Digital Marketing

  1. Digital Analytics
    1. Fundamentals of Web Analytics
      1. Sessions, Users, and Pageviews
        1. Bounce Rate vs. Engagement Rate
          1. Events and Conversions
            1. Event Tracking
              1. Goal Setting
                1. Micro and Macro Conversions
                2. Attribution Concepts
                  1. First-Touch Attribution
                    1. Last-Touch Attribution
                      1. Multi-Touch Attribution
                    2. Analytics Tools
                      1. Google Analytics 4
                        1. Account Setup
                          1. Key Reports
                            1. Custom Dimensions
                              1. Audience Building
                              2. Heatmap and Session Recording Tools
                                1. Tool Selection
                                  1. Data Interpretation
                                    1. User Behavior Analysis
                                    2. Tag Management Systems
                                      1. Google Tag Manager
                                        1. Tag Implementation
                                          1. Trigger Configuration
                                            1. Data Layer
                                          2. Data Collection and Setup
                                            1. Tracking Code Implementation
                                              1. Enhanced Ecommerce Tracking
                                                1. Cross-Domain Tracking
                                                  1. Custom Events and Parameters
                                                  2. Reporting and Data Visualization
                                                    1. Creating Dashboards
                                                      1. Tool Options
                                                        1. Customization
                                                          1. Automated Reporting
                                                          2. Segmenting Data
                                                            1. Audience Segments
                                                              1. Traffic Source Segments
                                                                1. Behavioral Segments
                                                              2. Attribution Modeling
                                                                1. Understanding Attribution
                                                                  1. Multi-Touch Attribution
                                                                    1. Attribution Challenges
                                                                      1. Cross-Device Tracking
                                                                      2. Common Models
                                                                        1. Last-Click Attribution
                                                                          1. First-Click Attribution
                                                                            1. Linear Attribution
                                                                              1. Time Decay Attribution
                                                                                1. Data-Driven Attribution
                                                                                2. Custom Attribution Models
                                                                                  1. Model Creation
                                                                                    1. Model Comparison
                                                                                      1. Business Impact Analysis
                                                                                    2. Advanced Analytics
                                                                                      1. Cohort Analysis
                                                                                        1. Funnel Analysis
                                                                                          1. Customer Lifetime Value
                                                                                            1. Predictive Analytics
                                                                                              1. Statistical Significance Testing

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                                                                                            9. Digital Marketing Strategy and Integration