3. Digital Marketing Analytics and Audience Growth

Module 2 taught learners what to measure and where to find their data. Module 3 teaches them what to do with it. This module moves from passive data consumption to active audience development — covering how to interpret analytics to make better creative decisions, how to build and use an email list as an owned audience channel, how to run simple A/B tests, how to use paid promotion strategically on a small budget, and how to measure whether creative work is generating real return.

All tools referenced have free tiers or are free to use entirely. The module is designed for creatives with no prior marketing or data background.

Learning Objectives

By the end of this module, learners will be able to:

• Interpret audience demographic and behavioural data from at least one native analytics platform.
• Identify which content is underperforming and apply a data-informed adjustment strategy.
• Explain what A/B testing is and design a simple test for a social media post or email subject line.
• Build a basic email list strategy: choose a platform, create a sign-up mechanism, and plan a first newsletter.
• Evaluate whether a boosted post or paid campaign makes sense for their current goals and budget.
• Calculate a basic ROI for a creative project or promotional campaign.