Advanced Tools for Digital Marketing Analytics from Coursera

The Advanced Tools for Digital Marketing Analytics course explores cutting-edge tools and technologies that are transforming the landscape of digital marketing analytics such as marketing automation and scaling strategies, predictive analytics and algorithms, video and mobile marketing trends, as well as artificial intelligence (AI), natural language processing (NLP), and ethics. You’ll also walk through preparing a portfolio and supporting a career change to digital marketing analyst.

After completing this course, you will be able to:

- Describe marketing automation and software applications that support it.

- Strategically assess scalability options for marketing campaigns.

- Identify the current applications of predictive analytics for digital marketing.

- Use data summarization, experimentation, and analysis as an application for targeting.

- Describe the future of video and mobile marketing and their impact on the digital marketing channel mix.

- Describe how AI and machine learning benefit digital marketing campaigns.

- Define NLP and identify its impact on digital marketing.

- Examine ethical considerations impacting digital marketing and recognize the potential impact of future advances.

What's inside

Syllabus

Marketing automation and scaling strategies

In this module, you will enter the exciting world of marketing automation and explore its role in streamlining marketing processes.

Predictive analytics & algorithms

In this module, you will explore predictive analytics and its applications in the realm of digital marketing.

Video & mobile marketing trends

In this module, you will explore the exciting world of video marketing and mobile marketing and their significant impact on the digital marketing landscape.

Artificial intelligence (AI), natural language processing (NLP) & ethics

In this module, you will explore the powerful intersection of AI, machine learning, and digital marketing. You'll also examine the ethical considerations that arise with the implementation of AI and envisioning the potential impacts of future advancements. You will also focus on career and job search tasks to help prepare you for a marketing analyst role.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Teaches advanced tools and technologies transforming digital marketing analytics, which is relevant in industry

Taught by Unilever Team, who are recognized for their work in digital marketing

Develops skills and knowledge in marketing automation, scaling strategies, predictive analytics, video marketing, mobile marketing, AI, natural language processing, and ethics, which are core skills for digital marketing analysts

Covers topics such as marketing automation and scaling strategies, predictive analytics and algorithms, video and mobile marketing trends, and artificial intelligence, natural language processing, and ethics, which are highly relevant in industry

Builds on existing knowledge in digital marketing and develops professional skills or deep expertise in digital marketing analytics

Offers hands-on labs and interactive materials, which strengthen learning

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 Advanced Tools for Digital Marketing Analytics with these activities:

Review marketing fundamentals

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Refresh your understanding of marketing concepts to provide a strong foundation for exploring advanced digital marketing analytics.

Browse courses on Marketing

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Review core marketing concepts such as segmentation, targeting, and positioning.
Read articles or watch videos to update your knowledge on current marketing trends.

Review basic statistics and probability concepts

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Refresh your foundational knowledge of statistics and probability to strengthen your understanding of data analysis and modeling.

Browse courses on Statistics

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Review concepts of mean, median, mode, and standard deviation.
Brush up on probability distributions, such as normal and binomial distributions.
Solve practice problems to test your understanding.

Volunteer at a local non-profit organization involved in digital marketing

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Gain practical experience in digital marketing while contributing to a worthy cause by volunteering at a local non-profit organization.

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Identify and reach out to local non-profit organizations.
Offer your assistance with digital marketing tasks.
Actively participate in projects and learn from experienced professionals.

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Analyze digital marketing data using Google Analytics

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Enhance your understanding of data summarization and analysis by practicing with real-world data using Google Analytics.

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Create a Google Analytics account and property.
Set up goals and trackable events.
Analyze website traffic and user behavior.
Generate reports and identify actionable insights.

Develop a video marketing strategy for a specific product or service.

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Apply the concepts of video marketing and mobile trends by creating a comprehensive video marketing strategy for a real-world product or service.

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Identify the target audience and define the video marketing goals.
Brainstorm and develop creative video content ideas.
Create a video marketing budget and distribution plan.
Produce and distribute the video content.
Track and analyze video marketing performance.

Attend a workshop on artificial intelligence and machine learning for digital marketing

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Expand your knowledge of AI and machine learning by attending a workshop tailored to their applications in digital marketing.

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Identify and register for a relevant workshop.
Attend the workshop and actively participate in discussions.
Take notes and ask questions to enhance your understanding.

Create a marketing campaign plan

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Reinforce the concepts of marketing automation, scaling strategies, and campaign targeting by developing a comprehensive marketing campaign plan.

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Define the target audience and marketing goals.
Research and select relevant marketing channels.
Develop a content calendar and social media strategy.
Set up marketing automation tools and workflows.
Implement the marketing campaign and track its performance.

Build a predictive analytics model using Python

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Enhance your understanding of predictive analytics and algorithms by following guided tutorials to build a predictive analytics model using Python.

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Install necessary Python libraries and setup your development environment.
Load and preprocess the data for modeling.
Choose and train a predictive analytics model.
Evaluate and test the performance of the model.
Deploy and monitor the model for real-world predictions.

Career center

Learners who complete Advanced Tools for Digital Marketing Analytics will develop knowledge and skills that may be useful to these careers:

Marketing Manager

The Advanced Tools for Digital Marketing Analytics course can help you advance your career as a Marketing Manager by enhancing your understanding of digital marketing analytics tools and strategies. The course covers topics such as marketing automation, predictive analytics, and artificial intelligence, which are essential for success in this role. By completing this course, you can gain the skills and knowledge necessary to make data-driven decisions and drive marketing campaigns that achieve business objectives.

See salaries and explore the career path for Marketing Manager

Digital Marketing Analyst

The Advanced Tools for Digital Marketing Analytics course is highly relevant to a career as a Digital Marketing Analyst. The course covers topics such as marketing automation, predictive analytics, and artificial intelligence, which are essential for success in this role. By completing this course, you can gain the skills and knowledge necessary to analyze data, identify trends, and make recommendations that drive marketing campaigns.

See salaries and explore the career path for Digital Marketing Analyst

Data Analyst

The Advanced Tools for Digital Marketing Analytics course may be useful for a career as a Data Analyst. The course covers topics such as predictive analytics and data summarization, which can help you develop the skills necessary to analyze data, identify trends, and make data-driven recommendations. While this course focuses specifically on digital marketing analytics, the skills and knowledge you gain can be applied to other areas of data analysis as well.

See salaries and explore the career path for Data Analyst

Marketing Consultant

The Advanced Tools for Digital Marketing Analytics course can help you succeed as a Marketing Consultant by providing you with the tools and knowledge necessary to analyze data and make data-driven recommendations to clients. The course covers topics such as marketing automation, predictive analytics, and artificial intelligence, which are essential for success in this role.

See salaries and explore the career path for Marketing Consultant

Product Marketing Manager

The Advanced Tools for Digital Marketing Analytics course may be useful for a career as a Product Marketing Manager. The course covers topics such as video and mobile marketing trends, which can help you develop the skills necessary to create and execute marketing campaigns for digital products. While this course does not specifically focus on product marketing, the skills you gain can be applied to this area as well.

See salaries and explore the career path for Product Marketing Manager

Search Engine Optimization (SEO) Specialist

The Advanced Tools for Digital Marketing Analytics course may be useful for a career as an SEO Specialist. The course covers topics such as predictive analytics and data summarization, which can help you develop the skills necessary to analyze data and identify trends in search engine results. While this course does not specifically focus on SEO, the skills you gain can be applied to this area as well.

See salaries and explore the career path for Search Engine Optimization (SEO) Specialist

Email Marketing Manager

The Advanced Tools for Digital Marketing Analytics course may be useful for a career as an Email Marketing Manager. The course covers topics such as marketing automation and predictive analytics, which can help you develop the skills necessary to create and execute email marketing campaigns. While this course does not specifically focus on email marketing, the skills you gain can be applied to this area as well.

See salaries and explore the career path for Email Marketing Manager

Social Media Manager

The Advanced Tools for Digital Marketing Analytics course may be useful for a career as a Social Media Manager. The course covers topics such as video and mobile marketing trends, which can help you develop the skills necessary to create and execute marketing campaigns on social media platforms. While this course does not specifically focus on social media marketing, the skills you gain can be applied to this area as well.

See salaries and explore the career path for Social Media Manager

Content Marketing Manager

The Advanced Tools for Digital Marketing Analytics course may be useful for a career as a Content Marketing Manager. The course covers topics such as video and mobile marketing trends, which can help you develop the skills necessary to create and execute content marketing campaigns. While this course does not specifically focus on content marketing, the skills you gain can be applied to this area as well.

See salaries and explore the career path for Content Marketing Manager

Public Relations (PR) Specialist

The Advanced Tools for Digital Marketing Analytics course may be useful for a career as a PR Specialist. The course covers topics such as predictive analytics and data summarization, which can help you develop the skills necessary to analyze data and identify trends in public relations campaigns. While this course does not specifically focus on public relations, the skills you gain can be applied to this area as well.

See salaries and explore the career path for Public Relations (PR) Specialist

Market Researcher

The Advanced Tools for Digital Marketing Analytics course may be useful for a career as a Market Researcher. The course covers topics such as predictive analytics and data summarization, which can help you develop the skills necessary to conduct market research and analyze data. While this course does not specifically focus on market research, the skills you gain can be applied to this area as well.

See salaries and explore the career path for Market Researcher

Sales Manager

The Advanced Tools for Digital Marketing Analytics course may be useful for a career as a Sales Manager. The course covers topics such as marketing automation and predictive analytics, which can help you develop the skills necessary to manage a sales team and drive sales. While this course does not specifically focus on sales management, the skills you gain can be applied to this area as well.

See salaries and explore the career path for Sales Manager

Financial Analyst

The Advanced Tools for Digital Marketing Analytics course may be useful for a career as a Financial Analyst. The course covers topics such as predictive analytics and data summarization, which can help you develop the skills necessary to analyze financial data and make recommendations. While this course does not specifically focus on financial analysis, the skills you gain can be applied to this area as well.

See salaries and explore the career path for Financial Analyst

Operations Manager

The Advanced Tools for Digital Marketing Analytics course may be useful for a career as an Operations Manager. The course covers topics such as marketing automation and predictive analytics, which can help you develop the skills necessary to manage operations and improve efficiency. While this course does not specifically focus on operations management, the skills you gain can be applied to this area as well.

See salaries and explore the career path for Operations Manager

Business Analyst

The Advanced Tools for Digital Marketing Analytics course may be useful for a career as a Business Analyst. The course covers topics such as predictive analytics and data summarization, which can help you develop the skills necessary to analyze business data and make recommendations. While this course does not specifically focus on business analysis, the skills you gain can be applied to this area as well.

See salaries and explore the career path for Business Analyst

Advanced Tools for Digital Marketing Analytics

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