Digital Marketing Analytics

  1. Foundations of Measurement
    1. Developing a Measurement Plan
      1. Business Objective Definition
        1. Strategic Goal Identification
          1. Digital Objective Translation
            1. Stakeholder Alignment Processes
            2. Goal Hierarchy and Conversion Types
              1. Macro-Conversions
                1. Micro-Conversions
                  1. Conversion Funnel Mapping
                  2. Key Performance Indicator Selection
                    1. SMART KPI Criteria
                      1. Objective Alignment
                        1. Measurement Feasibility
                        2. Target Setting and Benchmarking
                          1. Baseline Establishment
                            1. Industry Benchmark Research
                              1. Realistic Target Definition
                                1. Performance Thresholds
                              2. Marketing Funnel Framework
                                1. Awareness Stage Metrics
                                  1. Brand Awareness Indicators
                                    1. Reach and Frequency
                                      1. Impression Quality
                                      2. Consideration Stage Metrics
                                        1. Engagement Indicators
                                          1. Content Interaction
                                            1. Lead Generation Performance
                                            2. Conversion Stage Metrics
                                              1. Purchase Conversion
                                                1. Revenue Attribution
                                                  1. Customer Acquisition
                                                  2. Retention Stage Metrics
                                                    1. Customer Lifetime Value
                                                      1. Repeat Purchase Behavior
                                                        1. Loyalty Indicators
                                                      2. Customer Journey Mapping
                                                        1. Touchpoint Identification
                                                          1. Digital Channel Mapping
                                                            1. Cross-Channel Interactions
                                                              1. Offline Integration Points
                                                              2. User Flow Analysis
                                                                1. Path Visualization Techniques
                                                                  1. Drop-off Point Identification
                                                                  2. Journey Optimization Opportunities
                                                                    1. Friction Point Analysis
                                                                      1. Experience Enhancement
                                                                        1. Conversion Path Optimization

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                                                                    1. Introduction to Digital Marketing Analytics

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                                                                    3. Data Collection and Infrastructure