Course curriculum

  • 1

    Module 1: Course overview

    • Lesson 1: Activity: Theme introduction (3 min)
  • 2

    Module 2: Data analysis fundamentals

    • Lesson 1: Introduction video (4 min video)

    • Lesson 2: Terms and techniques (4 min read)

    • Lesson 3: Handy math for analysis (2 min read)

    • Lesson 4: Objectives into segments (4 min video)

    • Lesson 4: Activity: turn your objectives into targets (10 min)
  • 3

    Module 3: Data acquisition

    • Lesson 1: Data acquisition (5 min video)

    • Lesson 2: Data acquisition resources (1 min read)

    • Lesson 3: Introducing Google Data Studio (1 min read)
  • 4

    Module 4: Behavior change psychology

    • Lesson 1: Behavior change theories (6 min video)

    • Lesson 2: Building a buyer persona and journey map (4 min video)

    • Lesson 3: Activity: mining customer data (11 min)

    • Lesson 4: Activity: building a buyer journey map and customer persona (15 min)
  • 5

    Module 5: Recurring reports

    • Lesson 1: High-level KPIs (11 min video)

    • Lesson 2: High-level KPI resources (3 min read)

    • Lesson 3: Discussion: high-level KPI analysis

    • Lesson 4: Awareness generation analysis (5 min video)

    • Lesson 5: Activity: Awareness generation analysis (4 min read)

    • Lesson 6: Conversion analysis (13 min video)

    • Lesson 7: Activity: Conversion analysis (4 min read)

    • Lesson 8: Loyalty analysis (8 min video)

    • Lesson 9: Activity: Loyalty analysis (2 min read)

    • Lesson 10: Reporting cadence (2 min read)
  • 6

    Module 6: Final activity

    • Lesson 1: Implementation plan