1 day course

Supporting material

Virtual, Private

Virtual Classroom

A convenient and interactive learning experience, that enables you to attend one of our courses from the comfort of your own home or anywhere you can log on. We offer Virtual Classroom on selected live classroom courses where this will appear as an option under the location drop down if available. These can also be booked as Private Virtual Classrooms for exclusive business sessions.

Private

A private training session for your team. Groups can be of any size, at a location of your choice including our training centres.

We'll help your team be able to plan and run a robust Audience strategy for remarketing across the Google Marketing Platform stack, using Analytics data as a key data source on this one day course.

You will be able to identify audiences to build, the planning process that is used to define these, and how to use the advanced analytics features of 360 to ensure your business is continually improving their marketing targeting.

Our Audiences in Google Marketing Platform course is offered as private training session and can be delivered on-site at your office, a location of your choice or via Virtual Classroom.

Course overview

Who should attend:

This course is for analysts or marketers that have experience of working with Google Analytics already and are responsible for building and utilising audiences from Google Analytics across the GMP stack. It’s ideal if you remarket using Google Ads, SA360, or DV360 or sell your Analytics 360 audiences through Google Ad Manager (DFP).

Walk away with the ability to:

Describe what data can and cannot be used to build audiences (imported, demographic etc)
Create audiences from Users who drop out of different conversion funnel stages or where segments overlap
Create a best-practice framework that identifies the behaviours & attributes that feed segments and audiences within each stage of the user journey
Describe the various advertising strategies that audiences can be used for
Report on audience performance

Course agenda

Digital Analytics Fundamentals

A brief recap on data collection in Google Analytics and key web analytics principles
How to define scope within reports & advanced segmentation

Audiences Framework

See, Think, Do, Care Framework in relation to Audiences
Creating and Audience Framework tied to your business

Product Integrations

Linking products in the Google Marketing Platform stack
Data available post-linking
Building and sharing Audiences
Advertising tactics utilising audiences & case studies

Reporting and Advanced Audiences

Audience reporting in Google Analytics
Custom Funnels / Advanced Analysis / Enhanced Ecommerce data in Audiences
Offline Data in Audiences

Audiences in GMP Products

Course overview