Advanced Social Media Certification Training Course

Course Content

Social Media Foundations

• Lesson - Faculty Introduction
  • Faculty Introduction
• Lesson 01 - Introduction to Social Media
  • 1.01 Introduction to Social Media
  • 1.02 Modern Communication
  • 1.03 Social Media Landscape
  • 1.04 Social Media and Content Marketing
  • 1.05 Reputation Management and Monitoring
  • 1.06 Customer Engagement
  • 1.07 Key Takeaways
• Lesson 02 - Social Media Strategy and Planning
  • 2.01 Introduction
  • 2.02 Social Media Impact On Business Goals
  • 2.03 Social Media Marketing Integration
  • 2.04 Strategic Business channel Part A
  • 2.05 Strategic Business channel Part B
  • 2.06 Define Your Target Audience
  • 2.07 Types of Content to Post and Promote
  • 2.08 Key Takeaways
  • Knowledge Check
• Lesson 03 - Social Media Channel Management
  • 3.01 Introduction
  • 3.02 Social Networking
  • 3.03 Microblogging
  • 3.04 Media Sharing Videos
  • 3.05 Media Sharing Images
  • 3.06 Other Services
  • 3.07 Key Takeaways
  • Knowledge Check
• Lesson 04 - Social Media Management Tools
  • 4.01 Introduction
  • 4.02 Impact On Business Goals
  • 4.03 Buffer
  • 4.04 Hootsuite
  • 4.05 Social Studio
  • 4.06 Link Shortener
  • 4.07 Key Takeaways
  • Knowledge Check
• Lesson 05 - Social Media Measurement and Reporting
  • 5.01 Introduction
  • 5.02 Key Performance Indicators
  • 5.03 Social Analytics Tools
  • 5.04 Key Takeaways
  • Knowledge Check
• Lesson 06 - Social Advertising
  • 6.01 Introduction
  • 6.02 Social Advertising Key Factors
  • 6.03 Advertising Campaign in LinkedIn and Facebook
  • 6.04 Key Takeaways
  • Knowledge Check

Advanced Search Engine Optimization

• Advanced Social Media Marketing
  • 1.1 How Social Media Has Changed Businesses
  • 1.2 The Emotions of Sharing
  • 1.3 Air Canada's Campaign
  • 1.4 Influencers and Evangelists
  • 1.5 Inspiring the Readers
• Lesson 2: Building a Sustainable Social Media Strategy
  • 2.1 Social Media Challenges
  • 2.2 Strategy Building Guide
  • 2.3 Establishing and Benefitting
  • 2.4 Creating a Campaign Message
  • 2.5 Planning and Benefiting from a Diversified Posting Strategy
  • Knowledge Check
• Lesson 3 : Converged Social Media
  • 1 The Role of Converged Media in Social
  • 2 Understanding Paid, Owned, and Earned Media
  • 3 Putting Converged Media to Work for You
  • 4 Two Choices of Social Exposure
  • Knowledge Check
• Lesson 4 : Content Marketing in a Social Media World
  • 1 The Role of Content Marketing in Social
  • 2 The Viral Value Pyramid
  • 3 Building a Content Plan
  • 4 Three Key Areas of Focus
  • 5 Matching Content to Consumer Intent
  • 6 Select the Right Type of Content
  • 7 Generating Content Ideas
  • 8 Trending Topics on Social Channels
  • 9 Unlocking Content's Full Potential
  • Knowledge Check
• Lesson 5 : Visual Social Media
  • 1 Understanding the impact of great visuals
  • 2 Leveraging Images in Social Media
  • 3 Image-Based Marketing Types
  • 4 Leveraging Video in Social Content
  • 5 Different Lengths of Video
  • 6 Video Based Marketing
  • Knowledge Check
• Lesson 6 : Understanding and Sparking Social Sharing
  • 1 What Makes Social Sharing so Valuable
  • 2 Building Content That is Inherently Shareable
  • 3 Psychology of Social Sharing
  • 4 Brainstorming Your Social Content Ideas
  • 5 What do Customers Love about you?
  • Knowledge Check
• Lesson 7 : Storytelling An Essential Part of Your Social Narrative
  • 1 Why Storytelling is Essential in Social Marketing
  • 2 Finding Your Focus and Your Story
  • 3 Story that Involves Problem Solving
  • 4 Understanding Consumer Stories and Their Role
  • 5 Matching Customer Story to Motive
  • Knowledge Check
• Lesson 8 : Influencer Marketing and Online Reputation Management
  • 1 The Role of Social Media Listening
  • 2 Reputation Management And Response
  • 3 Finding Influencers and Evangelists
  • 4 Engaging with Influencers and Evangelists
  • 5 Engaging with Paid Influencers and Evangelists
  • 6 Influencer Collaboration
  • Knowledge Check
• Lesson 9 : Social Media Selling
  • 1 Understanding the Role of Social in the Sales Cycle
  • 2 How Sales and Marketing Function as a Team in Social Selling
  • 3 How Does Sales Support Marketing?
  • Knowledge Check
• Lesson 10 : Social Media Measurement
  • 1 The Basics of Social Media Measurement
  • 2 Social Media Specific Metrics
  • Knowledge Check

YouTube and Video Marketing

• Lesson 1 - Course Introduction
  • 1.01 Course Introduction
• Lesson 2 - Establishing a Video Marketing Strategy
  • 2.01 Lesson Introduction
  • 2.02 Introduction to Video Marketing
  • 2.03 Crafting Your Video Marketing Strategy
  • 2.04 Videos Storytelling
  • 2.05 Making videos people want to watch
  • 2.06 Optimum Length for Videos
  • 2.07 Optimizing your videos
  • 2.08 Keyword Research
  • 2.09 Creating Amazing Videos
  • 2.10 Optimizing Videos for Search- Google and YouTube
  • 2.11 Building Authority with YouTube Channel
  • 2.12 Promoting Your videos
  • 2.14 Creating Tent Pole Events Videos
  • 2.15 Scheduling Your Videos
  • 2.16 Key Takeaways
  • Knowledge Check
• Lesson 3 - Gaining Exposure and Measuring Impact
  • 3.01 Lesson Introduction
  • 3.02 Introduction to Media Platforms
  • 3.03 Promoting Owned Videos
  • 3.04 YouTube Channels
  • 3.05 Social Media Promotion
  • 3.06 Promoting Earned Video
  • 3.07 Video Influencers Vloggers
  • 3.08 Promoting Paid Media
  • 3.09 Using Customer Journey Models
  • 3.10 Measuring Impact
  • 3.11 YouTube Analytics
  • 3.12 Key Takeaways
  • Knowledge Check
• Lesson 4 - YouTube Advertising
  • 4.1 Lesson Introduction
  • 4.2 YouTube Advertising Key Players
  • 4.3 YouTube Video Ad Formats
  • 4.4 Scheduling, Targeting, and Remarketing Video Ads
  • 4.5 Placing Reserved Media
  • 4.6 Key Performance Metrics
  • 4.7 Optimizing YouTube Ads
  • 4.8 YouTube Ads: Best Practices
  • 4.09 Key Takeaways
  • Knowledge Check
• Lesson 5 - Leveraging Mobile Video
  • 5.01 Lesson Introduction
  • 5.02 Mobile Video and Live Streaming
  • 5.03 Mobile Video and Digital Marketing Strategy
  • 5.04 Mobile Videos: Target Audience
  • 5.05 Videos People Watch and Share
  • 5.06 Vertical Videos
  • 5.07 When To Make Mobile Videos
  • 5.08 Key Takeaways
  • Knowledge Check
• Lesson 6 - Promoting and Measuring Mobile Video
  • 6.01 Lesson Introduction
  • 6.02 What Makes Mobile Videos Unique
  • 6.03 Mobile Video Opportunities for Brands
  • 6.04 Where and How to Promote Mobile Videos
  • 6.05 Mobile Video Advertising
  • 6.06 Mobile Video Ads: YouTube
  • 6.07 Mobile Video Ads: Facebook and Instagram
  • 6.08 Mobile Video Ads: Case Studies
  • 6.09 Measuring the Success of Mobile Videos
  • 6.10 Key Takeaways
  • Knowledge Check
• Lesson 7 - Youtube: How-Tos
  • 7.01 Lesson Introduction
  • 7.02 Demo: Uploading a Video to YouTube—Desktop
  • 7.03 Demo: Using Youtube Studio--Mobile
  • 7.04 Demo: Using Youtube Studio Beta--Desktop
  • 7.05 Demo: Using YouTube Studio—Mobile
  • 7.06 Demo: Editing a Video on YouTube
  • 7.07 Demo: Optimizing a Video on YouTube Studio
  • 7.08 Demo: Creating a YouTube Channel
  • 7.09 Demo: Checking the YouTube Channel Settings
  • 7.10 Demo: Optimizing a YouTube Channel
  • 7.11 YouTube Channel: Views and Subscribers
  • 7.12 Factors that Make a Great Video
  • 7.13 Monetizing Your YouTube Channel
  • 7.14 Key Takeaways
  • Knowledge Check
• Lesson 8 - Instagram: How-Tos
  • 8.01 Lesson Introduction
  • 8.02 Shooting and Editing a Great Video
  • 8.03 Editing in External Apps
  • 8.04 Video Categories
  • 8.05 Video Types
  • 8.06 Demo: Instagram's Video Editing Options
  • 8.07 Demo: Instagram's Video Filters
  • 8.08 Monetizing Your Instagram Videos
  • 8.09 Key Takeaways
  • Knowledge Check
• Lesson 9 - Video Ads on Different Social Media Channels
  • 9.01 Lesson Introduction
  • 9.02 Video Ads on Facebook and Instagram
  • 9.03 Video Ads on LinkedIn
  • 9.04 Video Ads on Twitter
  • 9.05 Video Ads on Snapchat
  • 9.06 Video Ads on Pinterest
  • 9.07 Key Takeaways
  • Knowledge Check
• Lesson 10 - Impact of GDPR on YouTube Advertising<
  • 10.01 Lesson Introduction
  • 10.02 GDPR's Effect on YouTube Advertising
  • 10.03 GDPR's Impact on the Video Advertising Ecosystem
  • 10.04 GDPR and Audience Targeting in YouTube Advertising
  • 10.05 Key Takeaways
  • Knowledge Check
• Lesson 11- Video Advertising for B2B Marketeers
  • 11.01 Lesson Introduction
  • 11.02 Impact of Video Advertising in B2B
  • 11.03 Video Advertising in B2B Examples
  • 11.04 Best Channels for B2B Videos
  • 11.05 Challenges B2B Marketeers Face in Video Advertising
  • 11.06 Key Takeaways
  • Knowledge Check
• Lesson 12 - The Future of Video Marketing
  • 12.01 Lesson Introduction
  • 12.02 Future Trends in Video Marketing
  • 12.03 Three-Sixty-Degree Video
  • 12.04 Augmented Reality
  • 12.05 Virtual Reality
  • 12.06 Key Takeaways
  • Knowledge Check

Facebook Marketing and Advertising

• Lesson 01 - Course Introductionspan class="bar">
  • 1.01 Course Introduction
• Lesson 02 - Understanding Facebook
  • 2.01 Introduction
  • 2.02 Role of Marketing in the Future
  • 2.03 Social Media Landscape
  • 2.04 Facebook Introduction
  • 2.05 Starting Your Facebook Journey
  • 2.06 Facebook Options for Business
  • 2.07 Key Takeaways
  • Knowledge Check
• Lesson 03 - Understanding the Facebook Algorithm
  • 3.01 Introduction
  • 3.02 The Facebook News Feed and Organic Reach
  • 3.03 The Facebook Algorithm Today
  • 3.04 Top Ranking Factors in the Facebook Algorithm
  • 3.05 The Future of the Facebook News Feed
  • 3.06 Key Takeaways
  • Knowledge Check
• Lesson 04 - Groups, Pages, Messenger, and Facebook Live
  • 4.01 Introduction
  • 4.02 Facebook Groups Set Up and Business Use
  • 4.03 Facebook Pages Setup, Business Use, and Best Practices
  • 4.04 Anatomy of a Facebook Page
  • 4.05 Facebook Pages Best Practices
  • 4.06 Facebook Messenger: How to Use for Business
  • 4.07 Facebook Live: Set Up and How to Use for Business
  • 4.08 Key Takeaways
  • Knowledge Check
• Lesson 05 - Managing Facebook
  • 5.01 Managing Facebook
  • 5.02 Facebook Business Manager
  • 5.03 Publishing, Scheduling, and Moderation
  • 5.04 Facebook Page Insights
  • 5.05 Demo: Facebook Productivity Tools
  • 5.06 Facebook Pages, Groups, and Events Policies
  • 5.07 Key Takeaways
  • Knowledge Check
• Lesson 06 - Facebook Marketing Tools
  • 6.01 Introduction
  • 6.02 Facebook's Social Plugins
  • 6.3 Facebook Rights Manager
  • 6.04 Set Up Facebook Local and Facebook Place
  • 6.05 Facebook and Non-Facebook Marketing Tools
  • 6.06 Key Takeaways
  • Knowledge Check
• Lesson 07 - Understanding Facebook Ads
  • 7.01 Introduction
  • 7.02 Global Advertising Spend by Media
  • 7.03 Facebook Ad Campaign Structure, Ad Objectives, and Targeting
  • 7.04 Facebook Ad Placements, Ad Formats, and Budgeting
  • 7.05 Facebook Ad Performance, Testing, and Tools
  • Knowledge Check
• Lesson 08 - Creating Your Facebook Ad
  • 8.01 Introduction
  • 8.02 Facebook Ad Manager
  • 8.03 Demo: Create Your Facebook Ad Campaign
  • 8.04 Demo: Create Your Facebook Ad Set
  • 8.05 Demo: Create Your Facebook Ad
  • 8.06 Facebook Ad Images and Text
  • 8.07 Facebook Ad Review Process
  • 8.08 Key Takeaways
  • Knowledge Check
• Lesson 09 - Facebook Targeting
  • 9.01 Introduction
  • 9.02 Targeting in Facebook Pre and Post GDPR
  • 9.03 Key Takeaways
  • Knowledge Check
• Lesson 10 - Facebook Tracking and Reporting
  • 10.01 Introduction
  • 10.02 Facebook Conversion Tracking and Facebook Pixel
  • 10.03 Facebook Analytics
  • 10.04 Key Takeaways
  • Knowledge Check
• Lesson 11 - Facebook Commerce
  • 11.01 Introduction
  • 11.02 Setting up Your Facebook Shop
  • 11.03 Creating Your Facebook Catalog
  • 11.04 Using Facebook Dynamic Ads
  • 11.05 Key Takeaways
  • Knowledge Check
• Lesson 12 - Facebook Best Practices
  • 12.01 Introduction
  • 12.02 Optimize Your Facebook Page
  • 12.03 Best Practices in Pages Posts and Ads
  • 12.04 Facebook Ads in the Sales Funnel
  • 12.05 Best Practices Facebook Images and Ad Copies
  • 12.06 Key Takeaways
  • Knowledge Check
• Lesson 13 - Facebook Privacy and Security
  • 13.01 Introduction
  • 13.02 Facebook Ad Policies
  • 13.03 Data Use Restrictions
  • 13.04 Facebook Ads Post GDPR
  • 13.05 Ads Politics or Issues of National Importance
  • 13.06 Key Takeaways
  • Knowledge Check
• Lesson 14 - Facebook Blueprint Examinations
  • 14.01 Introduction
  • 14.02 Certifications and Badges
  • 14.03 Exam Process and Fees
  • 14.04 Facebook Planning Professional Certification
  • 14.05 Facebook Buying Professional Certification
  • 14.06 Key Takeaways
  • Knowledge Check

Social Media Tools

• Lesson 1: Twitter Marketing
  • 1 Understanding Twitter
  • 2 Using Twitter as a Marketer
  • 3 Customer Service and Engagement Via Twitter
  • 4 Marketing on Twitter
  • 5 Understanding Twitter Advertising
  • 6 Twitter Ad Options
  • 7 Increased Character Limit
  • 8 Walkthrough Retweeting and Retweeting With A Comment Demo 1
  • 9 Walkthrough Using Advanced Twitter Search Demo 2
  • 10 Walkthrough Joining or Creating Hashtag Conversations Demo 3
  • 11 Walkthrough Building a Twitter List Demo 4
  • 12 Walkthrough Creating and Curating a Twitter Moment Demo 5
  • 13 Walkthrough Adding Location to Tweet Demo 6
  • Knowledge Check
• Lesson 2: Pintrest Marketing
  • 1 Understanding Pinterest
  • 2 Pinterest Presence and the Algorithm
  • 3 Marketing with Pinterest
  • 4 Putting Pinterest to Work
  • 5 Pinterest for Pitching and Outreach
  • 6 Walkthrough Creating a Pinterest Board Demo 1
  • 7 Walkthrough Moving Pins from One Board to Another Demo 2
  • 8 Walkthrough Creating and Uploading a Great Pin Image Demo 3
  • 9 Walkthrough Searching for Pins from a Specific URL Demo 4
  • Knowledge Check
• Lesson 3: LinkedIn Marketing
  • 1 Understanding LinkedIn
  • 2 Your LinkedIn Presence
  • 3 LinkedIn Groups and Prospecting
  • Knowledge Check
• Lesson 4: Instagram Marketing
  • 1 Understanding Instagram
  • 2 Setting up Instagram
  • 3 Marketing Through Instagram
  • 4 Leveraging Instagram
  • Knowledge Check
• Lesson 5: Snapchat Marketing
  • 1 Understanding Snapchat
  • 2 Getting Started with Snapchat
  • 3 Marketing with Snapchat
  • 4 Snapchat Advertising and Partnerships
  • Knowledge Check

Advanced Content Marketing

• Lesson 1: Introduction to Content Marketing
  • 1.1 Introduction
  • 1.2 What's In It For Me
  • 1.3 What Is Content Marketing
  • 1.4 How to Become a Best-in-Class Content Marketer
  • 1.5 Develop a Clear Vision
  • 1.6 Develop a Business Case
  • 1.7 Document your Content Marketing Strategy
  • 1.8 Create a Editorial Mission Statement
  • 1.9 Target Customers based on their Intent
  • 1.10 Target Key Influencers
  • 1.11 Produce Help, Hub, and Hero Content
  • 1.12 Produce Engaging Content
  • 1.13 Use Content Marketing Tactics
  • 1.14 Use Social Media Platforms
  • 1.15 Help Customers Find the Information
  • 1.16 Help Key Influencers Impact the Buyer's Decision Making Process
  • 1.17 Measure Content Effectiveness
  • 1.18 Measure ROMI
  • 1.19 Improve by Experimenting with New Initiatives
  • 1.20 Improve by Becoming Sophisticated and Mature
  • 1.21 Key Takeaways
  • Knowledge Check
• Lesson 2: Developing a Vision of Content Marketing Success
  • 2.1 Introduction
  • 2.2 What's In It For Me
  • 2.3 Vision for Successful Content Marketing
  • 2.4 The Michelin Guide Story
  • 2.5 Hindustan Unilever
  • 2.6 Volvo Trucks
  • 2.7 Dell's Take It Easy
  • 2.8 Key Takeaways
  • Knowledge Check
• Lesson 3: Developing a Business Case for Content Marketing
  • 3.1 Introduction
  • 3.2 What's In It For Me
  • 3.3 Content Marketing Budget
  • 3.4 Objectives and Key Performance Indicators (KPIs)
  • 3.5 Challenges and Impact
  • 3.6 Best Practices
  • 3.7 Benefits and Financial Impact
  • 3.8 Build your Business Case
  • 3.9 Compare the Value of Content Marketing
  • 3.10 Key Takeaways
  • Knowledge Check
• Lesson 4: Creating a Successful Content Marketing Strategy
  • 4.1 Introduction
  • 4.2 What's In It For Me
  • 4.3 Creating a Successful Content Marketing Strategy
  • 4.4 Model for Creating a Successful Content Marketing Strategy
  • 4.5 Content Marketing Strategy - Two-Step Model
  • 4.6 Two Step Model - First Phase
  • 4.7 Two-Step Model - Second Phase
  • 4.8 Benefit of Two-Step flow Model
  • 4.9 Key Takeaways
  • Knowledge Check
• Lesson 5: Creating a Remarkable Editorial Mission Statement
  • 5.1 Introduction
  • 5.2 What's In It For Me
  • 5.3 Editorial Mission Statements
  • 5.4 Create Remarkable Content
  • 5.5 Top Global Ad Campaigns
  • 5.6 Remarkable Editorial Mission Statement
  • 5.7 Key Takeaways
  • Knowledge Check
• Lesson 6: Targeting Customer Intent Instead of Demographics
  • 6.1 Introduction
  • 6.2 What's In It For Me
  • 6.3 Target Intent over Demographic
  • 6.4 Target Customers on Mobile Devices
  • 6.5 Target Intent on YouTube
  • 6.6 Know Your Customers' Intent
  • 6.7 Have a Mobile-friendly Website
  • 6.8 Video are Preferred Over Text
  • 6.9 Key Takeaways
  • Knowledge Check
• Lesson 7: Targeting Key Influencers
  • 7.1 Introduction
  • 7.2 What's In It For Me
  • 7.3 Importance Of Influencer Marketing
  • 7.4 Process Of Augmenting With Influencers
  • 7.5 Case Study—Orange France
  • 7.6 Key Takeaways
  • Knowledge Check
• Lesson 8: Producing Help, Hub, and Hero Content Consistently
  • 8.1 Introduction
  • 8.2 What's In It For Me
  • 8.3 Help Content
  • 8.4 Hub Content
  • 8.5 Hero Content
  • 8.6 Key Takeaways
  • Knowledge Check
• Lesson 9: Producing Engaging Content More Frequently
  • 9.1 Introduction
  • 9.2 What's In It For Me
  • 9.3 Producing Engaging Content
  • 9.4 Engagement Through Video and Text
  • 9.5 Text Vs Video
  • 9.6 What to Seek
  • 9.7 Checklist - When to Use Video or Text
  • 9.8 Key Takeaways
  • Knowledge Check
• Lesson 10: Using Effective B2C and B2B Content Marketing Tactics
  • 10.1 Introduction
  • 10.2 What's In It For Me
  • 10.3 B2C and B2B Content Marketing Tactics—Usage
  • 10.4 B2C and B2B Content Marketing Tactics—Effectiveness
  • 10.5 Email Newsletters
  • 10.6 In-person Events
  • 10.7 Illustrations/Photos
  • 10.8 Social Media content
  • 10.9 Infographics
  • 10.10 Videos—B2C
  • 10.11 Videos—B2B
  • 10.12 Online Presentations
  • 10.13 Microsites
  • 10.14 Website Articles
  • 10.15 Blogs
  • 10.16 Webinars
  • 10.17 Case Studies
  • 10.18 Mobile Apps
  • 10.19 Print Magazines
  • 10.20 Digital Magazines
  • 10.21 Books
  • 10.22 Podcasts
  • 10.23 White Papers
  • 10.24 Research Reports
  • 10.25 E-Books
  • 10.26 Branded Content Tools
  • 10.27 Virtual Conferences
  • 10.28 Key Takeaways
  • Knowledge Check
• Lesson 11: Building Successful B2C and B2B Social Media Platforms
  • 11.1 Introduction
  • 11.2 What's In It For Me
  • 11.3 Social Media Platforms
  • 11.4 Facebook
  • 11.5 LinkedIn
  • 11.6 YouTube
  • 11.7 YouTube - Create Great Content
  • 11.8 YouTube - Develop a Programming Strategy
  • 11.9 Twitter
  • 11.10 Key Takeaways
  • Knowledge Check
• Lesson 12: Helping Customers find the Information They Seek
  • 12.1 Introduction
  • 12.2 What's In It For Me
  • 12.3 Optimizing Your Content For Your Web Site
  • 12.4 Creating A Google-friendly Web Site
  • 12.5 Optimizing Web Pages For Keywords
  • 12.6 Optimizing Video Content
  • 12.7 Micro-moments
  • 12.8 Key Takeaways
  • Knowledge Check
• Lesson 13: Helping Key Influencers Impact the Buyer's Decision-Making Process
  • 13.1 Introduction
  • 13.2 What's In It For Me
  • 13.3 Influencing the Influencers
  • 13.4 Schmooze Optimization
  • 13.5 Nurture Key Relationships
  • 13.6 Example - WineWorld
  • 13.7 Four Key Influencers
  • 13.8 Engaging Digital Presence
  • 13.9 Keys to Success
  • 13.10 Work together with influencers
  • 13.11 GE with influential YouTube creators
  • 13.12 Creations in support with GE
  • 13.13 Key Takeaways
  • Knowledge Check
• Lesson 14: Measuring Content Effectiveness
  • 14.1 Introduction
  • 14.2 What's In It For Me
  • 14.3 Sales and Sales Lead Quality
  • 14.4 Touchpoints in the Customer Journey
  • 14.5 Turning Touchpoints into Quality Leads or Sales
  • 14.6 Focus on the Right Metrics
  • 14.7 Value Your Best Customer
  • 14.8 Attribute Value Across the Journey
  • 14.9 Prove Marketing Impact
  • 14.10 Key Takeaways
  • Knowledge Check
• Lesson 15: Measuring Return on Marketing Investment
  • 15.1 Introduction
  • 15.2 What's In It For Me
  • 15.3 Return on Marketing Investment
  • 15.4 The Power of the Press Release
  • 15.5 Test A - ROMI Revisited
  • 15.6 Test B - Impact of a Budget Cut
  • 15.7 Test C - Impact of Using Multimedia
  • 15.8 Key Takeaways
  • Knowledge Check
• Lesson 16: Improving by Experimenting With New Initiatives
  • 16.1 Introduction
  • 16.2 What's In It For Me
  • 16.3 Creating Engaging Content
  • 16.4 What is Effective and What is Not
  • 16.5 Key Takeaways
  • Knowledge Check
• Lesson 17: Improving Effectiveness by Becoming More Sophisticated or Mature
  • 17.1 Introduction
  • 17.2 What's In It For Me
  • 17.3 Content Marketing Maturity
  • 17.4 Get Value from Editorial Meetings
  • 17.5 Content Marketing in Organizations
  • 17.6 Content Marketing with SEO and Social Media
  • 17.7 Leverage Paid Advertising
  • 17.8 Sophisticated Content Marketers
  • 17.9 Analytics Tips
  • 17.10 Key Takeaways
  • Knowledge Check
• Lesson 18: Content Marketing in the Foreseeable Future
  • 18.1 Introduction
  • 18.2 What's In It For Me
  • 18.3 Content Marketing Forecast
  • 18.4 Impact on Content Marketing Strategy
  • 18.5 Video Sharing Platforms—Audience Segments
  • 18.6 Video Sharing Platforms—Content Genres
  • 18.7 YouTube vs Facebook
  • 18.8 YouTube Best Practices—Part A
  • 18.9 YouTube Best Practices—Part B
  • 18.10 Virtual Reality
  • 18.11 Facebook Best Practices
  • 18.12 Instagram and Twitter Best Practices
  • 18.13 Key Takeaways
  • Knowledge Check

Advanced Web Analytics

• Lesson 1: Introduction to Digital Analytics
  • 1.1 Introduction to Digital Analytics
  • Knowledge Check
• Lesson 2: Building Blocks
  • 2.1 Introduction to Building Blocks
  • 2.2 Building Blocks -Google Analytics
  • Knowledge Check
• Lesson 3: Fundamentals of Digital Analytics
  • 3.1 Digital Analytics
  • 3.2 Digital Analytics Maturity Model
  • 3.3 Using the Digital Analytics Maturity Model
  • 3.4 The Three Heads of Online Analytics
  • Knowledge Check
• Lesson 4: Business Perspective
  • 4.1 The Customer Journey and its Various Approaches
  • 4.2 Designing for Persuasion
  • 4.3 Defining Business Goals
  • 4.4 Key Performance Indicators
  • Knowledge Check
• Lesson 5: Methodology - Lean Six Sigma
  • 5.1 Introduction to the Analysis Perspective
  • 5.2 Lean Six Sigma Principles -Define and Measure
  • 5.3 Lean Six Sigma Principles -Analyze, Improve, and Control
  • Knowledge Check
• Lesson 6: Data Analysis Fundamentals
  • 6.1 Data Analysis Fundamentals
  • Knowledge Check
• Lesson 7: Analysis Perspective Providing Insights
  • 7.1 Analysis Perspective Providing Insights
  • 7.2 Expressing Exactitude or a Sense of Scale
  • Knowledge Check
• Lesson 8: Enabling Capabilities
  • 8.1 Tag Management System
  • 8.2 Vendor Selection
  • 8.3 Qualitative Data
  • 8.4 Competitive Intelligence and Other Tools
  • Knowledge Check
• Lesson 9: Managing Analytics
  • 9.1 Introduction to Managing Analytics
  • 9.2 RACI Matrix
  • 9.3 Agile Management
  • Knowledge Check
• Lesson 10: Audience
  • 10.1 Audience
  • Knowledge Check
• Lesson 11: Acquisition
  • 11.1 Acquisition
  • 11.2 Campaign Tracking
  • 11.3 Google Analytics Standard Channels
  • 11.4 Marketing Automation and Growth Hacking
  • Knowledge Check
• Lesson 12: Behavior
  • 12.1 Behavior
  • 12.2 Customer Engagement
  • Knowledge Check
• Lesson 13: Conversions and Onboarding
  • 1 Conversions Funnel
  • 2 Experimentation and Testing
  • 3 Conversion Scenarios
  • 4 Attributions
  • Knowledge Check
• Lesson 14: Retention and Expansion
  • 14.1 Retention and Expansion
  • 14.2 Expansion Scenarios
  • Knowledge Check
• Lesson 15: Advocacy
  • 15.1 Advocacy
  • 15.2 Facebook and LinkedIn Insight
  • Knowledge Check
• Lesson 16: Privacy and Ethics
  • 16.1 Privacy and Ethics
  • Knowledge Check
• Lesson 17: Wrapping Up
  • 17.1 Wrapping Up