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Athanasia Lampraki,
Evangelia Katsikea,
and
Tana Licsandru
In this course, you will focus on measuring the effectiveness of a digital marketing strategy through marketing analytics.
By the end of this course, you will have developed your understanding of key topics such as; owned and earned social media, web analytics, social media landscape analysis, crisis management, product lifecycle and Return on Investment (ROI).
Read more
In this course, you will focus on measuring the effectiveness of a digital marketing strategy through marketing analytics.
By the end of this course, you will have developed your understanding of key topics such as; owned and earned social media, web analytics, social media landscape analysis, crisis management, product lifecycle and Return on Investment (ROI).
Read more
In this course, you will focus on measuring the effectiveness of a digital marketing strategy through marketing analytics.
By the end of this course, you will have developed your understanding of key topics such as; owned and earned social media, web analytics, social media landscape analysis, crisis management, product lifecycle and Return on Investment (ROI).
Throughout the course, you will be prompted to consider how the topics relate to a company or brand of your choosing. You will be asked to analyse how successfully the company has implemented these topics and identify areas that can be improved.
You will have the opportunity to apply your knowledge by analysing the effectiveness of a company's digital marketing strategy in the end-of-course assignment.
Completing this course will count towards your learning in the Digital Consumer Search and Marketing Specialization.
Register for this course and see more details by visiting:
OpenCourser.com/course/hv0txn/sensing
What's inside
Syllabus
Week 1
This week, you will be introduced to digital analytics, with a specific focus on owned and learned social media metrics. You will then study web, search and traditional analytics, before ending the week looking at audience analysis.
Read more
Syllabus
Week 1
This week, you will be introduced to digital analytics, with a specific focus on owned and learned social media metrics. You will then study web, search and traditional analytics, before ending the week looking at audience analysis.
Read more
Week 2
The week commences with a discussion on how digital analytics inform marketing programmes and continues with a discussion of social media landscape analysis. The week continues with a discussion on search and owned media analysis and a focus on digital consumer experience. The week ends with a focus on the role of digital analytics on crisis preparation and management.
Week 3
The week commences with a discussion of product lifecycle and digital analytics. In this vein, the different stages of the product lifecycle discussed. The week continues with a focus on the development of a research proposal using digital analytics. The week ends with a discussion on the ingredients of robust research reports.
Week 4
The week commences with a discussion on the digital marketing ecosystem and its core ingredients. Focus is devoted to Return on Investment (ROI) of digital marketing activities and different variations including Return of Engagement, Return on Experience and Return on Influence. The week ends with a discussion regarding the future of digital data and the need for the building of digital analytics capability within the contemporary organization in order to handle digital consumer intelligence and manage the digital analytics process.
Good to know
Good to know
Know what's good ,
what to watch for , and
possible dealbreakers
Develops the core topic of measuring the effectiveness of digital marketing through marketing analytics
The instructors (Athanasia Lampraki, Evangelia Katsikea, and Tana Licsandru) are not explicitly introduced, so no remarks can be made regarding their expertise or reputation
Examines owned and earned social media, web analytics, social media landscape analysis, crisis management, product lifecycle, and Return on Investment (ROI), which are all core topics in digital marketing
Teaches skills in analyzing the effectiveness of a company's digital marketing strategy
Develops professional skills in digital marketing analytics and reporting
Save this course
Save Sensing Consumer Insights to your list so you can find it easily later:
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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 Sensing Consumer Insights with these
activities:
Review Adobe Suite proficiency
Show steps
This course will require a skill in using photo and video editing software.
Browse courses on
Adobe Illustrator
Show steps
-
Practice using Adobe Illustrator to create a basic logo.
-
Practice using Adobe Photoshop to edit and resize images
-
Practice using Adobe After Effects to create a basic animation
Review key concepts in marketing strategy
Show steps
Reinforce your understanding of marketing strategy concepts to enhance your comprehension during the course.
Browse courses on
Marketing Strategy
Show steps
-
Read a book or article about marketing strategy.
-
Take notes on key concepts and definitions.
-
Discuss marketing strategy concepts with a peer or mentor.
Read 'Digital Marketing Analytics: Making the Most of Your Digital Data' by Brian Clifton
Show steps
Gain insights from a leading expert in digital marketing analytics to supplement your understanding of the course material.
View
Advanced Web Metrics with Google Analytics
on Amazon
Show steps
-
Purchase or borrow the book.
-
Read the book and take notes.
-
Discuss the book with a peer or mentor.
11 other activities
Expand to see all activities and additional details
Show all 14 activities
Refresh Your Understanding of Marketing Analytics
Show steps
Revisit the fundamentals of marketing analytics to strengthen your foundation and enhance your understanding of the course materials.
Browse courses on
Marketing Analytics
Show steps
-
Review key concepts of marketing analytics, including metrics, data sources, and analysis techniques.
-
Complete practice exercises or case studies to apply your knowledge and identify areas for improvement.
Attend Virtual Study Groups or Discussion Forums
Show steps
Connect with fellow learners by participating in virtual study groups or discussion forums, allowing you to exchange ideas, ask questions, and enhance your understanding of the course materials.
Show steps
-
Identify or create a virtual study group or discussion forum.
-
Regularly participate in discussions, contribute your insights, and seek clarification on topics.
Follow a tutorial on digital marketing analytics
Show steps
Enhance your knowledge of digital marketing analytics by following a structured tutorial.
Browse courses on
Digital Marketing Analytics
Show steps
-
Identify a reputable tutorial on digital marketing analytics.
-
Follow the tutorial step-by-step.
-
Take notes and practice the concepts covered in the tutorial.
Explore Social Media Analytics Tools
Show steps
Enhance your practical skills by exploring and utilizing social media analytics tools to analyze campaign performance and audience engagement.
Browse courses on
Social Media Analytics
Show steps
-
Identify and select reputable social media analytics tools.
-
Follow online tutorials or documentation to learn how to use these tools effectively.
-
Practice analyzing real-world social media data to gain insights and improve your decision-making.
Analyze Digital Marketing Case Studies
Show steps
Develop your critical thinking and analytical abilities by examining real-world digital marketing case studies to identify successful strategies and areas for improvement.
Browse courses on
Case Study Analysis
Show steps
-
Select case studies that align with the course topics and your learning objectives.
-
Thoroughly analyze the case studies, paying attention to the marketing goals, strategies, and results.
-
Identify key takeaways and lessons learned from each case study.
Discuss and analyze digital marketing strategies of real companies
Show steps
Engage with peers to analyze real-world marketing strategies, deepening your understanding of their effectiveness.
Show steps
-
Select a company or brand of interest.
-
Research the company's digital marketing strategies.
-
Meet with peers to discuss and analyze the strategies.
-
Present your findings to the group.
Volunteer as a Course Mentor or Tutor
Show steps
Solidify your understanding of the course concepts by sharing your knowledge and assisting other learners as a course mentor or tutor.
Show steps
-
Identify opportunities to volunteer as a mentor or tutor through online platforms or institutions.
-
Provide guidance, support, and encouragement to learners who seek assistance.
-
Reflect on your own understanding of the course material as you help others.
Develop a Digital Marketing Plan for a Chosen Brand
Show steps
Apply your knowledge and skills by creating a comprehensive digital marketing plan for a brand of your choice, demonstrating your understanding of the course concepts.
Browse courses on
Digital Marketing Plan
Show steps
-
Research and analyze the target audience, market competition, and industry trends.
-
Define clear marketing goals and objectives for the plan.
-
Develop a detailed strategy outlining the tactics and channels to be used.
-
Create a budget and timeline for the implementation of the plan.
-
Include metrics to track and measure the success of the plan.
Create a digital marketing plan for a hypothetical business
Show steps
Apply your learnings to create a comprehensive digital marketing plan, demonstrating your understanding of marketing analytics and strategy.
Show steps
-
Define the business's target audience.
-
Analyze the competitive landscape.
-
Develop a digital marketing strategy.
-
Create a detailed digital marketing plan.
-
Evaluate and refine the digital marketing plan.
Contribute to open-source digital marketing tools or projects
Show steps
Enhance your understanding of digital marketing technologies by contributing to open-source projects, gaining practical experience and connecting with the developer community.
Show steps
-
Identify open-source digital marketing tools or projects that align with your interests.
-
Join the project's community and introduce yourself.
-
Identify areas where you can contribute your skills and knowledge.
-
Fork the project and make your contributions.
-
Review and iterate on your contributions based on feedback from the community.
Volunteer at a digital marketing agency
Show steps
Gain practical experience by assisting with real-world digital marketing campaigns, enhancing your knowledge of industry practices.
Show steps
-
Research and identify digital marketing agencies in your area.
-
Contact the agencies and inquire about volunteer opportunities.
-
Attend volunteer orientations and training.
-
Assist with digital marketing tasks under the supervision of experienced professionals.
-
Evaluate your experience and reflect on the skills and knowledge gained.
Review Adobe Suite proficiency
Show steps
This course will require a skill in using photo and video editing software.
Browse courses on
Adobe Illustrator
Show steps
Show steps
Show steps
- Practice using Adobe Illustrator to create a basic logo.
- Practice using Adobe Photoshop to edit and resize images
- Practice using Adobe After Effects to create a basic animation
Review key concepts in marketing strategy
Show steps
Reinforce your understanding of marketing strategy concepts to enhance your comprehension during the course.
Browse courses on
Marketing Strategy
Show steps
Show steps
Show steps
- Read a book or article about marketing strategy.
- Take notes on key concepts and definitions.
- Discuss marketing strategy concepts with a peer or mentor.
Read 'Digital Marketing Analytics: Making the Most of Your Digital Data' by Brian Clifton
Show steps
Gain insights from a leading expert in digital marketing analytics to supplement your understanding of the course material.
View
Advanced Web Metrics with Google Analytics
on Amazon
Show steps
Show steps
Show steps
- Purchase or borrow the book.
- Read the book and take notes.
- Discuss the book with a peer or mentor.
11 other activities
Expand to see all activities and additional details
Show all 14 activities
Refresh Your Understanding of Marketing Analytics
Show steps
Revisit the fundamentals of marketing analytics to strengthen your foundation and enhance your understanding of the course materials.
Browse courses on
Marketing Analytics
Show steps
Show steps
Show steps
- Review key concepts of marketing analytics, including metrics, data sources, and analysis techniques.
- Complete practice exercises or case studies to apply your knowledge and identify areas for improvement.
Attend Virtual Study Groups or Discussion Forums
Show steps
Connect with fellow learners by participating in virtual study groups or discussion forums, allowing you to exchange ideas, ask questions, and enhance your understanding of the course materials.
Show steps
Show steps
Show steps
- Identify or create a virtual study group or discussion forum.
- Regularly participate in discussions, contribute your insights, and seek clarification on topics.
Follow a tutorial on digital marketing analytics
Show steps
Enhance your knowledge of digital marketing analytics by following a structured tutorial.
Browse courses on
Digital Marketing Analytics
Show steps
Show steps
Show steps
- Identify a reputable tutorial on digital marketing analytics.
- Follow the tutorial step-by-step.
- Take notes and practice the concepts covered in the tutorial.
Explore Social Media Analytics Tools
Show steps
Enhance your practical skills by exploring and utilizing social media analytics tools to analyze campaign performance and audience engagement.
Browse courses on
Social Media Analytics
Show steps
Show steps
Show steps
- Identify and select reputable social media analytics tools.
- Follow online tutorials or documentation to learn how to use these tools effectively.
- Practice analyzing real-world social media data to gain insights and improve your decision-making.
Analyze Digital Marketing Case Studies
Show steps
Develop your critical thinking and analytical abilities by examining real-world digital marketing case studies to identify successful strategies and areas for improvement.
Browse courses on
Case Study Analysis
Show steps
Show steps
Show steps
- Select case studies that align with the course topics and your learning objectives.
- Thoroughly analyze the case studies, paying attention to the marketing goals, strategies, and results.
- Identify key takeaways and lessons learned from each case study.
Discuss and analyze digital marketing strategies of real companies
Show steps
Engage with peers to analyze real-world marketing strategies, deepening your understanding of their effectiveness.
Show steps
Show steps
Show steps
- Select a company or brand of interest.
- Research the company's digital marketing strategies.
- Meet with peers to discuss and analyze the strategies.
- Present your findings to the group.
Volunteer as a Course Mentor or Tutor
Show steps
Solidify your understanding of the course concepts by sharing your knowledge and assisting other learners as a course mentor or tutor.
Show steps
Show steps
Show steps
- Identify opportunities to volunteer as a mentor or tutor through online platforms or institutions.
- Provide guidance, support, and encouragement to learners who seek assistance.
- Reflect on your own understanding of the course material as you help others.
Develop a Digital Marketing Plan for a Chosen Brand
Show steps
Apply your knowledge and skills by creating a comprehensive digital marketing plan for a brand of your choice, demonstrating your understanding of the course concepts.
Browse courses on
Digital Marketing Plan
Show steps
Show steps
Show steps
- Research and analyze the target audience, market competition, and industry trends.
- Define clear marketing goals and objectives for the plan.
- Develop a detailed strategy outlining the tactics and channels to be used.
- Create a budget and timeline for the implementation of the plan.
- Include metrics to track and measure the success of the plan.
Create a digital marketing plan for a hypothetical business
Show steps
Apply your learnings to create a comprehensive digital marketing plan, demonstrating your understanding of marketing analytics and strategy.
Show steps
Show steps
Show steps
- Define the business's target audience.
- Analyze the competitive landscape.
- Develop a digital marketing strategy.
- Create a detailed digital marketing plan.
- Evaluate and refine the digital marketing plan.
Contribute to open-source digital marketing tools or projects
Show steps
Enhance your understanding of digital marketing technologies by contributing to open-source projects, gaining practical experience and connecting with the developer community.
Show steps
Show steps
Show steps
- Identify open-source digital marketing tools or projects that align with your interests.
- Join the project's community and introduce yourself.
- Identify areas where you can contribute your skills and knowledge.
- Fork the project and make your contributions.
- Review and iterate on your contributions based on feedback from the community.
Volunteer at a digital marketing agency
Show steps
Gain practical experience by assisting with real-world digital marketing campaigns, enhancing your knowledge of industry practices.
Show steps
Show steps
Show steps
- Research and identify digital marketing agencies in your area.
- Contact the agencies and inquire about volunteer opportunities.
- Attend volunteer orientations and training.
- Assist with digital marketing tasks under the supervision of experienced professionals.
- Evaluate your experience and reflect on the skills and knowledge gained.
Career center
Learners who complete Sensing Consumer Insights will develop knowledge and skills
that may be useful to these careers:
Marketing Analyst
Marketing Analyst
A Marketing Analyst develops and executes strategies to increase brand awareness, generate leads, and drive sales. They use data analysis to understand customer behavior, measure campaign performance, and make recommendations for improvement. This course provides a foundation in digital marketing analytics, which is essential for success in this role. You will learn how to measure the effectiveness of digital marketing campaigns, analyze social media data, and use web analytics to track website traffic and conversions.
Digital Marketing Manager
Digital Marketing Manager
A Digital Marketing Manager plans and executes digital marketing campaigns across multiple channels, including search engine optimization (SEO), social media, email, and paid advertising. They use data analysis to track campaign performance and make adjustments as needed. This course provides a comprehensive overview of digital marketing analytics, including how to measure the effectiveness of social media campaigns, analyze web traffic, and use data to make informed decisions.
Social Media Manager
Social Media Manager
A Social Media Manager develops and executes social media strategies to increase brand awareness, generate leads, and drive sales. They use data analysis to track campaign performance, measure engagement, and identify opportunities for improvement. This course provides a foundation in social media analytics, including how to measure the effectiveness of social media campaigns, analyze social media data, and use data to make informed decisions.
Web Analyst
Web Analyst
A Web Analyst uses data analysis to understand website traffic, user behavior, and conversion rates. They use this information to make recommendations for website improvements that can increase traffic, engagement, and sales. This course provides a foundation in web analytics, including how to track website traffic, analyze user behavior, and use data to make informed decisions.
Data Analyst
Data Analyst
A Data Analyst collects, analyzes, and interprets data to identify trends, patterns, and insights. They use this information to help businesses make better decisions. This course provides a foundation in data analysis, including how to collect data, clean data, and analyze data using statistical methods.
Market Researcher
Market Researcher
A Market Researcher conducts research to understand consumer behavior, market trends, and competitive landscapes. They use this information to help businesses make better decisions about product development, marketing, and sales. This course provides a foundation in market research, including how to design and conduct surveys, analyze data, and write research reports.
Product Manager
Product Manager
A Product Manager is responsible for the development and launch of new products. They work with engineers, designers, and marketers to bring new products to market and ensure that they meet the needs of customers. This course provides a foundation in product management, including how to develop product roadmaps, manage product launches, and track product performance.
Brand Manager
Brand Manager
A Brand Manager is responsible for developing and managing a brand's identity, image, and reputation. They work with marketing, sales, and public relations teams to create and execute brand campaigns.
Public relations manager
Public relations manager
A Public Relations Manager is responsible for managing a company's public image and reputation. They work with the media, customers, and other stakeholders to build and maintain positive relationships.
Sales Manager
Sales Manager
A Sales Manager is responsible for leading and managing a sales team. They work with sales representatives to develop and execute sales strategies, track sales performance, and close deals.
Customer Success Manager
Customer Success Manager
A Customer Success Manager is responsible for building and maintaining relationships with customers. They work with customers to ensure that they are satisfied with their products or services and that they are getting the most value out of their relationship with the company.
Business Development Manager
Business Development Manager
A Business Development Manager is responsible for developing and executing business strategies to grow a company's revenue. They work with customers, partners, and other stakeholders to identify new opportunities and build relationships.
Project Manager
Project Manager
A Project Manager is responsible for planning, executing, and closing projects. They work with stakeholders to define project goals, develop project plans, and track project progress.
Operations Manager
Operations Manager
An Operations Manager is responsible for planning, organizing, and directing the operations of a company. They work with managers and employees to ensure that the company's operations are efficient and effective.
Finance Manager
Finance Manager
A Finance Manager is responsible for planning, organizing, and directing the financial operations of a company. They work with managers and employees to ensure that the company's financial resources are managed effectively.
For more career information including salaries, visit:
OpenCourser.com/course/hv0txn/sensing
Reading list
We've selected 13 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
Sensing Consumer Insights.
Provides a comprehensive overview of the key metrics and methods used to measure the effectiveness of social media marketing campaigns. It covers a wide range of topics, including social media analytics, campaign measurement, and ROI tracking. This book would be a valuable resource for students and professionals who want to learn more about social media analytics.
Save
Practical guide to web analytics. It covers a wide range of topics, including website traffic analysis, conversion optimization, and social media analytics. This book would be a valuable resource for students and professionals who want to learn more about web analytics.
Provides a comprehensive overview of social media analytics. It covers a wide range of topics, including social media listening, sentiment analysis, and influencer identification. This book would be a valuable resource for students and professionals who want to learn more about social media analytics.
Provides a detailed overview of Google Analytics, one of the most popular web analytics platforms. It covers a wide range of topics, including website traffic analysis, conversion optimization, and advanced reporting. This book would be a valuable resource for students and professionals who want to learn more about Google Analytics.
Save
Provides a comprehensive overview of social media marketing. It covers a wide range of topics, including social media strategy, content marketing, and social media advertising. This book would be a valuable resource for students and professionals who want to learn more about social media marketing.
Provides a comprehensive overview of digital marketing analytics. It covers a wide range of topics, including web analytics, social media analytics, and email marketing analytics. This book would be a valuable resource for students and professionals who want to learn more about digital marketing analytics.
Provides a comprehensive overview of social media marketing. It covers a wide range of topics, including social media strategy, content marketing, and social media advertising. This book would be a valuable resource for students and professionals who want to learn more about social media marketing.
Save
Provides a comprehensive overview of the benefits and challenges of social media marketing.
Provides a comprehensive overview of social media marketing. It covers a wide range of topics, including social media strategy, content marketing, and social media advertising. This book would be a valuable resource for students and professionals who want to learn more about social media marketing.
Save
Provides a comprehensive overview of the key metrics and methods used to measure the ROI of social media marketing campaigns. It covers a wide range of topics, including social media analytics, campaign measurement, and ROI tracking. This book would be a valuable resource for students and professionals who want to learn more about social media ROI.
Save
Provides a practical guide to social media marketing. It covers a wide range of topics, including social media strategy, content marketing, and social media advertising. This book would be a valuable resource for students and professionals who want to learn more about social media marketing.
Save
Provides a comprehensive overview of social media marketing. It covers a wide range of topics, including social media strategy, content marketing, and social media advertising.
Save
Provides a comprehensive overview of social media marketing. It covers a wide range of topics, including social media strategy, content marketing, and social media advertising.
For more information about how these books relate to this course, visit:
OpenCourser.com/course/hv0txn/sensing
Share
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Effort
4 weeks of study, 4 hours per week
Level
Introductory
Via
Coursera
Institution
Queen Mary University of London
Instructors
Athanasia Lampraki
Evangelia Katsikea
Tana Licsandru
Language
English
Transcripts
Español
Français
Português
Deutsch
Italiano
中文
العربية
한국어
日本語
हिंदी
Nederlands
Svenska
Pусский
Türkçe
Polski
Ελληνικά
українська мова
Bahasa Indonesia
ไทย
қазақша
tiếng Việt
This course belongs to a
collection
called
Digital Consumer Search and Marketing. It's comprised of four courses:
- Reshaping Consumer Search
- Sensing Consumer Insights (viewing)
- Foundations of Digital Consumer Search and Marketing
- Reimagining Consumer Experience
Good to know
Develops the core topic of measuring the effectiveness of digital marketing through marketing analytics
The instructors (Athanasia Lampraki, Evangelia Katsikea, and Tana Licsandru) are not explicitly introduced, so no remarks can be made regarding their expertise or reputation
Examines owned and earned social media, web analytics, social media landscape analysis, crisis management, product lifecycle, and Return on Investment (ROI), which are all core topics in digital marketing
Teaches skills in analyzing the effectiveness of a company's digital marketing strategy
Develops professional skills in digital marketing analytics and reporting
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