Digital Marketing Expert

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...

## 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 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...

## 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...

**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...

## 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...

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: 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...

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....

**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...

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...

**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...

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,...

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...

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...

**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...

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...

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...

**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, ...

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...

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...

**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 ...

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...

**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...

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...