Digital Marketing Analytics in Theory

  • 4.5
Approx. 20 hours to complete

Course Summary

This course teaches students how to use marketing analytics to make data-driven decisions. Students will learn the concepts and tools necessary to analyze consumer behavior and marketing data to drive business decisions.

Key Learning Points

  • Gain a deep understanding of consumer behavior and how it impacts marketing strategies
  • Learn how to use data to make informed marketing decisions
  • Explore the different tools and techniques used in marketing analytics

Related Topics for further study


Learning Outcomes

  • Understand the role of marketing analytics in business decision-making
  • Gain proficiency in using marketing analytics tools and techniques
  • Develop the ability to make data-driven marketing decisions

Prerequisites or good to have knowledge before taking this course

  • Basic knowledge of marketing concepts
  • Familiarity with spreadsheet software

Course Difficulty Level

Intermediate

Course Format

  • Online
  • Self-paced

Similar Courses

  • Digital Marketing Analytics
  • Marketing Research and Analysis

Related Education Paths


Notable People in This Field

  • Neil Patel
  • Avinash Kaushik

Related Books

Description

Successfully marketing brands today requires a well-balanced blend of art and science. This course introduces students to the science of web analytics while casting a keen eye toward the artful use of numbers found in the digital space. The goal is to provide the foundation needed to apply data analytics to real-world challenges marketers confront daily. Digital Analytics for Marketing Professionals: Marketing Analytics in Theory is the first in a two-part series of complementary courses and focuses on the background information and frameworks analysts need to be successful in today's digital business world.

Knowledge

  • Gain an understanding of the motivations behind data collection and analysis methods used by marketing professionals
  • Understand frameworks and approaches to measuring consumers’ digital actions
  • Learn to evaluate and choose appropriate web analytics tools and techniques
  • Earn familiarity with the unique measurement opportunities and challenges presented by New Media

Outline

  • Course Overview and The Day The Geeks Took Over
  • Welcome to the Course
  • About Prof Kevin Hartman
  • Learn on Your Terms
  • Module 1 Overview
  • The Art and Science Mind
  • The Early History of Analytics
  • The Contemporary History of Analytics
  • The Rise of Modern Data Analytics
  • Syllabus
  • About the Discussion Forums
  • About the Rubric for Peer Assessment
  • Getting to Know Your Classmates
  • Glossary
  • Learn More About Flexible Learning Paths
  • Module 1 Overview
  • Module 1 Readings
  • Orientation Quiz
  • Lesson 1 Practice Quiz
  • Lesson 2 Practice Quiz
  • Lesson 3 Practice Quiz
  • Lesson 4 Practice Quiz
  • Module 1 Quiz
  • The Consumer Brand Relationship
  • Module 2 Overview
  • Online Video
  • Online Search
  • Display Media
  • Social Media
  • The Consumer Decision Journey
  • Module 2 Overview
  • Module 2 Readings
  • Lesson 1 Practice Quiz
  • Lesson 2 Practice Quiz
  • Lesson 3 Practice Quiz
  • Lesson 4 Practice Quiz
  • Lesson 5 Practice Quiz
  • Module 2 Quiz
  • The Science of Analytics (Part 1)
  • Module 3 Overview
  • Digital Data Infrastructure
  • Brand Measurement
  • Consumer Outcomes
  • Customer Value
  • Attribution
  • Module 3 Overview
  • Module 3 Readings
  • Lesson 1 Practice Quiz
  • Lesson 2 Practice Quiz
  • Lesson 3 Practice Quiz
  • Lesson 4 Practice Quiz
  • Lesson 5 Practice Quiz
  • Module 3 Quiz
  • The Science of Analytics (Part 2)
  • Module 4 Overview
  • Analytics and Dataviz Tools
  • Evaluating the Tool Landscape
  • Digital Marketing Maturity
  • The Issue of Privacy
  • Gies Online Programs
  • Module 4 Overview
  • Module 4 Readings
  • Congratulations!
  • Get Your Course Certificate
  • Lesson 1 Practice Quiz
  • Lesson 2 Practice Quiz
  • Lesson 3 Practice Quiz
  • Lesson 4 Practice Quiz
  • Module 4 Quiz

Summary of User Reviews

This course in marketing analytics has received great reviews from users. Many users have praised the course for its practical and hands-on approach to teaching marketing analytics, making it easy to apply in real-world situations.

Key Aspect Users Liked About This Course

Practical and hands-on approach to teaching marketing analytics

Pros from User Reviews

  • Clear and concise instruction
  • Great examples that help to reinforce concepts
  • Plenty of exercises to practice newly learned skills
  • Instructors are knowledgeable and responsive to questions
  • Course content is up-to-date and relevant

Cons from User Reviews

  • Some users found the pace of the course to be too slow
  • Course may be too basic for those with advanced knowledge of marketing analytics
  • Some users found the peer grading system to be unreliable
  • Course structure can be repetitive at times
  • Some users found the quizzes to be too easy
English
Available now
Approx. 20 hours to complete
Kevin Hartman
University of Illinois at Urbana-Champaign
Coursera

Instructor

Kevin Hartman

  • 4.5 Raiting
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