Digital Analytics & Digital Strategy

Dettagli del Corso

Obiettivi

Obiettivo del percorso è quello di sviluppare di una strategia avanzata di Digital Marketing annuale. Il corso darà rilievo alle applicazioni dei concetti e degli strumenti per ottimizzare e analizzare siti web, contenuti & aziende attraverso decisioni guidate dai dati basate su:

Mobile First, Multivariate Branded Content & Website,

Conversion rate optimisation (CRO),

Effective User Experience (UX) & Information Architecture (IA)

Digital Analytics – Google Analytics (GA)

Si costruirà una content Marketing Matrix avanzata per canali rilevanti di Digital Marketing, e si effettuerà una Pianificazione di un Content Mix Avanzato per Blog Strategy (Sub-Segmento della Digital Strategy Annuale)

Programma

Mod. 1- Situation Analysis, Website & Content Audit & Digital Analytics

Situation Analysis

Situation analysis

Swot analysis

Competitors analysis

Target audiences

Primary persona

Secondary persona

Reach & value positioning matrix

Primary persona’s customer journey, insights & recommended actions

Website & Content Audit

Website, content & marketing channels Audit

Introduction to Conversion rate optimisation – CRO

Introduction to Information Architecture – IA

Introduction to User experience – UX

 Digital Analytics (Google Analytics)

Introduction to Web/Digital Analytics

Web Analytics Measurement Model

Qualitative & Quantitative Data

05 types of Data

KPIs & attributes of good KPIs

Metrics vs KPIs

Set up

Filters

Reports

Segmentation

Audience

Acquisition

Behaviour

A/B testing vs Multivariate Testing

Competitive Intelligence

Goals

Funnels

Google AdWords in GA

Google Tag Manager

Campaigns, Events, Goals & Conversions Tracking

Micro & Macro Conversions

Multichannel Attribution

Attribution Modelling

Google Data Studio

Website & Content Optimisation

Digital analytics (Google Analytics) for website optimisation

Digital analytics (Google Analytics) for content optimisation

CRO, UX & IA for website & content optimisation

Mod. 2 – Setting Sales Goals, Objectives & Sub-objectives

Smart Goals – RACE – (Reach, Act, Convert & Engage)

brand awareness

acquisition & engagement (lead generation & nurturing)

conversion

advocacy

Mod. 3- Campaigns Design & Development      Part 1

Advanced Content Marketing Matrix

Consumer’s buyer’s journey

Marketing funnel

Content types

Content marketing matrix

Digital marketing channels

Social media marketing channels

Advanced Content Mix for the Annual Blog Strategy

10 Content Themes

25 Content Topics & Key phrases

30 Content Types

Influencer marketing

Mod. 4- Campaign Design & Development Part 2

Develop, Optimise, Track and Analyse 02 Campaigns

1- Search Engine Optimisation, Blog & Analytics

2- Search Engine Marketing with AdWords & Analytics

Mod. 5

Annual Editorial Calendar

Annual Action Plan

Annual Budget Plan

Mod. 6- Digital Analytics: Marketing and Measurement Model

Data, Insights & Analytics

Channels

Objectives achieved by Channels

Strategies

Metrics

KPIs (Key performance Indicators) and Targets

Source & Frequency

Dashboards

Weekly Tactical dashboard

Monthly Strategic dashboard

Durata

240 ore

Categoria
Corsi finanziati