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Google Analytics IQ Study Guide

Digital analytics involves analyzing qualitative and quantitative data from a business and its competitors to continually improve the online customer experience and meet business objectives. It focuses on understanding customers, measuring outcomes, and using data to inform improvements. Customers are at the center - with their control over purchase journeys, businesses need holistic and real-time analytics to understand customer behavior and performance from the customer's perspective.

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Madame Moseille
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14 views4 pages

Google Analytics IQ Study Guide

Digital analytics involves analyzing qualitative and quantitative data from a business and its competitors to continually improve the online customer experience and meet business objectives. It focuses on understanding customers, measuring outcomes, and using data to inform improvements. Customers are at the center - with their control over purchase journeys, businesses need holistic and real-time analytics to understand customer behavior and performance from the customer's perspective.

Uploaded by

Madame Moseille
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Understanding and using Collecting actionable data

Google Google Analytics data with Google Analytics

Analytics
IQ study
guide
Getting started with
digital analytics
The importance of digital How Google Analytics Creating an account
analytics works
Core analysis techniques Key metrics and Understanding your
dimensions defined account structure
Conversions and conversion attribution Setting up basic filters
Creating a measurement plan Setting up Goals and Ecommerce
Collecting campaign data
Definition of Digital Analytics from a well-respected
digital marketing evangelist, AvinashKaushik:
•Digital analytics is the analysis of qualitativeand
quantitativedata from your business and the
competition to drive a continual improvementof
the online experience that your customers and
potential customershave which translates to your
desired outcomes(both online and offline).
Key elements of digital analytics
•Customers
•Quantitative data
•Qualitative data
•Measuring outcomes
•Business objectives
•Continual improvement

Customers
As Justin Cutroniexplains
•The customer is at the center of the universe, with all of their choice and
control, customers can start their purchase journey at any point along their
decision path therefore businesses need accessible reliable, holistic and near
real-time customer analytics to understand how well they are performing.
•A marketer's job is to figure out how to tap into this new dynamic and
anticipate where customers will appear and what messages they need to
hear.
•This can only be achieved if you are focused on analyzing the customer, not
the individual channel your customer is coming from, or the device they are
using to find or engage with you. With customer ever more in the driver’s
seat and controlling the speed and timing of their engagement, businesses
need accessible reliable, holistic and near real-time customer analytics to
understand how well they are performing.

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