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Unilever Team
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.
Read more
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.
Read more
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.
Register for this course and see more details by visiting:
OpenCourser.com/course/kebuqd/advanced
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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.
Read more
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.
Read more
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
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
Save this course
Save Advanced Tools for Digital Marketing Analytics 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 Advanced Tools for Digital Marketing Analytics with these
activities:
Review marketing fundamentals
Show steps
Refresh your understanding of marketing concepts to provide a strong foundation for exploring advanced digital marketing analytics.
Browse courses on
Marketing
Show steps
-
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
Show steps
Refresh your foundational knowledge of statistics and probability to strengthen your understanding of data analysis and modeling.
Browse courses on
Statistics
Show steps
-
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
Show steps
Gain practical experience in digital marketing while contributing to a worthy cause by volunteering at a local non-profit organization.
Show steps
-
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.
Five other activities
Expand to see all activities and additional details
Show all eight activities
Analyze digital marketing data using Google Analytics
Show steps
Enhance your understanding of data summarization and analysis by practicing with real-world data using Google Analytics.
Show steps
-
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.
Show steps
Apply the concepts of video marketing and mobile trends by creating a comprehensive video marketing strategy for a real-world product or service.
Show steps
-
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
Show steps
Expand your knowledge of AI and machine learning by attending a workshop tailored to their applications in digital marketing.
Show steps
-
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
Show steps
Reinforce the concepts of marketing automation, scaling strategies, and campaign targeting by developing a comprehensive marketing campaign plan.
Show steps
-
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
Show steps
Enhance your understanding of predictive analytics and algorithms by following guided tutorials to build a predictive analytics model using Python.
Show steps
-
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.
Review marketing fundamentals
Show steps
Refresh your understanding of marketing concepts to provide a strong foundation for exploring advanced digital marketing analytics.
Browse courses on
Marketing
Show steps
Show steps
Show steps
- 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
Show steps
Refresh your foundational knowledge of statistics and probability to strengthen your understanding of data analysis and modeling.
Browse courses on
Statistics
Show steps
Show steps
Show steps
- 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
Show steps
Gain practical experience in digital marketing while contributing to a worthy cause by volunteering at a local non-profit organization.
Show steps
Show steps
Show steps
- 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.
Five other activities
Expand to see all activities and additional details
Show all eight activities
Analyze digital marketing data using Google Analytics
Show steps
Enhance your understanding of data summarization and analysis by practicing with real-world data using Google Analytics.
Show steps
Show steps
Show steps
- 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.
Show steps
Apply the concepts of video marketing and mobile trends by creating a comprehensive video marketing strategy for a real-world product or service.
Show steps
Show steps
Show steps
- 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
Show steps
Expand your knowledge of AI and machine learning by attending a workshop tailored to their applications in digital marketing.
Show steps
Show steps
Show steps
- 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
Show steps
Reinforce the concepts of marketing automation, scaling strategies, and campaign targeting by developing a comprehensive marketing campaign plan.
Show steps
Show steps
Show steps
- 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
Show steps
Enhance your understanding of predictive analytics and algorithms by following guided tutorials to build a predictive analytics model using Python.
Show steps
Show steps
Show steps
- 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
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.
Digital Marketing Analyst
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.
Data 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.
Marketing Consultant
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.
Product Marketing Manager
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.
Search Engine Optimization (SEO) Specialist
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.
Email Marketing Manager
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.
Social Media 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.
Content Marketing 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.
Public Relations (PR) Specialist
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.
Market Researcher
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.
Sales Manager
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.
Financial Analyst
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.
Operations Manager
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.
Business Analyst
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.
For more career information including salaries, visit:
OpenCourser.com/course/kebuqd/advanced
Reading list
We've selected ten 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
Advanced Tools for Digital Marketing Analytics.
Save
Is an industry-standard reference for predictive analytics and machine learning concepts and provides numerous examples of analytics applications.
Great introduction to the applications of AI in digital marketing, with case studies and examples.
Provides a comprehensive overview of digital marketing analytics best practices and case studies.
Provides a comprehensive overview of using Google Analytics for website performance analysis.
Save
Provides a real-world view of the benefits and challenges of implementing AI in business.
Save
Is useful for practicing data analysis and visualization techniques using Microsoft Excel.
Save
Practical guide to implementing web analytics for tracking and measuring website performance.
Is recommended for those interested in the ethical implications of AI and its impact on society.
Is an excellent resource for understanding the strategies and tactics of effective social media marketing.
Is ideal for those seeking a gentle introduction to the fundamentals of machine learning.
For more information about how these books relate to this course, visit:
OpenCourser.com/course/kebuqd/advanced
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Level
Introductory
Via
Coursera
Institution
Unilever
Instructor
Unilever Team
Language
English
This course belongs to a
collection
called
Unilever Digital Marketing Analyst. It's comprised of four courses:
- Advanced Tools for Digital Marketing Analytics (viewing)
- Customer Understanding and Digital Marketing Channels
- Measurement and Analysis
- Campaign Performance Reporting, Visualization, & Improvement
Good to know
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
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