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Learner Reviews & Feedback for Digital Marketing Analytics in Practice by University of Illinois at Urbana-Champaign

3,240 ratings

About the Course

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 Practice is the second in a two-part series of complementary courses and focuses on the skills and practical abilities analysts need to be successful in today's digital business world. You will be able to: - Identify the web analytic tool right for your specific needs - Understand valid and reliable ways to collect, analyze, and visualize data from the web - Utilize data in decision making for agencies, organizations, or clients This course is part of Gies College of Business’ suite of online programs, including the iMBA and iMSM. Learn more about admission into these programs and explore how your Coursera work can be leveraged if accepted into a degree program at

Top reviews


Aug 7, 2020

Thoroughly enjoyable "journey" for this course. The syllabus was great, very well structured, thus easy to follow. Each module, including honors, can easily be completed in a day if you have the time.


Aug 31, 2020

thoroughly enjoyed the course. A big thanks to Instructor Kevin hartman for this perfectly organized course. Materials were on point and easy to understand. Got entirely new observations on analytics.

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51 - 75 of 695 Reviews for Digital Marketing Analytics in Practice

By Nikolas P

Aug 3, 2016

Absolutely useless course

By YunLi

Apr 27, 2016

not worth the money.

By Vishal R

Dec 18, 2015

Nothing practical

By Panagiota S

Oct 8, 2016

Which practice?

By Laleen D

Jul 26, 2017

This course is the real thing, but what you get out of it is up to you. By the way, you all do realize that our lecturer, Kevin Harman, not only lectures for University of Illinois, but he is also the current head of Analytics - Consumer, Government and Entertainment sectors at Google? He also worked for a Draftfcb, marketing and advertising. So, he really does zero in on what is useful to know You will learn how find structures and unstructured data , such as social media and other API data and analyze it. For those who just want to learn about marketing analytics but don't want to practice, this course is pretty good. and you'll learn how to use some nice free tools, such as Wordl and Google Trends.

For me, this is a game changer course. I feel like I had just opened a door to a new world! It required additional study and work beyond what is required in the course. I might be a "disadvantaged student for this course." I've never coded and was unfamiliar all the new analytics tools that are available for free. I was strictly a MSFT-Excel- kinda- business person So I had to spend add additional study time and purchased additional resources, such as the R-Studio Recipe book . Then the fun started to happen! Who says you can't teach an old lady new tricks?!

By Kristen R

Jul 26, 2020

I really enjoyed this course. The delivery was simple and clear with videos long enough to dive-in and short enough to stay motivated.

I really appreciated the practice quizzes along the way - kept me on my toes and ensured I was truly taking in what I was listening/watching.

And although I initially didn't love the idea of writing assignments (I have done more quantitative courses in the past that just involved quizzes and excel), this aspect was an extremely useful tool to synergize each week's content and think the content in relation to my own work. LOVED IT.

By Muhammad K Z

Aug 20, 2016

Implementing the theory part of analysis by using practical tools and follow analytical processes this course teaches how to adopt professional ways for performing a Analysis in the Digital Marketing World. It is highly recommended that each reading in the course syllabus must be reviewed for better learning and experience. Thanks to instructor Mr. Kevin Hartman, University of Illinois and Coursera team for bringing the global community of digital marketers this professional course.

By Saad D

Feb 6, 2018

A very well structured course with focus on key pillars of Digital analytics. I already have quite a lot of experience in digital analytics but this course added the missing links that I lacked in the core subject; hence I thoroughly enjoyed it. Moreover, it gave me the opportunity to learn from other students by reading their perception and point of views about certain subject matters. Overall, personally it has been a great course that has added value in my knowledge.

By Castor T

Apr 10, 2022

I'm half-way done with the certificate and this course did not disappoint! Partnered with theory, digital analytics in practice is a helpful course for those who would like to understand how data and data-driven decision making apply not only in research in general but also in digital marketing, in particular. Tools are great to have but analysts are essential to make sense of the tools and the data they generate.

Great course!

By Nusrat J

Nov 17, 2020

This course helped me to learn why R language, Tableu are used, and how can I use Google Spreadsheet to better understand my data. Also, I learned how to visually show data along with the story of it in a polished way. I also learned the dark side of technology, which I should be aware of as a marketer. Overall, this course is an awesome foundation for the Marketing Analysis process. I am happy that I got to learn these things.


Aug 20, 2020

Thank you very much. I really appreciate the opportunity to learn this course. It really gives me a good exposure in terms of knowledge, understanding and analytical skill. I will apply the knowledge which I have gained from this course to my students and community. This course have changed my perception - collecting and analysing big data for marketing research is now much easier than what we think!

By Eunice C

May 18, 2020

This course was great because it was concise yet tackled just enough content to give a newbie a great headstart in this area. Relevant topics covered, including an introduction to software and tools that can be used. The charts/diagrams used in this course really help to give a great overview of the marketing analytics process and will be useful to anyone engaging in marketing work.

By Dewan M A

May 3, 2020

It's an amazing course. Absolutely loved those lectures and contents. Dr. Kevin Hartman is an amazing instructor. I highly recommend this course to those who have interest in Digital and Marketing Analytics. It will help you to take a deeper dive into it. You can also learn about the importance of data visualization through softwares Tableau and R. Highly recommended!!

By Helen A

Apr 14, 2018

Era un curso bastante matematico y analitico. Por esta razon me costo un poco mas enteder las metas que se buscaban. Pero al final encontre muy habil entender y analizar los datos que se pueden recopilar en el internet a cerca de las distintas ramas. Lo importante creo yo, es poder llamar la atencion de futuro cliente. Y venderle el producto que promovemos.

By Ender P

Dec 3, 2016

This is a great course. I'm new in this ground and got a good introduction to analytics and a great procedure to comprehensively evaluate marketing strategies to feed the whole process with new insights to better decisions. It is best if the learner could count on an administrator account to a website to apply the knowledge in order to develop the skills.

By Norma C P P

Sep 10, 2017

Excelente curso una manera practica de como planificar para conseguir la data correcta, analizarla y visualizarla, profesor Kevin mil gracias que interesante su curso me gustaria tomar un curso especializado en google analitics, adwords y algun otra software de analisis de data. Gracias de nuevo quede muy satisfecha :)

By Valerie B

Nov 26, 2017

Very insightful! For someone who has already worked with several analytical tools before, the course could still deliver valuable knowledge and more importantly - motivation to take this a step further upon completion. I liked the way Kevin presented the course, also the readings were absolutely superb!

By Rana I

Nov 5, 2021

Great course. Very informative! Our lecturer, Kevin Hartman was very engaging in the lectures. I particularly liked the fact that he would include short questions during the lecture to make sure we understood our lesson. I learned a lot about analytics in digital marketing from both of his courses.

By Christine D

Apr 23, 2016

Awesome class. I really like this instructor. He knows how to present well and give solid readings and information, and I feel like I come away with actionable information. I wish he taught ALL the classes in this course. I would absolutely take more classes/courses if he were presenting.

By Mehrdad k

Sep 30, 2018

I really appreciate from the authorities of Coursera Online that they created such a wonderful service for us til we can improve our knowledge and learn things in here, As a refugee this is a real privilege for me to lift up my knowledge and explore my creativity. God bless you all

By Sayan D

Mar 17, 2022

Awesome course! Must do for those who are starting off the analytics journey. The articles suggested in the course, especially, are good reads which help in understanding the current situation. Overall, it privides a solid understanding of how analytics is shaping the world today.

By Patricia G

Aug 24, 2020

It was an excellent course. The topics, examples and materials given by professor Kevin to better comprehension really help me to learn and practice Digital Analytics. I really enjoyed this course. For me it is key for marketing professionals interesting in the digital world.

By Jamie M

Feb 7, 2017

This is a dynamic, interesting course. It gets just granular enough for you to understand different types of data, reporting, and visualizations without getting too in the weeds (I'm not actually an analyst so this level of granularity was quite helpful). Highly recommended!

By Kamila G

Jun 12, 2016

I'm really enjoying the course. It gets difficult sometimes since I have no IT background. But there's nothing that can't be figured out. Of course one needs to apply additional efforts for a deeper dive to the subject. Overall it's a great basic course to start with.

By Camila F

Jan 2, 2021

Marketing Analytics with an strategic approach and tailor-made for the challenges we are facing today as analysts, including privacy concerns and fake news. I recommend this course to any Marketing professional that wants to gain more insights about this digital world.