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Analytics frameworks and tools for in-house marketing teams
Executive overview
In-house marketing teams often try to measure everything and end up measuring nothing useful. This course provides frameworks, tools, and dashboards to build a focused analytics program.
Collect less data, get more results by measuring only what matters.
Three frameworks covered
- Small data framework: calibrates analytics ambition to team size
- Analyst payback calculator: quantifies ROI of analytics investment
- ACES framework: projects funnel performance and sets KPIs against company objectives
Tools of the trade
- Google Analytics 4: primary analytics platform
- Semrush: competitive and site performance measurement
- Looker Studio: free reporting tool connecting hundreds of data sources
- Google Sheets: data storage and feed layer for dashboards
What you walk away with
- Live dashboards built in Looker Studio tied to the frameworks
- Downloadable plug-and-play resources and report templates
- Guidance on certifications, recommended blogs, and hiring consultants
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