Prerequisites

• Basic knowledge of digital platforms and social media.
• Initial familiarity with marketing or digital media concepts.
• Practical experience in digital analysis.

Course Description

Digital performance analysis is an important step in understanding the effectiveness of digital activities and directing strategies toward achieving better results. It helps track performance indicators, measure engagement, and extract accurate data that contributes to improving the quality of marketing and media decision-making. This course aims to introduce participants to the fundamentals of digital analytics, the use of advanced measurement tools, and the development of their skills in reading data and transforming it into actionable strategies.

Course Objective

By the end of this course, participants will:
• Discuss the concept of digital analytics and its importance in enhancing strategies.
• Use digital measurement tools to track key performance indicators.
• Convert digital data into practical decisions and development strategies.

Course Outline

• Introduction to digital analytics:
- The concept and importance of digital analytics.
- Differences between traditional and digital analysis.
- Essential elements for successful analysis.
- The difference between Metrics and KPIs.

• Digital measurement and analysis tools:
- The most important tools and platforms for measuring performance (e.g., Google Analytics, social media platforms).
- Tracking engagement and visits using UTM tracking and heat-map tools.
- Use data to compare performance across platforms.
- Basics of the conversion funnel.
- Creating a dashboard.

• From data to decisions:
- Read and analyze digital reports.
- Identify strengths and weaknesses in digital performance.
- Develop improvement strategies based on results.
- Formulate practical, actionable recommendations.

Course Benefits

• A graduation certificate by Al Jazeera Media Institute.