Passed on 7 April, 2025

1. Key concepts

In this lesson, you’ll be introduced to key concepts and terms used for analytics in digital marketing.

Get familiar

Take the time to learn about the key terms and concepts. You may recognise some of these terms from other modules and others might be entirely new.

Analytics

Understanding these key terms can help you navigate theAnalyticslessons with confidence.

Analytics

Analytics is the practice of identifying meaningful information from sets of data through analysis.

Insight

Information that is discovered through research or data analysis and that can be actioned upon to benefit a marketing strategy.

Qualitative data

Qualitative data is essentially any descriptive information that you can't put a number to. This could be people’s opinions about a new product, or the sentiment and language people use on social media when talking about a brand.

Quantitative data

Quantitative data is anything that can be numerically measured, like the number of followers on social media or the amount of sales a site makes in a month.

Customer journey

The path customers take from learning about a product to getting questions answered, to making a purchase.

Lesson complete

Great job!You’ve now covered some core concepts for theAnalyticsmodule.Next up, you’ll learn more about how data analysis is essential for a robust digital marketing strategy.

You’ve now covered some core concepts for theAnalyticsmodule.Next up, you’ll learn more about how data analysis is essential for a robust digital marketing strategy.

Next up, you’ll learn more about how data analysis is essential for a robust digital marketing strategy.

Next up, you’ll learn more about how data analysis is essential for a robust digital marketing strategy.