https://www.ilaria-academy.com/nextjob/digital-marketing-expert/en/ en-US Acquire a complete mastery of digital marketing to develop strategies. Skills: Implement a webmarketing strategy; Organize the operational application of a webmarketing communication; Monitor and evaluate the results of a webmarketing communication; Understand the needs of its targets; Know and know how to use webmarketing tools; Set up a marketing automation strategy; Set up a marketing automation strategy; Analyze and optimize the user journey on digital channels; Use tools for measuring and managing digital performance; Set up marketing automation scenarios adapted to strategic goals; © 2026 Ilaria Digital School. Tous droits réservés. Education Ilaria Digital School Ilaria Digital School courses-digitalmarketing@ilaria-academy.com false episodic yes b58b1603-d3d1-5333-81a7-066d2ed12c09 https://www.ilaria-academy.com/nextjob/digital-marketing-expert/en/3beb0d2d-df0f-4107-9943-6071f30ef09f/a85182d3-3cba-4f61-be2a-ed05cc86ee65/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... Ilaria Digital School false nextjob:digital-marketing-expert:a85182d3-3cba-4f61-be2a-ed05cc86ee65 Tue, 24 Mar 2026 04:19:06 +0000 full 00:15:00 https://www.ilaria-academy.com/nextjob/digital-marketing-expert/en/3beb0d2d-df0f-4107-9943-6071f30ef09f/5aaa9a83-3eed-4b0a-9acd-f907b8215e23/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... Ilaria Digital School false nextjob:digital-marketing-expert:5aaa9a83-3eed-4b0a-9acd-f907b8215e23 Tue, 24 Mar 2026 16:18:54 +0000 full 00:15:00 https://www.ilaria-academy.com/nextjob/digital-marketing-expert/en/3beb0d2d-df0f-4107-9943-6071f30ef09f/b946bdbc-4317-41c9-b693-9c091d655925/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 ... Ilaria Digital School false nextjob:digital-marketing-expert:b946bdbc-4317-41c9-b693-9c091d655925 Wed, 25 Mar 2026 04:19:08 +0000 full 00:15:00 https://www.ilaria-academy.com/nextjob/digital-marketing-expert/en/3beb0d2d-df0f-4107-9943-6071f30ef09f/e189309b-36dd-441e-94dc-a41f8100114d/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... Ilaria Digital School false nextjob:digital-marketing-expert:e189309b-36dd-441e-94dc-a41f8100114d Wed, 25 Mar 2026 19:41:24 +0000 full 00:15:00 https://www.ilaria-academy.com/nextjob/digital-marketing-expert/en/3beb0d2d-df0f-4107-9943-6071f30ef09f/d8155729-96ff-428d-ae37-2fdef62a5f2c/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... Ilaria Digital School false nextjob:digital-marketing-expert:d8155729-96ff-428d-ae37-2fdef62a5f2c Thu, 26 Mar 2026 04:20:21 +0000 full 00:15:00 https://www.ilaria-academy.com/nextjob/digital-marketing-expert/en/3beb0d2d-df0f-4107-9943-6071f30ef09f/a6413a4f-8624-407c-a6b6-92508d6c661b/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... Ilaria Digital School false nextjob:digital-marketing-expert:a6413a4f-8624-407c-a6b6-92508d6c661b Fri, 27 Mar 2026 01:19:16 +0000 full 00:15:00 https://www.ilaria-academy.com/nextjob/digital-marketing-expert/en/3beb0d2d-df0f-4107-9943-6071f30ef09f/c9825d27-56be-4263-b46c-6cc74eef7592/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... Ilaria Digital School false nextjob:digital-marketing-expert:c9825d27-56be-4263-b46c-6cc74eef7592 Fri, 27 Mar 2026 13:19:33 +0000 full 00:15:00 https://www.ilaria-academy.com/nextjob/digital-marketing-expert/en/3beb0d2d-df0f-4107-9943-6071f30ef09f/c3ed3a80-9bdd-411a-b064-dccb2ba6df7a/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... Ilaria Digital School false nextjob:digital-marketing-expert:c3ed3a80-9bdd-411a-b064-dccb2ba6df7a Sun, 29 Mar 2026 22:55:43 +0000 full 00:15:00 https://www.ilaria-academy.com/nextjob/digital-marketing-expert/en/3beb0d2d-df0f-4107-9943-6071f30ef09f/3cc1ef4a-8376-4441-b3a7-e36bae552e56/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... Ilaria Digital School false nextjob:digital-marketing-expert:3cc1ef4a-8376-4441-b3a7-e36bae552e56 Mon, 30 Mar 2026 10:31:50 +0000 full 00:15:00 https://www.ilaria-academy.com/nextjob/digital-marketing-expert/en/3beb0d2d-df0f-4107-9943-6071f30ef09f/240e2901-c709-41eb-8acd-f9f646cce50e/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... Ilaria Digital School false nextjob:digital-marketing-expert:240e2901-c709-41eb-8acd-f9f646cce50e Tue, 31 Mar 2026 12:19:03 +0000 full 00:15:00 https://www.ilaria-academy.com/nextjob/digital-marketing-expert/en/3beb0d2d-df0f-4107-9943-6071f30ef09f/36511850-8e80-4108-b1d2-037043fc859e/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... Ilaria Digital School false nextjob:digital-marketing-expert:36511850-8e80-4108-b1d2-037043fc859e Wed, 01 Apr 2026 03:19:02 +0000 full 00:15:00 https://www.ilaria-academy.com/nextjob/digital-marketing-expert/en/3beb0d2d-df0f-4107-9943-6071f30ef09f/8bb6250d-86e1-4252-879a-423abe7cdec5/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... Ilaria Digital School false nextjob:digital-marketing-expert:8bb6250d-86e1-4252-879a-423abe7cdec5 Thu, 02 Apr 2026 03:19:12 +0000 full 00:15:00 https://www.ilaria-academy.com/nextjob/digital-marketing-expert/en/3beb0d2d-df0f-4107-9943-6071f30ef09f/a8fd8459-55ea-4f82-b12b-013739567cb4/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 ... Ilaria Digital School false nextjob:digital-marketing-expert:a8fd8459-55ea-4f82-b12b-013739567cb4 Thu, 02 Apr 2026 15:19:11 +0000 full 00:15:00 https://www.ilaria-academy.com/nextjob/digital-marketing-expert/en/3beb0d2d-df0f-4107-9943-6071f30ef09f/6fc6e9d4-9dcb-4c2c-a2ed-2fad6b0893e6/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... Ilaria Digital School false nextjob:digital-marketing-expert:6fc6e9d4-9dcb-4c2c-a2ed-2fad6b0893e6 Fri, 03 Apr 2026 15:19:09 +0000 full 00:15:00 https://www.ilaria-academy.com/nextjob/digital-marketing-expert/en/3beb0d2d-df0f-4107-9943-6071f30ef09f/531c4046-4f2b-4f18-935d-5645284796b2/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... Ilaria Digital School false nextjob:digital-marketing-expert:531c4046-4f2b-4f18-935d-5645284796b2 Mon, 06 Apr 2026 03:19:05 +0000 full 00:15:00 https://www.ilaria-academy.com/nextjob/digital-marketing-expert/en/3beb0d2d-df0f-4107-9943-6071f30ef09f/beb0045e-d5bc-49eb-b51b-9dd773e18369/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... Ilaria Digital School false nextjob:digital-marketing-expert:beb0045e-d5bc-49eb-b51b-9dd773e18369 Mon, 06 Apr 2026 15:19:15 +0000 full 00:15:00 https://www.ilaria-academy.com/nextjob/digital-marketing-expert/en/3beb0d2d-df0f-4107-9943-6071f30ef09f/859a2b3b-23d9-4c02-9283-e07943beff64/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... Ilaria Digital School false nextjob:digital-marketing-expert:859a2b3b-23d9-4c02-9283-e07943beff64 Tue, 07 Apr 2026 15:19:10 +0000 full 00:15:00 https://www.ilaria-academy.com/nextjob/digital-marketing-expert/en/3beb0d2d-df0f-4107-9943-6071f30ef09f/11b77141-a784-4fe9-8712-08fb31d375e5/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... Ilaria Digital School false nextjob:digital-marketing-expert:11b77141-a784-4fe9-8712-08fb31d375e5 Wed, 08 Apr 2026 15:19:26 +0000 full 00:15:00 https://www.ilaria-academy.com/nextjob/digital-marketing-expert/en/3beb0d2d-df0f-4107-9943-6071f30ef09f/47ecd1bf-ffbe-433e-b45b-8cfe75a3b47f/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... Ilaria Digital School false nextjob:digital-marketing-expert:47ecd1bf-ffbe-433e-b45b-8cfe75a3b47f Thu, 09 Apr 2026 03:19:25 +0000 full 00:15:00 https://www.ilaria-academy.com/nextjob/digital-marketing-expert/en/3beb0d2d-df0f-4107-9943-6071f30ef09f/4f6bbe20-8cab-4ed4-b21a-ecda604c81b5/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... Ilaria Digital School false nextjob:digital-marketing-expert:4f6bbe20-8cab-4ed4-b21a-ecda604c81b5 Fri, 10 Apr 2026 03:19:11 +0000 full 00:15:00 https://www.ilaria-academy.com/nextjob/digital-marketing-expert/en/3beb0d2d-df0f-4107-9943-6071f30ef09f/612dcccf-8cb8-44ea-b62d-ae8bd4a08406/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... Ilaria Digital School false nextjob:digital-marketing-expert:612dcccf-8cb8-44ea-b62d-ae8bd4a08406 Fri, 10 Apr 2026 15:19:20 +0000 full 00:15:00 https://www.ilaria-academy.com/nextjob/digital-marketing-expert/en/3beb0d2d-df0f-4107-9943-6071f30ef09f/63002d86-7cee-44a0-95da-1c91ae76374c/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... Ilaria Digital School false nextjob:digital-marketing-expert:63002d86-7cee-44a0-95da-1c91ae76374c Mon, 13 Apr 2026 03:19:07 +0000 full 00:15:00 https://www.ilaria-academy.com/nextjob/digital-marketing-expert/en/3beb0d2d-df0f-4107-9943-6071f30ef09f/95a1c675-5e6f-49a4-8f3a-73862525ad01/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, ... Ilaria Digital School false nextjob:digital-marketing-expert:95a1c675-5e6f-49a4-8f3a-73862525ad01 Tue, 14 Apr 2026 03:19:17 +0000 full 00:15:00 https://www.ilaria-academy.com/nextjob/digital-marketing-expert/en/3beb0d2d-df0f-4107-9943-6071f30ef09f/0e24b9fa-d3d5-46a3-8667-0d9f14d189e4/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... Ilaria Digital School false nextjob:digital-marketing-expert:0e24b9fa-d3d5-46a3-8667-0d9f14d189e4 Tue, 14 Apr 2026 15:19:24 +0000 full 00:15:00 https://www.ilaria-academy.com/nextjob/digital-marketing-expert/en/3beb0d2d-df0f-4107-9943-6071f30ef09f/153e6cc1-f13f-42f3-90a0-2d3c254007f5/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 ... Ilaria Digital School false nextjob:digital-marketing-expert:153e6cc1-f13f-42f3-90a0-2d3c254007f5 Wed, 15 Apr 2026 03:19:20 +0000 full 00:15:00 https://www.ilaria-academy.com/nextjob/digital-marketing-expert/en/3beb0d2d-df0f-4107-9943-6071f30ef09f/e0340f87-685c-4381-a134-b4ef602b6425/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,... Ilaria Digital School false nextjob:digital-marketing-expert:e0340f87-685c-4381-a134-b4ef602b6425 Tue, 19 May 2026 16:04:46 +0000 full 00:15:00 https://www.ilaria-academy.com/nextjob/digital-marketing-expert/en/3beb0d2d-df0f-4107-9943-6071f30ef09f/1fd2ac77-8b92-4a55-a211-36733032bf48/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... Ilaria Digital School false nextjob:digital-marketing-expert:1fd2ac77-8b92-4a55-a211-36733032bf48 Tue, 19 May 2026 16:04:46 +0000 full 00:15:00 https://www.ilaria-academy.com/nextjob/digital-marketing-expert/en/3beb0d2d-df0f-4107-9943-6071f30ef09f/4e9f87e5-9275-4d93-b382-103bd97acefe/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... Ilaria Digital School false nextjob:digital-marketing-expert:4e9f87e5-9275-4d93-b382-103bd97acefe Tue, 19 May 2026 16:04:47 +0000 full 00:15:00 https://www.ilaria-academy.com/nextjob/digital-marketing-expert/en/3beb0d2d-df0f-4107-9943-6071f30ef09f/a6043f5e-964d-4070-a616-e61a6c46badc/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... Ilaria Digital School false nextjob:digital-marketing-expert:a6043f5e-964d-4070-a616-e61a6c46badc Tue, 19 May 2026 16:04:47 +0000 full 00:15:00 https://www.ilaria-academy.com/nextjob/digital-marketing-expert/en/3beb0d2d-df0f-4107-9943-6071f30ef09f/fe13b3ae-3cce-4db1-9f7f-19f5508faf9f/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.... Ilaria Digital School false nextjob:digital-marketing-expert:fe13b3ae-3cce-4db1-9f7f-19f5508faf9f Tue, 19 May 2026 16:04:47 +0000 full 00:15:00 https://www.ilaria-academy.com/nextjob/digital-marketing-expert/en/3beb0d2d-df0f-4107-9943-6071f30ef09f/08c48786-2ecf-4031-af35-12579b672ea0/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... Ilaria Digital School false nextjob:digital-marketing-expert:08c48786-2ecf-4031-af35-12579b672ea0 Tue, 19 May 2026 16:04:47 +0000 full 00:15:00 https://www.ilaria-academy.com/nextjob/digital-marketing-expert/en/3beb0d2d-df0f-4107-9943-6071f30ef09f/f5f4c8e6-8518-47da-a916-a6a9f8e58dd9/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... Ilaria Digital School false nextjob:digital-marketing-expert:f5f4c8e6-8518-47da-a916-a6a9f8e58dd9 Tue, 19 May 2026 16:04:47 +0000 full 00:15:00 https://www.ilaria-academy.com/nextjob/digital-marketing-expert/en/3beb0d2d-df0f-4107-9943-6071f30ef09f/101c5246-3607-4eaa-8626-7643053673a2/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... Ilaria Digital School false nextjob:digital-marketing-expert:101c5246-3607-4eaa-8626-7643053673a2 Tue, 19 May 2026 16:04:47 +0000 full 00:15:00 https://www.ilaria-academy.com/nextjob/digital-marketing-expert/en/3beb0d2d-df0f-4107-9943-6071f30ef09f/d0cc30c1-6f39-4dce-b78f-4e26aeb753e4/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... Ilaria Digital School false nextjob:digital-marketing-expert:d0cc30c1-6f39-4dce-b78f-4e26aeb753e4 Tue, 19 May 2026 16:04:47 +0000 full 00:15:00 https://www.ilaria-academy.com/nextjob/digital-marketing-expert/en/3beb0d2d-df0f-4107-9943-6071f30ef09f/cfd25d8b-2621-4ac9-ba52-a8fa80e961a0/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... Ilaria Digital School false nextjob:digital-marketing-expert:cfd25d8b-2621-4ac9-ba52-a8fa80e961a0 Tue, 19 May 2026 16:04:47 +0000 full 00:15:00 https://www.ilaria-academy.com/nextjob/digital-marketing-expert/en/11714d2b-bf99-4c6a-b4cc-b89dc51ee7a9/a516ab2f-cc5f-4728-9a58-bd0337a9326a/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... Ilaria Digital School false nextjob:digital-marketing-expert:a516ab2f-cc5f-4728-9a58-bd0337a9326a Tue, 19 May 2026 16:04:41 +0000 full 00:15:00 https://www.ilaria-academy.com/nextjob/digital-marketing-expert/en/11714d2b-bf99-4c6a-b4cc-b89dc51ee7a9/dcbcb6d4-aa5f-4e66-beb0-fb21c27e6f63/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... Ilaria Digital School false nextjob:digital-marketing-expert:dcbcb6d4-aa5f-4e66-beb0-fb21c27e6f63 Tue, 19 May 2026 16:04:41 +0000 full 00:15:00 https://www.ilaria-academy.com/nextjob/digital-marketing-expert/en/11714d2b-bf99-4c6a-b4cc-b89dc51ee7a9/37f2e299-e55b-49b4-987c-d8445e125cd8/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... Ilaria Digital School false nextjob:digital-marketing-expert:37f2e299-e55b-49b4-987c-d8445e125cd8 Tue, 19 May 2026 16:04:41 +0000 full 00:15:00 https://www.ilaria-academy.com/nextjob/digital-marketing-expert/en/11714d2b-bf99-4c6a-b4cc-b89dc51ee7a9/8ffdc671-8715-4c18-8b9f-4ad65dbefeda/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... Ilaria Digital School false nextjob:digital-marketing-expert:8ffdc671-8715-4c18-8b9f-4ad65dbefeda Tue, 19 May 2026 16:04:41 +0000 full 00:15:00 https://www.ilaria-academy.com/nextjob/digital-marketing-expert/en/11714d2b-bf99-4c6a-b4cc-b89dc51ee7a9/4df50c4f-d773-499d-a6d6-e8c3722dd41a/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... Ilaria Digital School false nextjob:digital-marketing-expert:4df50c4f-d773-499d-a6d6-e8c3722dd41a Tue, 19 May 2026 16:04:41 +0000 full 00:15:00 https://www.ilaria-academy.com/nextjob/digital-marketing-expert/en/11714d2b-bf99-4c6a-b4cc-b89dc51ee7a9/09fc33cb-505a-42bd-bdb6-c80a05b6db58/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... Ilaria Digital School false nextjob:digital-marketing-expert:09fc33cb-505a-42bd-bdb6-c80a05b6db58 Tue, 19 May 2026 16:04:41 +0000 full 00:15:00 https://www.ilaria-academy.com/nextjob/digital-marketing-expert/en/11714d2b-bf99-4c6a-b4cc-b89dc51ee7a9/7d153578-f9f3-45d8-b182-390986941664/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... Ilaria Digital School false nextjob:digital-marketing-expert:7d153578-f9f3-45d8-b182-390986941664 Tue, 19 May 2026 16:04:42 +0000 full 00:15:00 https://www.ilaria-academy.com/nextjob/digital-marketing-expert/en/11714d2b-bf99-4c6a-b4cc-b89dc51ee7a9/5cf5b8fd-2445-452f-8f2f-d4656be91e16/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... Ilaria Digital School false nextjob:digital-marketing-expert:5cf5b8fd-2445-452f-8f2f-d4656be91e16 Tue, 19 May 2026 16:04:42 +0000 full 00:15:00 https://www.ilaria-academy.com/nextjob/digital-marketing-expert/en/11714d2b-bf99-4c6a-b4cc-b89dc51ee7a9/c073729b-4900-45a8-9e23-9366acfa7fcf/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... Ilaria Digital School false nextjob:digital-marketing-expert:c073729b-4900-45a8-9e23-9366acfa7fcf Tue, 19 May 2026 16:04:42 +0000 full 00:15:00 https://www.ilaria-academy.com/nextjob/digital-marketing-expert/en/11714d2b-bf99-4c6a-b4cc-b89dc51ee7a9/90ee7124-79cf-4daf-bbfb-27362d4061bd/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... Ilaria Digital School false nextjob:digital-marketing-expert:90ee7124-79cf-4daf-bbfb-27362d4061bd Tue, 19 May 2026 16:04:42 +0000 full 00:15:00 https://www.ilaria-academy.com/nextjob/digital-marketing-expert/en/11714d2b-bf99-4c6a-b4cc-b89dc51ee7a9/8945454f-76a0-455b-a7f1-ff03cb78b991/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... Ilaria Digital School false nextjob:digital-marketing-expert:8945454f-76a0-455b-a7f1-ff03cb78b991 Tue, 19 May 2026 16:04:42 +0000 full 00:15:00 https://www.ilaria-academy.com/nextjob/digital-marketing-expert/en/11714d2b-bf99-4c6a-b4cc-b89dc51ee7a9/f33af643-6a2d-49cb-aed1-357d933d78c6/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 ... Ilaria Digital School false nextjob:digital-marketing-expert:f33af643-6a2d-49cb-aed1-357d933d78c6 Tue, 19 May 2026 16:04:42 +0000 full 00:15:00 https://www.ilaria-academy.com/nextjob/digital-marketing-expert/en/11714d2b-bf99-4c6a-b4cc-b89dc51ee7a9/cfbbe65e-8f15-4ab1-a986-1339f7d34ec5/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 ... Ilaria Digital School false nextjob:digital-marketing-expert:cfbbe65e-8f15-4ab1-a986-1339f7d34ec5 Tue, 19 May 2026 16:04:42 +0000 full 00:15:00 https://www.ilaria-academy.com/nextjob/digital-marketing-expert/en/11714d2b-bf99-4c6a-b4cc-b89dc51ee7a9/cc896046-8d6b-4dd2-bb98-d32bb2a44c40/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... Ilaria Digital School false nextjob:digital-marketing-expert:cc896046-8d6b-4dd2-bb98-d32bb2a44c40 Tue, 19 May 2026 16:04:42 +0000 full 00:15:00 https://www.ilaria-academy.com/nextjob/digital-marketing-expert/en/11714d2b-bf99-4c6a-b4cc-b89dc51ee7a9/faf035d0-b0a3-4af5-aad6-348e0b437d02/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... Ilaria Digital School false nextjob:digital-marketing-expert:faf035d0-b0a3-4af5-aad6-348e0b437d02 Tue, 19 May 2026 16:04:42 +0000 full 00:15:00 https://www.ilaria-academy.com/nextjob/digital-marketing-expert/en/11714d2b-bf99-4c6a-b4cc-b89dc51ee7a9/3a288527-3449-440d-bc49-479fd3b4cee7/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... Ilaria Digital School false nextjob:digital-marketing-expert:3a288527-3449-440d-bc49-479fd3b4cee7 Tue, 19 May 2026 16:04:42 +0000 full 00:15:00 https://www.ilaria-academy.com/nextjob/digital-marketing-expert/en/11714d2b-bf99-4c6a-b4cc-b89dc51ee7a9/e78c211e-558d-442d-8641-aa28ead0fd3c/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 ... Ilaria Digital School false nextjob:digital-marketing-expert:e78c211e-558d-442d-8641-aa28ead0fd3c Tue, 19 May 2026 16:04:43 +0000 full 00:15:00 https://www.ilaria-academy.com/nextjob/digital-marketing-expert/en/11714d2b-bf99-4c6a-b4cc-b89dc51ee7a9/a9e72f8b-7ff3-4805-8a5e-6fd294cc0432/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... Ilaria Digital School false nextjob:digital-marketing-expert:a9e72f8b-7ff3-4805-8a5e-6fd294cc0432 Tue, 19 May 2026 16:04:43 +0000 full 00:15:00 https://www.ilaria-academy.com/nextjob/digital-marketing-expert/en/11714d2b-bf99-4c6a-b4cc-b89dc51ee7a9/ca6af997-f6c1-4fc2-bba4-35899676f4fc/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... Ilaria Digital School false nextjob:digital-marketing-expert:ca6af997-f6c1-4fc2-bba4-35899676f4fc Tue, 19 May 2026 16:04:43 +0000 full 00:15:00 https://www.ilaria-academy.com/nextjob/digital-marketing-expert/en/11714d2b-bf99-4c6a-b4cc-b89dc51ee7a9/f981cc6a-bac9-4239-8eb7-bdb0d076a9f9/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, ... Ilaria Digital School false nextjob:digital-marketing-expert:f981cc6a-bac9-4239-8eb7-bdb0d076a9f9 Tue, 19 May 2026 16:04:43 +0000 full 00:15:00 https://www.ilaria-academy.com/nextjob/digital-marketing-expert/en/11714d2b-bf99-4c6a-b4cc-b89dc51ee7a9/83e8a8ea-4f2a-427b-84ef-ef64e796efd0/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... Ilaria Digital School false nextjob:digital-marketing-expert:83e8a8ea-4f2a-427b-84ef-ef64e796efd0 Tue, 19 May 2026 16:04:43 +0000 full 00:15:00 https://www.ilaria-academy.com/nextjob/digital-marketing-expert/en/11714d2b-bf99-4c6a-b4cc-b89dc51ee7a9/7d083e3d-2c1a-4d2c-a75c-a066afc4fc21/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... Ilaria Digital School false nextjob:digital-marketing-expert:7d083e3d-2c1a-4d2c-a75c-a066afc4fc21 Tue, 19 May 2026 16:04:43 +0000 full 00:15:00 https://www.ilaria-academy.com/nextjob/digital-marketing-expert/en/11714d2b-bf99-4c6a-b4cc-b89dc51ee7a9/0bfa6fba-4cd4-4780-9cc7-45b91faf58d4/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... Ilaria Digital School false nextjob:digital-marketing-expert:0bfa6fba-4cd4-4780-9cc7-45b91faf58d4 Tue, 19 May 2026 16:04:44 +0000 full 00:15:00 https://www.ilaria-academy.com/nextjob/digital-marketing-expert/en/11714d2b-bf99-4c6a-b4cc-b89dc51ee7a9/f1a49396-6ab9-4044-9280-ee0316c87911/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... Ilaria Digital School false nextjob:digital-marketing-expert:f1a49396-6ab9-4044-9280-ee0316c87911 Tue, 19 May 2026 16:04:44 +0000 full 00:15:00 https://www.ilaria-academy.com/nextjob/digital-marketing-expert/en/11714d2b-bf99-4c6a-b4cc-b89dc51ee7a9/4c1c0007-31ae-4af7-8610-611511b516bb/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... Ilaria Digital School false nextjob:digital-marketing-expert:4c1c0007-31ae-4af7-8610-611511b516bb Tue, 19 May 2026 16:04:44 +0000 full 00:15:00 https://www.ilaria-academy.com/nextjob/digital-marketing-expert/en/11714d2b-bf99-4c6a-b4cc-b89dc51ee7a9/be76c608-53fa-48a6-9874-451565c17d7f/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... Ilaria Digital School false nextjob:digital-marketing-expert:be76c608-53fa-48a6-9874-451565c17d7f Wed, 20 May 2026 03:49:44 +0000 full 00:15:00 https://www.ilaria-academy.com/nextjob/digital-marketing-expert/en/11714d2b-bf99-4c6a-b4cc-b89dc51ee7a9/69d472e5-5c0b-4344-99e5-8b5cdb2b83cb/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 ... Ilaria Digital School false nextjob:digital-marketing-expert:69d472e5-5c0b-4344-99e5-8b5cdb2b83cb Thu, 21 May 2026 03:49:22 +0000 full 00:15:00 https://www.ilaria-academy.com/nextjob/digital-marketing-expert/en/11714d2b-bf99-4c6a-b4cc-b89dc51ee7a9/ae0d4703-468c-4404-b02b-a51304040c17/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... Ilaria Digital School false nextjob:digital-marketing-expert:ae0d4703-468c-4404-b02b-a51304040c17 Thu, 21 May 2026 15:49:32 +0000 full 00:15:00 https://www.ilaria-academy.com/nextjob/digital-marketing-expert/en/11714d2b-bf99-4c6a-b4cc-b89dc51ee7a9/b2bb44ef-450c-4a65-8232-79460877d84d/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 ... Ilaria Digital School false nextjob:digital-marketing-expert:b2bb44ef-450c-4a65-8232-79460877d84d Fri, 22 May 2026 15:49:22 +0000 full 00:15:00 https://www.ilaria-academy.com/nextjob/digital-marketing-expert/en/11714d2b-bf99-4c6a-b4cc-b89dc51ee7a9/fe373e55-b0ff-4cfd-a999-d51290e723eb/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... Ilaria Digital School false nextjob:digital-marketing-expert:fe373e55-b0ff-4cfd-a999-d51290e723eb Mon, 25 May 2026 03:49:25 +0000 full 00:15:00 https://www.ilaria-academy.com/nextjob/digital-marketing-expert/en/11714d2b-bf99-4c6a-b4cc-b89dc51ee7a9/03263617-0c8c-4a36-8857-d8b3299b2371/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... Ilaria Digital School false nextjob:digital-marketing-expert:03263617-0c8c-4a36-8857-d8b3299b2371 Tue, 26 May 2026 03:49:19 +0000 full 00:15:00 https://www.ilaria-academy.com/nextjob/digital-marketing-expert/en/11714d2b-bf99-4c6a-b4cc-b89dc51ee7a9/b937529d-765a-4f58-bad8-c682f59199ce/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... Ilaria Digital School false nextjob:digital-marketing-expert:b937529d-765a-4f58-bad8-c682f59199ce Tue, 26 May 2026 15:49:29 +0000 full 00:15:00 https://www.ilaria-academy.com/nextjob/digital-marketing-expert/en/11714d2b-bf99-4c6a-b4cc-b89dc51ee7a9/0502b85f-5ba7-46fb-83e5-d56098ccf25b/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 ... Ilaria Digital School false nextjob:digital-marketing-expert:0502b85f-5ba7-46fb-83e5-d56098ccf25b Wed, 27 May 2026 16:22:29 +0000 full 00:15:00