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CERTIFICATE IN ADVANCED DIGITAL MARKETING
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CERTIFICATE IN ADVANCED DIGITAL MARKETING
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Certificate in Advanced Digital MarketingCourse start date: 1 February 2017 | Duration: One Year | Cost: R 24 950
Our goal is for our students to not just be consumers of information. Rather, they should be active creators and contributors – taking our craft as digital marketers forward. That’s what we mean when we talk about mastery.
“Who is this course for?
This course is designed for anyone wanting a high level grasp
of digital marketing. While it is tailor-made for matric leavers,
the course is also suited to postgraduate students wanting to
build a career in digital marketing, business owners wanting to
get a better understanding of online or marketing/clientfacing
managers wanting to upskill or reskill for career advancement.
Your Course convenor
Neil Pursey, is a thought-leader in the digital marketing
space, having spoken at conferences like Wordcamp and
institutions like UCT and AAA Advertising. He has also con-
sulted to brands like Discovery, Pick n Pay and Edgars over
the past decade.
He was also fortunate enough to be one of five co-found-
ing members to the GROW Academy, an NGO focused on
providing digital marketing training to over 500 of South
Africa’s under-resourced youth.
Tel: 021 818 5792 | Email: [email protected]
Apply
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Learning Methods:
• Online
• Video based
• Accessible 24/7
• One-on-One support
• Orientation and semesterly meetups
Application Process:
Apply online today at www.webgrowth.co.za
Pay the R500 non-refundable application fee
Be sure you meet the admissions requirements
• A minimum of 55% average for June Exams is required for
conditional acceptance
• Those obtaining a minimum average of 70% for Finals will
be given first preference for a firm offer
Applying as soon as possible will be in your best interests as
there are only 100 spots available per year (45 in Cape Town,
45 in Johannesburg and 10 in outlying areas).
What you need to know
Fees Structure:
The following fees are payable:
Upon Application:
• R500 non-refundable application fee
• 10% Deposit of fees to secure your place (*money back
guarantee if learner does not meet the admissions
requirements or changes career direction)
Before commencement of Certificate
• Full tuition fees are required
Financing options available after conditional acceptance
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SEO Module
• Introduction to SEO
• On-Page Optimisation
• Off-Site Optimisation
• Duplicate Content
• Keyword Research & Competitive Intelligence
• Design & Architecture
• Local SEO
• SEO Measurement
• Algorithm Updates & SEO Changes
• Integrating SEO with Other Disciplines
PPC Module
• Learners will use the following tools
• Introduction to PPC
• Account Hierarchy
• The Buying Funnel
• The PPC Auction
• PPC Targeting Options
• Keyword Research
• Creating Compelling Ads
• Measuring Goals & Bidding Options
• PPC Audit
• Integrating PPC with Other Disciplines
Content Marketing Module
• Introduction to Content Marketing
• Content Marketing Strategy
• Overseeing a Content Marketing Program
• Content Marketing Tactics
• Social Media Platforms
• Content Marketing Budget & Measurement
Social Media Module
• Understanding Social Media
• Building a social media strategy
• Making the Message Stick & Spread
• Social Media Channels
• Engaging With Influencers
• Listening & Reputation Management
• Social Media Measurement
• Integrating Social Media with Other Disciplines
Certificate in Advanced Digital Marketing
Email Marketing Module
• Introduction to Email Marketing
• Spam
• The Mailing List
• Elements of an Email
• Measurement
• Marketing Automation
• Integrating Email with other marketing disciplines
Web Analytics Module
• Introduction to Web Analytics
• Key Performance Indicators
• Segmentation
• Qualitative Data
• Experimentation & Testing
• Competitive Intelligence
• Campaign Tracking
• Organisational Maturity
• Multi-Channel Attribution
Conversion Optimisation Module
• Introduction to Conversion Optimisation
• Building Momentum
• Understanding Personas
• Landing Pages
• Copywriting
• Designing for Conversion
• The Conversion Trinity
• Integrating Conversion with Other Disciplines
Strategy Assignment
• Assignment Breakdown
• Internship Opportunities
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SEO ModuleInternational module instructor: Danny DoverLocal course contributor: Neil Pursey
During Danny’s
tenure at AT&T, he
increased SEO traffic
by 92% for one of the
company’s primary
web properties
(YellowPages.com)
and created business
partnerships that
brought in hundreds of thousands of dollars a month in
increased revenue. As Lead SEO at SEOmoz, he helped
create a platform (Mozscape) that is used today to crawl
and download the entire textual contents of the Internet.
During the same time, he produced videos and articles
that were read and watched more than a million times.
Danny’s expertise has been cited in Time Magazine, PC World,
Smashing Magazine and Seattle Post-Intelligencer and has
been translated into Japanese, Russian, Spanish, Italian,
Chinese, German and Hungarian. He has spoken at Yale, the
University of Washington and numerous conferences around
the world. Danny’s written work has been accessed in almost
every country in the world (currently at 175) and he is schem-
ing ways to produce work for those that remain.
Get to know these amazing toolsDanny Dover: Module Instructor
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• Summarise why links from Social Media sites generally do
not have a direct influence on search rankings
• Avoid potentially dangerous link building tactics such as
buying spammy links
• Duplicate Content
• Define duplicate content
• Explain why duplicate content can create problems for
search engine optimisation
• Identify common instances of duplicate content
• List three potential solutions to duplicate content
Keyword Research & Competitive Intelligence
• Describe the importance of identifying user intent when
performing keyword research
• List some basic methods for performing keyword research
• Explain the differences between short-tail queries and
long-tail queries
• Perform basic competitive analysis on search queries
related to your product or service
Introduction to SEO
• Name the three major parties involved in Search Engine
Optimisation
• Identify the incentives of each party involved in SEO
• Explain how the incentives of various parties shapes the
entire search ecosystem
• List the pros and cons of SEO compared to other digital
marketing disciplines
• List and describe the 4 steps in the search engine process
• Describe how crawlers find and access information online
• Explain how search engines store data about websites
• Describe the process of how search engines retrieve
relevant rankings
On-Page Optimisation
• Describe the two main categories of ranking signals
• Learn best practices for on page signals such as title tags,
header tags, URLs, alt text, and others
• Describe how natural language processing aims to under-
stand the meaning behind text
• List and describe on-page SEO tactics that you should
avoid
Off-Site Optimisation
• Describe the role that links play on influencing search
rankings
• List and explain the three basic principles of link building
• Explain how links from different websites impact search
rankings differently
Module breakdown with learning outcomes
CERTIFICATE IN ADVANCED DIGITAL MARKETING | SEO MODULE
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Design & Architecture
• Describe how design impacts SEO and user experience
• Recognise standard design best practices like a clickable
logo, a standard location for navigation, and a column
based format
• Describe the importance of incorporating goal-oriented
design on every page of a website
• Explain various scenarios when it necessary to optimise
only for search engines
Local SEO
• Summarise the history of local search and how new tech-
nologies have made local SEO a reality
• Define NAP and explain its importance in optimising for
local
• Give examples of directories that play a big role in local
SEO
• List some of the top signals that affect local search results
SEO Measurement
• Explain why rankings are extraordinarily contextual
• Defend why rankings are not an effective way of measur-
ing SEO
• Describe why conversions from organic are an appropriate
KPI for SEO
Algorithm Updates & SEO Changes
• Describe how the Google Panda update and the Google
Penguin update changed SEO
• Summarise how Not Provided changed keyword research
• Defend the importance of SEO in this ever evolving
landscape
Integrating SEO with Other Disciplines
• Explain why user experience is at the core of great SEO
• Describe the overlap SEO has with Social Media, PPC,
Conversion Optimisation, and other channels
• Describe the intertwined relationship between SEO and
Content Marketing
• Express the importance of Analytics for defining success
in SEO
CERTIFICATE IN ADVANCED DIGITAL MARKETING | SEO MODULE
Onboarding new account managers was made much simpler thanks to the integrated approach that the Foundations course offers. We look forward to the ongoing support Webgrowth has to offer our staff.
John Gardner, Digital Director, John Brown Media
“
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Brad Geddes is
the author of the
well-respected book
Advanced Google
Adwords, and founder
of Certified Knowl-
edge, an online source
where the Paid Search
community comes
together for PPC training, tools, and advice.
Brad makes it his mission to share his expertise in Paid Search
with online marketers so they can build successful online
campaigns that generate business. That means he doesn’t
hold back, he shares every aspect of paid search and dissects
the secrets of the industry. Brad frequently writes columns for
Search Engine Land, co-moderates the AdWords forum on
Webmasterworld, has spoken at more than 35 conferences,
and has lead more than 60 AdWords seminars.
Through his experiences, training, writing, and speaking,
Brad has demystified the world of Paid Search. Take advan-
tage of Brad’s expertise as you go behind the scenes in
order to master the systems and strategies of Paid Search.
PPC ModuleInternational module instructor: Brad GeddesLocal course contributor: Neil Pursey
Get to know these amazing toolsBrad Geddes: Module Instructor
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CERTIFICATE IN ADVANCED DIGITAL MARKETING | PPC MODULE
Introduction to PPC
• Define paid search advertising or PPC advertising
• Distinguish paid search results from organic search results
• Explain how display advertising can complement paid
search advertising
• List situations when PPC could benefit a digital marketing
strategy
• List the multiple steps of the PPC cycle
• Describe how people use search engines to find answers
• Explain how ads can help users answer their questions
• List situations when advertisers should refine their
targeting
• Explain how an advertiser’s relationship with a searcher
differs from an advertiser’s relationship with a search
engine
• Express why search advertising functions as informational
advertising
Account Hierarchy
• List the various parts of a paid search account
• Explain the hierarchy of how settings can affect an
account, a campaign, an ad group, an ad, or a keyword
• List settings for each part of a paid search account
The Buying Funnel
• Learn the five main stages of the buying funnel
• Describe each stage of the buying funnel
• Match search queries or keywords to a stage of the buying
funnel
• Define the concept of search sessions and explain how it
affects PPC strategy
• Recognise how each stage of the buying funnel relates to
either features and/or benefits of your product or service
• Explain how customers move through the buying funnel
and how companies can provide appropriate information
to move customers through their funnel
• Determine how customers go through each stage of your
buying funnel
• Maintain scent throughout your ads, landing pages and
purchasing steps to boost conversion rates
• Establish relevant landing pages for your ads that are
appropriate for each particular stage of the funnel
• Explain how display ads move users through the buying
funnel
The PPC Auction
• Summarise the PPC auction system
• Label ad positions for a given search engine results page
• Understand the importance of quality score in determin-
ing ad rank
• Recognise how tracking metrics and collecting data
related to your ads will allow you to determine profitability
PPC Targeting Options
• Correlate targeting options to either campaign level or ad
group level settings
• Summarise best practices for location targeting options,
device targeting options, and time frame targeting options
• Define targeting options such as placement targeting,
contextual targeting, and interest targeting
• Describe scenarios when remarketing can be effective
Module breakdown with learning outcomes
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Keyword Research
• Recognise how different types of keywords are tied to
different intents and different stages in the buying funnel
• Identify keywords by category
• Organise your ad campaigns and ad groups with regards
to keywords to be more effective with your ads
• Discover new keywords ideas
Creating Compelling Ads
• Combine ad components to further increase user interest
• Recognise the power of testing ads to see what ad copy
excites your audience
• Label the anatomy of an ad explain the necessary attri-
butes of each component
• Understand how extensions can improve click-through
rates and user actions
Measuring Goals & Bidding Options
• Investigate how your business makes money so that you
can write ads accordingly
• Analyse your conversion goals and make ad decisions
from the analysis
• Learn to track the metrics that determine if your ads are
profitable
• Calculate the total cost of your advertising efforts
accurately
• Describe the different types of bidding options and how
they can help you reach your goals
PPC Audit
• Describe a basic PPC account audit and what to look for
when performing one
• Identify ways to improve your visibility and impressions
with your ads
• Analyse your campaigns effectiveness and recognise
trends
• Explain how to balance and reorganise your campaigns
properly
Integrating PPC with Other Disciplines
• Describe how PPC and other traffic drivers work within
the bigger picture of digital marketing
• Express the importance of integrating conversion optimis-
ation and web analytics with PPC
• Distinguish how PPC often functions at small, medium,
and enterprise businesses
CERTIFICATE IN ADVANCED DIGITAL MARKETING | PPC MODULE
Brad makes it his mission to share his expertise in Paid Search with online marketers so they can build successful online campaigns that generate business.
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Regarded as a pioneer
and leading authority
on online publicity,
Greg Jarboe continues
to blaze new trails on
one of the best kept
secrets in Internet
marketing: Video
marketing.
Greg has more than 50 years combined experience in public
relations, corporate communications and marketing. Greg is
the author of YouTube and Video Marketing: An Hour a Day,
and writes for Search Engine Watch and ReelSEO. Prior to
co-founding SEO-PR in 2003, Greg was the Vice President
of Marketing at WebCT, Director of Corporate Communica-
tions at Ziff-Davis, and Director of Corporate Communica-
tions at Lotus Development Corporation.
Pay attention to Greg as he teaches you how to optimize
press releases, videos and other content to increase brand
awareness, drive traffic to your website, generate leads, and
sell products directly online.
Content Marketing ModuleInternational module instructor: Greg JarboeLocal course contributor: Neil Pursey
Get to know these amazing toolsGreg Jarboe: Module Instructor
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Introduction to Content Marketing
• Define Content Marketing and surrounding concepts
• Explain why content must be relevant and valuable
• Describe the overlap among Content Marketing, SEO, and
Social Media Marketing
• Name the five traits of effective content marketers
• Explain the benefits of Content Marketing
Content Marketing Strategy
• Outline the steps needed to create a content strategy for
your organisation
• Describe the importance of various parts of a content
plan including listening, measuring, assigning tasks, and
securing budget
• Choose the channels that are most suitable to comple-
ment your content
• Prioritise and plan content ideas around your company’s
biggest opportunities
Overseeing a Content Marketing Program
• Explain how Content Marketing complements both Social
Media and Search Engine Optimisation
• List key difference between Social Media and Content
Marketing
• Describe why search engine optimisation strategy now
requires a great content strategy
• Define multi-channel attribution and explain its impor-
tance to the digital marketing landscape
• Explain why and how influencers, or “Generation C,” now
help to spread marketing messages online
Content Marketing Tactics
• List a variety of content marketing tactics
• Explain the benefits of various content marketing tactics
• Consider how various tactics might work for your
organisation
Social Media Platforms
• Identify channels matter most to your business, be it B2B
or B2C
• List the benefits of YouTube, Facebook, Twitter, and
• Explain what makes content irresistibly shareable
Content Marketing Budget & Measurement
• Explain the intertwined relationship between earning
budget and measuring your program
• List some of the major challenges that content marketers
face regularly
• Correlate marketing outputs to business outcomes
• Choose metrics that correlate to business outcomes
CERTIFICATE IN ADVANCED DIGITAL MARKETING | CONTENT MARKETING MODULE
Module breakdown with learning outcomes
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Jennifer Evans Cario
is President of Sug-
arSpun Marketing,
and as a social media
strategist has made a
career out of finding
unique and creative
ways to connect with
consumers without
spending a fortune in marketing dollars. Jennifer is known
for using real language and a common sense approach that
delivers solid results while still allowing her clients to fully
understand and participate in the process.
Jennifer is a highly requested speaker and trainer and is a
regular fixture at the major online marketing conferences.
She also serves as Adjunct Professor for Rutgers University’s
online Social Media Mini MBA program. She is the author of
three books, including “Pinterest Marketing: An Hour a Day”.
Social Media Module
International module instructor: Jennifer CarioLocal course contributor: Neil Pursey
Get to know these amazing toolsJennifer Cario: Module Instructor
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Understanding Social Media
• Understand the potential of using Social Media for all
aspects of a business
• Explain the benefits of Social Media for various types of
companies
• Identify the two types of conversation of Social Media
• Define and give examples of paid media, earned media,
and owned media
• Summarise various staff needed on a Social Media team
Building a social media strategy
• Build a conversion funnel that identifies the steps needed
to reach a business goal
• Correlate a Social Media metric back to a real-world
business goal
• Choose social marketing tactics that work toward
reaching previously set business goals
• Distinguish goals from micro-goals
• Express the importance of establishing a Social Media
home base
Making the Message Stick & Spread
• Understand the circumstances of Social Media that make
viral marketing appealing
• Learn the “Four Commandments of Viral”
• List the various reasons people share a message
• Explain the importance of balancing the brand-driven
messaging and sales-driven messaging in a campaign
Social Media Channels
• Understand the landscape of social channels available for
your business
• Express the role blogs play in relation to other channels
• Learn the skills a staff member needs to succeed at
blogging
• Build a well-thought-out content plan for your blog
• Incorporate conversion points into a blogging strategy
• Understand the value of communicating through microb-
logs like Twitter
• Name the types of information people share on microblogs
• Establish clear goals for microblogs
• Explain features of Twitter such as lists and retweets
• List things you should be tracking on Twitter
• Understand how social media works from the perspective
of both users and businesses
• List the types of things people share on social networks
• Name the benefits of marketing on social networks
• Create a strategy to grow your following on social networks
• Understand how feeds and ads work within Facebook
• Explain the impact media can have on your marketing
message
• The benefits of video sharing sites like YouTube
• The benefits of visual bookmarking sites like Pinterest
• The benefits of image sharing sites like Instagram
• Choose media sharing sites that complement your mar-
keting strategy
• List the types of social review sites online
• Explain the benefits of claiming your listings on social
review sites
• Create a plan for listening to conversations on social
review sites
• Participate in conversations on social review sites when
appropriate
CERTIFICATE IN ADVANCED DIGITAL MARKETING | SOCIAL MEDIA MODULE
Module breakdown with learning outcomes
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Engaging With Influencers
• Learn the four types of influencers, and identify the traits
for each type of influencer
• Locate influencers in a particular industry or vertical
• Explain the keys to a great pitch when reaching out to an
influencer
• Approach influencers appropriately depending on their
sharing preferences and audience type
• Learn the multi-step process of reaching out to influencers
Listening & Reputation Management
• Learn the six steps to online reputation management
• List various places online where you must listen for con-
versation about your brand
• Identify methods to communicate with upset customers
• Explain how to resolve and follow up with various types of
dissatisfied users
• Explain how customer chatter about your business and
your competitors can ultimately help you improve your
service offering
Social Media Measurement
• Explain what is worth measuring when examining the
impact of influencers
• Summarise these three areas of measurement: Engage-
ment, Promotion, and Conversion
• Sketch a Social Media funnel and identify metrics for each
stage in the funnel
• Recognise metrics that are not performing and correlate
those to a stage of the marketing funnel
Integrating Social Media with Other Disciplines
• List the digital marketing disciplines that complement
Social Media
• Explain how Social Media benefits SEO
• Describe the overlap Social Media has with both Content
Marketing & Mobile Marketing
• Give examples of how Social Media benefits from Conver-
sion Optimisation & Web Analytics
CERTIFICATE IN ADVANCED DIGITAL MARKETING | SOCIAL MEDIA MODULE
Jennifer Evans Cario is a social media strategist who has made a career out of finding unique and creative ways to connect with consumers without spending a fortune in marketing dollars.
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Matt Bailey is the
founder and president
of SiteLogic, and the
author of Internet
Marketing An Hour A
Day (Sybex). With over
a decade in the web
marketing industry,
Matt excels in combin-
ing his marketing background with programming know-how
to help companies create comprehensive strategies that
improve internet presence and conversions.
Matt also serves on the Advisory Board for Incisive Media’s
Search Engine Strategies Conferences. As one of the con-
ference’s highest-rated speakers, he presents at the Search
Engine Strategies Conferences around the world.
Email Marketing ModuleInternational module instructor: Matt BaileyLocal course contributor: Neil Pursey
Get to know these amazing toolsMatt Bailey: Module Instructor
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CERTIFICATE IN ADVANCED DIGITAL MARKETING | EMAIL MARKETING MODULE
Module breakdown with learning outcomes
Introduction to Email Marketing
• Explain why email marketing has become a key part of the
digital marketing landscape
• List reasons why email’s reputation has improved in
recent years
• Compare email to other digital marketing channels
• Identify common challenges with how consumers
view email
• Define key terms related to email marketing
• Give examples of how companies grow their email list
• Illustrate how email servers play a role in delivering email
messages
• Differentiate between opt-ins, opt-outs, and unsubscribes
• Compare email-specific metrics such as open rate and
click-through rate
Spam
• Summarize the history of email spam
• Define spam as it relates to email marketing
• Recite key points on how spam laws affect how marketers
send messages online
• Give examples of the types of signals that trip spam filters
• Avoid unnecessary spam reports
The Mailing List
• Recite tactics to build a list of interested and qualified
email subscribers
• Explain the risks and benefits of renting or buying lists
of emails
• Summarize basic tasks involved with maintaining a
high-quality email list
Elements of an Email
• Recognize various elements of an email
• Identify the purpose of each element of an email
• Explain how multiple email elements work together to
increase conversions
Measurement
• Label the stages of an email measurement funnel
• Identify various types of emails
• Measure and benchmark emails according to their purpose
• Compare the effectiveness of Email Marketing to other
digital channels
Matt excels in combining his marketing background with programming know-how to help companies create comprehensive strategies that improve internet presence and conversions.
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CERTIFICATE IN ADVANCED DIGITAL MARKETING | EMAIL MARKETING MODULE
Marketing Automation
• Define marketing automation and explain how email mar-
keting benefits from automation
• Describe the technology that enables marketing
automation
• Give examples of common automated emails
• Identify communication events that could benefit from
automatic emails
• Identify the two types of predictable events that can
trigger autoresponders
• Define the goals of a particular autoresponder
• Explain how automated messages can create more
lifetime value for a customer
• Explain the role of a CRM system for marketing automation
• Describe how customer information can enable more
personalized messaging
• Restate how behavioral events and regional events can be
leveraged to create personalized messaging
• Give examples of behavioral events that trigger conversa-
tional autoresponders
• Recognize the value of integrating email with social media
and with display advertising
Integrating Email with other marketing disciplines
• Understand how email can be strengthened by content
marketing, conversion optimization, and web analytics
• Recognize how great content retains and attracts
subscribers
• Explain how email can benefit from conversion optimization
• Describe the benefits of measuring and analyzing your
email campaigns
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Avinash Kaushik is the
Digital Marketing Evan-
gelist for Google.
Through his blog and
his best selling books,
Web Analytics 2.0
and Web Analytics:
An Hour A Day, he has
become recognised as an authoritative voice on how mar-
keters, executive teams and industry leaders can leverage
data to fundamentally reinvent their digital existence.
Avinash puts a common sense framework around the often
frenetic world of web analytics and combines that with the
philosophy that investing in talented analysts is the key to
long-term success. He passionately advocates customer
centricity and leveraging bleeding edge competitive intelli-
gence techniques.
Avinash has received rave reviews for bringing his ener-
getic, inspiring, and practical insights to companies like
Unilever, Dell, Time Warner, Vanguard, Porsche, and IBM. He
has delivered keynotes at a variety of global conferences,
including Search Engine Strategies, Ad-Tech, Monaco Media
Forum, iCitizen, JMP Innovators’ Summit, The Art of Market-
ing and Web 2.0.
Web Analytics ModuleInternational module instructor: Avinash KaushikLocal course contributor: Neil Pursey
Get to know these amazing toolsAvinash Kaushik: Module Instructor
20
Introduction to Web Analytics
• Describe how Web Analytics can benefit your business
online and offline
• Define Web Analytics and list some of its key benefits
• Explain the simple process of adding an analytics tracking
tool to your website
• Recognise the inherent limitations of clickstream data
• Define the concept of Web Analytics 2.0
• Correlate four key questions of Web Analytics 2.0 to five
specific kinds of analysis
• Explain how the concept of Web Analytic 2.0 functions at
small, medium, and large businesses
Key Performance Indicators
• Distinguish a KPI from a metric
• Learn and recognise the four necessary attributes of a
great KPI
• Choose KPIs that are relevant for a given organisation
• List effective KPIs that are useful across a wide array of
organisations
• Explain whether a given metric meets the four attributes
for a great KPI
• Decide whether a KPI is relevant for a given business
Segmentation
• Explain how segmentation can reveal hidden details and
nuances about customer behavior
• Describe the importance of analysing segments related to
acquisition, behavior, and outcomes
• Choose segments of data that reveal actionable insights
• Identify goals and segments for a given organisation
• Leverage the Web Analytics Measurement Model (WAMM)
to create a framework for finding worthwhile segments
Qualitative Data
• Express the value of using qualitative data from surveys
• Learn three questions from an effective on-site survey
• Weigh the pros and cons of having long-form surveys on
your website
Experimentation & Testing
• List the benefits of testing
• Explain the basic concept of online experimentation & testing
• Define A/B testing and multivariate testing
• List the pros and cons of A/B testing and multivariate testing
CERTIFICATE IN ADVANCED DIGITAL MARKETING | WEB ANALYTICS MODULE
Module breakdown with learning outcomes
Avinash puts a common sense framework around the often frenetic world of web analytics and combines that with the philosophy that investing in talented analysts is the key to long-term success.
21
Competitive Intelligence
• Understand the importance of competitive intelligence data
• Explain how competitive intelligence data could expose
insights about how your competitors are performing online
• Provide examples of actions you would take or consider
taking knowing key statistics about your competitors’
performance online
Campaign Tracking
• Define campaign tracking
• Describe the importance of campaign tracking for
complex marketing programs
• List campaign tracking tools
• Adjust marketing spending decisions based on simple
campaign tracking
CERTIFICATE IN ADVANCED DIGITAL MARKETING | WEB ANALYTICS MODULE
Organisational Maturity
• Define the 10/90 rule as it applies to budgeting for Web
Analytics
• Learn how Web Analytics has transformed from a function
of the IT team to a function of the Marketing Team
• Identify team structures that work at small businesses and
large businesses
Multi-Channel Attribution
• Explain the inherent faults of last-click attribution
• Identify which digital marketing channels complement
each other
• Identify which channels often assist with conversions and
which channels often deliver last-click conversions
• Explain the concept of attribution modeling
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Bryan Eisenberg is the
co-author of the Wall
Street Journal, Busi-
ness Week, USA Today
and New York Times
bestselling books “Call
to Action”, “Waiting For
Your Cat to Bark?” and
“Always Be Testing“.
Bryan has been the keynote speaker for Search Engine
Strategies, Shop.org, Direct Marketing Association, Mar-
ketingSherpa, E-consultancy, Webcom, SEM Konferansen
Norway and the Canadian Marketing Association. He is also
the co-founder and Chairman Emeritus of the Web Analytics
Association.
Bryan serves as an advisory board member of Search
Engine Strategies, the eMetrics Marketing Optimization
Summit and several venture capital backed startup compa-
nies (ie. Bazaarvoice, Monetate, UserTesting.com, BoostCTR,
Runa, etc.) and is on the board of trustees of the Direct
Marketing Education Foundation.
Conversion Optimisation ModuleInternational module instructor: Brian EisenbergLocal course contributor: Neil Pursey
Get to know these amazing toolsBrian Eisenberg: Module Instructor
23
Introduction to Conversion Optimisation
• Define the concept of Conversion Rate Optimisation (CRO)
• Explain how incremental improvement leads to major
gains over time
• List concepts involved with Conversion Optimisation
• Define A/B testing, usability testing, heuristic analysis, and
other Conversion Optimisation techniques
• List the four traits of Amazon that have led to huge success
• Explain how management can enable an organisation to
execute quickly
• Distinguish between “slice-and-dice optimisation” and
“testing for impact”
• Identify elements on a website that might benefit from
testing
Building Momentum
• Define the marketing concepts of scent and AIDAS
• List elements of a webpage that can indicate scent
• Explain how scent can break on a website
• Name each step of the AIDAS process
• Explain the importance of the satisfaction step in
online marketing
Understanding Personas
• Explain how visitors’ goals relate to the conversion rate of
your website
• Understand that customers reach the conversion point
from a variety of different paths
• Name the four personas based on the scales of objectivity
and deliberation
• List traits related to each of the four personas
Landing Pages
• Explain the relationship between ads and landing pages
• List the 10 key ingredients of a landing page
• Identify the purpose of each element of a landing page
Copywriting
• Describe what customers care about when reading copy
• Summarise the importance of crafting great and attrac-
tive headlines
• Explain how micro copy reduces anxiety when taking
an action
• Simplify marketing copy to a level that average customers
will understand
CERTIFICATE IN ADVANCED DIGITAL MARKETING | CONVERSION OPTIMISATION MODULE
Module breakdown with learning outcomes
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Designing for Conversion
• Recognise various design concepts on a webpage
• Prioritise the elements of a webpage users should see first
• List and order the steps of a logical design process
The Conversion Trinity
• Name the three factors of the conversion trinity
• Identify factors of a webpage that fall into the conver-
sion trinity
• Suggest changes to a webpage that will likely lead to big
improvements
• Recognise when factors of the conversion trinity are
missing from a webpage
CERTIFICATE IN ADVANCED DIGITAL MARKETING | WEB ANALYTICS MODULE
Integrating Conversion with Other Disciplines
• Explain how Conversion Optimisation complements traffic
driving disciplines
• Understand the importance of understanding conversion
techniques in a mobile environment
• Describe how Web Analytics can help you find problems
that CRO can improve
• Illustrate how Conversion Optimisation complements
other digital marketing disciplines
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Assignment Breakdown
The course curriculum is divided into seven modules, each
of which consisting of shorter sections.
In order to advance between sections, learners are required
to complete and pass a memory test at the end of each.
In order to advance between modules, learners are required
to complete and pass the required assignments.
We help close the gap between technical know-how and
client needs by teaching learners what reporting data and
insight is important to client and/or line managers.
We grade learners on the following:
• Short term memory through tests.
• Long term memory through integrated questions across
the different modules i.e. how social outreach and content
both affect SEO or how onsite optimisation can affect
the quality score in your Google Adwords campaign. As
the learner progresses through the modules, individual
assignments are spread across multiple digital market-
ing disciplines, which means learners get to understand
how all the disciplines work together to create a stronger
campaign.
• Forum engagement; we believe that asking and answer-
ing questions in an online context is important to the
learning process.
• Critical thinking; we assess knowledge, analysis and appli-
cation of learner assignments through essays.
• Although not compulsory, we encourage students to write
and contribute toward topical blog posts which ultimately
help in building a CV for a future internship opportunity.
Mock Campaign Assignment
In the final semester, learners will be asked to put together a
mock campaign for a website.
Learners will be assessed on their overall understanding
of what they have learnt, how they can integrate different
disciplines into one campaign and how they’re able to apply
critical thinking to adapt their knowledge to the website
they are preparing the campaign for.
The final campaign will be presented to the course convenor.
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Internship Programme
Upon completion of your Certificate in Advanced Digital
Marketing you will be allocated to one of the leading digital
marketing agencies involved in our internship programme.
The practical benefits of an internship are massive. It allows
you to understand how digital marketing works and how to
apply it in the real job world. In this day and age, a company
is much more likely to accept a person with practical experi-
ence than someone without.
Internship Opportunities
Support
One-on-one webinar sessions are available for learners who
require help outside of the online forum or who need further
explanation of course material. In actual fact, we strongly
advise our learners to take advantage of these sessions as
they have direct access to an industry expert with over a
decade of digital marketing experience.
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Whether you’ve just finished high school or graduated from university upping your digital marketing skillset
could be the necessary step in positioning yourself for the career of your dreams.
So what’s the next step?
Apply
Our Certificate in Advanced Digital Marketing
could do just that:
