With the ever-evolving world of digital marketing, it’s essential to stay on top of the game. To do this, you need to continually evolve your knowledge and gain new skillset. What’s more, sometimes you’ll find that a course from a prestigious institution isn’t worth the investment. That’s where Tammie Thomson comes in. A London-based business journalist, she’s been published in publications such as The Financial Times, The Wall Street Journal, and The New York Times. She specializes in covering the intersection of technology and business. In this course, you’ll learn the basics of marketing analytics from scratch, incorporating the DataRobot toolset into your workflow. You’ll also receive weekly email support from Thomson and the course faculty. So, let’s get started.
Course Overview
Getting started with this course is straightforward. You’ll find an overview of the DataRobot platform in the Getting Started section. This overview contains important information about the toolset and how to get the most out of it. You’ll also find a short tutorial on how to set up your first marketing analytics project using the DataRobot toolset and a list of all the necessary software and hardware you should have in your home office.
The bulk of the course content focuses on teaching you the theory and practice of online marketing. You’ll begin by establishing the basics of online marketing, including paid, organic, and referral traffic. You’ll then move on to build an email marketing campaign, using both the built-in functionality of the DataRobot platform, as well as third-party software and hardware for e-commerce and landing page optimisation. You’ll then wrap up the course with a detailed look at marketing analytics and how to get the most out of the data you’ve gathered.
Why is This Course Special?
This course is designed for marketers, content specialists, website owners, and anyone else who finds themself in the position of generating web traffic and looking for ways to improve conversion. If you’re interested in using data to grow your business, this course’s for you.
You’ll begin the course with an introduction to data analytics, including a discussion of the difference between marketing analytics and sales analytics. You’ll then create a custom analytics report, using the DataRobot platform, and follow this up with an in-depth discussion of how to interpret and react to the information contained within it. The course then moves on to establish the importance of setting up a marketing analytics plan before you begin your online marketing journey.
Who is the target audience?
If you’re looking for general guidance on running an online marketing campaign, this course’s for you. If, on the other hand, you’re looking for someone to teach you the ins and outs of SEO and digital marketing, you should consider another resource.
The people most likely to benefit from this course are experienced marketers and digital marketing specialists who are interested in further developing their knowledge of the field. Previous experience in SEO or digital marketing is not required. However, the course does assume you have some knowledge of these disciplines.
What makes this course special?
This course is designed to be a comprehensive guide to setting up a marketing analytics plan, using the DataRobot toolset to collect and analyse data. The course begins with an overview of the DataRobot toolset, designed for beginners, before moving on to establish the theoretical foundations of online marketing, SEO, and conversion rate optimization (CRO).
You’ll begin the course with an introduction to data analytics, including a discussion of the difference between marketing analytics and sales analytics. You’ll then create a custom analytics report, using the DataRobot platform, and follow this up with an in-depth discussion of how to interpret and react to the information contained within it. The course then moves on to establish the importance of setting up a marketing analytics plan before you begin your online marketing journey.
The course is comprised of over 20 lessons, split into four main learning units. Each unit contains several self-contained modules, covering a wide range of topics designed to help you along the way. You’ll start by establishing the basics of marketing, including paid, organic, and referral traffic, before moving on to establish the importance of setting up a marketing analytics plan before you begin your online marketing journey.
What are the required resources?
To run this course, you’ll need access to a home office, with a comfortable desk area and high-speed internet connection. You’ll also need a microphone to take part in the virtual classroom mode of the course, as well as a computer or mobile device to complete all of the course material and access the DataRobot platform.
What software and/or hardware do I need?
In order to access the DataRobot platform, you’ll need a computer or mobile device with internet access. The course also requires that you have access to the following software:
- Microsoft Excel
- Google Sheets
- Clicktale
- DataRobot
- Mailchimp
- Amputech
- Freshbooks
- HubSpot
- Oberlo
- Hootsuite
- Rambler (SEO)
- Rambler (Social)
- YouTube
- Squidoo
Additionally, you’ll need a microphone to take part in the virtual classroom mode of the course, as well as a broadband connection to access the internet.
Is this course free?
Yes! This course is absolutely free. No strings attached. You won’t be asked to register for an account or pay for anything.
What happens after I register?
Once you’ve registered, you’ll receive an email from DataRobot containing important information about getting started with the course. You’ll then have the option of either creating a new Google Sheets document, or importing an existing one.
Getting Started
Creating a new Google Sheets document is straightforward. Simply enter a name for your business or project, in the first column, and next to it, enter a new column to the right. Once you’ve done that, you can begin adding rows, using the Add Another button at the end of the column. When you’ve finished adding content, you can save and close the document. Once you’ve saved it, you can access it from the File menu, along with other saved documents.
If you’ve already created a document with your company or project details, you can import that into a new Google Sheets document, using the Import option from the File menu.
Weekly Assignments
The course comes with a weekly assignment. This assignment will guide you through the process of setting up a marketing analytics plan using the DataRobot toolset. You’ll begin by creating a list of keywords and phrases associated with your chosen topic. Next, you’ll set up automated email campaigns, using both the software and hardware provided by DataRobot, as well as third-party software and hardware for e-commerce and landing page optimisation.
You’ll then create a Google Adwords Campaign, using the keywords and phrases you’ve determined, to generate campaign-linked landing pages, using the hardware provided by DataRobot. When you’ve finished setting up the campaign, you can begin analysing the data.
DataRobot Overview
This week’s assignment will guide you through the process of installing and using the DataRobot toolset. If you’ve ever used a toolset, such as HubSpot or Marketo, designed to connect with customers through digital channels, you’ll know what a DataRobot is. Essentially, it’s a combination of a marketing automation toolset and a CRM system. It offers all of the functionality of a marketing automation toolset – such as drip marketing campaigns, automated email marketing, and website visitor tracking – and ties it into a CRM system, so you can create individual customer profiles, across all of your digital touchpoints – social media, email marketing, and website.
What makes DataRobot special is how it brings all of these toolsets under one roof, as well as how it connects them with a CRM system. This means you can use all of the connected toolsets to create a cohesive marketing strategy, across different departments and functional areas within your organisation.