THEORETICAL RECAP Before diving into the workshop, let's consolidate what you have learned so far. A SMART goal is a goal that meets five criteria: Specific (clearly defined, focused on a precise outcome), Measurable (quantifiable with concrete indic...

In the previous activities, you discovered the SMART framework as a whole and practiced turning vague goals into structured ones. You now know that a goal must be Specific, Measurable, Achievable, Relevant, and Time-bound. In this theoretical zoom, w...

THEORETICAL RECAP The 'S' in SMART stands for Specific — and it is the foundation everything else rests on. A goal is Specific when it answers, without ambiguity, the following questions: What exactly do I want to achieve? Who is involved? On which c...

By this point in the course, you have explored Google Analytics through its demo account and practiced identifying key metrics within the platform. You now know where to find data related to traffic, user behavior, and conversion. The next essential ...

THEORETICAL RECAP Google Analytics (GA) is a free web analytics platform that collects and reports data about how users interact with a website. Before diving into the workshop, let's consolidate a few essential concepts. A metric in GA is a quantita...

Google Analytics is one of the most widely used web analytics tools in the world. It is a free platform provided by Google that allows you to collect, measure, and analyze data about the visitors of a website. For any digital marketing professional, ...

In the previous activities, you set up your working environment, learned how to organize your projects in Trello, and started building your marketing knowledge around key concepts like value propositions and Key Performance Indicators. The next natur...

THEORETICAL RECAP Before diving into the practical exercise, let's consolidate the essential concepts you need to carry out this workshop confidently. The marketing funnel is a model that represents the customer journey from first contact with a bran...

In digital marketing, making decisions without data is like navigating without a map. To evaluate the effectiveness of a campaign, a website, or any digital action, professionals rely on Key Performance Indicators — commonly called KPIs. These are me...

THEORETICAL RECAP A value proposition is a clear, concise statement that explains how your product or service solves a specific problem, what benefits it delivers, and why a target customer should choose it over any competing alternative. It is not a...