Digital Marketing 2

Arifa Garman and Ada Crutchfield

Businesses today have access to an increasingly large amount of detailed customer data, and this influx of “big data” is only going to continue. Combined with a detailed history of marketing actions, there is a newfound potential for deriving actionable insights, but you need the tools to do so. Using real-world applications from various industries, this course will help you understand the tools and strategies used to make data-driven decisions that you can put to use in your own company or business.

Businesses today have access to an increasingly large amount of detailed customer data, and this influx of “big data” is only going to continue. Combined with a detailed history of marketing actions, there is a newfound potential for deriving actionable insights, but you need the tools to do so. Using real-world applications from various industries, this course will help you understand the tools and strategies used to make data-driven decisions that you can put to use in your own company or business.

This valuable data may include in-store and online customer transactions, customer surveys, web analytics, as well as prices and advertising. You’ll also learn how to assess critical managerial problems, develop relevant hypotheses, analyze data and, most importantly, draw inferences to create convincing narratives which yield actionable results. Artificial intelligence and machine learning will be explored as tools to deepen analytical skills and acumen and hone decision-making.

This comprehensive exploration into digital marketing analytics tools and techniques is critical knowledge for marketing influencers, digital marketing analysts, and product and brand decision-makers within small and medium businesses as well as larger organizations with international reach.

What You'll Learn in this Course:

Learn how to leverage leading tools and approaches to digital marketing data analysis. Dive into Search Engine Marketing and Website analytics, online testing, machine learning, and AI/Big Data applications to strengthen your digital marketing efforts and leverage your resources most effectively.

Course Objectives:

This course will cover the fundamentals of digital marketing.

By the end of this course, you will be able to:

1- Analyze and assess the performance of paid search campaigns, diagnose potential problems, and recommend adjustments to the digital marketing campaign.

2- Describe the importance of Search Engine Optimization and Recommendation Systems in digital environments.

3- Evaluate campaign analytics and use online testing to determine how design affects the performance of a digital marketing campaign.

4- Describe the Paradigm shift in machine learning methods.

5- Identify the process of evaluating the performance of machine learning algorithms.

6- Describe the expanding application of big data as they apply to neural networks.

Enroll now

Or subscribe to Coursera Plus

And get unlimited access to Coursera

What's inside

Syllabus

SEO, Paid Search, and Web Analytics

Welcome to Week 1 of your course. Each week will have a similar format. The weekly page will first provide an overview of the content we will cover. As you work your way down the page, you will see that the content is divided into sections. Navigate through each lesson on the page to complete the assigned work. Work your way through each item in the lessons to watch videos, read assigned articles, participate in discussions, and complete assignments. You should expect to spend at least 30-minutes in total watching seven short videos. In addition to the videos and readings, you will have practice questions, a few activities, and a scenario at the end of the week. These activities and scenarios are essential to helping you learn and apply the skills you will need to demonstrate and master Digital Marketing Analytics.

Save this course

Save Digital Marketing 2 to your list so you can find it easily later:

Save

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 2 with these activities:

Join a Study Group for Digital Marketing Analytics Concepts

Show steps

Engaging in peer discussions will foster a better understanding of course concepts and provide diverse perspectives.

Show steps

Connect with classmates or join online forums to form a study group.
Establish regular meeting times to discuss assigned readings, assignments, and concepts.
Take turns leading discussions and presenting different perspectives.
Support each other with questions, explanations, and encouragement.

Solve Practice Questions on SEO Fundamentals

Show steps

Practicing SEO fundamentals through drills will help you solidify your understanding and prepare you for real-world scenarios.

Browse courses on Search Engine Optimization

Show steps

Review the provided materials on SEO basics.
Attempt the practice questions covering topics like keyword research, on-page optimization, and link building.
Check your answers and review the explanations to identify areas for improvement.

Compile a Resource Guide on Digital Marketing Analytics Tools

Show steps

Creating a resource guide will help you stay updated on the latest tools and technologies used in digital marketing analytics.

Show steps

Research and identify various digital marketing analytics tools available.
Categorize the tools based on their functionalities, such as web analytics, social media analytics, or email marketing analytics.
Compile a list of the tools, including their key features, pricing, and links to their websites.
Share the resource guide with classmates or industry professionals.

Four other activities

Expand to see all activities and additional details

Show all seven activities

Conduct A/B Testing on Website Elements

Show steps

Hands-on A/B testing will provide you with practical experience in optimizing website elements for better performance.

Browse courses on A/B Testing

Show steps

Identify a website element to test, such as a headline, call-to-action, or layout.
Create variations of the element with different design or content.
Use a tool or platform to set up the A/B test and collect data.
Analyze the results to determine which variation performs better.
Implement the winning variation on your website.

Complete Online Tutorials on Machine Learning Algorithms

Show steps

Following online tutorials on machine learning algorithms will enhance your understanding of their applications and practical implementation.

Browse courses on Machine Learning Algorithms

Show steps

Identify reputable online platforms or courses offering tutorials on machine learning algorithms.
Choose tutorials that cover algorithms relevant to digital marketing, such as supervised and unsupervised learning.
Follow the tutorials, experiment with code examples, and take notes on key concepts.
Apply the learned techniques to practical scenarios or projects.

Attend a Workshop on Data Visualization for Digital Marketing

Show steps

Attending a workshop on data visualization will enhance your skills in presenting data effectively, which is crucial for digital marketing analytics.

Browse courses on Data Visualization

Show steps

Research and identify relevant workshops offered by industry professionals or organizations.
Register and attend the workshop.
Actively participate in the sessions, take notes, and ask questions.
Apply the learned techniques to your own digital marketing projects.

Read 'Digital Marketing Analytics' by Chuck Hemann

Show steps

This book provides a comprehensive overview of digital marketing analytics techniques and their applications, which will complement the course content.

View Digital Marketing Analytics: Making Sense of... on Amazon

Show steps

Read the assigned chapters on topics like web analytics, paid search, and social media analytics.
Take notes and highlight key concepts.
Complete the chapter exercises to apply your understanding.