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

4.5
stars
4,819 ratings

About the Course

This course examines how modern digital marketing integrates technology, creativity, and analytics to shape discovery, competition, and customer experience across digital and physical channels. Through a progression from foundational strategy to content, ecosystem integration, and artificial intelligence, the course explores how brands build trust, deliver value, and drive measurable growth in the contemporary digital marketplace. Module 1 introduces the foundations of modern digital marketing strategy (i.e., how digitization reshapes discovery, competition, and consumer experience across online and physical channels). Module 2 builds on this foundation by exploring how content is designed for multi-audience environments where people, algorithms, and generative AI all “read” and respond to information differently. Module 3 examines the integration of paid, organic, and influencer activities into unified ecosystems that turn storytelling and trust into measurable growth. Module 4 concludes by showing how artificial intelligence transforms service delivery, where data, empathy, and automation combine to create more personalized and anticipatory customer experiences. Together, these modules chart how technology, creativity, and analytics converge to define success in the modern digital marketplace. 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 https://degrees.giesbusiness.illinois.edu/idegrees/....

Top reviews

OA

Feb 29, 2016

I really enjoyed this course. I liked the professor's teaching style as well as the materials the course provided. All the knowledge I've got from the course helps me when I do research online.

BM

Oct 9, 2019

Very interesting. Kevin explains things really well and introduces complex concepts clearly. I learned a lot from the peer review process -- seeing how other students respond to the exercises.

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876 - 900 of 1,165 Reviews for Digital Marketing Analytics in Theory

By Humam S

Aug 22, 2017

Great course , A lot of knowledge can be learned out of it specially when it comes to digital marketing technical tools of analytics

By stuart a

Sep 18, 2018

covers the basics quite well. lot of entry points for further study on data sources, analysis techniques, business needs and risks.

By Pornpun J

Aug 12, 2019

I like this course. The content here is not all new, but everything was rearranged to make your digital learning life easier.

By purnima m

Jul 25, 2020

COURSE is good but the grading system is disappointing as there are no enough peers in this group to review my assignment.

By Artem K

Jul 12, 2020

Great course in general. but in the last lesson, materials often repeat what already has been shown before in the course.

By Vinayan S

Apr 9, 2018

A very insightful course! A good learning journey! Would have loved to have some case studies as part of the curriculum

By Deelip r D

Feb 20, 2021

overall the course in nice but a bit difficult to understand in which more concentration and dedication is required

By Changfeng Z

Dec 16, 2019

The course is great! But it will be great if the marketing tools mentioned in the class will be introduced briefly.

By Sofia C

Nov 5, 2018

Super interesting! Really liked the way the course is organised and the lectures are very well explained. Thanks!

By Natasha F

Mar 8, 2018

Good course but I feel as though a lot of the stats need to be updated, as many of them are around 5 + years old.

By Ahmed S M A

Feb 27, 2018

The style of Kevin Hartman, Visiting Professor & Head of Analytics at Google is Good and I wish him more success

By Marsha M

May 18, 2020

Great theory, I thought it was going to be dry because analytics is not my strong part but I really enjoyed it.

By Richa G

Sep 11, 2016

It was a good course. Concepts like ZMOT and CDJ were the most interesting topics in these course !! Thanks.

By Charlotta T

Mar 16, 2017

I found the course to be very informative and I learned a lot. The reading was very intense but very good.

By Stephan H

Sep 15, 2016

Great content, nice presentation but Coursera website is slow, especially the submission step is unstable.

By Salvatore C

Apr 28, 2020

Interesting and well structured course. My only concern is about videos lessons, sometimes were too short

By R C

Feb 22, 2017

really enjoying the course, good information presented well and access to excellent reading materials

By Suryasree R

Nov 7, 2016

Great reads, a good course to start with to understand the basics of digital marketing and analytics.

By Ahmed M N A E

Aug 17, 2020

Great information as a start i understood the definitions and terms also ways of analytics and tools

By Prerna B

Apr 12, 2020

This course gives you basic understanding of digital analytics which surely help you in Analy career

By Diego F C

Apr 26, 2018

Great teacher and material. However, I worry that the material may be outdated since it's 2018 now.

By Rao A K

May 13, 2020

Great course but some content is outdated such as giving example of Google+ multiple times

By fozan t

Sep 17, 2019

Very Theoritical and bit outdated , but its good for a person with no marketing background

By Rajiv P

Dec 6, 2016

for a novice, it is fairly informative, additional case studies would make it all rounded.

By Charlie D

May 18, 2017

Very interesting topic and well taught! The quiz could be a little bit more challenging..