Foundations of Digital Marketing and E-commerce

Chapters

1The Digital Marketing and E-commerce Landscape

2Consumer Behavior and Journey Mapping

3Brand, Positioning, and Value Proposition

4Websites, UX, and Conversion Rate Optimization

5Search Engine Optimization (SEO)

6Content Marketing Strategy

7Social Media Marketing

8Paid Media and Performance Marketing

9Email, SMS, and CRM Automation

10Analytics, Measurement, and Attribution

GA4 implementation Event and conversion modeling UTM taxonomy Dashboards and reports E-commerce tracking Funnel analysis Cohort analysis Customer lifetime value CAC and payback ROAS and MER Marketing mix modeling Multi-touch attribution Experiments and holdouts Data quality management Decision frameworks

11E-commerce Platforms and Marketplaces

12Merchandising, Catalog, and Pricing

13Checkout, Payments, Fraud, and Tax

14Fulfillment, Logistics, and Customer Service

15Strategy, Planning, and Growth Management

Courses/Foundations of Digital Marketing and E-commerce/Analytics, Measurement, and Attribution

Analytics, Measurement, and Attribution

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Instrument data, build dashboards, and attribute impact to make confident, faster decisions.

Content

13 of 15

Experiments and holdouts

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