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Unit Title: Digital Analytics
Unit Reference Number:
This unit has 5 learning outcomes
The learner will:
The learner can:
1. Understand the importance of digital analytics to marketers.
1.1. Define digital analytics.1.2. Explain the importance of digital analytics to marketers.1.3. Explain at least four key digital analytics tools.
2. Know core web metrics that can be used to evaluate website performance.
2.1. Explain the difference between metrics and Key Performance Indicators.2.2. Explain seven core web metrics.2.3. Describe at least four attributes of suitable metrics.
3. Understand a range of quantitative indicators and reports that can be used to evaluate online presence.
3.1. Explain the key reports that are available when analysing an organisation’s web presence.3.2. Describe the most important success indicators for a website.3.3. Describe the key measures for non- commerce websites.
4. Understand a range of qualitative indicators that can be used to evaluate online presence
4.1. Explain the importance of ‘Voice of the Customer’ in analytics.4.2. Evaluate the different methods for capturing Voice of the Customer insight.
5. Understand the importance of adopting a testing strategy.
5.1. Explain the importance to organisations, of adopting a testing strategy as part of their digital marketing initiatives.5.2. Explain A/B testing and its benefits.5.3. Explain multivariate testing and its benefits.5.4. Explain at least four actionable tests that organisations can undertake to improve their digital marketing activities.
The grid below gives details of the assessment activities to be used with the unit attached.
P = Prescribed
This assessment method must be used to assess all or part of the unit.
O = Optional
This assessment method could be used to assess all or part of the unit.
Written question & answer/test/exam
Oral question and answer
Production of artefact
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