Digital Analytics Foundation Course:

Key features

  • 5+ hours of high-quality e-learning content
  • Covers various competitive intelligence tools
  • Covers multi-channel attribution
  • Simulation exams & progress quizzes
  • Downloadable workbooks
  • Course completion certificate

Exam & certification

What do I need to do to unlock my Digital Evolution Orbit certificate?


  • Complete 85% of the course.

  • Complete 1 simulation test with a minimum score of 60%.

What are the prerequisites for this course?

This Digital Analytics foundation course is designed primarily for beginners, but the following experience would be helpful:



  • A basic understanding of business indicators like revenue, margins, and profitability

  • A working knowledge of business functions like sales, marketing, and customer relationship

  • Knowledge of websites (how to access, how to make a purchase, how to interact with online business)

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Course Details

Course description

The Digital Analytics Foundation course helps participants develop a comprehensive knowledge of the various frameworks, tools and techniques pertaining to digital analytics. Participants will learn to track campaign performance, access visitor behavior, and gain the competitive intelligence required to drive continual optimization in their marketing campaigns and improve the online customer experience.

The course will enable participants to:  



  • Use digital analytics and analysis to make informed business decisions

  • Identify hidden and real business needs

  • Explain the concept of personas and the customer journey

  • Contrast the concepts of Acquisition/Behavior/Conversion

  • Identify KPIs that are relevant for a given organization and segments of data that reveal actionable insights

  • Use the Define-Measure-Analyze-Improve-Control (DMAIC) approach when conducting an analysis

  • Describe how attribution modeling is used to adjust marketing spending decisions

  • List the benefits of testing

  • Define and contrast A/B and multivariate testing

  • Understand the fundamentals of effective communication through reports and dashboards and pick the right visual components to convey your message

The Digital Analytics Foundation course is best suited for those who wish to begin their career in digital marketing through Digital Analytics field. However, the course is best suited to:



  • MBA / BBA students who are just stepping into the digital analyst space

  • Entry level professionals with minimum to moderate levels of experience with digital analytics data or digital analytics tools

  • Marketing and Sales professionals who are looking to improve their marketing efforts using data

Course Preview

  • 1.1 Introduction
  • 1.2 What's In It For Me
  • 1.3 Objectives
  • 1.4 Why Digital Analytics
  • 1.5 What is Analytics
  • 1.6 Role of an Analyst
  • 1.7 How Difficult is it
  • 1.8 Key Takeaways
  • Quiz
  • 2.1 Introduction
  • 2.2 What's In It For Me
  • 2.3 Objectives
  • 2.4 Why Maturity
  • 2.5 What is a Maturity Model
  • 2.6 Digital Analytics Maturity Model
  • 2.7 Management, Governance, and Adoption
  • 2.8 Objective and Scope
  • 2.9 Team and Expertise
  • 2.10 Continuous Improvement Process and Methodology
  • 2.11 Tools, Technology, and Data Integration
  • 2.12 Case Study
  • 2.13 Key Takeaways
  • Quiz
  • 3.1 Introduction
  • 3.2 What's In It For Me
  • 3.3 Objectives
  • 3.4 Dimensions and Metrics
  • 3.5 Audience Building Blocks
  • 3.6 Acquisition Building Blocks
  • 3.7 Behavioral Building Blocks
  • 3.8 Conversion Building Blocks
  • 3.9 Calculated Metrics
  • 3.10 Compound Metrics
  • 3.11 Key Takeaways
  • Quiz
  • 4.1 Introduction
  • 4.2 What's In It For Me
  • 4.3 Objectives
  • 4.4 Porter’s Value Chain Framework and Marketing Centricity
  • 4.5 Customer Lifecycle
  • 4.6 Personas and Scent Trails
  • 4.7 Mapping Features Functions and Content to Personas and the Lifecycle
  • 4.8 The Power of Pilot Projects
  • 4.9 Planning
  • 4.10 Privacy and Ethics
  • 4.11 The Curse of Data - Analysis Paralysis
  • 4.12 Key Takeaways
  • Quiz
  • 5.1 Introduction
  • 5.2 What's In It For Me
  • 5.3 Objectives
  • 5.4 The Starting Point
  • 5.5 What is a Key Performance Indicator (KPI)
  • 5.6 The Ultimate KPIs
  • 5.7 How to Pick the Right KPIs
  • 5.8 Critical - To - Quality (CTQ)
  • 5.9 Attributes of a Great KPI
  • 5.10 Bounce Rate
  • 5.11 Average Order Value (AOV) — Metric or a KPI
  • 5.12 Measuring Engagement
  • 5.13 How Many KPIs
  • 5.14 Key Takeaways
  • Quiz
  • 6.1 Introduction
  • 6.2 What's In It For Me
  • 6.3 Objectives
  • 6.4 Why Use Segmentation
  • 6.5 Population N — Example
  • 6.6 Segmenting — RFM Approach
  • 6.7 Built-in and Custom Segments
  • 6.8 Segmentation — ABC
  • 6.9 Key Takeaways
  • Quiz
  • 7.1 Introduction
  • 7.2 What's In It For Me
  • 7.3 Objectives
  • 7.4 Types of Analytics
  • 7.5 Continuous Improvements and Problem Solving with Lean Six Sigma
  • 7.6 Define
  • 7.7 Measure
  • 7.8 Analyze
  • 7.9 Improve
  • 7.10 Control
  • 7.11 Analysis Process Examples
  • 7.12 Key Takeaways
  • Quiz
  • 8.1 Introduction
  • 8.2 What's In It For Me
  • 8.3 Objectives
  • 8.4 What is Campaign Tracking
  • 8.5 Components of a Campaign
  • 8.6 The Impact of Ad Blockers
  • 8.7 Paid Owned and Earned Media
  • 8.8 Attribution Modeling and Media-Mix Modeling
  • 8.9 Assisted Conversions
  • 8.10 Attribution Models
  • 8.11 Offline Attribution
  • 8.12 Key Takeaways
  • Quiz
  • 9.1 Introduction
  • 9.2 What's In It For Me
  • 9.3 Objectives
  • 9.4 Benefits of Testing
  • 9.5 Web Design 101
  • 9.6 Hypothesis Testing
  • 9.7 A-B Testing Pros and Cons
  • 9.8 Multivariate Testing
  • 9.9 Multivariate Testing Pros and Cons
  • 9.10 Key Takeaways
  • Quiz
  • 10.1 Introduction
  • 10.2 What's In It For Me
  • 10.3 Objectives
  • 10.4 What is a Dashboard
  • 10.5 Analysis and Reporting Workflow
  • 10.6 Planning Your Dashboard
  • 10.7 Choice Of Visualization
  • 10.8 Gestalt Principle
  • 10.9 Stephen Few Common Pitfalls in Dashboard Design
  • 10.10 Expressing Exactitude or Sense of Scale
  • 10.11 Remove to Improve
  • 10.12 The Art of Storytelling
  • 10.13 Key Takeaways
  • Quiz
  • 11.1 Introduction
  • 11.2 What's In It For Me
  • 11.3 Objectives
  • 11.4 The Complex MarTech Landscape
  • 11.5 Selecting a Web Analytics Platform
  • 11.6 Qualitative Data
  • 11.7 Competitive Intelligence
  • 11.8 Social Analytics
  • 11.9 Back Office CRM and Sales Data
  • 11.10 Instrumentation (Tagging)
  • 11.11 Key Takeaways
  • Quiz