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Sensing Consumer Insights

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).

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.

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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.
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Traffic lights

Read about what's good
what should give you pause
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

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Reviews summary

Practical digital marketing analytics insights

According to students, 'Sensing Consumer Insights' provides a practical and insightful exploration of digital marketing analytics, often cited as a strong introduction. Learners praise its focus on real-world application, especially the engaging assignments that involve analyzing a chosen company, which are deemed highly beneficial. The lectures are consistently described as well-structured and clear, making complex topics accessible. Key areas like ROI and social media metrics are well-covered and considered highly relevant. While offering a solid foundation, a few learners expressed a desire for more hands-on tool demonstrations or a deeper dive into advanced strategies, indicating it excels at theory-to-practice but might be less suited for advanced users seeking specific tactical guidance.
Covers essential and highly relevant digital marketing topics.
"The content on ROI and social media metrics was solid."
"I found the focus on owned and earned media very relevant."
"The product lifecycle and digital analytics section was surprisingly useful."
Well-structured, easy-to-understand content and teaching.
"The instructor explained complex concepts very clearly."
"Lectures were well-structured and easy to follow."
"The professor was knowledgeable and made the complex topics accessible."
Emphasizes real-world scenarios and company analysis.
"The practical assignments on analyzing a chosen company were particularly helpful. I immediately applied what I learned to my job."
"The emphasis on real-world application, like selecting a brand and analyzing its strategy, made the learning tangible."
"I found the course great for prompting critical thinking about real-world scenarios and applying concepts to a chosen company."
Provides a strong foundation but less hands-on tool focus.
"A good foundation, but perhaps not deep enough for advanced practitioners."
"I expected more hands-on tools or software demonstrations. It felt a bit too theoretical at times."
"I struggled to see how to apply it directly and was hoping for more specific guidance on tools and methodologies."

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
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
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
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
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
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
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
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
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
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
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
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
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
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
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.

Career center

Learners who complete Sensing Consumer Insights will develop knowledge and skills that may be useful to these careers:
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.
See salaries and explore the career path for Marketing Analyst
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.
See salaries and explore the career path for Digital Marketing 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.
See salaries and explore the career path for Social Media Manager
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.
See salaries and explore the career path for Web 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.
See salaries and explore the career path for Data Analyst
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.
See salaries and explore the career path for Market Researcher
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.
See salaries and explore the career path for Product 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.
See salaries and explore the career path for Brand 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.
See salaries and explore the career path for Public relations 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.
See salaries and explore the career path for Sales 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.
See salaries and explore the career path for Customer Success 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.
See salaries and explore the career path for Business Development 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.
See salaries and explore the career path for Project 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.
See salaries and explore the career path for Operations 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.
See salaries and explore the career path for Finance Manager

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.
Cover image
Success with Library Volunteers
Save
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.
Success with Library Volunteers
Paperback
$$$
Web Analytics
Save
Practical guide to web analytics. It covers a wide range of topics, including website traffic analysis, conversion optimization, and social media analytics. This book would be a valuable resource for students and professionals who want to learn more about web analytics.
Web Analytics
Paperback
Check
Web Analytics
Kindle Edition
Check
Cover image
Research Methods and Design in Sport Management
Save
Provides a comprehensive overview of social media analytics. It covers a wide range of topics, including social media listening, sentiment analysis, and influencer identification. This book would be a valuable resource for students and professionals who want to learn more about social media analytics.
Research Methods and Design in Sport Management
Paperback
$$$
Cover image
Advanced Web Metrics with Google Analytics
Save
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.
Advanced Web Metrics with Google Analytics
Paperback
$$
Advanced Web Metrics with Google Analytics, 2nd...
Paperback
$$
Advanced Web Metrics with Google Analytics
Kindle Edition
$$
Cover image
Digital Marketing
Save
Provides a comprehensive overview of social media marketing. It covers a wide range of topics, including social media strategy, content marketing, and social media advertising. This book would be a valuable resource for students and professionals who want to learn more about social media marketing.
Digital Marketing
Paperback
Check
Digital Marketing
Kindle Edition
Check
Cover image
Digital Marketing Analytics
Save
Provides a comprehensive overview of digital marketing analytics. It covers a wide range of topics, including web analytics, social media analytics, and email marketing analytics. This book would be a valuable resource for students and professionals who want to learn more about digital marketing analytics.
Digital Marketing Analytics: Making Sense of...
Paperback
$$
Digital Marketing Analytics: Making Sense of...
Kindle Edition
$$
Cover image
Social Media Storytelling for content marketing in...
Save
Provides a comprehensive overview of social media marketing. It covers a wide range of topics, including social media strategy, content marketing, and social media advertising. This book would be a valuable resource for students and professionals who want to learn more about social media marketing.
Social Media Storytelling for content marketing in...
Paperback
Check
Social Media Storytelling for content marketing in...
Kindle Edition
Check
Cover image
Socialnomics
Save
Provides a comprehensive overview of the benefits and challenges of social media marketing.
Socialnomics
Paperback
Check
Socialnomics
Kindle Edition
Check
Cover image
Social Media Marketing All-in-One For Dummies
Save
Provides a comprehensive overview of social media marketing. It covers a wide range of topics, including social media strategy, content marketing, and social media advertising. This book would be a valuable resource for students and professionals who want to learn more about social media marketing.
Social Media Marketing All-in-One For Dummies
Paperback
$$
Social Media Marketing All-in-One For Dummies (For...
Kindle Edition
$$
Cover image
Social Media ROI
Save
Provides a comprehensive overview of the key metrics and methods used to measure the ROI of social media marketing campaigns. It covers a wide range of topics, including social media analytics, campaign measurement, and ROI tracking. This book would be a valuable resource for students and professionals who want to learn more about social media ROI.
Social Media ROI: Managing and Measuring Social...
Paperback
$$
Social Media ROI: Managing and Measuring Social...
Kindle Edition
$
Cover image
Internet Marketing
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.
Internet Marketing
Paperback
Check
Internet Marketing
Kindle Edition
Check
Cover image
UnLeadership
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.
UnLeadership: Make Building Relationships Your...
Hardcover
$$
UnLeadership: Make Building Relationships Your...
Kindle Edition
$$
Cover image
Digital Branding
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.
Digital Branding
Paperback
Check
Digital Branding
Kindle Edition
Check

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Course image
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:
  1. Reshaping Consumer Search
  2. Sensing Consumer Insights (viewing)
  3. Foundations of Digital Consumer Search and Marketing
  4. Reimagining Consumer Experience
Traffic lights
Read about what's good
what should give you pause
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
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