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.
Digital Marketing Analytics in Theory
Digital Marketing Analytics in Theory
This course is part of Digital Marketing Specialization
Instructor: Kevin Hartman
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Gain insight into a topic and learn the fundamentals.
4.5
(4,785 reviews)
Beginner level
Recommended experience
Flexible schedule
Approx. 20 hours
Learn at your own pace
97%
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What you'll learn
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
Skills you'll gain
Details to know
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Assessments
23 quizzes
Taught in English
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This course is part of the Digital Marketing Specialization
When you enroll in this course, you'll also be enrolled in this Specialization.
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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 quizzes1 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 quizzes1 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 quizzes1 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 quizzes1 peer review1 plugin
Instructor
Instructor ratings
4.5 (528 ratings)Offered by
Recommended if you're interested in Business Essentials
University of Illinois Urbana-Champaign
University of Illinois Urbana-Champaign
University of Illinois Urbana-Champaign
University of Illinois Urbana-Champaign
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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