Specialization in Data-Driven Digital Marketing

Google Analytics: what it is and how it works 1

In this lesson we will see how Google Analytics works in order to understand where the data with which we are going to work comes from.

19m

Google Analytics: what it is and how it works 2

Now I am going to show you what a Google Analytics account looks like and how you can give access to other users.

20m

The evolution of Google Analytics

Digital analytics is constantly changing and Google Analytics is no exception. In this lesson we will see the main novelties of this tool.

Audience: who sees my website or app? 1

In this lesson I will tell you how audience reports allow us to know about the sociodemographic composition of the users of our website or app. I will also show you how they serve us to collect much more information about them.

Audience: who sees my website or app? 2

We continue to explore what information we can get from technology reports.

Audience: who sees my website or app? 3

Now I am going to explain how to move from a Universal Analytics account to Google Analytics 4.

12m

Acquisition: where are my visitors coming from? 1

In this lesson, I will tell you how acquisition reports allow us to understand where our users are coming from and where they are visiting us from. These data are key to understanding their motivations for our proposal.

Acquisition: where are my visitors coming from? 2

Next, I am going to show you a very interesting option that you can use to accurately identify the traffic that reaches the website from each of the actions that are being executed.

Behavior: what do they do on my website or app? 1

In this lesson, we will analyze how behavior reports focus on knowing what users do on our website or app: what actions they execute, how much time they spend and in what areas.

Behavior: what do they do on my website or app? 2

Now I am going to explain how you can see the performance of the interactions that users have on a website or an app using Universal Analytics.

Defining goals to measure conversions 1

In this lesson I will teach you how to set specific goals for a website and how they are measured.

Definition of objectives to measure conversions 2

Next, I'm going to show you how goal setting and conversion tracking work in Universal Analytics.

In this lesson I will explain how to create simple data visualizations (called "dashboards") and how to generate custom reports that collect exactly the data we need and that is not in the default reports.

Reporting

Data-informed decision making

When we already have data, it is time to use it for something and make decisions. We call this "actionable data." In this lesson we will look at some examples of data-informed decisions you can make.

20m

Module 3

From digital planning to real results, Sebastián Buitrago walks you through how data becomes a driving force behind smart marketing. You’ll learn to spot patterns, track what matters, and translate numbers into strategies that help your business grow with clarity and confidence.

9 lessons (1h 35m)

What is data and what is it for?

To work with data, it is essential to understand what it is and what this information is for. We will see it in detail in this lesson.

What is marketing and what is it for?

A good marketing strategy positions and grows any business. Throughout this video you will understand why you should do data-based marketing.

Write a brief

Finally, I will teach you what a brief is and I will explain why it is important as an initial step in a marketing strategy.

Defining the objectives that you must and want to achieve is key. To achieve success in this you must understand in detail what you must achieve and how you are going to do it. In this lesson we will see how.

Understand your goals

Describe your target audience

Are you clear who is interested in your product or service? Why are they looking for it? Why do they want it? Why do they buy it? In this lesson we will see why it is important to ask these questions to define the audience you need to reach.

Implement and execute your strategy

Content is the ideal complement to a communication channel. One does not work without the other, and vice versa. How to find the perfect accessories?

11m

Translate data and metrics

Identifying relevant data and extracting insights of value for business allows effective marketing strategies to be activated. In this lesson I will explain how to do it.

Tuning involves testing to better understand customers. This is achieved by putting into practice the story told by the data obtained from what has been done in the implementation.

Adjust what you did

Conclution

Finally, we are going to take into account three key points to draw conclusions from all the steps we have been taking throughout the course.

Module 4

Scrolls, clicks, likes—and what they actually mean. With Beatrice Oppici, you’ll learn to decode social media metrics and transform them into strategies that serve your brand’s growth. From setting clear objectives to building performance dashboards, it’s all about reading the numbers with purpose.

11 lessons (2h 25m)

Objectives to analyze

The objectives of your social media strategy are derived from your business objectives. Let's see how to analyze them.

12m

Channels

If we create a profile on a social network, we have to take care of it. That is why we have to be clear about the best channels to consolidate our strategy.

Now I am going to explain to you what are the main metrics, known as KPI (Key Performance Indicator), to measure our results.

KPI

In this lesson we are going to learn about the tools of social media channels to find out where we can extract the data from.

Data extraction 1

11m

Data extraction 2

We continue to see how to obtain the data of the results obtained in each of the channels with which we work.

11m

Dashboard 1

Now I am going to talk to you about the importance of a dashboard and I will teach you how to create a basic one for data visualization.

We continue working on our dashboard to visualize the data that we had previously extracted.

Dashboard 2

Social media analytics report

Once we have the charts updated, it's time to analyze our data by creating a social media report.

Achievement of the objectives

In this lesson we are going to see how to define our annual objectives and follow up to see if we are going to achieve them within the deadline that we have set.

Interpretation of data is the moment of true value in analytics. In this lesson we are going to see what certain decreases and improvements in the results mean.

Data interpretation

The results are transformed into actionable insights that allow us to refine, improve or change our strategy. As analyzed, we can optimize the strategy taking into account three blocks: content strategy, paid media and analysis of our target.

How to improve results

Module 5

What makes a website stand out in a sea of search results? Eli Schwartz reveals the thinking behind effective SEO—from keyword research to traffic analysis—so you can boost visibility and build smarter content. Learn how strategy and search behavior come together to drive real, organic growth.

10 lessons (1h 45m)

What Is SEO?

To start with, I will define SEO. You will learn why it's an essential part of your marketing. I will also teach you the reasonable expectations you should have from SEO and how long it will take to achieve results. Finally, you will learn about where SEO fits in the marketing space.

Now, you will see how to practice what you've learned from the previous lesson by identifying who your SEO customer should be and how to market to this person.

Identifying the Customer

Now that you understand who your customer is, you will learn how to develop a content plan for that customer.

The Content Plan

In this lesson, you will learn the best practices and technical requirements you will need for successful SEO.

Technical Requirements

Have you launched a site? During this lesson, I will teach you how to use everything you have learned to launch an incredible website.

Launching a Site

Creating Content

With your website now created, you are ready to research content for your users and start writing it. Let me show you an example of how to start creating content.

Do you measure your progress? In this lesson, you will learn how to measure SEO progress and read reports.

The Results Report

Best Practices

To finish this unit, I will wrap up with some best practices that you should always keep in mind as you embark on your SEO journey.

UPDATE: Using AI to Do SEO Research

In this update, I show you how to use AI for effective SEO research, focusing on the right personas and keywords, avoiding common mistakes of using AI just to create content.

UPDATE: Using AI to Do SEO Tasks

In this lesson, I use Gemini, Google's AI, to create content clusters, find relevant links, and generate specific SEO code like robots.txt and hreflang.

Module 6

From viral posts to strategic ads, not all content reaches people the same way. With Patrick Wind, you’ll dive into the logic behind full-funnel campaigns—understanding how to speak to your audience at every stage. Learn to plan, optimize, and scale social media ads that truly convert.

19 lessons (4h 56m)

Welcome to the World of Facebook and Instagram Ads

This is where it all begins: inside the business and ads manager of Facebook! In this lesson, you will learn more about the professional setup and how to apply the Full-Funnel Strategy to get immediate positive returns.

Overview of the Necessary Tools

In order to generate the best possible results, we will explore the different tools that are available to you inside the ads manager. I will also show you how to properly install the Meta Pixel on your website so that you can successfully track the performance of your campaigns.

Launching Your First Ad Campaign 1

Next, you will learn how to successfully launch your first actual ad campaign. With the knowledge you gain, you will be able to define the different objectives, budget options, placements, and ad types.

Launching Your First Ad Campaign 2

To continue with the thread of the previous video, I will reinforce the basic structure of the ad account: each ad needs to be inside an ad set, which needs to be inside an ad campaign. Once this structure has been established, you will be ready to move on to the details. I will guide you through this now.

An essential building block of any successful business is knowing and connecting to the target audience. In this lesson, we will explore the most common audience type, which is based on interest.

Finding New Audiences 1

16m

Finding New Audiences 2

In order to really reach the right people, the interest-based audience type can also be combined with detailed demographic and geographic targeting. The more filters you apply, the smaller the audience will be. Let's explore this further!

Retargeting Hot and Warm Users 1

It's time to discuss the most profitable type of audience you can find: custom audiences. In this lesson, you will see all the different options that you have in order to retarget users that have already interacted with your online content but have yet to convert this interest into a purchase.

Retargeting Hot and Warm Users 2

Let's jump into the catalog custom audience type! In the second part of this lesson, you will learn how to target customers that have previously engaged with items from your catalog. Then, I will walk you through the Meta sources.

The third and final category of audiences that I will discuss is the so-called lookalike audience. Here, I will show you how to really make use of the power of the algorithm in order to find users that are similar to our already existing customer or user base.

Advanced Audience Hacks

The Anatomy of Winning Ads 1

Let's talk about my favorite part of the creative process: the ad itself. I will introduce you to ten practical templates for converting ad creatives with the aim of boosting your own online sales. In the first part of this lesson, we will explore four formulas: the countdown, the heartbeat method, AdWord style, and user-generated content.

The Anatomy of Winning Ads 2

I will now walk you through the last six formulas to create powerful ads, gradually building up to the final and currently best-performing of them all: fun and entertainment.

Now that you know the theory behind creating a successful ad—any of the ten formulas I discussed—the next step is to put this knowledge into practice. In this lesson, I will explore the different technical options when it comes to creating your ads inside the ads manager. You will learn how to develop an image ad, a video ad, and even a carousel ad. Let's get started!

Overview of Ad Types 1

In the second part of this lesson, I will edit and bring variety to the eight identical ads I've made so far. You will see a number of potential creative directions you can take.

Overview of Ad Types 2

16m

Placement and Funnels 1

Once you've created your ad, the next task is to decide where it will be displayed. In this lesson, I will dive into some different placements as well as the advanced funnels that are available to you.

16m

Placement and Funnels 2

An effective way to increase ad engagement is to bring traffic to platforms such as Facebook Messenger, Instagram, and WhatsApp, rather than only your website. Let me show you how to do this.

Full-Funnel Analysis Dashboard 1

If you can't measure it, you can't manage it, right? In this lesson, you will learn a detailed approach to setting up your own analysis dashboard and how to apply an advanced full-funnel analysis.

20m

Full-Funnel Analysis Dashboard 2

In the second part of this lesson, I will continue to organize the columns in my dashboard according to their importance. This step can be quite subjective according to what you consider to be a priority. Once the dashboard has been created, you will be able to analyze which of your ads has performed the best.

19m

Automated Rules

Now, I will guide you in setting up three automated rules that will help you to optimize the performance of your ads in a completely automated way.

19m

Optimizing and Scaling Your Sales

Last but not least, we will also explore the options you have to optimize and scale your ad performance on a daily and weekly basis. Once you are highly profitable with your ads, you can then start to scale them internationally.