Digital measurement and analytics course

Digital Measurement Analytics
Crash Course

21 July I 9 am – 12 pm (GMT+8)

Course trainer
Trainer
Sotirios Seridis
Sotirios Seridis
Founder, XYZ Lab

Experienced performance marketing professional and digital marketing trainer with over 10 years of multi-national experience working with leading media agencies and corporations on performance marketing, digital analytics, and marketing automation.

Digital marketing experience:

  • 10 years in digital marketing x digital strategy x digital analytics

  • Built x2 performance marketing departments from the ground-up

  • Worked with agencies like Mediacom, Wavemaker, Essence, PHD, HAVAS

  • Worked with Unilever, Volkswagen, Etihad Airways, Google and various Fortune 500 companies

  • Hands-on and best-in-class at paid search, paid social, digital analytics, SEO, e-commerce

  • Vertical expertise: Education, travel, hospitality, online marketplaces, automotive, financial services, real estate, e-commerce retail, FMCG retail, entertainment, food & beverage

Trainer experience:

  • Former Business Education Trainer at Facebook (via Rubicor)

  • Trained over 20 company and agency teams in Google Ads, SEO, analytics and paid social

  • Trained over 100 career changers in digital marketing, enabling them to secure a role in tech

  • Up-skilled over 500 individuals in digital marketing and analytics across SEA

Course objectives

Learning Outcomes

  • Understand how to set up business objectives and KPIs

  • Learn the fundamentals of Google Analytics

  • Learn how to measure brand objectives

  • Understand E-Commerce analytics and measurement

  • Understand B2B analytics and measurement

  • Understand Facebook advertising measurement

  • Understand Google Ads measurement

  • Acquire A/B testing fundamentals

Online course

Online Format

3 hours instructor-led

Course competency

Competency Level

Intermediate

Certification

Certification

Receive a certificate of completion

Course fee

Course Fee

SGD 200 per pax

Group Discount

10% off for 3 pax or more

Bundle Deal

10% off when you sign up for 3 courses!

Questions? Drop us a note!

Course agenda

Course Agenda

Session 1: Business Objectives and KPIs

Understand how to set up business objectives and KPIs. Learn the fundamentals of Google Analytics. Find out how to measure brand objectives.

  • Objectives laddering [framework]

  • OKRs (Objectives and Key Results)

  • Google Analytics fundamentals

  • Brand measurement

  • Activity: Objectives laddering [framework]

Session 2: E-Commerce Analytics and Measurement

Understand how to track and measure E-Commerce performance.

  • E-Commerce business metrics

  • Calculate E-Commerce profitability

  • Identify your ideal CPA and margin

  • Learn how to calculate CTLV

  • Optimise your E-Commerce conversion rate

  • Case study: Live walkthrough on E-Commerce analytics

Session 3: B2B Analytics and Measurement

Understand how to track and measure B2B performance.

  • B2B business metrics

  • Identify your ideal CPA and CVR

  • Optimise your B2B marketing funnel

Session 4: Understand Facebook and Google Advertising Measurement

Learn all about Facebook and Google Ads campaign measurement and analytics.

  • Facebook metrics that matter

  • Facebook brand and conversion lift studies

  • How to optimise your Facebook campaigns

  • Audience Reports

  • Google Ads metrics that matter

  • How to optimise your Google Ads campaigns

Session 5: A/B Testing and Advanced Measurement Tactics

Understand A/B testing fundamentals

  • A / B testing methodology

  • A / B testing tools

  • Statistical significance

Participant testimonials

Participant Testimonials

"Hands-on training, practical exercises in steps, instructor's advice on the additional queries."

 

"I enjoyed when new tools were introduced to us and we were given both an explanation of how the tool functions and then, later on, we were able to try it ourselves."

"A very good balance of theory and practical application. By the end of the course, I had a clear idea of how to use what I learned for our organisation."

Target audience

Who Should Attend

  • Junior marketing executives

  • Junior digital marketing managers

  • Marketing managers

  • Marketing directors

  • Digital marketing managers

  • Digital marketing directors

  • Brand managers

  • Content marketers

  • PPC specialists

  • Media leads

Course prerequisites

Course Prerequisites

  • Basic knowledge of digital marketing channels and tactics

  • Basic familiarity with Google Analytics

  • Basic familiarity with Facebook Ads and Google Ads

Course preparation

Preparation

Before the course:

  • Join the WhatsApp group chat to receive course updates

  • Complete the pre-course assessment form

Day of the course:

  • Enter the meeting via the Zoom link