Introduction to Digital Marketing Analytics

Marketers want to use data to plan and evaluate digital campaigns. The first step is to set realistic goals for how digital analytics can improve your business. In this class, you learn how to create a digital measurement plan and implement it in your organization. You are introduced to Google Analytics and create basic reports to share with your team and management.

If you have a Google Analytics account for your organization, please bring your credentials so that you can learn from your own scenarios and get feedback from the instructor.


This course can be applied to the Digital Marketing Certificate.


Taylor Liesenberg

Taylor Liesenberg

Taylor Liesenberg joined SC Johnson in 2021 and currently serves as a senior associate on their Consumer Insights and Business Analytics team. She is responsible for measuring and evaluating global media tactics and working with marketing and agency partners to ... read more

Course Outline/Topics

  • What is digital marketing analytics?
  • How digital analytics can improve your business
  • What is a digital measurement plan and why should you use one?
  • What is Google Analytics and how does it work?
  • First look at Google Analytics user interface
  • Basic reporting overview
  • Resources and tools


If you or your organization have a Google Analytics account, please bring the respective credentials to class so that you can apply course content to understanding your own data.



"Really great course; very insightful and engaging! The instructor did an incredible job at taking a relatively dry topic and making it interesting. Great work."  —  Course participant, February 2022

"This was such a helpful course. I came away with lots of ideas for how to implement at my job."  —  Participant, January 2021

"High-quality content and real-world examples. Taylor managed class time and materials well. Was sensitive to participants’ varying levels of familiarity with the topics. Very impressive given the complexity of the subject!"  —  Participant, January 2021

"Taylor has an approachable teaching style and was helpful and patient in breaking down the information in ways that could work for a variety of learners."  —  Julie von Bargen, Participant, January 2021

"I enjoyed Taylor’s approach and clear demonstration of experience and knowledge."  —  Participant, January 2021

"Taylor was great!"  —  Participant, January 2021

"The course is a great introduction to Digital Marketing Analysis and something that I have been curious about. Taylor has an approachable teaching style and was helpful and patient breaking down the information in ways that could work for a variety of learners."  —  Participant, January 2021

"Very nice and not intimidating; felt comfortable asking questions if I had any."  —  Participant, January 2021

"Great program!"  —  Chelsea Roessler, The Corners of Brookfield, October 2020

Date: Tue-Wed, Mar 7-8

Delivery Method: Live Online

Time: 8:30am-Noon CT

Platform: Zoom

Instructor: Taylor Liesenberg


$349 by Feb 21
$374 after Feb 21

CEUs: 0.7

Enrollment Limit: 20

Program Number: 5026-14685

Note: Participants will receive instructions for logging into Canvas to access course materials and Zoom links prior to the class.

Registration Deadline: Mar 7

Register Now


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