techniques for tracking email performances.
• Using analytics to refine and optimize future campaigns.

• Practical Session: Advanced Email Campaigns

• Hands-on exercise: Implementing advanced techniques in an email campaign.
• Group activity: Creating and testing dynamic, behavior-triggered emails.
• Presentation and feedback on campaign performance.

• Recap and Quiz

• Review of Week 19 concepts.
• Quiz to test understanding.
• Q&A session.

• Email Marketing Compliance

• Understanding email marketing regulations (CAN-SPAM, GDPR, CASL).
• Ensuring compliance in global campaigns.
• Managing unsubscribe processes and data privacy.

• Data-Driven Email Marketing

• Leveraging data and analytics for targeted campaigns.
• Using customer insights to drive personalization and automation.
• Case studies of successful data-driven email strategies.

• Email Marketing for E-commerce

• Tailoring email marketing strategies for e-commerce businesses.
• Best practices for cart abandonment emails, product recommendations, and order confirmations.
• Integrating email with e-commerce platforms (Shopify, WooCommerce).

• Email Marketing and Customer Retention

• Using email to build and maintain customer relationships.
• Strategies for loyalty programs, re-engagement, and win-back campaigns.
• Measuring the impact of email on customer lifetime value (CLTV).

• Future Trends in Email Marketing

• Exploring emerging trends: AI in email marketing, hyper-personalization, and predictive analytics.
• The role of privacy and data security in future email marketing strategies.
• Preparing for the future of email marketing.

• Practical Session: Compliance and Future-Proofing

• Hands-on exercise: Ensuring email compliance and preparing for future trends.
• Group activity: Developing a future-proof email marketing strategy.
• Discussion and feedback on compliance and trends.

• Month-End Recap and Assessment

• Comprehensive review of Month 5 topics.
• Final assessment of email marketing knowledge and skills.
• Certification and preparation for the final module.

• Overview of Data Analytics in Digital Marketing

• Importance of data analytics for digital marketing success.
• Key concepts: data collection, analysis, and interpretations.
• Understanding different types of data: quantitative vs. qualitative.

• Tools and Techniques for Data Collection

• Introduction to analytics tools: Google Analytics, Adobe Analytics, SEMrush, etc.
• Setting up tracking codes, tags, and pixels.
• Collecting data from different digital channels (websites, social media, email).

• Web Analytics Fundamentals

• Understanding web metrics: page views, bounce rate, time on site, etc.
• Analyzing user behavior with heatmaps and session recordings.
• Tracking user journeys and funnels.

• Analyzing Traffic Sources

• Identifying and analyzing different traffic sources: organic, paid, referral, direct, social.
• Understanding the role of UTM parameters in tracking campaigns.
• Evaluating the performance of different channels.

• Measuring Campaign Performance

• Setting up goals and events in Google Analytics.
• Tracking conversions and attribution model.
• Using multi-channel funnels and assisted conversions.

• Practical Session: Google Analytics Setup

• Hands-on exercise: Setting up and configuring Google Analytics for a website.
• Group activity: Analyzing traffic and user behavior data.
• Presentation and feedback on analysis findings.

• Recap and Quiz

• Review of Week 21 concepts.
• Quiz to test understanding.
• Q&A session.

• Advanced Google Analytics Features

• Custom dimensions and metrics.
• Setting up and analyzing custom reports and dashboards.
• Using advanced segments and filters.

• Understanding and Implementing Tag Management

• Introduction to Google Tag Manager (GTM).
• Setting up and managing tags for tracking.
• Using GTM for event tracking and custom data collection.

• Attribution Modeling and Analysis

• Understanding different attribution models: first-touch, last-touch, linear, time decay, etc.
• Choosing the right attribution model for your business.
• Analyzing and optimizing attribution data for better ROI.

• Data Visualization and Reporting

• The importance of data visualization in reporting.
• Tools for creating visual reports (Google Data Studio, Tableau).
• Best practices for creating clear and actionable reports.

• Practical Session: Advanced Analytics & Reporting

• Hands-on exercise: Creating custom reports and dashboards in Google Analytics.
• Group activity: Developing a comprehensive data-driven report.
• Presentation and feedback on reporting.

• Workshop: Real-World Data Analysis Scenarios

• Analyzing real-world data from past campaigns.
• Group activity: Presenting insights and recommendations based on data.
• Feedback and discussion on data-driven decision-making.

• Recap and Quizs

• Review of Week 22 concepts.
• Quiz to test understandinga.
• Q&A session.

• Introduction to Conversion Rate Optimization

• What is CRO, and why is it important?
• Key concepts: conversion, micro-conversion, and macro-conversion.
• Understanding the CRO process: research, hypothesis, testing, and analysis.

• Identifying Conversion Bottlenecks

• Analyzing user behavior to identify drop-offs and friction points.
• Tools for conversion analysis: heatmaps, user recordings, form analytics.
• Conducting user surveys and feedback sessions.

• A/B Testing for Conversion Optimization

• Setting up and running A/B tests.
• Choosing the right elements to test: headlines, CTAs, forms, layout.
• Analyzing A/B test results and making data-driven decisions.

• Multivariate Testing and Personalization

• Introduction to multivariate testing and its advantages.
• Implementing personalized experiences based on user segments.
• Tools for testing and personalization (Optimizely, VWO).

• Optimizing Landing Pages for Conversionsn

• Best practices for designing high-converting landing pages.
• Importance of clarity, relevance, and trust elements.
• Analyzing and optimizing landing page performance.

• Practical Session: Conversion Optimization Techniques

• Hands-on exercise: Identifying conversion issues and developing optimization strategies.
• Group activity: Conducting A/B tests and analyzing results.
• Presentation and feedback on CRO strategies.

• Recap and Quiz

• Review of Week 23 concepts.
• Quiz to test understanding.
• Q&A session.

• Introduction to the Final Project

• Overview of the final project requirements and objectives.
• Choosing a project focus: creating a comprehensive digital marketing strategy.
• Guidelines for project submission and presentation.

• Project Planning and Research

• Conducting research for the final project.
• Developing a project plan and timeline.
• Identifying key metrics and KPIs for the project.

• Implementing the Digital Marketing Strategy

• Executing the chosen digital marketing strategy (SEO, PPC, Social Media, Email).
• Gathering and analyzing data throughout the project.
• Iterating and optimizing based on real-time performancet.

• Creating a Data-Driven Report

• Compiling data and insights from the project.
• Developing a comprehensive report with recommendationst.
• Visualizing data and presenting key findingst.

• Preparing for the Final Presentation

• Structuring the final project presentation.
• Best practices for presenting data and insights.
• Rehearsing and refining the presentation.

• Final Project Presentation

• Presenting the final project to the class/instructors.
• Peer review and feedback on projects.
• Discussion of key learnings and takeaways.

• Course Review and Certification

• Comprehensive review of the entire 6-month course.
• Final assessment and feedbacks.
• Awarding of course certifications and closing remarks.