Marketing Analytics: Setting and Measuring KPIs (2020)

33mBeginner2020-04-20

Authors

Michael Taylor

Cofounder and COO of Ladder.io

Course details

Want to make more data-driven decisions? Learn how to set and track key performance indicators (KPIs) using Google Analytics. In this in-depth course, instructor Michael Taylor details how to set up your KPIs, as well as ensure that you're using the right KPIs for your business. Michael goes over how to import dashboards to measure your KPIs and keep track of relevant data. He explains how to implement event tracking, familiarize yourself with the different stages of the marketing funnel, and map your own business's funnel. Plus, he shows how to use indicator metrics as KPIs when you don't have enough data; relate what you can measure back to actions you can take to achieve your goals; and determine which KPIs to track for six common business models.

Skills covered

Google AnalyticsMarketing StrategyBusiness AnalyticsGoogleMarketingData ScienceDeep Dive (X:Y)

Concepts

0. Introduction

01 - About KPIs and Google Analytics
02 - What you should know

1. Setting Up KPIs with Google

03 - Creating dashboards and KPI alignment
04 - Setting up goals to track specific KPIs
05 - Event tracking for deeper measurement
06 - The importance of URL parameters
07 - Importing cost data to Google Analytics

2. Understanding What KPIs Are Important

08 - Mapping your marketing funnel economics
09 - Tracking revenue and conversion value
10 - Using indicator metrics for sparse data

3. Common KPIs by Business Type

11 - Publishing blog and video content KPIs
12 - Standard KPIs for ecommerce businesses
13 - KPIs for subscription-based products
14 - Lead generation and sales KPIs
15 - KPI measurement for mobile apps

Conclusion

16 - Continue learning about KPIs