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Harvard vía Coursera
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Measurement and Analysis

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  • Search Engine Marketing (SEM) & Search Engine Optimization (SEO)
    • In this module, you will explore how to differentiate between SEM and SEO, set up SEO objectives, perform keyword research, and analyze the performance of your SEO strategy.
  • Web analytics and tools
    • In this module, you will explore web analytics tools, including the popular Google Analytics platform, and how to set up a comprehensive dashboard for monitoring website performance.
  • Social media platforms, analytics and monitoring tools
    • In this module, you will explore social media marketing, SMART objectives, and the RACE planning framework to help you develop effective social media campaigns and assess platform suitability.
  • A/B testing & campaign performance reporting
    • In this module, you will you will gain insights into designing end-to-end campaign strategies, leveraging AI for monitoring and adjustment, implementing A/B testing, and conducting in-depth performance analysis.