Advanced Tools for Digital Marketing Analytics

This course is part of Unilever Digital Marketing Analyst Professional Certificate

Instructor: Unilever Team

Access provided by Alliance University

5,401 already enrolled

4 modules

Gain insight into a topic and learn the fundamentals.

64 reviews

Beginner level

No prior experience required

2 weeks to complete

at 10 hours a week

Flexible schedule

Learn at your own pace

4 modules

Gain insight into a topic and learn the fundamentals.

64 reviews

Beginner level

No prior experience required

2 weeks to complete

at 10 hours a week

Flexible schedule

Learn at your own pace

Details to know

Shareable certificate

Add to your LinkedIn profile

Assessments

27 assignments

Taught in English

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Build your Marketing expertise

This course is part of the Unilever Digital Marketing Analyst Professional Certificate

When you enroll in this course, you'll also be enrolled in this Professional Certificate.

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 from Unilever

There are 4 modules in this course

The Advanced Tools for Digital Marketing Analytics course explores cutting-edge tools and technologies that are transforming the landscape of digital marketing analytics such as marketing automation and scaling strategies, predictive analytics and algorithms, video and mobile marketing trends, as well as artificial intelligence (AI), natural language processing (NLP), and ethics. You’ll also walk through preparing a portfolio and supporting a career change to digital marketing analyst.

After completing this course, you will be able to: - Describe marketing automation and software applications that support it. - Strategically assess scalability options for marketing campaigns. - Identify the current applications of predictive analytics for digital marketing. - Use data summarization, experimentation, and analysis as an application for targeting. - Describe the future of video and mobile marketing and their impact on the digital marketing channel mix. - Describe how AI and machine learning benefit digital marketing campaigns. - Define NLP and identify its impact on digital marketing. - Examine ethical considerations impacting digital marketing and recognize the potential impact of future advances.

In this module, you will enter the exciting world of marketing automation and explore its role in streamlining marketing processes.

What's included

9 videos7 readings7 assignments

9 videos Total 54 minutes

Welcome to digital marketing analyst professional certificate 4 minutes
Welcome to advanced tools for digital marketing analytics 6 minutes
Marketing automation and scaling strategies 5 minutes
Benefits of marketing automation 5 minutes
Marketing automation 9 minutes
Popular marketing automation tools 5 minutes
Scaling campaign efforts 8 minutes
Case studies: scalability of a campaign strategy 9 minutes
Marketing automation and scaling strategies summary 4 minutes

7 readings Total 54 minutes

Unilever positioning statement 2 minutes
Digital marketing analyst professional certificate syllabus 10 minutes
Successful marketing automation 10 minutes
Selecting a marketing automation tool 10 minutes
What we did: selecting a marketing automation tool 2 minutes
Using software to improve marketing efficiency 10 minutes
Techniques for scaling marketing campaigns 10 minutes

7 assignments Total 225 minutes

Introduction to marketing automation 15 minutes
Activity: Practice selecting a marketing automation tool 15 minutes
Software applications for marketing automation 15 minutes
Activity: Practice recommendations for automation and scaling 15 minutes
Scaling strategies for campaigns 15 minutes
Marketing automation and scaling strategies 30 minutes
Activity: Marketing automation plan 120 minutes

In this module, you will explore predictive analytics and its applications in the realm of digital marketing.

What's included

6 videos6 readings5 assignments1 discussion prompt

6 videos Total 37 minutes

Welcome to applications of predictive analytics in digital marketing 4 minutes
Use predictive analytics to enhance strategies 8 minutes
Case studies: impact of predictive analytics on performance 7 minutes
Case studies: implementation of predictive analytics tools 7 minutes
Developing a predictive model 7 minutes
Predictive analytics and algorithms summary 4 minutes

6 readings Total 60 minutes

Applications of predictive analytics 10 minutes
Predictive analytics tools 10 minutes
Regression analysis 11 minutes
Predictive analytics techniques 10 minutes
Translating predictive data 10 minutes
Predictive model application plan 10 minutes

5 assignments Total 90 minutes

Activity: Practice identifying opportunities to apply predictive analytics 15 minutes
Applications of predictive analytics in digital marketing 15 minutes
Predictive analytics tools and techniques 15 minutes
Developing a predictive model for marketing strategy 15 minutes
Predictive analytics and algorithms 30 minutes

1 discussion prompt Total 10 minutes

What do you think? 10 minutes

In this module, you will explore the exciting world of video marketing and mobile marketing and their significant impact on the digital marketing landscape.

What's included

8 videos5 readings7 assignments

8 videos Total 63 minutes

Welcome to the future of video marketing in the digital marketing channel mix 5 minutes
Video content 8 minutes
The role of mobile marketing 8 minutes
Mobile marketing trends 11 minutes
User experience in mobile marketing 12 minutes
Best practices for optimizing video content 9 minutes
Strategies for mobile app marketing 6 minutes
Video and mobile marketing summary 4 minutes

5 readings Total 50 minutes

Evolving landscape of video marketing 10 minutes
Use video content to drive engagement, brand awareness, and conversions 10 minutes
Components of mobile marketing ecosystem 10 minutes
Techniques for enhancing video engagement 10 minutes
Best practices for mobile marketing 10 minutes

7 assignments Total 230 minutes

Activity: Practice aligning video content with marketing purpose 15 minutes
Future of video marketing in the digital marketing channel mix 15 minutes
Activity: Design the customer experience for a mobile app 20 minutes
Role of mobile marketing in integrated digital marketing 15 minutes
Optimizing video and mobile marketing campaigns 15 minutes
Activity: Mobile marketing strategy 120 minutes
Video & mobile marketing trends 30 minutes

In this module, you will explore the powerful intersection of AI, machine learning, and digital marketing. You'll also examine the ethical considerations that arise with the implementation of AI and envisioning the potential impacts of future advancements. You will also focus on career and job search tasks to help prepare you for a marketing analyst role.

What's included

13 videos10 readings8 assignments

13 videos Total 76 minutes

Welcome to artificial intelligence (AI), natural language processing (NLP) & ethics 4 minutes
AI and machine learning 8 minutes
Advantages of AI and machine learning 8 minutes
Current use of AI and machine learning in marketing operations 7 minutes
Possible future applications 7 minutes
Natural language processing (NLP) 8 minutes
Role of NLP 3 minutes
Ethical considerations of AI in digital marketing 8 minutes
Artificial intelligence (AI), natural language processing (NLP) & ethics summary 4 minutes
Overview of marketing analyst role 7 minutes
Positioning yourself for a career in digital marketing 4 minutes
Continuous learning and professional development 4 minutes
Digital marketing analyst certificate summary 4 minutes

10 readings Total 85 minutes

AI applications 10 minutes
Better decision-making and efficiency 10 minutes
NLP techniques to enhance customer experience 10 minutes
What we did: ethical considerations 2 minutes
AI-driven marketing 10 minutes
Best practices for ethical considerations 10 minutes
Crafting an effective digital marketing analyst resume 10 minutes
Preparing for digital marketing analyst job interviews 10 minutes
Building a professional portfolio for digital marketing 7 minutes
Artificial intelligence (AI), natural language processing (NLP) & ethics summary 6 minutes

8 assignments Total 195 minutes

Benefits of AI and machine Learning in digital marketing campaigns 15 minutes
Incorporating AI and machine learning in marketing operations 15 minutes
NLP and its impact on digital marketing 15 minutes
Ethical considerations in digital marketing with AI 15 minutes
Activity: Practice identifying opportunities and red flags 30 minutes
Preparing for a job as a digital marketing analyst 15 minutes
Activity: Pull a portfolio together 60 minutes
Artificial intelligence (AI), natural language processing (NLP) & ethics 30 minutes