Digital marketing metrics and analytics

Overview

Framework:
RQF
Level:
Level 4
Unit No:
J/508/0209
Credits:
6
Guided learning hours:
32 hours

Assessment Guidance

n/a

Unit Learning Outcomes

1

Understand the sales funnel in digital marketing.

Assessment Criteria

  • 1.1

    Explain the paths to conversion through stages of the sales funnel.

  • 1.2

    Identify the industry benchmarks for conversion rates for different stages in the sales funnel.

  • 1.3

    Evaluate the effects of a range of factors on sales funnel conversion rates.

2

Understand how metrics of digital marketing are generated.

Assessment Criteria

  • 2.1

    Explain the data required to evaluate success Key Performance Indicators (KPIs).

  • 2.2

    Explain the importance of statistically significant data.

  • 2.3

    Explain the tools used for generating tracking data.

  • 2.4

    Add tracking tools to a campaign.

  • 2.5

    Describe how tracking data is viewed.

3

Understand analytics of digital marketing.

Assessment Criteria

  • 3.1

    Explain how to customise analytics reporting technology for digital marketing campaigns.

  • 3.2

    Analyse digital marketing campaign data.

  • 3.3

    Evaluate the methods for testing digital marketing campaigns.

  • 3.4

    Recommend methods for optimising digital marketing campaigns.