Name: Introduction to Modern Marketing Analytics
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Created byLachezar Arabadzhiev, SkildLabs Inc.

Last updated 9/2024

English

What you'll learn

Install Oribi on Your Website
Create Magic and Custom Event
Track Performance with UTMs
Create Funnels and Explore Your Visitors' Journey
Analyze Channel Performance and Traffic Sources
Generate Insights with Correlations
Understand Marketing Attribution
Create and Customize Performance Reports
Understand Discrepancies Between Oribi and Google Analytics

Course content

6 sections • 21 lectures • 59m total length

Introduction1:20
In this lecture, you'll learn about:
The course curriculum and benefits.
The main tool used in the course, namely Oribi.
What are Marketing Analytics?1:39
In this lecture, you'll learn:
What are marketing analytics?
The importance of web and marketing analytics.
What is Oribi?2:12
In this lecture, you'll learn:
What Oribi is, as a marketing analytics platform.
How Oribi empowers businesses of all sizes to make smarter decisions.
Install Oribi on Your Website2:55
In this lecture, you'll learn how to:
Create a new Oribi account
Install the Oribi code on your website
Book a 1:1 optimization session with an Oribi expert
Exercise Files and Resources0:07

Create Your First Magic Event4:01
In this lecture, you'll learn how to:
Create your first magic event using the events catalog
Understand Oribi's methodology for recognizing events on a real website
Manage and Create Custom Events3:29
In this lecture, you'll learn how to:
Manage and edit all magic events from the Oribi interface.
Create and configure a custom event from scratch.
Apply different filters to your custom events.
Export Custom Events to Marketing Platforms3:12
In this lecture, you'll learn how to:
Export events to top marketing tools to optimize your campaigns, create better audiences and trigger powerful workflows.
Integrate and configure Facebook Ads and Google Analytics to your Oribi account.
Access the "Settings" menu and disconnect platforms.
Configure Exported Events in Facebook Ads and Google Analytics1:59
In this lecture, you'll learn how to:
Create custom conversions in your Facebook Business Manager to use your Oribi magic events.
Build Google Analytics Goals by using Oribi's magic events.
Track Performance with UTMs3:20
In this lecture, you'll learn how to:
Understand the building blocks of a UTM such as Source, Medium and Campaign.
Build a UTM using Oribi's UTM builder tool.
Track performance with your UTM parameters in the Oribi interface.
Knowledge Check

Create Your First Funnel3:57
In this lecture, you'll learn how to:
Create a marketing funnel in the Oribi interface.
Analyze your funnel by exploring each stage.
Use the "Insights" panel to filter your funnel with different dimensions.
Explore Your Visitors' Journey3:15
In this lecture, you'll learn how to:
Explore your visitor's individual journeys in detail.
Use the "Visitor Journeys Aggregator" to explore multiple visitor paths.
Generate Insights with Correlations3:32
In this lecture, you'll learn how to:
Identify correlations between magic events and various actions on your website.
Build meaningful correlations and apply filters to them for further analysis.
*Reminder! Correlation does not equal causation. Correlation just means that two metrics are connected or linked in trends.
Understand Marketing Attribution3:48
In this lecture, you'll learn how to:
Use an attribution model and understand its importance.
Distinguish between single and multi-touch conversions.
Identify individual channels and their effects on your visitors' journeys.
Knowledge Check

Part 1: Identify a KPI and Create a Tailored Magic Event8:57
In this lecture, you'll learn how to:
Identify a KPI sources from your website.
Create a corresponding Magic Event.
Analyze your magic event to find key highlights.
Part 2: Extract an Insight with Correlations4:11
In this lecture, you'll learn how to:
Create a correlation between two Magic Events.
Analyze different correlation outcomes.
Establish a Meaningful Event Correlation

Account and Ecosystem Settings2:11
In this lecture, you'll learn how to:
Navigate through the "Settings" section of Oribi and each functionality this menu holds.
Distinguish between an ecosystem and an account,
Oribi's Chrome Extension1:13
In this lecture, you'll learn how to:
Install and activate the Oribi Chrome Extension.
Exclude individual domains from tracking.
Remove internal traffic from your Oribi tracking entirely.
Final Thoughts0:35
In this lecture, you'll learn how to:
Access additional resources related to Oribi's functionalities.

Requirements

Oribi Analytics Account (7-Day Free Trial) | No Credit Card Required
No coding experience needed
Basic understanding of digital marketing

Description

UPDATE: Oribi has recently been acquired by LinkedIn and the tool is no longer available to the public. As such, this course is a theoretical introduction to marketing analytics, as the students would not be able to use the tool in real-time.

Getting lost in endless piles of data? Wondering where your visitors are coming from? Looking for a way to turn your data into action?

Well... this might be just the course for you!

Welcome to Introduction to Modern Marketing Analytics with Oribi, your comprehensive guide to using marketing analytics in the data-abundant world of today. In this course, you will become familiar with what marketing analytics are, how they can be measured effectively, and the implications they can have on your business's success. Taught through the medium of Oribi, a modern marketing analytics tool, this course includes industry-sourced examples and hands-on exercises that will help you optimize and strategize your marketing efforts for maximum impact!

In this course, you'll learn how to:

Implement the Oribi tracking code on your website without the need for a developer.
Create magic events (from scratch and via the catalog) to track specific business KPIs.
Distinguish between an account and an ecosystem.
Identify and analyze correlations between different website events.
Build and use UTMs to track your campaign performance.
Create funnels and explore your visitor journeys.
Analyze your channels and learn what’s leading to the most/least conversions.
Attribute and pinpoint what marketing channel sequence leads to a conversion.
Create stunning reports in a matter of minutes.
Connect email addresses to match journeys to your top prospects.
Use Oribi’s smart filters to look into journeys of specific segments.
Integrate Facebook Ads, Google Analytics, and MailChimp into your Oribi account.
And much, much more!

What is Oribi?

You might be thinking, marketing analytics sounds great… but what exactly is Oribi? Analyzing your marketing efforts without software can be draining and anything but efficient, exactly what marketing efforts are against! Oribi is a marketing analytics tool that helps you analyze and optimize all of your marketing efforts, all in one place. From eCommerce purchases to website micro-conversions, Oribi can assist you in identifying when someone visits, leaves, interacts with, or makes a purchase from your site, and most importantly, why. In short, Oribi can help you turn endless data and reports into optimized, easy-to-understand solutions so you can take actionable steps for your business growth.

Who this course is for:

Agency Owners
Business Leaders
Web and Marketing Analysts
Analytical Leads and Consultants
Digital Marketers

What you'll learn

Explore related topics

Course content

Getting Started with Oribi5 lectures • 8min

Magic Events and UTM Tracking5 lectures • 16min

Funnels, Visitor Journeys, Correlations and Attribution4 lectures • 15min

Reporting and Insights2 lectures • 4min

Project: Identify a KPI and Generate an Insight with Oribi2 lectures • 13min

Conclusion3 lectures • 4min

Requirements

Description

Who this course is for: