FUNDAMENTALS 

Analytics & Measurement Fundamentals: From Data to Action to Business Growth

Master the ability to turn data into insight in your business to improve marketing at every stage and generate more customers.

Length: 26 Lessons
Duration: 2 Hours 40 Min 
Category: Marketing, Analytics, Email

English & Spanish closed captions available

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INSTRUCTOR

John Grimshaw

Chief Marketing Officer, SmartMarketer

John Grimshaw is an analyst, digital marketer, and educator empowering business owners around the world to embrace their left brain and make data-driven decisions. An avid believer in doing the work, John has profitably directed over $7 million in paid traffic spend, 462 million sent emails, and hundreds of promotional campaigns. After coming on as CMO in March of 2020, he helped drive a record-breaking year of growth at Smart Marketer. He is a cohost of the Smart Marketer Podcast, the creator of the Analytics & Data Mastery course for DigitalMarketer, and a 5-year-running Traffic & Conversion Summit speaker.

Lesson Plan:

Module 1: Let's Get Started

1. Welcome to the Analytics & Measurement Course (3:36)
2. The Importance of Analytics & Measurement (4:39)
3. How We Will Get the Job Done (1:34)

Module 2: Why Data-Driven Organizations Succeed (and How to Become One)

1. Why Making Data-Driven Decisions Matters (4:07)
2. The 4 Secrets to Making Data Useful (7:34)
3. What Can You Analyze? (4:10)

Module 3: What You Should Track

1. The Analyst's Marketing Funnel, Revisited (2:16)
2. TOFU: Top of Funnel Metrics (2:08)
3. MOFU: Middle of Funnel Metrics (2:54) 
4. BOFU: Bottom of Funnel Metrics (3:41)
5. R&M: Retention & Monetization Metrics (3:54)

Module 4: How You Should Track - Diving into Google Analytics & More

1. Creating Your Own Database (7:52)
2. UTM Parameters (14:17)
3. Setting Up Google Analytics (13:12)
4. Quickstart Google Analytics Guide (8:40)
5. Prospect & Customer Data (5:17)
6. Ad Platform Data (15:32)
7. Cleaning Your Data (10:26)

Module 5: How to Convert Your Data Into Action

1. Analytical Decision Making (7:04)
2. The Analyst's Toolkit (6:28)
3. Segmenting & Drilling Down (3:28)

Module 6: Getting Started with the ACT Grid

1. Shortcut to Actionable Insights with the ACT Grid (4:03)
2. Engagement Optimizations (6:48)
3. Return On Investment (ROI) Optimizations (9:13)
4. Scale Optimizations (4:52)
5. Congratulations! (2:00)