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Marketing Data and Technology

Acquire the skills to unlock the value of marketing data and technologies in your business with Udacity’s Marketing Data, Technology & Analytics Training.

Prerequisite details

To optimize your success in this program, we've created a list of prerequisites and recommendations to help you prepare for the curriculum. Prior to enrolling, you should have the following knowledge:

Value proposition
Marketing channels
Marketing fundamentals
Marketing objectives
User personas
Customer journey maps

Acquire the skills to unlock the value of marketing data and technologies in your business with Udacity’s Marketing Data, Technology & Analytics Training.

Prerequisite details

Value proposition
Marketing channels
Marketing fundamentals
Marketing objectives
User personas
Customer journey maps

You will also need to be able to communicate fluently and professionally in written and spoken English.

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Bootcamp level quality

Complete hands-on projects and get personalized feedback with Udacity.

What's inside

Syllabus

This lesson will introduce you to the course, the prerequisites needed to be successful, and provide a preview of the project.

This lesson provides an overview of the types of data used in digital marketing and how data can shape business strategies.

Traffic lights

Read about what's good

what should give you pause

and possible dealbreakers

Explores marketing data and technologies, which are standard in the marketing industry

Taught by Benjamin Kepner and Anke Audenaert, who are recognized for their work in marketing

Develops skills in marketing data analysis and technologies, which are core skills for marketing professionals

Examines marketing trends and technologies, which are highly relevant to the marketing field

Builds a foundation for beginners in marketing data and technologies

Strengthens existing foundation for intermediate learners in marketing data and technologies

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Reviews summary

Marketing data for professionals

According to students, this course offers a solid foundation in marketing data and technology, proving particularly beneficial for working professionals or those transitioning into data-driven marketing roles. Learners frequently praise the clear explanations, well-structured content, and the immediate applicability of concepts like Google Analytics and A/B testing. While many find the practical exercises and real-world examples helpful, some more experienced learners note the course's depth can be somewhat superficial, suggesting it serves more as a broad overview than an in-depth technical deep dive.

Ideal for beginners seeking an overview, less for experienced learners.

"It's a decent course for absolute beginners, but not ideal for those with some background."

"Good course, especially for marketers transitioning into more data-heavy roles. The pace was generally good, though some early modules might feel like review."

"If you're looking for deep technical skills, this isn't it. Better for a very high-level overview."

The Google Analytics section is a strong and useful component.

"I particularly enjoyed the modules on Google Analytics and A/B testing."

"Google Analytics section was strong."

"I found the Google Analytics segment very useful for my daily work."

Teaches practical skills applicable to real-world marketing roles.

"The practical exercises and case studies were incredibly helpful. The instructors explained complex concepts in an understandable way, making it easy to apply them to real-world scenarios."

"As a marketing manager, this course was exactly what I needed. It bridged the gap between traditional marketing and the analytical side."

"Excellent and highly relevant for today's digital marketer. The content is up-to-date and the emphasis on data-driven insights is invaluable."

Provides excellent foundational knowledge for marketing data.

"This course provided a very solid foundation in marketing data. ... a great starting point for someone looking to understand how data drives marketing decisions."

"Solid course for foundational knowledge. The project at the end was a good way to apply what was learned."

"This course offers a good entry point to marketing data concepts. The explanations are clear and the concepts are well-illustrated."

"Truly transformative for my understanding of digital marketing. I feel much more confident in discussing marketing data strategies now."

Minor issues with some external links being outdated.

"My only issue was that some of the links to external resources were outdated, which was a minor inconvenience but something to be aware of."

Limited practical, hands-on experience with specific tech tools.

"My main critique is that some of the technologies mentioned felt a little generic, and I wished for more specific examples or hands-on experience with particular platforms beyond GA."

"The labs felt simulated rather than truly hands-on. If you're looking for deep technical skills, this isn't it."

"The practical components were lacking and seemed artificial."

Some topics are covered broadly without sufficient depth.

"I felt some parts could go a bit deeper, especially regarding advanced attribution models."

"I found this course to be quite basic. While it introduces concepts, it doesn't really teach you how to 'do' anything practical beyond understanding definitions."

"Found the content a bit superficial. It touches on many topics but doesn't dive deep enough into any one."

"Disappointed with the depth. While the course covers the syllabus topics, it does so very superficially."

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 Marketing Data and Technology with these activities:

Review Digital Marketing Fundamentals

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Refreshes your understanding of key digital marketing concepts.

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Practice Tracking Key Marketing Metrics

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Familiarizes you with practical methods of tracking and analyzing marketing metrics.

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Identify the key marketing metrics for your business
Set up tracking mechanisms for these metrics
Regularly track and analyze your marketing data
Make data-driven decisions to improve your marketing campaigns

Exploring Google Analytics Case Studies

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Provides insights into real-world applications of Google Analytics.

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Find case studies showcasing successful Google Analytics implementations
Analyze these case studies to identify best practices
Apply these best practices to your own Google Analytics account

Four other activities

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Attend a Marketing Technology Workshop

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Exposes you to the latest marketing technologies and trends.

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Develop a Marketing Analytics Dashboard

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Develops your skills in creating and presenting marketing analytics data.

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Choose relevant marketing metrics to include in your dashboard
Design a visually appealing and easy-to-understand dashboard
Use data visualization tools to present your data effectively

Implement an A/B Test for a Marketing Campaign

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Provides hands-on experience in conducting A/B tests for marketing campaigns.

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Choose a marketing variable to test
Create two or more variations of your marketing campaign
Run the A/B test and collect data
Analyze the results to determine the winning variation

Participate in a Marketing Analytics Competition

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Challenges you to apply your marketing analytics skills in a competitive environment.

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Career center

Learners who complete Marketing Data and Technology will develop knowledge and skills that may be useful to these careers:

Marketing Data Analyst

Marketing Data Analysts use their skills in data analysis to develop strategies around what data says about customers. The course explores how data is used in digital marketing and the role that AB testing plays. The course is a great starting point to make the shift into becoming a Marketing Data Analyst.

See salaries and explore the career path for Marketing Data Analyst

Digital Marketing Strategist

Working alongside Data Analysts, Digital Marketing Strategists use data and technology to develop campaigns that aim to fulfill company goals. The course will provide you with an understanding of the platforms and tools used in digital marketing.

See salaries and explore the career path for Digital Marketing Strategist

Customer Success Manager

Customer Success Managers work with customers and use data to ensure their success with a particular product or service. This course will help Customer Success Managers understand how to track data and assess where users are coming from.

See salaries and explore the career path for Customer Success Manager

UX Designer

UX Designers use data to improve the user experience by analyzing customer journey maps and user personas. The course can help build a foundation for UX Designers in understanding how to use data to assess where users came from on a website or app.

See salaries and explore the career path for UX Designer

Growth Marketer

Growth Marketers work with data to develop strategies that will help increase engagement. The course may be useful for Growth Marketers looking to further their understanding of customer journey mapping.

See salaries and explore the career path for Growth Marketer

Marketing Manager

Marketing Managers can use the skills learned in this course to stay up-to-date with emerging trends and technologies. The course may be useful to build the necessary skills to implement agile marketing principles.

See salaries and explore the career path for Marketing Manager

Product Manager

Product Managers work with data to develop products that meet the needs of customers. The course may be useful for Product Managers looking to further their understanding of assessing where users are coming from on a website or app.

See salaries and explore the career path for Product Manager

Brand Manager

Brand Managers work with data to understand how customers perceive a brand. The course may be useful for Brand Managers looking to further their understanding of attribution models.

See salaries and explore the career path for Brand Manager

Social Media Manager

Social Media Managers use data to understand which strategies are working and which are not. The course may be useful for Social Media Managers looking to further their understanding of how to assess where users came from on a website or app.

See salaries and explore the career path for Social Media Manager

Affiliate Marketing Manager

Affiliate Marketing Managers work with data to understand which strategies are working and which are not. The course may be useful for Affiliate Marketing Managers looking to further their understanding of attribution models.

See salaries and explore the career path for Affiliate Marketing Manager

SEO Manager

SEO Managers use data to understand how customers find a website. The course may be useful for SEO Managers looking to further their understanding of assessing where users are coming from on a website or app.

See salaries and explore the career path for SEO Manager

Content Marketer

Content Marketers use data to understand which strategies are working and which are not. The course may be useful for Content Marketers looking to further their understanding of assessing where users came from on a website or app.

See salaries and explore the career path for Content Marketer

Email Marketing Manager

Email Marketing Managers use data to understand which strategies are working and which are not. The course may be useful for Email Marketing Managers looking to further their understanding of attribution models.

See salaries and explore the career path for Email Marketing Manager

Data Scientist

Data Scientists work with data to develop models that can be used to improve business outcomes. The course may be useful for Data Scientists looking to further their understanding of developing data-driven insights.

See salaries and explore the career path for Data Scientist

Software Engineer

Software Engineers work with data to develop software applications. The course may be useful for Software Engineers looking to further their understanding of data analysis.

See salaries and explore the career path for Software Engineer

Featured in The Course Notes

This course is mentioned in our blog, The Course Notes. Read one article that features Marketing Data and Technology:

Strategic Marketing for Business Growth: Essential Online Courses

16 minute read

Reading list

We've selected 11 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 Marketing Data and Technology.

Marketing Analytics

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Provides a comprehensive overview of marketing analytics, with a focus on using data-driven techniques to improve marketing decision-making. It covers a wide range of topics, including data collection, analysis, and visualization, as well as specific applications in areas such as customer segmentation, campaign optimization, and forecasting.

Marketing Analytics: Data-Driven Techniques with...

Paperback

Marketing Analytics: Data-Driven Techniques with...

Kindle Edition

Digital Marketing Analytics

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Provides a practical guide to using digital marketing analytics to improve marketing effectiveness. It covers a wide range of topics, including web analytics, social media analytics, and email marketing analytics.

Digital Marketing Analytics: Making Sense of...

Paperback

Digital Marketing Analytics: Making Sense of...

Kindle Edition

Call to Action

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Provides a comprehensive guide to using Google Analytics 4, the latest version of Google's free web analytics platform. It covers all the essential features of Google Analytics 4, as well as advanced techniques for using the platform to track and measure marketing results.

Call to Action: Secret Formulas to Improve Online...

Hardcover

Call to Action: Secret Formulas to Improve Online...

Kindle Edition

Data Science for Business

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Provides a comprehensive overview of data science, with a focus on applications in business. It covers a wide range of topics, including data mining, machine learning, and statistical modeling.

Data Science for Business: What You Need to Know...

Paperback

Data Science for Business: What You Need to Know...

Kindle Edition

Sports Analytics and Data Science

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Provides a practical guide to using data science techniques to improve marketing effectiveness. It covers a wide range of topics, including data mining, machine learning, and predictive modeling.

Sports Analytics and Data Science: Winning the Game...

Kindle Edition

$$$

Marketing Management

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Provides a comprehensive overview of marketing management, with a focus on the latest trends and best practices. It covers all the essential aspects of marketing, including market research, product development, pricing, promotion, and distribution.

Chaffey: Digital Marketing 8e

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Provides a comprehensive guide to digital marketing, with a focus on strategy, implementation, and practice. It covers a wide range of topics, including search engine optimization, social media marketing, and email marketing.

Chaffey: Digital Marketing 8e

Paperback

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Chaffey: Digital Marketing 8e

Kindle Edition

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Customer Relationship Management

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Provides a comprehensive overview of customer relationship management (CRM), with a focus on the latest trends and best practices. It covers all the essential aspects of CRM, including customer segmentation, customer loyalty, and customer service.

Customer Relationship Management

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Customer Relationship Management: Concepts,...

Kindle Edition

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Email Marketing Rules

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Provides a comprehensive guide to email marketing, with a focus on building a successful email marketing campaign. It covers all the essential aspects of email marketing, including email list building, email content creation, and email marketing analytics.

Email Marketing Rules: Frameworks & Checklists to...

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Email Marketing Rules: 184 Best Practices to...

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Email Marketing Rules: Checklists, Frameworks, and...

Paperback

Inbound Marketing and SEO

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Provides a comprehensive guide to search engine optimization (SEO), with a focus on getting your website on the first page of Google. It covers all the essential aspects of SEO, including keyword research, on-page optimization, and link building.

Inbound Marketing and SEO: Insights from the Moz...

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Inbound Marketing and SEO: Insights from the Moz...

Kindle Edition

Hacking Growth

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Provides a comprehensive guide to growth hacking, with a focus on rapidly growing your business. It covers all the essential aspects of growth hacking, including growth hacking strategies, growth hacking tools, and growth hacking metrics.

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