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Digital Marketing Analytics in Practice

Kevin Hartman

Successfully marketing brands today requires a well-balanced blend of art and science. This course introduces students to the science of web analytics while casting a keen eye toward the artful use of numbers found in the digital space. The goal is to provide the foundation needed to apply data analytics to real-world challenges marketers confront daily. Digital Analytics for Marketing Professionals: Marketing Analytics in Practice is the second in a two-part series of complementary courses and focuses on the skills and practical abilities analysts need to be successful in today's digital business world.

You will be able to:

- Identify the web analytic tool right for your specific needs

- Understand valid and reliable ways to collect, analyze, and visualize data from the web

- Utilize data in decision making for agencies, organizations, or clients

This course is part of Gies College of Business’ suite of online programs, including the iMBA and iMSM. Learn more about admission into these programs and explore how your Coursera work can be leveraged if accepted into a degree program at https://degrees.giesbusiness.illinois.edu/idegrees/.

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What's inside

Syllabus

Course Overview and The Art of Analytics

In the orientation, you will become familiar with the course, your instructor, your classmates, and our learning environment. The orientation also helps you obtain the technical skills required for the course. Every analyst dreams of coming up with the “big idea” – the game-changing and previously unseen insight or approach that gives their organization a competitive advantage and their career a huge boost. But dreaming won’t get you there. It requires a thoughtful and disciplined approach to analysis projects. In this part of the course, I detail the four elements of the Marketing Analytics Process (MAP): plan, collect, analyze, report. Module 1 also explains the role of the analyst, the six mutually exclusive and collectively exhaustive (“MECE”) marketing objectives of analytics, how to find context and patterns in collected data, and how to avoid the pitfalls of bias.

Storytelling with Data

In Module 2, we dive headlong into the most important aspect of digital marketing analytics: transforming the data the analyst compiled into a comprehensive, coherent, and meaningful report. I outline the key characteristics of good visuals and the minutiae of chart design and provide a five-step process for analysts to follow when they’re on their feet and presenting to an audience. The goal is to equip analysts with the tools they need to tell a compelling and memorable story that “cuts through the noise” of the overwhelming amount of information audiences experience every day.

Bellabeat Case Study

Module 3 brings to life the concepts, theories, techniques, and tools discussed in the course in a business case written about Bellabeat, a high-tech design and manufacturing company that produced health-focused smart devices for women. Students will see each step in the MAP illustrated through the case.

The Future of Analytics

Data’s road from crude maps to gigabytes of multidimensional information has been a long and winding one. But it is far from over. If anything, the industry finds itself at a critical crossroads that will determine its future for decades to come. Module 4 explores this predicament while casting an eye toward what comes next for digital marketing analytics.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Explores the science of web analytics, which is standard in the digital marketing industry

Emphasizes the practical skills and abilities analysts need to succeed in today's digital business world

Introduces the Marketing Analytics Process (MAP), a structured approach to analytics projects

Provides a step-by-step process for analysts to follow when presenting their findings

Features a case study that brings to life the concepts and techniques discussed in the course

Taught by Kevin Hartman, an experienced instructor in web analytics

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Reviews summary

Highly rated digital marketing analytics course

Learners say that this digital marketing analytics course is well-received with great content and delivery.

The instructor has a great delivery style.

"The instructor has a wonderful delivery style..."

Students find this course valuable.

"Wonderful course for a somewhat intermediary level."

The course content is good.

"...and the content is equally good."

Career center

Learners who complete Digital Marketing Analytics in Practice will develop knowledge and skills that may be useful to these careers:

Marketing Analyst

A Marketing Analyst uses data to understand customer behavior and trends. This course can help you develop the skills needed to collect, analyze, and interpret data to make better marketing decisions. Students will also learn the different web analytic tools available and how to use them effectively.

See salaries and explore the career path for Marketing Analyst

Data Analyst

Data Analysts collect, clean, and analyze data to help organizations make better decisions. This course can help you develop the skills needed to work with data, including how to collect data from the web, analyze data, and create visualizations.

See salaries and explore the career path for Data Analyst

Business Analyst

Business Analysts help organizations improve their performance by analyzing business processes and making recommendations for improvement. This course can help you develop the skills needed to analyze business processes, identify problems, and develop solutions.

See salaries and explore the career path for Business Analyst

Web Analyst

Web Analysts help organizations understand how their websites are being used. This course can help you develop the skills needed to collect, analyze, and interpret data from the web, including how to use web analytics tools.

See salaries and explore the career path for Web Analyst

Digital Marketing Manager

Digital Marketing Managers plan and execute digital marketing campaigns. This course can help you develop the skills needed to create and manage successful digital marketing campaigns, including how to use web analytics to track and measure results.

See salaries and explore the career path for Digital Marketing Manager

Ecommerce Analyst

Ecommerce Analysts help organizations improve the performance of their ecommerce websites. This course can help you develop the skills needed to analyze data from ecommerce websites, identify problems, and develop solutions.

See salaries and explore the career path for Ecommerce Analyst

Market Research Analyst

Market Research Analysts collect and analyze data to help organizations understand their customers and markets. This course can help you develop the skills needed to collect, analyze, and interpret data, including how to use web analytics to track and measure results.

See salaries and explore the career path for Market Research Analyst

Consultant

Consultants help organizations improve their performance by providing advice and recommendations. This course can help you develop the skills needed to analyze business processes, identify problems, and develop solutions.

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Product Manager

Product Managers are responsible for the development and launch of new products. This course can help you develop the skills needed to analyze market data, identify customer needs, and develop new products.

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Data Scientist

Data Scientists use data to develop new products and services. This course can help you develop the skills needed to work with data, including how to collect data from the web, analyze data, and create visualizations.

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Statistician

Statisticians collect, analyze, and interpret data. This course can help you develop the skills needed to work with data, including how to collect data from the web, analyze data, and create visualizations.

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Software Engineer

Software Engineers design, develop, and maintain software systems. This course may be useful for developing the skills needed to create software that can collect, analyze, and interpret data, including web analytics tools.

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Computer Scientist

Computer Scientists develop new ways to use computers to solve problems. This course may be useful for developing the skills needed to create new algorithms and techniques for collecting, analyzing, and interpreting data.

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Operations Research Analyst

Operations Research Analysts use data to help organizations improve their operations. This course may be useful for developing the skills needed to analyze data from business operations, identify problems, and develop solutions.

See salaries and explore the career path for Operations Research Analyst

Financial Analyst

Financial Analysts use data to help organizations make investment decisions. This course may be useful for developing the skills needed to analyze data from financial markets, identify trends, and develop investment strategies.

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Reading list

We've selected 33 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 Digital Marketing Analytics in Practice.

Digital Marketing Analytics