Digital Marketing Expert
This podcast provides a comprehensive overview of digital marketing, covering topics such as webmarketing strategy, marketing automation, user journey analysis, and digital performance measurement. It is designed for learners who want to master digital marketing tools and techniques to develop effective strategies. The episodes focus on practical skills like implementing campaigns, monitoring results, and understanding target audiences. Produced by Ilaria Digital School, it serves as an educational resource for aspiring digital marketers.
Episodes
Welcome and chapter goals
Welcome to the Digital Marketing Expert course. This introductory chapter is your starting point on a structured journey toward mastering the full spectrum of digital marketing. Whether you are transitioning from a traditional marketing background, c...
Key definitions of digital marketing
Digital marketing is a broad and constantly evolving field. Before diving into strategies, tools, and techniques, it is essential to build a solid vocabulary. Understanding the key definitions of digital marketing will allow you to communicate clearl...
Guided workshop: observing digital campaigns
THEORETICAL RECAP Digital marketing encompasses all marketing actions carried out through digital channels — search engines, social media, email, display advertising, and more. A digital campaign is a coordinated set of messages and actions deployed ...
Overview of digital marketing channels (overview)
Digital marketing relies on a wide variety of channels, each with its own logic, tools, and objectives. Understanding these channels is essential before going deeper into any specific strategy. This course gives you a clear and structured overview of...
Workshop: combining marketing goals and channels
THEORETICAL RECAP Before diving into the workshop, let's consolidate the core concepts you've encountered so far. A digital marketing channel is a medium or platform through which a brand communicates with its audience — examples include social media...
Introduction to the simplified conversion funnel
Now that you have a solid grasp of the key definitions of digital marketing and the main marketing channels, it is time to understand how these elements fit together into a structured process. This process is known as the conversion funnel. Understan...
Workshop: drawing a simple funnel
THEORETICAL RECAP The conversion funnel (also called the marketing funnel) is a model that represents the journey a prospect takes from their very first contact with a brand all the way to becoming a customer — and potentially a loyal advocate. The c...
Preparing your work environment: tools and prerequisites
Now that you have a solid understanding of what digital marketing is, the main channels available, and how a conversion funnel works, it is time to move from theory to practice. Before launching any campaign, analyzing any audience, or building any a...
Workshop: creating a dedicated Gmail address
THEORETICAL RECAP Before diving into the practical work, let's establish a clear mental model. In digital marketing, your work environment is your foundation. Just as a craftsman keeps their tools organized and separate from personal belongings, a di...
Discover Google Workspace (Drive, Docs, Sheets)
Google Workspace is a suite of cloud-based productivity tools developed by Google. It brings together a set of applications that allow you to create, store, share, and collaborate on documents, spreadsheets, presentations, and many other types of fil...
Workshop: organizing your Drive for the project
THEORETICAL RECAP Google Drive is a cloud-based file storage and collaboration platform that allows you to create, organize, share, and access files from any device. In a professional digital marketing context, a well-structured Drive is not a luxury...
Basic security: password management
When you work in digital marketing, you handle a large number of online accounts: Google Workspace, social media platforms, advertising tools, analytics dashboards, email marketing software, and much more. Each of these accounts contains sensitive da...
Workshop: installing a password manager
THEORETICAL RECAP In the previous lesson on basic security and password management, you discovered why weak or reused passwords are one of the leading causes of account compromise for professionals. A password manager is a dedicated application that ...
Introduction to Trello for marketing project management
Managing a digital marketing project requires organization, clarity, and the ability to track multiple tasks simultaneously. Whether you are running a social media campaign, preparing a content calendar, or coordinating a product launch, you need a s...
Workshop: create a Trello 'Digital Campaign' board
THEORETICAL RECAP Trello is a visual project management tool based on the Kanban method. The core principle is simple: work moves through columns (called lists) from left to right, representing stages of progress. Each unit of work is a card, which c...
Workshop: Customizing labels and deadlines
**Theoretical Recap** In any project management tool like Trello, labels and deadlines are two of the most powerful features for keeping a team — or a solo operator — organized, focused, and on track. A label is a color-coded tag you assign to a card...
Checklist complete installation of the environment
Welcome to this final step of the introduction chapter. You have already covered a lot of ground: you discovered Google Workspace tools such as Drive, Docs, and Sheets, you organized your digital workspace, you set up a password manager to protect yo...
Structure of a value proposition
A value proposition is one of the most fundamental concepts in digital marketing. Before launching any campaign, creating a website, or running a paid advertisement, every digital marketing professional must be able to clearly define and articulate w...
Workshop: writing a value proposition for a fictional product
THEORETICAL RECAP A value proposition is a clear, concise statement that explains how your product or service solves a specific problem, what benefits it delivers, and why a target customer should choose it over any competing alternative. It is not a...
Key KPIs: traffic, CTR, conversion
In digital marketing, making decisions without data is like navigating without a map. To evaluate the effectiveness of a campaign, a website, or any digital action, professionals rely on Key Performance Indicators — commonly called KPIs. These are me...
Workshop: associate KPIs with funnel stages
THEORETICAL RECAP Before diving into the practical exercise, let's consolidate the essential concepts you need to carry out this workshop confidently. The marketing funnel is a model that represents the customer journey from first contact with a bran...
Introduction to Chrome extensions useful for digital marketing
In the previous activities, you set up your working environment, learned how to organize your projects in Trello, and started building your marketing knowledge around key concepts like value propositions and Key Performance Indicators. The next natur...
Getting started with Google Analytics (demo account)
Google Analytics is one of the most widely used web analytics tools in the world. It is a free platform provided by Google that allows you to collect, measure, and analyze data about the visitors of a website. For any digital marketing professional, ...
Workshop: identify key metrics in GA
THEORETICAL RECAP Google Analytics (GA) is a free web analytics platform that collects and reports data about how users interact with a website. Before diving into the workshop, let's consolidate a few essential concepts. A metric in GA is a quantita...
Step-by-Step Tutorial: Exporting a GA Report and Saving It to Drive
By this point in the course, you have explored Google Analytics through its demo account and practiced identifying key metrics within the platform. You now know where to find data related to traffic, user behavior, and conversion. The next essential ...
Understand audiences and create a simplified persona
In digital marketing, every strategy, every campaign, and every piece of content must be built around a precise understanding of who you are speaking to. Without knowing your audience, you are essentially shooting in the dark: you might reach people,...
Workshop: completing a persona form
**Theoretical Recap** A persona (also called a buyer persona) is a semi-fictional representation of your ideal customer, built from real data, behavioral observations, and reasonable assumptions. It is not just a demographic profile — it is a narrati...
Monitoring tools: Google Alerts and Feedly
In digital marketing, staying informed is not a luxury — it is a strategic necessity. Whether you are tracking your brand's reputation, keeping an eye on competitors, following industry trends, or curating content for your audience, you need reliable...
Workshop: set up a watch and store the links
**Theoretical Recap** Digital monitoring (or 'veille' in French) is the continuous practice of collecting, filtering, and storing relevant information about your industry, competitors, target audiences, and marketing trends. It is a foundational habi...
Personal organization of the marketer: Pomodoro method
As a digital marketer, your daily workload is dense and varied. You manage campaigns, analyze data from tools like Google Analytics, set up monitoring with Google Alerts or Feedly, create personas, write content, and respond to clients or colleagues....
mini-project: planning a Trello + Pomodoro session
## Mini-Project: Planning a Trello + Pomodoro Session ### Project Overview This mini-project challenges you to set up a fully operational personal productivity system combining Trello (task management) and the Pomodoro technique (time management). Bu...
Summary: from concept to measurement - the common thread of the campaign
At this stage of your learning journey, you have explored a rich set of foundational tools and concepts: Google Analytics, key performance indicators, audience personas, value propositions, monitoring tools like Google Alerts and Feedly, personal org...
Mini-project: designing a simple email campaign plan
## Overview This mini-project is the capstone activity of the introductory chapter 'First steps in digital marketing and setting up the work environment.' You have already explored Google Analytics, KPIs, audience personas, value propositions, monito...
Workshop: integrating the campaign into Trello and Drive
**Theoretical Recap** A digital marketing campaign does not exist in a vacuum. It is a structured sequence of tasks, assets, deadlines, and stakeholders that must be coordinated to deliver a coherent message to the right audience at the right time. T...
Final mini-project: complete implementation of the environment on a personal project
## Overview This final mini-project is the capstone of the 'INTRO - First steps in digital marketing and setting up the work environment' chapter. It asks you to bring together every tool, method, and concept covered so far — persona definition, valu...
Why set goals in digital marketing?
In digital marketing, one of the most common mistakes made by beginners and even experienced practitioners is launching campaigns, creating content, or running advertisements without having clearly defined what success looks like. Acting without goal...
Understanding the SMART framework: an overview
Now that you have explored why setting goals is essential in digital marketing, the next step is to understand how to set those goals correctly. Having a vague intention like 'I want more website visitors' or 'I want to grow on social media' is not e...
Workshop: Turning a vague goal into a SMART goal
**Theoretical Recap** Before diving into the workshop, let's consolidate what you've learned. A SMART goal is a goal that meets five criteria: Specific (clearly defined, no ambiguity), Measurable (quantified with concrete indicators), Achievable (rea...
Workshop: Diagnosing a non-SMART goal
THEORETICAL RECAP Before diving into the workshop, let's consolidate what you have learned so far. A SMART goal is a goal that meets five criteria: Specific (clearly defined, focused on a precise outcome), Measurable (quantifiable with concrete indic...
Theoretical zoom: Specific — be clear about the target
In the previous activities, you discovered the SMART framework as a whole and practiced turning vague goals into structured ones. You now know that a goal must be Specific, Measurable, Achievable, Relevant, and Time-bound. In this theoretical zoom, w...
Micro-workshop: Reformulate for more Specific
THEORETICAL RECAP The 'S' in SMART stands for Specific — and it is the foundation everything else rests on. A goal is Specific when it answers, without ambiguity, the following questions: What exactly do I want to achieve? Who is involved? On which c...
Theoretical zoom: Measurable — choose a metric
You have already explored the Specific dimension of the SMART framework in detail, learning how to clearly define a target and reformulate a vague goal into something precise and actionable. Now it is time to focus on the second letter: Measurable. T...
Workshop: Finding a metric for a goal
THEORETICAL RECAP A goal without a metric is just a wish. In digital marketing, the 'M' in SMART stands for Measurable — and it is one of the most decisive letters in the framework. A metric is a quantifiable indicator that allows you to track progre...
Theoretical Zoom: Achievable, Realistic, Time-Based
You have already covered the first two components of the SMART framework in depth: Specific (being clear about the target) and Measurable (choosing a metric). You now know how to formulate a precise goal and attach a concrete indicator to it. This th...
Checklist workshop: Validating that an objective is fully SMART
THEORETICAL RECAP A SMART goal is not just a well-written sentence — it is a structured commitment that meets five precise criteria. Specific means the goal clearly identifies what needs to be achieved, for whom, and in what context. Measurable means...
Introduction to digital KPIs: definition and role
Now that you have a solid understanding of SMART goals — what they are, how to formulate them, and how to validate them — it is time to take the next step. SMART goals tell you where you want to go. Key Performance Indicators, commonly abbreviated as...
Workshop: Linking a SMART goal to a simple KPI
**Theoretical Recap** A SMART goal defines where you want to go: it is Specific, Measurable, Achievable, Realistic, and Time-Based. A KPI (Key Performance Indicator) is the instrument you use to know whether you are actually getting there. These two ...
Theoretical view: The three families of KPIs (acquisition, engagement, conversion)
In the previous activities, you learned how to define SMART goals and link them to Key Performance Indicators. You now know that a Key Performance Indicator is a measurable value that tells you whether you are moving toward a specific goal. The next ...
Workshop: Classifying KPIs by family
THEORETICAL RECAP Before diving into the workshop, let's consolidate the essential concepts covered in the previous lesson on the three families of KPIs. A KPI (Key Performance Indicator) is a measurable value that tells you whether a specific digita...
Workshop: Rewriting an action plan with SMART goals and KPIs
**Theoretical Recap** A SMART goal is a goal that is Specific (clearly defined, focused on one precise outcome), Measurable (quantified with a concrete figure), Achievable (realistic given your resources), Relevant (aligned with a broader strategic p...
Theory: Criteria for a good KPI (relevant, available, reliable, actionable)
Now that you have a solid understanding of what a Key Performance Indicator is, how to classify KPIs by family (acquisition, engagement, conversion), and how to link them to SMART goals, it is time to go one step further. Knowing how to name a KPI is...
Workshop: Selecting KPIs for an email campaign
**Theoretical Recap** A KPI (Key Performance Indicator) is a measurable value that tells you whether you are making progress toward a specific objective. Unlike a raw metric — which simply describes what happened — a KPI is always tied to a goal and ...
Interim summary: SMART key points & KPI
This interim summary brings together all the essential knowledge covered so far in the chapter on defining SMART goals and digital Key Performance Indicators. It is designed to consolidate your understanding before moving on to the evaluation quiz. R...
Theory: Link between conversion funnel and KPI selection
Understanding the link between the conversion funnel and Key Performance Indicator selection is one of the most practical and decisive skills in digital marketing. You have already learned what makes a good Key Performance Indicator — it must be rele...
Workshop: Mapping KPI to the AARRR funnel
**Theoretical Recap** The AARRR funnel — also known as the Pirate Metrics framework, coined by Dave McClure — is a five-stage model that maps the full lifecycle of a customer's relationship with a digital product or service: Acquisition, Activation, ...
Case study: SaaS funnel and choosing KPIs
This case study brings together everything you have learned so far about SMART goals, Key Performance Indicators, their quality criteria, and the conversion funnel. You will now apply all of these concepts to a concrete, realistic scenario: a Softwar...
Theory: Define a baseline and a target
When you build a digital marketing strategy and select your Key Performance Indicators (KPIs), you are not done yet. Choosing a KPI is only meaningful if you also define two essential values: a baseline and a target. Without these two reference point...
Workshop: Calculating baseline from fictional data
**Theoretical Recap** A baseline is the reference measurement of a KPI captured at a specific point in time, before any new action or campaign is launched. It answers a simple question: 'Where are we starting from?' Without a reliable baseline, setti...
Mini-summary: Baseline, Target & Funnel
This mini-summary brings together the three essential pillars you have explored throughout this chapter: the baseline, the target, and the conversion funnel. These three elements are deeply interconnected, and mastering their relationship is what all...
Theory: Leading vs Lagging KPI
Now that you have learned how to define SMART goals, select Key Performance Indicators aligned with the AARRR funnel, and establish a baseline and a target, it is time to go one level deeper in your understanding of performance measurement. One of th...
Workshop: Identifying leading indicators for a given objective
THEORETICAL RECAP Before diving into the workshop, let's consolidate the key concept you explored in the previous lesson on leading vs. lagging KPIs — because this distinction is at the heart of everything you are about to do. A lagging indicator mea...
Mini-project: Create the SMART objectives/KPI matrix for an e-commerce site
## Overview This mini-project is the capstone activity for the 'Define your SMART goals and digital KPIs' chapter. Having worked through AARRR funnel mapping, baseline/target calculation, and leading vs. lagging KPI identification, you are now ready ...
Theoretical zoom: Quality and integrity of KPI data
At this stage of your learning journey, you have already built a solid foundation: you know how to define SMART objectives, identify Key Performance Indicators (KPIs), distinguish leading from lagging indicators, and set baselines and targets. You ha...
Dashboards — best practices for visualizing KPI
A dashboard is a visual interface that brings together, in a single view, the key performance indicators relevant to a given objective or activity. In digital marketing, dashboards are essential tools: they allow teams to monitor performance in real ...
Workshop: Choosing the right visual for each KPI
**Theoretical Recap** A dashboard is only as good as the visuals it uses to represent data. Choosing the wrong chart type for a KPI is one of the most common mistakes in digital marketing reporting — it creates confusion, slows decision-making, and u...
Tracking frequencies and alert thresholds
When you have defined your SMART objectives, identified your key performance indicators, ensured the quality of your data, and chosen the right visualizations for your dashboards, the next critical step is to decide how often you will monitor those i...
Workshop: Weekly vs monthly monitoring plan
**Theoretical Recap** Monitoring frequency is not a cosmetic choice — it directly determines your ability to act on data in time. A weekly monitoring plan focuses on operational, short-cycle KPIs: metrics that fluctuate rapidly and require fast corre...
OKR vs SMART — convergences and differences
In digital marketing, setting goals is not just a planning exercise — it is a strategic discipline that directly determines how you measure success, motivate teams, and allocate resources. You have already worked extensively with the SMART framework ...
Workshop: Converting an OKR into SMART + KPI goals
THEORETICAL RECAP Before diving into the workshop, let's consolidate the essential concepts you need to carry out this exercise confidently. An OKR (Objective and Key Result) is a strategic framework composed of two elements: a qualitative, inspiring...
Advanced summary: Complete goal definition checklist and KPI
This advanced summary serves as a comprehensive consolidation of everything you have studied in this chapter. It brings together the core concepts of goal definition, Key Performance Indicator selection, tracking, visualization, and strategic alignme...
Workshop: Audit of SMART goals for a peer
**Theoretical Recap** A SMART goal is a goal that is Specific (clearly defined, not vague), Measurable (quantifiable with concrete indicators), Achievable (realistic given available resources), Relevant (aligned with broader strategic objectives), an...
Final mini-project: Complete measurement plan for a SaaS startup
## Project Overview This final mini-project is the capstone activity of the 'Define your SMART goals and digital KPIs' chapter. It challenges you to consolidate everything you have learned — SMART goal-setting, OKR frameworks, KPI selection, data vis...
Retro-evaluation and personal action plan
Retro-evaluation and the personal action plan are the two final pillars that close a complete goal-management cycle in digital marketing. After having defined Specific, Measurable, Achievable, Relevant, and Time-bound goals, selected the right Key Pe...
Personal workshop: Formalizing your own SMART goals and KPIs
THEORETICAL RECAP A SMART goal is a goal that meets five criteria: Specific (clearly defined, no ambiguity), Measurable (quantifiable with a concrete indicator), Achievable (realistic given your resources), Relevant (aligned with your broader strateg...
Why segment your audience? Key vocabulary
INTRODUCTION: THE FUNDAMENTAL CHALLENGE OF KNOWING YOUR AUDIENCE In digital marketing, one of the most critical mistakes a brand or business can make is treating all its potential customers as a single, homogeneous group. In reality, the people who m...
Segmentation criteria: demographic, psychographic, behavioral
Now that you understand why audience segmentation matters and have mastered its key vocabulary, it is time to go deeper into the practical tools that make segmentation work: the criteria used to divide an audience into meaningful groups. In this cour...
Workshop: identify simple segments (e-commerce case)
THEORETICAL RECAP Audience segmentation means dividing a broad market into distinct subgroups of consumers who share common characteristics, so that marketing messages, offers, and channels can be tailored to each group. The four main segmentation cr...
Definition and role of personas
Now that you have a solid understanding of audience segmentation — its purpose, vocabulary, and main criteria (demographic, psychographic, and behavioral) — it is time to take the next step. Segmentation tells you that different groups of people exis...
Workshop: extracting insights for a persona
**Theoretical Recap** A persona is a semi-fictional representation of your ideal customer, built from real data and validated assumptions. It goes far beyond a simple demographic profile: it combines behavioral patterns, motivations, frustrations, go...
Workshop: writing a basic persona form
THEORETICAL RECAP A persona is a fictional but realistic representation of a segment of your target audience. It is built from real data — market research, customer interviews, behavioral analytics, CRM data — and synthesized into a humanized profile...
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