Marketing Analytics Segmentation and Testing

Lynda – Marketing Analytics: Segmentation and Testing
Duration: 0h 53m | Video: AVC (.mp4) 1280×720 15&30fps | Audio: AAC 48KHz 2ch | 129 MB
Genre: eLearning | Level: Advanced | Language: English

An understanding of how to segment and test marketing campaigns with analytics is a useful addition to any digital marketer’s toolkit. In this course, digital marketing consultant Adriaan Brits shows you-with real-world examples in Google Analytics-how to optimize your campaigns by segmenting and testing them, and then how to analyze your results. To begin, Adriaan explains why digital marketers segment and test their campaigns. He also goes over the difference between planned and retroactive segmentation, and how you can use these concepts to efficiently organize your workflow. Next, using case studies, he shows you how to set up segments for testing in Google Analytics for technological, demographic, behavioral, social, and email campaign types. Finally, he provides tips and tricks for testing with analytics, and offers practice tasks that you can replicate using your own Google Analytics account.

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