Digital Marketing Analytics in Theory from Coursera

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.

You will be able to:

- Identify the web analytic tool right for your specific needs

- Understand valid and reliable ways to collect, analyze, and visualize data from the web

- Utilize data in decision making for agencies, organizations, or clients

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/.

What's inside

Syllabus

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.

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.

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.

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.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Introduces learners to digital marketing skills and knowledge, which can help with a variety of career paths

Provides concrete skills for agencies, organizations, or clients, which is essential for marketing jobs

Is part of Gies College of Business’ suite of online programs, which may be of interest for students interested in an MBA or MSM

Career center

Learners who complete Digital Marketing Analytics in Theory will develop knowledge and skills that may be useful to these careers:

Data Analyst

Data analysts have a very clear role: collect, analyze, and interpret data. With this course’s focus on digital data creation, analysts will get a complete picture of the tools analysts use, as well as the skills they need to make real-world change. This will prove exceptionally helpful in the pursuit of a data analyst position due to the in-depth coverage of data collection, measurement, and analysis.

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Digital Marketing Specialist

Digital Marketing Specialists create, execute, and manage multichannel marketing campaigns. Understanding how to analyze data is paramount to success in this role, and this course may help build a foundation in that area. Specifically, the focus on digital data collection, measurement, and analysis will prove helpful.

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Web Analyst

Web Analysts are responsible for collecting, analyzing, and maintaining data about a website’s performance. This course may be useful for those seeking a web analyst position due to the in-depth coverage of data collection, measurement, and analysis. Specific coverage of multitouch attribution models and media mix models is especially relevant.

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Marketing Manager

Marketing Managers plan, implement, and measure marketing campaigns. This course may be useful for those seeking a marketing manager position due to the emphasis on measurement. Specifically, the coverage of multitouch attribution models and media mix models is especially relevant.

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Market Researcher

Market Researchers are responsible for gathering and analyzing data about consumers and markets. This course may be useful for those seeking a market researcher position due to the emphasis on data collection, analysis, and interpretation. Specifically, the coverage of digital data collection, measurement, and analysis is particularly relevant.

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Business Analyst

Business Analysts are responsible for analyzing business processes and developing recommendations for improvement. This course may be useful for those seeking a business analyst position due to the focus on data analysis and interpretation. Specifically, the coverage of digital data collection, measurement, and analysis is particularly relevant.

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Product Manager

Product Managers are responsible for planning, developing, and launching new products. This course may be useful for those seeking a product manager position since it covers data analysis and interpretation. Specifically, the modules on data collection, measurement, and analysis are relevant.

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Growth Manager

Growth Managers are responsible for developing and implementing strategies to grow a business. This course may be useful for those seeking a growth manager position since it covers data analysis and interpretation. Specifically, the modules on data collection, measurement, and analysis are relevant.

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Performance Marketing Manager

Performance Marketing Managers are responsible for planning, developing, and implementing marketing campaigns that drive results. This course may be useful for those seeking a performance marketing manager position due to the focus on data analysis and measurement. Specifically, the coverage of digital data collection, measurement, and analysis is particularly relevant.

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Business Intelligence Analyst

Business Intelligence Analysts are responsible for collecting, analyzing, and interpreting data to help businesses make better decisions. This course may be useful for those seeking a business intelligence analyst position. Specifically, the coverage of digital data collection, measurement, and analysis is particularly relevant.

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User Experience Researcher

User Experience Researchers are responsible for conducting research to understand how users interact with products and services. This course may be useful for those seeking a UX researcher position due to the focus on data collection and analysis. Specifically, the coverage of digital data collection, measurement, and analysis is relevant.

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Content Marketing Manager

Content Marketing Managers are responsible for planning, developing, and implementing content marketing campaigns. This course may be useful for those seeking a content marketing manager position due to the focus on data analysis and measurement. Specifically, the coverage of digital data collection, measurement, and analysis is particularly relevant.

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Social Media Manager

Social Media Managers are responsible for planning, implementing, and measuring social media campaigns. This course may be useful for those seeking a social media manager position due to the focus on data analysis and measurement. Specifically, the coverage of digital data collection, measurement, and analysis is particularly relevant.

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eCommerce Manager

eCommerce Managers are responsible for planning, developing, and implementing eCommerce strategies. This course may be useful for those seeking an eCommerce manager position due to the focus on data analysis and measurement. Specifically, the coverage of digital data collection, measurement, and analysis is particularly relevant.

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Digital Marketing Analyst

Digital Marketing Analysts are responsible for analyzing digital marketing campaigns to measure their effectiveness. This course may be useful for those seeking a digital marketing analyst position due to the focus on data analysis and measurement. Specifically, the coverage of digital data collection, measurement, and analysis is especially relevant.

See salaries and explore the career path for Digital Marketing Analyst