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.
This course is part of the Digital Marketing Specialization
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Digital Marketing SpecializationUniversity of Illinois at Urbana-ChampaignAbout this Course
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Flexible deadlines
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Course 3 of 7 in the
Beginner Level
Approx. 20 hours to complete
English
Subtitles: Arabic, French, Portuguese (European), Italian, Vietnamese, German, Russian, English, Spanish
What you will 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 will gain
- Digital Marketing
- Data Collection
- Analytics
- Data Analysis
- Data Visualization (DataViz)
Flexible deadlines
Reset deadlines in accordance to your schedule.
Shareable Certificate
Earn a Certificate upon completion
100% online
Start instantly and learn at your own schedule.
Course 3 of 7 in the
Beginner Level
Approx. 20 hours to complete
English
Subtitles: Arabic, French, Portuguese (European), Italian, Vietnamese, German, Russian, English, Spanish
Offered by
University of Illinois at Urbana-Champaign
The University of Illinois at Urbana-Champaign is a world leader in research, teaching and public engagement, distinguished by the breadth of its programs, broad academic excellence, and internationally renowned faculty and alumni. Illinois serves the world by creating knowledge, preparing students for lives of impact, and finding solutions to critical societal needs.
Start working towards your Master's degree
This course is part of the 100% online Master of Business Administration (iMBA) from University of Illinois at Urbana-Champaign.
If you are admitted to the full program, your courses count towards your degree learning.
Syllabus - What you will learn from this course
6 hours to complete
Course Overview and The Day The Geeks Took Over
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.
6 hours to complete
8 videos (Total 51 min), 8 readings, 7 quizzes
5 hours to complete
The Consumer Brand Relationship
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.
5 hours to complete
6 videos (Total 42 min), 2 readings, 7 quizzes
5 hours to complete
The Science of Analytics (Part 1)
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.
5 hours to complete
6 videos (Total 39 min), 2 readings, 7 quizzes
5 hours to complete
The Science of Analytics (Part 2)
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.
5 hours to complete
6 videos (Total 45 min), 4 readings, 6 quizzes
Reviews
- 5 stars66.86%
- 4 stars24.32%
- 3 stars6.42%
- 2 stars1.46%
- 1 star0.92%
TOP REVIEWS FROM DIGITAL MARKETING ANALYTICS IN THEORY
by DNJan 30, 2016
Excellent information and presented in an easy-to-understand format. My only reason for not giving this course five stars was how many examples and details were out of date and not current to today.
by SCJun 3, 2020
I enjoyed learning about the theories behind digital marketing and what all goes into it. I liked how I could see the lessons learned in the class applying to my own life as a consumer.
by RRJul 28, 2019
This course helps me to understand the basic analytical techniques used in marketing as well as influence of digital on marketing.The instructor explained in deatail and point to point.
by EBFeb 19, 2016
I really think this is the best Introduction for any beginner who needs to start learning about Digital Analytics. Thank you Prof Kevin for all the information and resources you provided us !
About the Digital Marketing Specialization
Master strategic marketing concepts and tools to address brand communication in a digital world.
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