Marketing Analytics Fundamentals | Joel Witten | Skillshare

Marketing Analytics Fundamentals

Joel Witten, Data Science Manager at Facebok

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10 Videos (41m)
    • Introduction

    • Billy learns about Soks

    • Overview of Marketing Attribution

    • Tracking Technology

    • Deep Dive into UTM Codes

    • UTM Codes with Google Analytics

    • Attribution Methodologies

    • Evaluating Marketing Campaigns

    • Project Overview

    • That's a Wrap!


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.





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The level is determined by a majority opinion of students who have reviewed this class. The teacher's recommendation is shown until at least 5 student responses are collected.

Joel Witten

Data Science Manager at Facebok

Joel Witten is a New York City based Data Science Lead. He manages a Data Science/Engineering team at Facebook in NYC. Previously, he lead 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 ...

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