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A/B testing mastery
Understand testing approaches that work (and pitfalls that don’t) to get more wins and insights from optimization efforts.
running experiments | customer base studies | prioritization
Account based marketing
Master the strategies, tactics, metrics, and wisdom you need to become an ABM leader and accelerate the growth of your company and of your career.
B2B | campaigns | pilot planning
Adobe Analytics
Learn the basics of Adobe Analytics to improve product, marketing, and strategy decisions.
adobe | analytics | reporting | data analysis
Advanced AI for marketers
Learn practical ways you can use AI for CRO, how to apply AI in your work and how to evaluate and determine the right AI technology for you.
A/B testing | CRO | marketing
Advanced experimentation analysis
Learn how to work with advanced testing strategies, data science, and statistics using common sense language and minimal math.
metric building | regression discontinuity designs | statistics
Advanced Facebook Ads
By mastering advanced campaign types, targeting methods, ad creatives, and tracking methods, you’ll be able to optimize your campaigns for better performance, leading to a higher return on investment and more successful marketing efforts.
Taking this course will empower you to reach your ideal audience with laser-like precision, create compelling ad creatives that drive conversions, and implement advanced tracking methods to measure and optimize your campaigns. Additionally, you’ll learn how to scale your campaigns effectively and efficiently. Don’t miss out on this opportunity to become an expert in Facebook Ads and elevate your marketing skills to new heights.
Advanced Google Tag Manager
Understand GTM and its data model, learn useful Javascript skills, and automate tasks using the GTM programmatic API.
JavaScript | the data layer | GTM API
Advanced LinkedIn Ads
LinkedIn Ads get you access to your absolute IDEAL target audience, but it comes at a steep cost. Every mistake you make automatically becomes an expensive one. Learn how to avoid the pitfalls.
Analyst relations
Identify the right analysts and firms that will help your product marketing program, and how get the maximum value out of these market influencers, both internally and externally.
Applied neuromarketing
Leverage knowledge of the human brain and buyer behavior to increase sales.
user behavior | emotional resonance | attention and perception
Attribution
This course will help the students understand what data they have and how to understand consumer behavior to drive value for organizations moving forward.
attribution | consumer behavior | analytics
Audience building
Grow lasting brand affinity by building an audience beyond your existing customer base.
content marketing | positioning | social media
Automation with Apps Script
Learn by example and by building mini applications to automate your daily workflow. This course focuses on practical skills and touch on theory when it is required.
automation | apps script | api | google sheets | javascript
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BigQuery
Learn to automate insightful reports with Google’s lightning-fast analytics data warehouse.
analytics | automated reporting
Brand marketing
Designed to help marketing professionals create and refine a strategic brand identity, this advanced certification program will give you deep marketing knowledge across key brand disciplines.
At the end of the Brand Marketing Minidegree, you’ll have the processes, tools, and transferrable techniques to level up your brand — no matter your industry or role.
Brand strategy
Understand what it takes to build a winning brand and create your path forward.
brand / strategy / purpose
Brand tracking 101
Learn how use commonly available research and analytics tools to meaningfully measure brand awareness, brand engagement, brand affinity and brand sentiment.
branding | messaging | brand metrics
Branding
Discover the formula to develop a brand that attracts customers effortlessly
branding strategy | messaging
Building a marketing agency
Master the principles that will allow your agency to scale up and provide you, the agency owner, the life you always wanted.
leadership | marketing | strategy
Building an innovative product
Leverage CRO like Amazon and other tech companies do in order to gain a tremendous lead on their competitors.
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Community building
Connect your most loyal fans to increase retention, organic referrals, and customer lifetime value.
Community strategy
Identify your biggest wins and allocate your time to have the biggest impact to help achieve your business objectives.
Competitive intel & market research
Learn how to build a world-class competitive intelligence program – regardless of your company’s size or resources.
Content Marketing for Ecommerce
Ecommerce companies tired of burning ad dollars in a race to the bottom with competitors need something else: a moat. A scalable channel that drives both brand and revenue.
Content marketing, when done correctly, is one of the most economically viable long-term channels you can build.
Content marketing research
Learn a research framework that generates a sustainable source of data-backed ideas.
content research | content dashboards | content organization
Content recycling
Improve marketing efficiency with content recycling.
content marketing | blog writing
Content strategy and SEO for lead generation
Learn to plan, execute and measure a successful B2B content strategy.
lead generation | SEO | measurement
Conversion optimization
Learn how to convert your traffic into customers, run more successful experiments, and get the skills to deliver consistent revenue gains on any website you work on.
optimization best practices | conversion research | testing strategies | CRO program management
CRO Agency masterclass
Learn how to build, manage, and scale an optimization program.
building an optimization team | CRO tools and methods | client management
Customer experience for ecommerce
Having an outstanding shopping experience within your online store turns visitors into customers. Having an outstanding customer experience after the order has been placed turns customers not only into returning customers but loyal brand advocates. Yet, this part of the online store is oftentimes underestimated and overseen.
Customer journey for ecommerce
Customer journey & experience is a totality of cognitive, affective, sensory, and behavioral consumer responses during all stages of the consumption process including pre-purchase, consumption, and post-purchase. It allows you to immerse your initiatives, features, functionality, and operations, directly with consumer psychology and responsiveness in mind.
Customer retention for subscription products
This course will teach you how to define and identify retention points for your customer base, how to slow down or flatten churn, and how to improve retention long term.
churn | customer experience | customer journeys | measurement
Customer segmentation for ecommerce
Everybody in e-commerce knows the importance of customer segmentation. However, only a few brands actively segment and mine their customer database for profit. Find out who to acquire, who to retain, and who to let go. Plus how to profit from all of them.
Customer storytelling & proof
This course will help you break through the barrier and build systems to maintain your customer obsession and develop raving fans to power your storytelling.
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Data presentation and visualization
Learn effective visualization techniques to create compelling stories with data
Google Data Studio | reports | analytics strategy
Data-driven influencer marketing
Learn a 10 step influencer marketing process to avoid mistakes that could cost you 11x ROI.
influencer marketing | marketing campaigns | branding
Digital analytics
Learn in-depth skills for the Google suite of analytics tools to become a data-driven specialist who can set up any needed tracking and turn data into insights and money.
Google Analytics | Google Tag Manager | Google Data Studio | Excel | Analytics APIs
Digital marketing
Digital psychology & behavioral design
Learn the essence of behavioral design, while developing a broad perspective on the psychology of online behavior.
emotional design | cognitive psychology | design audits
Digital psychology & persuasion
Use proven psychological frameworks to improve your website, understand behavior, and influence purchase patterns.
neuromarketing | persuasion | applied behavioral psychology
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Ecommerce brand strategy
Ecommerce data and metrics
Ecommerce forecasting
Ecommerce marketing
The biggest ecommerce brands are growing not just because they ship on time but because they understand the strategy it takes to win in such a saturated market. The winners understand they need to invest in their brand, position to serve the underserved market segments, acquire customers for a lower cost than competitors and retain them longer.
This training program gives you the knowledge and tools to grow a highly successful ecommerce business.
Ecommerce merchandising
eCommerce merchandising is displaying products strategically on a website to increase find-ability.
This course connects advanced science mechanisms of algorithms, optimizations, and personalizations deployed in advanced eCommerce today to escalate conversion and revenue.
Ecommerce tech stack
Email and SMS Marketing for Ecommerce
Maximize your store’s owned revenue to grow sustainably — even in the tough market.
Email marketing: from basics to best-in-class
Learn how to build lists fast, what to send that works, and how to make your email marketing data-driven.
This course has been replaced with a new, updated version.
Excel and Sheets for marketers
Find actionable marketing insights using Excel and Google Sheets.
pivot tables | named ranges | VLOOKUP | string manipulation
Experimentation program management
Get larger experimentation wins, more team engagement, and more management buy-in for your experimentation program.
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Facebook Ads Creative
Facebook Ads is quite possibly the most effective direct response advertising platform in the history of the world. Countless eCommerce brands have used it to propel growth and profit, from bootstrapped side hustles to VC-backed rocket ships to centuries-old enterprise legacy brands and everything in between.
So how do you maximize that opportunity? Surprisingly, there is nearly universal agreement on the answer to that question: you win on Facebook Ads with compelling creatives.
Facebook Ads for Beginners
Facebook Ads has changed a lot since it began, and while some parts are streamlined, it can still feel overwhelming. In this course, we walk you through the basic steps of setting up tracking, understanding targeting options in a privacy-focused world, how to make creative that works, and how to test and analyze your data. We cover the two most common types of campaign objectives, and how to maximize your results in each.
You will also learn how and why the data in Facebook Ads has changed, so you understand what is and is not useful any longer, and how your own data needs to play a part in marketing on this powerful channel.
Facebook Ads for ecommerce
Facebook Ads have changed drastically in the past few years. Apple’s iOS14 update shifted the ad landscape even further.
Many e-commerce practitioners are left wondering: what do I need to know to make Facebook Ads work for me? How do I navigate these changes, and understand their impact on my business? Are there things I should be doing on my site and in my business to compensate?
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GA4 Intermediate
Having “good data” in the standard GA4 reports is dependent on a number of Admin settings; understanding the nuances of those settings is a key objective of this course.
Equally important to implementing GA4 is knowing how to debug it when it’s not working properly or it’s showing strange results. This course will show you multiple ways to look at the GA4 hits and understand what’s happening behind the scenes.
This course is a logical follow on to CXL’s “Intro to GA4” course. If you take both courses and study and practice what’s covered, there will be very few GA4 issues that will stump you.
Google Ads
Learn the ins and outs of Google Ads through Search, Shopping, Display, and Video. Most importantly, learn how to use the Google Ads platform to make a business impact.
Google ads | attribution | ad campaigns
Google Ads Experiments
Learn how to harness the power of different settings in Campaigns without totally rocking the boat on your performance. You’ll learn how to create an Experiment, what tests we always recommend running, and how to interpret the data for smart decisions.
Google Ads for Beginners
Google Ads can feel overwhelming as a new user, and the platform has changed so much in recent years, many people are left asking: how do I do this well?
If you are new to Google Ads, and want to understand the basics for a healthy and simple search campaign, this course will help you. You’ll walk away understanding how keywords work, what Google uses to make decisions, and what you should manage versus what you should let Google handle.
It covers topics like creating campaigns, adding keywords, bidding, and writing effective ad copy. It also tells you what to do after you launch to keep getting better results as Google gets more data.
Google Ads for Ecommerce
Using Google Ads for eCommerce has become increasingly powerful over the years – with increasing options for you to work less hard and reap more benefits.
With all the automation Google offers, what should your role as a manager for Ads be?
In this course, you will learn what Google options are amazing, which still require a human touch, and how to be a superior marketer in this environment.
Google Analytics 4
This course will teach you everything you need to get started with GA4 properties by providing hands-on experience.
Google Analytics 4 for beginners
Google Analytics audit
Get a structured approach to diagnose and fix any account so you can trust your data and make the most of your digital marketing dollars.
auditing | analytics | google analytics
Google Data Studio – 2019
Learn to create more insightful reports and save time in the process with Data Studio.
reporting | analytics | CASE formulas | visualization
Google Shopping
Discover how, and when, to create a more granular structure that helps Google’s automation rather than hinder it or create more needless work for you.
Google Tag Manager for Beginners
Apply basic GTM knowledge for increased power and control over data measurement.
tracking | the data layer | tagging
Growth Focused SEO Testing
Paid media marketers use testing to improve ad performance. Email marketers use testing to find the right subject lines. CRO professionals use testing to raise conversion rates. So how can marketers leverage the power of experimentation to grow Organic Search performance?
SEO testing doesn’t have to be as complicated as it sounds. At it’s basic form, SEO testing is about having an idea, seeing if it works, and measuring its’ performance.
Leverage SEO testing to:
– Deliver measurable SEO outcomes in weeks, instead of months
– Outcompete other results in high-competition SERPs
– Grow traffic, rankings, and CTR
– Learn more about what Google’s algorithms are (or aren’t) rewarding
– Deliver clear insights to your client or leadership team
– Avoid costly mistakes by learning what not to implement
– Prove the value of your work
Growth marketing
Learn to accelerate your business by running growth experiments, optimizing the channels that work best for you, and scaling your growth program.
data and analytics | growth channels | experimentation
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Heuristic analysis frameworks for CRO
Apply strategic, structured frameworks to improve your optimization program.
heuristic evaluation | user behavior analysis | prioritization
Hiring product marketers
Learn how to build a product marketing team based on your company’s objectives, so you can help the company succeed and win more customers.
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Integrated Public Relations and SEO
Create and execute highly effective PR and link-building strategies.
Introduction to product marketing
Whether you’re a new or seasoned product marketer, by the end of this course you’ll have all the knowledge, tools, and a richer understanding of the product marketing function to take your career to the next level.
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Landing Page Optimization
Gain skills and knowledge related to landing pages, research, and user psychology for a better optimization strategy.
conversion research | wireframing | copywriting
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Managing a remote marketing team
Build a thriving, high-performing marketing team with remote team management.
team organization | BICEPS framework | DACI
Marketing management
Develop yourself and a high performance marketing team
leadership | pyschological safety
Marketing strategy
Learn high-level marketing frameworks to accelerate your business and career growth.
data analysis | swot analysis | interviews
Messaging
This course will give you the in-depth knowledge and step-by-step guidance to confidently develop relevant, credible and engaging messaging that gets better-fit customers through your pipeline, faster.
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Optimizing your marketing tech stack
Note: Since this course was recorded we have significantly improved our production standards. You won’t be able to take the final exam or earn a certificate on this legacy course. Click here to access the list of courses to earn certificates.
Total time: 17 min
Growing a CRO team from nascency to a position of vitality in an enterprise environment can happen as quickly or as slowly as the team lets it. One of the most effective ways to catapult this growth is by constructing a thorough and articulate plan for investing in technology. Having a vision and knowing what to expect at each stage of your program’s growth is crucial.
In this course, you will learn:
- What kinds of tools to invest in (or not invest in)
- How to collaboratively campaign for budget
- To get the most out of the tools you already have
- How to write resourceful, compelling business plans
- How much budget to spend on people vs technology
- Rules of thumb for measuring success (over time and case-by-case)
- A picture of what a CRO program’s technology stack should be at the crawl, walk, and run stage.
Organic social media
Develop effective social media marketing campaigns by understanding what type of content works best across each platform, and techniques for improving organic distribution.
youtube | facebook | instagram | linkedin | twitter | tiktok
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Partner & customer marketing
Learn how to build, develop and run a successful partner marketing function and give your lead generation efforts a huge boost.
Personalization for ecommerce
Understand and segment your audience to personalize their experience and watch your AOV, conversion, and retention spike.
Positioning
Learn to differentiate your company in a sea of sameness–avoid commoditization, price erosion, and the trap of “me too” messaging
positioning | marketing strategy | messaging
Positioning & company story
In this course, author, product marketing leader, April Rassa shows how to create powerful and effective messaging and positioning for B2B products and services.
Preparing for your GA4 Implementation
Topics include assembling the right team of stakeholders to make your implementation a success, designing an implementation that directly supports your business goals, understanding the importance of a well-built data layer and the benefits it provides to implementation simplicity and stability, and how to QA your implementation to ensure that it delivers on its promises.
Pricing & packaging
Demystify pricing and giving you the tools you need to get your pricing and packaging right.
Product analytics
Learn to gather data, answer questions and deliver insights about product usage to better achieve your company’s targets.
data collection | product metrics | analysis tools
Product launches
Learn the tools and methods that are necessary for a successful product or feature launch.
Product marketing
The Product Marketing Minidegree is a training program that teaches you how to advance across all core product marketing disciplines. You will learn how to lead effective go-to-market (GTM) launches, bring teams together, and become a growth driver for your company. No matter the industry or size.
Product marketing content
Learn product marketing’s role in content development and ownership, and build an arsenal of methods to bring your content to life.
Project management for marketers
Outline and establish processes using a repeatable framework to launch to your campaigns
project management | DACI
Promotional events for ecommerce
Winning in eCommerce means capitalizing on the biggest moments of your year. Whether it’s Black Friday, some other holiday, a special sale, or the release of a new product, knowing how to maximize your promotional events is one of the crucial factors in driving scalable, profitable eCommerce growth.
In this course, you’ll learn everything you need to know to plan and execute the promotions that drive your brand’s promotions, from the big picture foundation of your year-long marketing calendar to the nitty gritty of how to get the most out of your email list every time.
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Radical Differentiation
Grow your confidence, look beyond demographics to define a market that can’t wait to hear from you, engineer your very own differentiation to stand out, and ‘jolt’ your market into action so they notice you, trust you, and buy from you.
positioning | marketing strategy | differentiation | branding
Retention and Customer Lifetime Value
One of the secrets to brands that maintain healthy, sustainable growth often boils down to customer relationships. It’s easy for brands to get caught in always focusing their primary efforts on new customer acquisition and leaving their current customers as afterthoughts.
This course will outline customer lifetime value strengths and shortcomings, as well as how to utilize customer segmenting to create more targeted retention marketing plans.
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Sales and customer success enablement
Learn exactly how to connect sales and customer success strategy to execute effective field techniques.
Sales copywriting & product messaging
Improve your messaging strategy through customer research and analysis. You don’t need to start writing by staring haplessly at a blank page.
voice-of-customer research | value propositions | copy design
Scaling content marketing
Become great at scaling content marketing
SEO Strategy | AIDA framework | content marketing | backlinking
Segmentation and persona research
Learn how to quickly and precisely gather customer and buyer insights that will transform the way you speak to your buyers.
Selling on Amazon: Perfecting Traffic and Conversions
In this course, you will learn a systemized and efficient way in optimizing traffic and conversions on Amazon.
We will uncover all of the details involved in building an attractive listing to the Amazon-specific shopper, winning the search over the competition, continuously improving conversion rate, and systematically while taking a data-driven approach.
Selling on marketplaces
Marketplaces are growing. Not just in size but in a number of marketplaces as well. They’re becoming a greater percentage of the ecommerce market, which in turn is taking up a larger percentage of all retail sales with Amazon leading the charge.
Amazon has pioneered what it means to be a marketplace, now surpassing google as the largest product search engine in the US, with 54% of people going directly to Amazon to search for products. On its heels are Walmart.com and several 1P & 3P marketplaces that seek to garner greater market share. But Amazon has the upper hand.
If you’re a brand owner, an agency owner who constantly gets asked by your clients, “when will you start providing services for Amazon?” an Executive Level person at a large CPG company, or own a PE Retail Group that is looking to remain relevant in the coming years you have to be on marketplaces, namely Amazon. It always starts with Amazon.
SEO driven editorial calendar
Use keyword research and the right content types to build an SEO driven editorial calendar
SEO | content calendar | campaigns
SEO link building
Learn how to boost rankings, traffic and brand with link building
link building | google search console | guest posting | outreach
Special Topics in GTM for GA4
Whether you’re a beginner or veteran in GA and GTM implementations, sometimes you come upon unexpected challenges that halt your implementation efforts and drive you to #measure slack. This course is intended to help you anticipate some of the more common really complicated implementation challenges and build a toolkit to address them.
Statistics for A/B testing
Understand statistical hypothesis testing to execute efficient A/B tests and correctly interpret results.
significance and confidence intervals | sample size and statistical power | various types of tests
Storytelling
In this insightful and heartfelt course, Miri leverages excerpts from her book Brand Storytelling to help you become a skilled storyteller so that you can successfully keep relevant in the marketplace, drive engaging relationships and win in business and in life.
design thinking | empathy | story testing
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Technical content marketing
Become great at content marketing
Get advanced level skills to generate traffic, leads, and sales with your content.
This program is for people serious about building skills, and are ready to put in the effort it takes to complete a Minidegree.
- Identify the topics that you’re best positioned to cover.
- Create a coherent strategy that drives traffic and leads.
- Get max value from existing content and scale your program.
Technical marketing
This mini-degree will provide students a comprehensive look at the technical skills, tools, and disciplines that make up what digital marketing is today. The focus is on understanding technical marketing concepts on a superficial level and to provide students the ability to identify key learning paths they will want to pursue in further studies.
Technical SEO
Audit your site and learn the foundations of site structure, JavaScript, and structured data that massively impact search ranking.
SEO | search | crawlers | linking
TikTok Ads
This program will break down how to start, optimize, and scale TikTok Ads right now, along with the best types of performing creative to spend less time spinning your wheels with how to make it work and more time optimizing scaling your ads.
Transactional data analysis
Become an expert at understanding what is truly driving the success of your brand, from a customer standpoint
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Unit economics for ecommerce
Businesses are complex systems, and with so many different strategies to consider, coupled with a never-ending list of key metrics to keep track of, being an owner and measuring success can often feel like a complicated, overwhelming, and opaque process.
Luckily, there’s a small subset of core building-block principles that, when understood, can help you develop a better sense of direction, enabling greater comfort around the higher-risk areas of your business, such as material capital investments in inventory or growth. One of those principles is unit economics.
User research
Learn how to build the right product by talking to your customers.
user interviews | user analysis
User-centric marketing
Get happier customers and increased sales with user-centric marketing.
user research | user testing | marketing campaigns
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Voice of Customer Data
Learn how to be truly customer-centric, and drive growth with understanding how your customers feel.
user surveys | survey data processing | personas
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Working with the product team
This course introduces frameworks that will teach you what it takes to take the relationship between product management and product marketing from tactical to strategic.
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YouTube ads
Learn how to target audiences, create the perfect video ad and set up campaigns that work. Turn YouTube into a reliable, automatic source of profitable traffic.
youtube | ads | marketing | campaigns