Certifications
Google Analytics 4 (GA4) sets a new standard for data-driven insights, offering enhanced customization, sharper analysis, and more actionable metrics. In this comprehensive course, join analytics expert Dana DiTomaso as she unveils the full potential of GA4 for intermediate- to advanced-level users.
Learn how GA4’s innovative data streams and filters provide richer perspectives, while powerful integrations with tools like Google Ads and BigQuery enable deeper optimization across marketing channels. Discover built-in functionalities for event tracking, ecommerce analytics, and GA4’s newest feature—explorations—to extract granular, impactful details about patterns in customer behavior. By the end of this course, you’ll have acquired the skills you need to fully leverage your data, gather strategic business insights, and utilize GA4 effectively across different devices, applications, and platforms.
Google Analytics is the de facto standard for web analytics and provides the means to track, analyze, and report on site visits, marketing goals, and ad revenue generated from your site. This course explains how to use Google Analytics to measure traffic, conversions, ad performance and ROI, and to identify how people use your website. Google product expert Corey Koberg covers the out-of-the-box functionality, from account creation to reporting fundamentals, and explains how to glean insights from the vast array of data available—from averages and segments to trends and context. If you want to learn how to get, convert, and retain customers, manage user accounts, and more, join Corey in this course.
Explore the intersection of AI and digital marketing with this course that equips you with the knowledge to optimize your marketing efforts using Google Analytics and AI tools. Brad Batesole—an internationally recognized marketing thought leader—guides you through topics ranging from understanding basic concepts of AI in marketing to deploying advanced predictive analytics for better decision-making. Learn how to analyze data, identify key trends, and predict customer behavior, enabling you to craft targeted campaigns with precision. Explore hands-on demonstrations on setting up custom insights, enhancing user experience, and improving campaign performance through data-driven strategies. By the end, you'll not only understand the power of integrating AI with Google Analytics but also how to apply these insights practically. Join now and transform your approach to digital marketing to make your campaigns more effective and data-informed.
Learn the foundations of pay-per-click (PPC) advertising with Google Ads, the industry-leading PPC platform. First, explore how Google Ads works and how it fits with what your business—and your customers—need. Then learn how to set up a new Google Ads account and start researching your keywords: the foundation of all great advertisements. After he demonstrates how to set up a new campaign and write your first ad, instructor Brad Batesole shows how to use Google Ads reporting and Google Analytics to monitor your campaign's performance. Brad also shows how to optimize ads to get more clicks, conversions, and ultimately more return on your investment (ROI). Plus, go beyond the basics with ad extensions—a feature which can increase your click-through rate by several percentage points.
Turn the people who have already interacted with your brand into paying customers with the power of remarketing. In this course, Amy Bishop teaches the fundamentals of remarketing with Google Ads and Analytics. She shows you how to design a remarketing strategy that works for your business by diving deep into your audience and aligning ads with their interests. Discover key remarketing strategies for common business use cases—like lead generation and ecommerce. Then learn how to segment and create your audiences and measure the ongoing effectiveness of your remarketing efforts all using the intelligent, industry-standard Google Marketing Platform. Plus, get tips for avoiding traffic cannibalization, performing risk-free audience testing, and identifying micro-conversion opportunities.
Google Tag Manager is a hugely popular technology that allows marketers to easily manage all their website and app tags from one central tool. This, in turn, frees marketers from their dependency on IT or web development departments—when they want to add or alter a snippet of analytics or tracking code, they can do it themselves by adding it to the existing tag container. This course shows marketers how to effectively leverage Google Tag Manager. Discover how to best work with accounts and containers, leverage the Google Analytics built-in tags, work with control versions and user access, create custom variables and JavaScript, fire Google Analytics events using triggers, and more. Plus, discover crucial time-saving best practices that will help you avoid many common mistakes.
Discover how to quickly glean insights from your data using Power BI. This formidable set of business analytics tools—which includes the Power BI service, Power BI Desktop, and Power BI Mobile—can help you more effectively create and share impactful visualizations with others in your organization. In this course, Gini von Courter helps you get started with this powerful toolset. Gini begins by covering the web-based Power BI service, explaining how to import data, create visualizations, and arrange those visualizations into reports. She discusses how to pin visualizations to dashboards for sharing, as well as how to ask questions about your data with Power BI Q&A. She also provides coverage of Power BI Mobile and shows how to use the data modeling capabilities in Power BI Desktop.
Tableau is a powerful and versatile data analytics and visualization tool that many consider indispensable for data science work. Its drag-and-drop interface makes it easy to sort, compare, and analyze data from multiple sources, including Excel, SQL Server, and cloud-based data repositories. In this course, learn how to analyze and display data using Tableau 2023—and make better, more data-driven decisions for your company. Instructor Curt Frye uses real-world examples to demonstrate how to create, manipulate, and share data visualizations.
We are wired for story. We crave it. Storytelling has played an integral role in our ability to make progress as a species. It should come as no surprise, then, that presenting data and information in story form maximizes the effectiveness of our communication. We can create deeper emotional responses in our audience when we present data in story form.
Join data visualization expert Bill Shander as he guides you through the process of turning "facts and figures" into "story" to engage and fulfill our human expectation for information. This course is intended for anyone who works with data and has to communicate it to others, whether a researcher, a data analyst, a consultant, a marketer, or a journalist. Bill shows you how to think about, and craft, stories from data by examining many compelling stories in detail.
Possessing an expertise in any area of knowledge is, of course, a great thing to have. However, expertise in a vacuum doesn’t do much good. A thoroughly researched, meticulously prepared presentation is just a waste of hard work if you can’t communicate your points with your clients or audience. Especially in a field like data analysis, it is vital not just to present the numbers, but to communicate what those numbers mean and what they mean going forward. In this course, Samantha Barnes shows you how to create informative and persuasive data presentations. She covers key points of presentations, starting with the importance of considering your audience before anything else, crafting a narrative with your data, best practices for data visualizations, and a number of unique data presentation tools. After this course, you will have important tools that you can utilize throughout your career.
Want to make more–or better–data-driven decisions? Learn how to set and track key performance indicators (KPIs) with analytics consultant Nitesh Sharoff. If you’re an analytics professional or a marketing professional working with data, join Nitesh to gain the skills and knowledge needed to leverage data-driven insights to make strategic decisions, optimize your marketing efforts and drive business growth.
Today's complex consumer packaged goods industry (CPG) sales environment requires much more than relationship-building skills to drive growth. This course helps you elevate your strategic and analytical competencies for greater impact. Join instructor Shawn Casemore to hone skills in leveraging data, strengthening retail partnerships based on category and shopper insights, developing strategic plans to navigate competitive shifts, and skillfully presenting compelling solutions to procurement teams.
Bringing a new product or service to market is exciting but risky. Set your launch up for success with an intentional go-to-market (GTM) strategy. In this practical course, marketing expert Deirdre Breakenridge guides you step by step through building a customized GTM plan.
Discover if you need a formal launch strategy or if a more agile approach suits your offering. Develop positioning and pricing that match your target customer. Dive into promotion, distribution, and partnerships tailored to your product and market. Gain smart tips for continual optimization based on your launch KPIs and metrics. Whether entering a new market or launching an exciting new offering in an existing space, an intentional GTM strategy is key for impact.
Marketing one of the most important investments a company makes to be successful. Measuring effectiveness is critical to keep the investment sound. Learn how to better understand your return on investment (ROI)—and make real-time course corrections to solve problems before they impact your business. Marketing professor Drew Boyd explains the most important metrics to track, strategies to measure them the right way, and the process for building a custom dashboard to view all your results in one convenient place. Plus, discover how to measure things that matter most to your overall development and effectiveness as a CMO.
The sheer number of tools available to marketing teams today can feel a little overwhelming at times. Which tools should you use, when and how should you use them, and what can you do to get the most out of your campaign? In this step-by-step, beginner-friendly course, digital marketing expert and instructor Anson Alexander shows you how to create a digital marketing campaign from start to finish, with a practical overview of the most important tools to get up to speed.
Explore the nuances of building a successful campaign from the ground up, from forming your strategy to content creation and preparation before the launch, all the way through campaign execution to performance analysis and postlaunch review. Join Anson as your expert guide, even if you don’t have any marketing experience. By the end of this course, you'll be ready to create a leading digital campaign using Airtable, Google Analytics, Hootsuite, Canva, HubSpot, WordPress, and more.
Marketing attribution is a critical but complex topic, and it’s only getting harder to decode what’s driving your marketing performance and decide where you invest your limited marketing budget. Getting it right can give you a significant competitive advantage, but if you make the wrong decisions, you can’t buy your way to success. In this course, Michael Taylor shares a practical approach to the complex analysis technique of marketing mix modeling to help marketers accurately measure the impact of their marketing and advertising efforts. Michael covers key aspects like multi-touch attribution models, marketing mix modeling, and incremental and A/B testing. To demonstrate the intricacies of mix modeling, he shares a practical exercise file so that you'll be equipped to make the right marketing investments that drive sales and profit.
As a marketing professional, you need to create a successful marketing automation program in your company. This enables you to bring in more leads, spend less time on admin work, and increase ROI. It’s difficult to grow a program without a solid automation foundation. In this course, marketing automation expert Jeff Staats shows you how to develop and implement highly successful marketing automation campaigns. Jeff starts by outlining the necessary steps needed within the marketing function to ensure long-term success. He then walks you through the uses of marketing automation and the proper setup needed to create your program. Finally, Jeff shares the execution and measurement tactics needed to ensure positive results. After this course, you'll be familiar with a collection of automations to drive more ROI in your team.
This course was created by Madecraft. We are pleased to host this training in our library.
Your goal as a marketer is to turn prospects into buyers. But there's a lot more than conversion to consider when talking about marketing. That's why the marketing funnel is such a popular representation of the customer experience. The funnel is the foundation for understanding the customer's journey on the path to purchase. It's a model all customers experience and it's incredibly important to your marketing foundation. In this course, expert Brad Batesole demystifies the marketing funnel and shows how to use it as a tool to help your campaigns succeed. Learn about the five unique segments of the funnel: awareness, interest, desire, action, and loyalty. Explore touchpoints and discover how to create campaigns that drive customers through the funnel. Plus, find out how to improve the performance of your funnel and evolve it to meet the changing needs of your business and your buyer.
Growth marketing strategies help marketers generate new ideas and accelerate sales and customer acquisition. Growth marketing requires work. Companies must rethink their teams, their business, and their customers. However, the results are worth the effort. In this course, instructor Brad Batesole introduces popular growth marketing techniques to super-charge your marketing strategy. Brad tells you how you can step into the role of a growth marketing leader. He explains how to build a growth marketing team. Brad walks you through the steps to craft your initial strategy, then goes over how you can lay the foundation for marketing success. He shows you how to identify marketing growth levers and steps through a product lifecycle. Brad explains how to start the growth process and handle failure with a positive outlook. He identifies several key growth opportunities, then concludes with practical advice on capturing and analyzing the data you need for effective marketing.
This course was created by Madecraft. We are pleased to host this training in our library.
Every successful marketing campaign starts with a roadmap, an idea, and a plan for execution. In this course, digital marketing expert and instructor Goldie Chan teaches you—whether you’re a marketing professional or small business owner—how to write an effective, goal-driven marketing plan, from an initial idea all the way through its successful implementation.
Learn to assemble a cross-functional team, conduct a market analysis, position your brand and set your own goals, and break down the essential components of your plan into clear, focused sections. Get tips from Goldie on best practices for tactical implementation, with action-based strategies drawn from real-world studies and examples. Along the way, find out how to measure key performance indicators (KPIs), track your progress, and leverage social media scheduling tools such as Agorapulse and HubSpot to batch content, outsource content creation, and refine your plan as you go.
Programmatic advertising automates digital media buying. By using software and algorithms to select buys, your ad placement becomes more nimble and efficient. You can be exactly where the customer is—instantly. In this course you can learn the fundamentals of programmatic advertising. Instructor Matt Bailey shows how online tracking works; explains how to target audiences by different criteria; and reviews the roles advertisers and publishers play in the digital advertising space. Discover how to use first- and third-party data, including cookies and trackers, in your campaigns and reach the right audience, at the right time, on the right device. Learn how to target audiences based on behavior, location, content, and context—and discover the impact of the Google decision to eliminate third-party tracking. Matt also explains how to detect and screen out ad fraud using campaign reports and blacklists.
Social media never stands still and neither can a social media strategy. In this course, veteran marketer and Silicon Valley top voice Anke Audernaut demonstrates the most up-to-date approach businesses are using to find new customers and grow their brands. Learn how to plan a social media presence, properly participate on social media channels, and create a robust content plan. Additionally, Anke walks through how to build a following and manage customer interactions, and explores when and how to advertise.
This course was created by Madecraft. We are pleased to host this content in our library.
Selling a consumer product into retail channels can be exciting and rewarding, but it also can be risky. For every successful product, there are a dozen that never made it on store shelves. A well-planned sales strategy will help you overcome challenges and get your product into customers' hands. Join Dean Karrel in this short training course, which is designed to help entrepreneurs and entry-level sales professionals achieve retail success. He explains how to research the market, identify the right retailers, and develop an effective sales presentation that explains all the benefits of your product. Dean also walks you through the critical step: making the call and closing the deal. Plus, get tips to deliver on what you've promised, stay on top of inventory and customer relationships, and analyze your sales to make decisions about your future with individual retailers.
Digital transformation, or making things smart, is one of the biggest technology trends of our generation. In this course, instructor Bruce Sinclair tackles the big, basic questions. What is digital transformation? When, why, where, and how does the digital transformation occur, and who does the transforming? Bruce begins with some useful definitions, then gives you a broad overview of the tech required to execute a digital transformation. He shows you how to design a digital twin for any smart development project and explains the central role that the internet of things (IoT) plays. Bruce goes over the data analytics and machine learning functions that transform data into useful information, then covers extended reality and blockchain. He steps you through the process of designing a smart product or architecting smart operations. Bruce concludes with advice on answering the fundamental questions about digital transformation and smart products.
Organizations must radically transform their processes as new tools and systems continue to roll out. What is driving this revolution? How can you help your organization prepare? How can YOU prepare? In this course, senior-level learning and development professional Phil Gold highlights how you can lead your business to success as you implement more digital transformations of workflows and systems. Learn about the background of business transformation, from definitions to working online to the evolution of automation and AI. Go over potential blockers to a successful transformation and how you can overcome them. Discover techniques to manage your digital transformation, and explore ways you can use AI effectively in the workplace. Plus, learn the steps you need to take beyond the launch to keep your organization’s digital transformation moving in the right direction.
Project managers are expected to manage and satisfy a wide range of senior level stakeholders without having the traditional legitimate authority that leaders typically enjoy. This requires them to make adjustments to work optimally with different—and oftentimes difficult—senior leader personalities, interests, and priorities. To be successful, project managers must become experts at navigating communication styles and work styles. In this course, corporate trainer Dana Brownlee explores the managing up tactics and techniques that the best project managers use to artfully navigate these six common yet difficult senior leader personality types. By the end of the course, you will have a range of proven strategies for adeptly handling common challenges with senior stakeholders.
A marketing technology, or martech, stack is a set of tools that your marketing team can use to plan, execute, and measure all aspects of your digital marketing objectives. With the explosion of new capabilities, vendors, platforms, and technologies in this space, it's more important than ever to carefully choose your components and build the stack that's right for your organization. In this course, instructor Darrell Alfonso shows you how to strategically build your business's martech stack, regardless of size, to more easily attract and retain customers. Explore the major elements of a good martech strategy, potential pitfalls and common mistakes, core marketing tools and real-world use cases, and key metrics to measure success. Along the way, Darrell offers practical insights on how to stay abreast with current martech trends and technologies to ensure return on investment.
As a modern marketer, you have a wealth of digital marketing solutions at your disposal. How do you determine which ones are right for you and your organization? In this course, marketing expert Anson Alexander digs into the tools available to you across the different areas of digital marketing, providing you with key insights along the way. Anson presents industry-leading solutions for social media marketing; digital advertising; content creation and curation; team collaboration; advanced analytics; affiliate and influencer marketing; and search engine optimization (SEO). When you finish this course, you'll be better equipped to navigate the world of digital marketing and pinpoint the best tools for your organization.
Web services have been at the core of modern application architectures for many years. Regardless of what language or platform a developer is using, grasping how web services work and how to implement them are critical skills. In this course, instructor Kesha Williams steps through how to work with several popular technologies to build web services. Kesha begins by laying the groundwork for the course, explaining what web services are and the benefits they provide. She then offers a comparison of several popular web service technologies—REST, SOAP, and GraphQL—describing each technology's messaging formats in detail, along with examples of coding in several languages using a variety of server- and client-based implementations. Plus, get coding excerpts in Java, Python, and Swift.
In this tool-neutral course, instructor Shashi Shekar introduces you to the concepts you need to understand to use scrum effectively in agile software development. Learn about scrum roles, including the product owner, the development team, and the scrum master. Go over scrum artifacts, such as software tools, the product backlog, the product increment overview, and the definition of done. Explore sprints and sprint planning, then dive into the daily scrum and retrospective. Discover how to refine your product backlog with planning poker and accounting for technical debt. Plus, find out about scrum certifications that you can pursue.
Did you know that learning Python is one of the easiest ways to learn to code? It’s true. And in this course you can avoid the jargon and make learning how to code a lot more fun. You don’t have to be an expert technician, either. Join instructor Nick Walter and find out what you need to get started now.
In this course, Nick teaches the fundamentals of Python to you: a non-programmer, a user with little to no coding experience. Learn more about what Python is, and what it is and isn’t used for. Explore how Python works with numbers and how you can interact with simple programs such as a simple number-guessing game. Find out how to work with text in Python by building a reusable function to count the words in a block of text. And along the way, tackle quick challenges and other games that allow you to put your new skills to the test.
If you work in sales or are looking for a job in sales, chances are you need to know Salesforce, one of the world’s top customer relationship management (CRM) tools. In this course, Jamie Grettum focuses on how to use Salesforce in a sales environment. Jamie covers key topics like managing existing customers, tracking and converting leads, managing a sales pipeline of potential sales, and using the built-in features of Salesforce for analyzing sales data and reporting. If you need to quickly get up and running with Saleforce, Jamie gets you up to speed with the essentials of this in-demand CRM.
Are you in the process of trying to scale your business but bumping up against storage and capacity limits? Rather than shelling out more resources for expensive hardware and software licenses, consider Snowflake, the popular data warehouse and data management platform with unique data exchange capabilities for your business. Join instructor Lynn Langit and learn about how to use Snowflake—the power of the cloud awaits you.
Discover why Snowflake is one of the most rapidly growing cloud-based data management platforms in the industry. Explore the features and functions of the platform, what Snowflake does, how it works, and how to get the most out of its data storage and query processing power with hands-on examples, demos, and scenarios along the way. Lynn gives you tips and techniques for account management, authentication, security protocols, architectural patterns, the data life cycle, and more.
If you’re a business that deals with customers, one of the key aspects of running a successful business is the ability to manage a variety of business activities as you work with your customers. HubSpot is a powerful cloud-based customer relationship management (CRM) tool that can help you juggle multiple business activities efficiently. In this course, David Rivers explores the basics of what HubSpot can do for your business, from sales pipelines, marketing, and service tickets, to activities and meeting tools. He starts with the basics of what a CRM system is, some of the CRM options available, and who uses a CRM system and for what purpose. He then covers the ways HubSpot can help you sell, service, and market better, and how it can provide powerful insights from customer interactions that can result in an overall increase in business productivity.
Email marketing campaigns are vital for modern digital strategies. But to get your desired return on investment—and to ensure your company maintains a positive reputation—you have to do it right. In this practical course, marketing expert Megan Adams shares actionable tips for planning and executing effective email initiatives.
Learn strategic list-building to curate high-value segments aligned with your goals. Design on-brand templates and themes reflecting your style. Craft compelling content and customize calls-to-action tailored to different audiences. Understand key metrics so you can continually optimize relevancy and lifetime engagement. Megan also includes detailed information and sample prompts for leveraging AI to generate email marketing ideas. Supercharge engagement today!
Telling stories with data has never been more exciting, and it’s easier than ever to bring data to life, even for non-developers and beginners. In this course, Joshua Rischin shows you how to use Looker Studio, the free data analytics tool from Google. Looker Studio makes it a breeze to create engaging, interactive, and beautiful stories and dashboards. Joshua first details the different types of data sources that Looker Studio natively connects to. He then shows how to create captivating and responsive charts in a dashboard environment, and how to personalize the look and feel of your dashboards. Finally, Joshua covers the many ways in which Looker Studio dashboards can be shared with stakeholders and collaborators.
To define great requirements, it's not enough to simply ask customers and stakeholders what they want. By leveraging requirements elicitation and analysis techniques, business analysts can come up with more innovative solutions. In this course, explore these techniques, and learn why they're important, and how to blend them together and tailor them to your project. Angela Wick provides an overview of the process, and discusses how elicitation and analysis work together. She also covers different ways of gathering requirements—such as brainstorming, observation, and workshops—before moving on to analysis techniques such as context diagrams, user stories, and decision tables. At the conclusion of the course, she explains how to select the right approach for a particular product or project type.
Marketing Automation is a must-have for organizations looking to get the most out of their marketing budget. This course explains why automation matters, shows you how to pick the best marketing automation tool for your company's marketing goals, and walks you through the top solutions out there. See the tools in action as instructor Brad Batesole walks you through some of the most popular uses of automation, showcased across tools like HubSpot, ActiveCampaign, Mailchimp, Salesforce Pardot, and more. Finally, learn how to measure your marketing automation's success using some of the most important metrics and analytics to keep track of in your tools.
The ubiquity of big data means that now, more than ever, there is a burning need to warehouse, access, and understand the contents of massive databases quickly and efficiently. Attaining proficiency in SQL is essential to prepare for our data-driven present and future. It is also crucial to furthering your skills as a data analyst or application developer. In this course, Walter Shields teaches you: the basic structure of databases—what they are, how they work, and how to successfully navigate them; how to use SQL to retrieve and understand data no matter the scale of a database; and how to master the most important SQL query syntax, along with how and when to use it best.
This course includes Code Challenges powered by CoderPad. Code Challenges are interactive coding exercises with real-time feedback, so you can get hands-on coding practice alongside the course content to advance your programming skills.
What's the difference between customer retention and customer loyalty? Loyalty is a symptom, and retention is the cause. In this course, customer strategy expert Noah Fleming shows how to develop a customer retention strategy that helps you keep your customers loyal. He shares the key ingredients for customer retention, including how to make customer follow-up meaningful, memorable, and personal. Plus, he explains how to properly use automation and technology for customer retention, and walks through a straightforward, practical customer retention process that you can implement in your own business.
In a consumer-obsessed world, ensuring you and your sales team are delighting prospects and customers is critical. In this course, HubSpot advisor Dan Moyle shows you how to set your brand apart from the crowd and master the strategies to leverage CRM software such as HubSpot so you can store important customer data, track customer information, and ultimately build and nurture customer relationships. Dan walks you through the planning and strategy stage, the implementation, and the final stage of measuring success and reporting on your data.