Getting started with digital analytics

This module will cover:

  • The importance of digital analytics
  • Core analysis techniques
  • Conversions and conversion attribution
  • Creating a measurement plan


The importance of digital analytics


Study guide

  • Understand what "digital measurement" means: Be able to comment the definition of Digital Analytic as provided by digital marketing evangelist, Avinash Kaushik


Digital analytics is the analysis of qualitative and quantitative data from your business and the competition to drive a continual improvement of the online experience that your customers and potential customers have which translates to your desired outcomes (both online and offline).


  • Understand why the linear purchase funnel is no longer relevant
  • Understand and be able to explain the concepts of Qualitative and Quantitative data


Core analysis techniques


Study guide

  • Describe segmentation and why it is an important technique for good analysis
  • Understand internal and external benchmarks to add context to your data


Conversions and conversion attribution

Study guide

  • Define the term "conversion"
  • Explain how marketing attribution works in Google Analytics and why understanding attribution is important for good analysis
  • Understand the “last-click” attribution model versus other models


Creating a measurement plan


Study Guide

  • Define meaningful goals, targets and segments
  • Understand how your business objectives will influence what you track in Google Analytics