OpenCourser brand icon
Sign in
We may earn an affiliate commission when you visit our partners.
Course image
Course image
Coursera logo

Digital Marketing Analytics in Theory

4.5 Filled star Filled star Filled star Filled star Half star
Based on 4,787 ratings
see reviews
Kevin Hartman

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.

Read more

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/.

Enroll now

Here's a deal for you

Save money when you learn with a deal that may be relevant to this course.
All coupon codes, vouchers, and discounts are applied automatically unless otherwise noted.
Valid until March 12, 2027
Save 40% Off 3 Months
Access thousands of top-rated learning programs with a Coursera Plus monthly subscription and take 40% off 3 months for a limited time.
Take
40%
off
Get offer

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.
Read more

Traffic lights

Read about what's good
what should give you pause
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

Save this course

Create your own learning path. Save this course to your list so you can find it easily later.
Save

Reviews summary

Strong theoretical foundation for digital marketing analytics

According to learners, this course provides a strong theoretical foundation in digital marketing analytics, effectively blending the art and science of the field. Many students found the instructor's lectures to be clear and engaging, making complex topics accessible. While highly praised for its conceptual depth and frameworks, some reviewers noted it is heavy on theory and lighter on practical, hands-on tool application, which is consistent with its title as the "Theory" component of a series. Overall, it's seen as an essential first step for building a solid understanding before moving to more practical applications.
Core concepts are relevant, some specifics may be dated.
"The overall frameworks are timeless, but some examples or tools mentioned felt a bit dated."
"While the fundamental principles are solid, the rapid changes in digital marketing mean some specifics might not be current."
"Provides relevant core ideas, though keeping up with tool changes is challenging."
"Learned great concepts, but would love an update on the latest specific platforms."
Serves as essential groundwork for the next course.
"This course is clearly meant to be the theoretical precursor to the more practical Part 2."
"Makes perfect sense as the foundational, theoretical half of the series."
"I see now why this is 'in Theory' and sets you up for the next course."
"Definitely recommend taking this before moving on to the second course for the practical side."
Lectures are clear, engaging, and easy to follow.
"The professor is fantastic! His explanations are crystal clear and engaging."
"I really enjoyed the instructor's teaching style; it made learning enjoyable."
"His ability to simplify complex ideas made the material easy to grasp."
"The lectures were well-structured and easy to follow."
Provides essential concepts and frameworks.
"This course lays a really solid foundation, helping me understand the core concepts behind analytics, not just how to use tools."
"I appreciated the focus on the 'why' and the frameworks provided."
"Great for understanding the background info and frameworks needed for digital analytics."
"The course content provided me with a strong theoretical understanding of the field."
Focuses more on concepts than practical tools.
"While the theory is good, I was hoping for more hands-on practice with actual analytics tools."
"It's definitely more theoretical than practical; you won't finish knowing how to run specific reports."
"Felt it needed a bit more practical application to balance the theory."
"Good concepts, but limited examples using real-world tools."

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in Digital Marketing Analytics in Theory with these activities:
Organize Course Materials
Stay organized throughout the course
Show steps
  • Create a dedicated notebook or folder for the course
  • Regularly review and organize your notes
  • Create summaries or mind maps of key concepts
  • Use tags or labels to categorize your materials
Review Foundational Concepts
This activity will prime you for your learning in this course by reviewing data analytics concepts such as data collection, measurement, and reporting
Browse courses on Web Analytics
Show steps
  • Read articles and blog posts on web analytics basics
  • Review online courses or tutorials on data collection methods
  • Practice using data visualization tools
Form Study Groups
Enhance understanding through peer collaboration
Show steps
  • Find classmates with similar interests or goals
  • Establish regular meeting times and locations
  • Discuss course materials, assignments, and projects
  • Share resources and support each other
Five other activities
Expand to see all activities and additional details
Show all eight activities
Attend Industry Webinars
Enhance your learning by attending industry webinars to hear from experts and engage with peers
Browse courses on Digital Marketing
Show steps
  • Identify relevant webinars on digital marketing analytics
  • Register and attend the webinars
  • Take notes and ask questions
  • Follow up with speakers or attendees
Create a Data Analytics Glossary
Improve your understanding of data analytics by creating a glossary of key terms, definitions, and metrics
Browse courses on Data Analytics
Show steps
  • Identify the most important data analytics terms, definitions, and metrics
  • Write clear and concise definitions for each term
  • Add examples and illustrations to enhance understanding
Analyze Real-World Data
Practice your data analytics skills by working on real-world data sets
Browse courses on Data Analysis
Show steps
  • Find a data set that is relevant to your interests or goals
  • Clean and prepare the data
  • Analyze the data using different techniques
  • Interpret the results and draw insights
Participate in Data Analytics Workshops
Gain hands-on experience by participating in data analytics workshops
Browse courses on Data Analytics
Show steps
  • Identify data analytics workshops that align with your goals
  • Register and attend the workshops
  • Actively participate in hands-on exercises
  • Network with fellow participants and industry professionals
Develop a Digital Marketing Analytics Plan
Apply what you have learned by developing a custom data analytics plan for a real or hypothetical marketing campaign
Browse courses on Digital Marketing Analytics
Show steps
  • Define the goals of your marketing campaign
  • Identify the relevant metrics and KPIs
  • Choose the right data analytics tools
  • Collect and analyze the data
  • Present your findings and recommendations

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.
See salaries and explore the career path for Data Analyst
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.
See salaries and explore the career path for Digital Marketing Specialist
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.
See salaries and explore the career path for Web Analyst
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.
See salaries and explore the career path for Marketing Manager
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.
See salaries and explore the career path for Market Researcher
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.
See salaries and explore the career path for Business Analyst
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.
See salaries and explore the career path for Product Manager
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.
See salaries and explore the career path for Growth Manager
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.
See salaries and explore the career path for Performance Marketing Manager
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.
See salaries and explore the career path for Business Intelligence Analyst
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.
See salaries and explore the career path for User Experience Researcher
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.
See salaries and explore the career path for Content Marketing Manager
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.
See salaries and explore the career path for Social Media Manager
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.
See salaries and explore the career path for eCommerce Manager
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

Featured in The Course Notes

This course is mentioned in our blog, The Course Notes. Read one article that features Digital Marketing Analytics in Theory:
5 New Specializations that Teach You Future-Proof Skills
7 minute read

Reading list

We've selected 12 books that we think will supplement your learning. Use these to develop background knowledge, enrich your coursework, and gain a deeper understanding of the topics covered in Digital Marketing Analytics in Theory.
Cover image
Web Analytics
Save
Provides a comprehensive overview of web analytics, covering topics such as data collection, analysis, and visualization. It valuable resource for anyone who wants to learn more about the field of digital marketing analytics.
Web Analytics
Paperback
Check
Web Analytics
Kindle Edition
Check
Cover image
Digital Marketing Analytics
Save
Provides a practical guide to using digital marketing analytics to make data-driven decisions. It valuable resource for anyone who wants to learn how to use data to improve their marketing campaigns.
Digital Marketing Analytics: Making Sense of...
Paperback
$$
Digital Marketing Analytics: Making Sense of...
Kindle Edition
$$
Cover image
Waiting for Your Cat to Bark?
Save
Provides a step-by-step guide to using Google Analytics to track and measure your website traffic. It valuable resource for anyone who wants to learn how to use Google Analytics to improve their marketing campaigns.
Waiting for Your Cat to Bark?
Paperback
Check
Waiting for Your Cat to Bark?
Kindle Edition
Check
Cover image
Machine Learning for Business Analytics
Save
Provides a comprehensive overview of data mining for business intelligence. It covers topics such as data collection, analysis, and visualization, as well as how to use data mining to make better business decisions.
Machine Learning for Business Analytics: Concepts,...
Hardcover
$$$$
Machine Learning for Business Analytics: Concepts,...
Kindle Edition
$$$$
Cover image
The AI Playbook
Save
Provides a comprehensive overview of predictive analytics, covering topics such as data collection, analysis, and visualization. It valuable resource for anyone who wants to learn more about the field of predictive analytics.
The AI Playbook: Mastering the Rare Art of Machine...
Hardcover
$$
The AI Playbook: Mastering the Rare Art of Machine...
Kindle Edition
$$
Cover image
Big Data
Save
Provides a comprehensive overview of big data, covering topics such as data collection, analysis, and visualization. It valuable resource for anyone who wants to learn more about the field of big data.
Big Data: A Revolution That Will Transform How We...
Kindle Edition
$$
Learning With Big Data (Kindle Single): The Future...
Kindle Edition
$
(Italiano) Big data. Una rivoluzione che trasformerà il nostro...
Hardcover
$$
(Español) Big data: La revolución de los datos masivos...
Kindle Edition
$$
(Deutsch) Lernen mit Big Data: Die Zukunft der Bildung
Paperback
$$
(Deutsch) Big Data: Die Revolution, die unser Leben verändern...
Hardcover
$$
(Español) Aprender con big data
Paperback
$$
Learning with Big Data: The Future of...
Hardcover
$$
Cover image
Deep Learning
Save
Provides a comprehensive overview of deep learning, covering topics such as data collection, analysis, and visualization. It valuable resource for anyone who wants to learn more about the field of deep learning.
Deep Learning (Adaptive Computation and Machine...
Hardcover
$$$
Deep Learning (Adaptive Computation and Machine...
Kindle Edition
$$$
Cover image
Reinforcement Learning, second edition
Save
Provides a comprehensive overview of reinforcement learning, covering topics such as data collection, analysis, and visualization. It valuable resource for anyone who wants to learn more about the field of reinforcement learning.
Reinforcement Learning, second edition: An...
Hardcover
$$$
Reinforcement Learning, second edition: An...
Kindle Edition
$$$
Cover image
Speech and Language Processing
Save
Provides a comprehensive overview of natural language processing, covering topics such as data collection, analysis, and visualization. It valuable resource for anyone who wants to learn more about the field of natural language processing.
Speech and Language Processing
Paperback
Check
Speech and Language Processing
Kindle Edition
Check
Cover image
Probability and Statistics for Computer Science
Save
Provides a comprehensive overview of computer vision, covering topics such as data collection, analysis, and visualization. It valuable resource for anyone who wants to learn more about the field of computer vision.
Probability and Statistics for Computer Science
Paperback
$$$
Probability and Statistics for Computer Science
Kindle Edition
$$$
Cover image
Speech and Language Processing. An Introduction to...
Save
Provides a comprehensive overview of speech and language processing, covering topics such as data collection, analysis, and visualization. It valuable resource for anyone who wants to learn more about the field of speech and language processing.
Speech and Language Processing An Introduction to...
Paperback
$$
Cover image
Information Theory, Inference and Learning...
Save
Provides a comprehensive overview of information theory, inference, and learning algorithms, covering topics such as data collection, analysis, and visualization. It valuable resource for anyone who wants to learn more about the field of information theory, inference, and learning algorithms.
Information Theory, Inference and Learning...
Hardcover
$$$

Share

Help others find this course page by sharing it with your friends and followers:
Facebook
LinkedIn
Reddit
X
Link
Email

Similar courses

Here are nine courses similar to Digital Marketing Analytics in Theory.
Data Analytics with Skills.AI: Create Data Visualizations
Most relevant
Digital Marketing 2
Most relevant
Practical Time Series Analysis
Most relevant
Data Visualization with Python
Most relevant
Object Oriented Programming in Java
Most relevant
Data Processing Using Python
Most relevant
Measuring the Success of a Patient Safety or Quality...
Most relevant
SQL for Data Science
Most relevant
Python Data Visualization
Most relevant

Coursera Buyer Protection & Guarantee

Verified partner policies & purchase protections

Accredited University Partner
Free Trial & Audit

7-Day Free Trial & Free Audit

7-day free trial on monthly Coursera Plus subscriptions; free audit option available on most individual courses to explore video lectures and readings at no charge.

Return & Refund Policy

14-Day Refund Guarantee

14-day refund window on annual Coursera Plus subscriptions and single-course purchases prior to certificate issuance. Monthly subscriptions do not offer refunds once billed.

Buyer Protections

Verified Academic & Industry Partner

Accredited university and industry certifications (e.g. Stanford, Google, IBM, Yale), secure SSL payment processing, and verifiable digital certificate links.

Key Purchase Protections
14-day refund window on annual Coursera Plus and single courses
7-day free trial on monthly Coursera Plus subscriptions
Free course audit option for lectures and readings
Verified certificates from top universities & companies
OpenCourser Verified Partner Policy details last reviewed: 2026-10-22
Course image
Rating
4.5 Filled star Filled star Filled star Filled star Half star
Effort
Approx. 20 hours
Level
Introductory
Via
Coursera
Institution
University of Illinois at Urbana-Champaign
Instructor
Kevin Hartman
Language
English
Transcripts
Español Français Português Deutsch Italiano 中文 العربية 한국어 日本語 हिंदी Nederlands Svenska Pусский Türkçe Polski Ελληνικά українська мова magyar nyelv Bahasa Indonesia ไทย қазақша اُردُو, فارسی বাংলা tiếng Việt پښتو آذربایجان دیلی
Digital Marketing Analytics in Theory belongs to the following collections:
  1. Digital Marketing
  2. Digital Marketing
Traffic lights
Read about what's good
what should give you pause
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
Featured in The Course Notes
Read one article that features this course, Digital Marketing Analytics in Theory from our blog, The Course Notes:
5 New Specializations that Teach You Future-Proof Skills
7 minute read
Share this
Share to help others discover this course.
Facebook LinkedIn X Reddit Link Email
Begin learning today
Enroll now to gain full access to Digital Marketing Analytics in Theory.
Enroll now
Save for later
Add this course to your list. Find it anytime.
Save
Our mission

OpenCourser helps millions of learners each year. People visit us to learn workspace skills, ace their exams, and nurture their curiosity.

Our extensive catalog contains over 50,000 courses and twice as many books. Browse by search, by topic, or even by career interests. We'll match you to the right resources quickly.

Find this site helpful? Tell a friend about us.

Affiliate disclosure

We're supported by our community of learners. When you purchase or subscribe to courses and programs or purchase books, we may earn a commission from our partners.

Your purchases help us maintain our catalog and keep our servers humming without ads.

Thank you for supporting OpenCourser.

© 2016 - 2025 OpenCourser