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10 Videos (41m)
    • Introduction

      1:46
    • Billy learns about Soks

      2:33
    • Overview of Marketing Attribution

      6:24
    • Tracking Technology

      3:03
    • Deep Dive into UTM Codes

      8:14
    • UTM Codes with Google Analytics

      5:50
    • Attribution Methodologies

      4:10
    • Evaluating Marketing Campaigns

      5:59
    • Project Overview

      1:45
    • That's a Wrap!

      1:37

About This Class

Use your marketing budget wisely. Make smart business decisions.

The barrier to entry to market your product has never been easier. Companies such as Google and Facebook have created online platforms to allow you to target who you want, where you want, and when you want. In order to make the most of these platforms, you need to learn the basics about digital marketing, and how to evaluate how well various campaigns are performing. 

In this class you'll:

  • Learn about marketing analytics technologies
  • Deep dive into structuring URLs with UTM codes to better track your campaigns
  • Various attribution methodologies
  • Practice setting goals and learning about tracking in Google Analytics
  • Dive into quantitatively evaluating marketing campaigns

This course will give you an overview of what is out there, and so you can better understand what you don't know. You'll leave understanding some of marketing lingo, and you'll be on your way to become a modern marketing manager.

21 of 21 students recommendSee All

Good coverage of the basics of marketing analytics. Learned a lot!
SUPER COOL! I thank you!
Very informative class on taking a smarter approach to marketing!

214

Students

1

Project

Joel Witten

Head of Analytics + Data Engineering at Venmo

Joel Witten is a New York City based Data Science Lead. He heads up the Analytics + Data Engineering teams at Venmo, where the team focuses on product, finance, support, and marketing analytics. He is also building out an analytics course for small business owners and new marketing professional at Lucida.

Formerly, Joel was a data scientist at Squarespace, while also teaching Statistics for marketing students at NYU SPS and Data Science at General Assembly. A lifetime ago, he was an op...

See full profile