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.
Digital Marketing Analytics in Theory
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Digital Marketing Analytics in Theory
This course is part of Digital Marketing Specialization
Instructor: Kevin Hartman
140,856 already enrolled
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Gain insight into a topic and learn the fundamentals.
4.5
(4,819 reviews)
Beginner level
Recommended experience
Flexible schedule
2 weeks at 10 hours a week
Learn at your own pace
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What you'll learn
Understand how digital technologies, data, and consumer behavior jointly shape modern marketing strategy
Learn to design content that is discoverable, shareable, and optimized for both humans and algorithms
Analyze the role of influencers, communities, and creators in building brand authenticity and trust
Examine how artificial intelligence transforms customer experience, personalization, and service delivery
Skills you'll gain
Details to know
Shareable certificate
Add to your LinkedIn profile
Assessments
23 assignments
Taught in English
See how employees at top companies are mastering in-demand skills
Build your subject-matter expertise
This course is part of the Digital Marketing Specialization
When you enroll in this course, you'll also be enrolled in this Specialization.
- Learn new concepts from industry experts
- Gain a foundational understanding of a subject or tool
- Develop job-relevant skills with hands-on projects
- Earn a shareable career certificate
There are 4 modules in this course
In the orientation, you will become familiar with the course, your instructor, your classmates, and the learning environment. The orientation also helps you obtain the technical skills required for the course. Module 1 looks at modern analysts and analytics in the context of its distinct historical epochs, each one containing major inflection points and laying a foundation for future advancements in the ART + SCIENCE that is modern data analytics.
What's included
8 videos8 readings6 assignments1 peer review
In Module 2, we explore each digital channel in-depth, including a discussion of key metrics and measurements, how consumers interact with brands on each platform, and ways of organizing consumer data that enable actionable insights.
What's included
6 videos2 readings6 assignments1 peer review
Module 3 focuses on understanding digital data creation, how brands use that data to measure digital marketing effectiveness, and the tools and skill sets analysts need to work effectively with data. While the contents are lightly technical, this section veers into the colloquial as I dive into multitouch attribution models, media mix models, incrementality studies, and other ways analysts conduct marketing measurement today.
What's included
6 videos2 readings6 assignments1 peer review
Module 4 provides a useful framework for evaluating data analysis and visualization (“dataviz”) tools and explains the critical importance of digital marketing maturity to analysts and the companies for which they work.
What's included
5 videos4 readings5 assignments1 peer review1 plugin
Earn a career certificate
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Build toward a degree
This course is part of the following degree program(s) offered by University of Illinois Urbana-Champaign. If you are admitted and enroll, your completed coursework may count toward your degree learning and your progress can transfer with you.¹
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4.6 (548 ratings)Offered by
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4.5
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Showing 3 of 4819
OA
5
Reviewed on 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
5
Reviewed on 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.
JL
5
Reviewed on Oct 17, 2019
It´s been a great experience to follow the course. It really helps to have a very good understanding of the key principles of the Marketing Digital. Really enjoyed the way of learning !
Frequently asked questions
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