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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.
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/.
Register for this course and see more details by visiting:
OpenCourser.com/course/cvvgzw/digital
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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
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
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
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
Save this course
Save Digital Marketing Analytics in Theory to your list so you can find it easily later:
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Reviews summary
Course well-received by students
learners say this course is excellent
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
Show steps
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
Show steps
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
Show steps
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
Show steps
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
Show steps
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
Show steps
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
Show steps
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
Show steps
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
Organize Course Materials
Show steps
Stay organized throughout the course
Show steps
Show steps
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
Show steps
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
Show steps
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
Show steps
Enhance understanding through peer collaboration
Show steps
Show steps
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
Show steps
Enhance your learning by attending industry webinars to hear from experts and engage with peers
Browse courses on
Digital Marketing
Show steps
Show steps
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
Show steps
Improve your understanding of data analytics by creating a glossary of key terms, definitions, and metrics
Browse courses on
Data Analytics
Show steps
Show steps
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
Show steps
Practice your data analytics skills by working on real-world data sets
Browse courses on
Data Analysis
Show steps
Show steps
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
Show steps
Gain hands-on experience by participating in data analytics workshops
Browse courses on
Data Analytics
Show steps
Show steps
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
Show steps
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
Show steps
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 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.
Digital Marketing Specialist
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.
Web Analyst
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.
Marketing Manager
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.
Market Researcher
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.
Business Analyst
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.
Product Manager
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.
Growth 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.
Performance Marketing 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.
Business Intelligence Analyst
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.
User Experience Researcher
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.
Content Marketing Manager
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.
Social Media 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.
eCommerce 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.
Digital Marketing Analyst
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.
For more career information including salaries, visit:
OpenCourser.com/course/cvvgzw/digital
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
For more information about how these books relate to this course, visit:
OpenCourser.com/course/cvvgzw/digital
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Effort
4 weeks of study, 8-10 hours/week
Level
Introductory
Via
Coursera
Institution
University of Illinois at Urbana-Champaign
Instructor
Kevin Hartman
Language
English
Transcripts
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Good to know
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
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