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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.
Read more
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.
Read more
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/.
Register for this course and see more details by visiting:
OpenCourser.com/course/ker9hg/digital
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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.
Read more
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.
Read more
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
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
Save this course
Save Digital Marketing Analytics in Practice to your list so you can find it easily later:
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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."
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 Digital Marketing Analytics in Practice with these
activities:
Review your notes from previous courses on marketing or data analytics
Show steps
Reviewing your notes from previous courses on marketing or data analytics can help you to refresh your knowledge of the subject and prepare you for the material in this course.
Browse courses on
Marketing
Show steps
-
Find your notes from previous courses on marketing or data analytics.
-
Read through your notes and make sure you understand the key concepts.
-
Take practice quizzes or tests to assess your understanding of the material.
Discuss web analytics with other students
Show steps
Discussing web analytics with other students can help you learn from their experiences and perspectives, and can also help you to develop your own critical thinking skills.
Browse courses on
Web Analytics
Show steps
-
Find a study partner or group.
-
Meet regularly to discuss the course material.
-
Share your insights and experiences.
-
Help each other to understand the concepts.
Watch videos on web analytics
Show steps
Watching videos on web analytics can help you understand the basics of the subject and get a better sense of how it is used in the real world.
Browse courses on
Web Analytics
Show steps
-
Find videos on web analytics that are relevant to your interests.
-
Watch the videos and take notes on the key concepts.
-
Apply what you have learned from the videos to your own work.
Five other activities
Expand to see all activities and additional details
Show all eight activities
Write a blog post about web analytics
Show steps
Writing a blog post about web analytics can help you to solidify your understanding of the subject and can also help you to share your knowledge with others.
Browse courses on
Web Analytics
Show steps
-
Choose a topic for your blog post.
-
Research your topic.
-
Write your blog post.
-
Publish your blog post.
Analyze website data using Google Analytics
Show steps
Analyzing website data using Google Analytics can help you develop the practical skills you need to succeed in the field of digital marketing.
Browse courses on
Google Analytics
Show steps
-
Set up a Google Analytics account for your website.
-
Collect data on your website traffic.
-
Analyze the data to identify trends and patterns.
-
Use the data to make informed decisions about your marketing strategy.
Start a web analytics project
Show steps
Starting a web analytics project can help you to apply the skills you have learned in the course to a real-world project.
Browse courses on
Web Analytics
Show steps
-
Identify a business problem that you can solve with web analytics.
-
Develop a plan for your project.
-
Collect data on your website traffic.
-
Analyze the data to identify trends and patterns.
-
Make recommendations to the business.
Create a marketing dashboard
Show steps
Creating a marketing dashboard can help you visualize and track your marketing data, which can help you make better decisions about your marketing strategy.
Browse courses on
Marketing Dashboard
Show steps
-
Identify the key metrics you want to track.
-
Choose a data visualization tool.
-
Create a dashboard that is visually appealing and easy to understand.
-
Use the dashboard to track your progress and make informed decisions.
Contribute to an open-source web analytics project
Show steps
Contributing to an open-source web analytics project can help you to learn about the latest web analytics techniques and technologies, and can also help you to develop your programming skills.
Browse courses on
Open Source
Show steps
-
Find an open-source web analytics project that interests you.
-
Read the project documentation.
-
Make a contribution to the project.
-
Submit a pull request.
Review your notes from previous courses on marketing or data analytics
Show steps
Reviewing your notes from previous courses on marketing or data analytics can help you to refresh your knowledge of the subject and prepare you for the material in this course.
Browse courses on
Marketing
Show steps
Show steps
Show steps
- Find your notes from previous courses on marketing or data analytics.
- Read through your notes and make sure you understand the key concepts.
- Take practice quizzes or tests to assess your understanding of the material.
Discuss web analytics with other students
Show steps
Discussing web analytics with other students can help you learn from their experiences and perspectives, and can also help you to develop your own critical thinking skills.
Browse courses on
Web Analytics
Show steps
Show steps
Show steps
- Find a study partner or group.
- Meet regularly to discuss the course material.
- Share your insights and experiences.
- Help each other to understand the concepts.
Watch videos on web analytics
Show steps
Watching videos on web analytics can help you understand the basics of the subject and get a better sense of how it is used in the real world.
Browse courses on
Web Analytics
Show steps
Show steps
Show steps
- Find videos on web analytics that are relevant to your interests.
- Watch the videos and take notes on the key concepts.
- Apply what you have learned from the videos to your own work.
Five other activities
Expand to see all activities and additional details
Show all eight activities
Write a blog post about web analytics
Show steps
Writing a blog post about web analytics can help you to solidify your understanding of the subject and can also help you to share your knowledge with others.
Browse courses on
Web Analytics
Show steps
Show steps
Show steps
- Choose a topic for your blog post.
- Research your topic.
- Write your blog post.
- Publish your blog post.
Analyze website data using Google Analytics
Show steps
Analyzing website data using Google Analytics can help you develop the practical skills you need to succeed in the field of digital marketing.
Browse courses on
Google Analytics
Show steps
Show steps
Show steps
- Set up a Google Analytics account for your website.
- Collect data on your website traffic.
- Analyze the data to identify trends and patterns.
- Use the data to make informed decisions about your marketing strategy.
Start a web analytics project
Show steps
Starting a web analytics project can help you to apply the skills you have learned in the course to a real-world project.
Browse courses on
Web Analytics
Show steps
Show steps
Show steps
- Identify a business problem that you can solve with web analytics.
- Develop a plan for your project.
- Collect data on your website traffic.
- Analyze the data to identify trends and patterns.
- Make recommendations to the business.
Create a marketing dashboard
Show steps
Creating a marketing dashboard can help you visualize and track your marketing data, which can help you make better decisions about your marketing strategy.
Browse courses on
Marketing Dashboard
Show steps
Show steps
Show steps
- Identify the key metrics you want to track.
- Choose a data visualization tool.
- Create a dashboard that is visually appealing and easy to understand.
- Use the dashboard to track your progress and make informed decisions.
Contribute to an open-source web analytics project
Show steps
Contributing to an open-source web analytics project can help you to learn about the latest web analytics techniques and technologies, and can also help you to develop your programming skills.
Browse courses on
Open Source
Show steps
Show steps
Show steps
- Find an open-source web analytics project that interests you.
- Read the project documentation.
- Make a contribution to the project.
- Submit a pull request.
Career center
Learners who complete Digital Marketing Analytics in Practice will develop knowledge and skills
that may be useful to these careers:
Marketing Analyst
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.
Data 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.
Business 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.
Web 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.
Digital Marketing Manager
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.
Ecommerce Analyst
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.
Market Research 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.
Consultant
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.
Product Manager
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.
Data Scientist
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.
Statistician
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.
Software Engineer
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.
Computer Scientist
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.
Operations Research Analyst
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.
Financial 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.
For more career information including salaries, visit:
OpenCourser.com/course/ker9hg/digital
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.
Provides a comprehensive overview of digital marketing analytics. It good book to read for a deeper understanding of the subject.
Save
Provides a step-by-step guide to using marketing analytics to improve marketing campaigns. It good book to read for marketers who want to learn how to use data to make better decisions.
Save
Provides a comprehensive overview of web analytics, covering topics such as data collection, analysis, and visualization. It valuable resource for students looking to learn more about the field of web analytics and how it is essential for modern marketing.
Will help students learn how to use Google Analytics to track website traffic, understand user behavior, and improve website performance.
Save
Provides a comprehensive overview of computer vision. It good book to read for a deeper understanding of the subject.
Provides a comprehensive overview of reinforcement learning. It good book to read for a deeper understanding of the subject.
Provides a practical guide to storytelling with data. It good book to read for learners who want to learn how to create effective data-driven stories.
Save
Provides a comprehensive overview of data science. It good book to read for a deeper understanding of the subject.
Provides a practical guide to using deep learning for coders. It good book to read for coders who want to learn how to use deep learning to solve real-world problems.
Provides a comprehensive overview of natural language processing. It good book to read for a deeper understanding of the subject.
Provides a comprehensive overview of data warehousing. It good book to read for learners who want to learn how to design and build data warehouses.
Save
Provides a practical guide to using Hadoop and Spark for big data processing. It good book to read for learners who want to learn how to use these technologies to solve real-world problems.
Save
Provides a comprehensive overview of web analytics concepts and techniques. It good book to read for background knowledge on the subject.
Provides a gentle introduction to machine learning. It good book to read for beginners who want to learn more about the subject.
Save
Provides a gentle introduction to generative adversarial networks. It good book to read for beginners who want to learn more about the subject.
Provides a comprehensive overview of data mining techniques, covering topics such as data preparation, feature selection, and model building. It valuable resource for students looking to learn more about how data mining can be used to extract valuable insights from data.
Provides a comprehensive introduction to Python for data analysis, covering the core libraries and techniques for working with data in Python.
Save
Provides a step-by-step guide to using Microsoft Excel to perform data analysis and visualization. It valuable resource for students looking to learn how to use Excel to extract insights from data.
Save
Provides a comprehensive introduction to R for data science, covering the core libraries and techniques for working with data in R.
Provides a gentle introduction to machine learning, making it accessible to beginners with no prior experience in the field.
Teaches students how to use SPSS to analyze marketing data.
Provides a comprehensive overview of Google Analytics 4, the latest version of Google's web analytics platform. It valuable resource for students looking to learn more about how to use Google Analytics 4 to track website traffic and performance.
Save
Provides a practical approach to learning marketing analytics.
Save
Provides a broad overview of digital marketing, covering the core channels and strategies for success in the digital age.
Teaches students how to use Python to build predictive models for marketing campaigns.
Save
Provides a comprehensive overview of data visualization, covering topics such as data types, chart types, and design principles. It valuable resource for students looking to learn more about how to create effective data visualizations.
Save
Provides a practical guide to using web analytics to improve website performance.
Provides a comprehensive overview of marketing management.
Save
Provides a comprehensive overview of big data, covering topics such as data collection, analysis, and visualization. It valuable resource for students looking to learn more about how big data is changing the world.
Provides a comprehensive overview of data analysis, covering topics such as data collection, analysis, and visualization. It valuable resource for students looking to learn more about how to use data analysis to solve complex problems.
Provides a comprehensive overview of data science, covering topics such as data collection, analysis, and visualization. It valuable resource for students looking to learn more about how data science can be used to improve business decision-making.
Provides a comprehensive overview of the analytics revolution and how it is changing the way businesses are run.
Save
Provides a comprehensive overview of statistics, covering topics such as data collection, analysis, and visualization. It valuable resource for students looking to learn more about how statistics can be used to understand the world around us.
For more information about how these books relate to this course, visit:
OpenCourser.com/course/ker9hg/digital
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Effort
4 weeks of study, 8-10 hours/week
Level
Introductory
Via
Coursera
Institution
University of Illinois at Urbana-Champaign
Instructor
Kevin Hartman
Language
English
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Good to know
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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