Data and Digital Strategy Execution from Coursera

Digital Marketing Institute is the global standard in Digital Marketing Certification. Our mission is to give our students the confidence and knowledge they need to advance in their careers through this specialization.

This course covers data-driven decision-making, digital marketing strategy development using key frameworks, and the practical execution of strategies, focusing on performance metrics, challenges, and techniques to drive growth. After completing this course, you will be able to: -

• To identify how good quality data and web analytics are used by organizations to inform decision-making

• Understand the fundamentals of data, the characteristics of the different types of data and how it is all managed

• To demonstrate an understanding of how data and insights from data can be turned into valuable marketing actions that generate a higher ROI

• To select the correct tactics and channels to use based on objectives and target audience

• To demonstrate an understanding of how the new customer journey, marketing technology, omnichannel strategy, and the strategy control process can enable effective digital strategy execution and guide organizations towards achieving long-term goals and objectives

• To demonstrate an understanding of how digital strategy and activities can support business strategy and drive the growth of an organization

The first module covers the importance of cultivating a data-driven mindset, focusing on data collection, management, and the ethical use of data to improve decision-making and generate higher ROI.

In the second module, learners will explore various techniques for developing a digital marketing strategy, including SWOT analysis, PESTEL, and key frameworks such as SOSTAC, RACE, and SMART objectives. These tools will enable learners to create a solid foundation for their digital strategies.

The final module dives into the practical aspects of executing and tracking digital marketing strategies using action plans, addressing challenges such as complex customer journeys, marketing technologies, and data privacy regulations. Learners will gain expertise in evaluating performance metrics, including SEO visibility, PPC conversion rates, and Customer Acquisition Costs (CAC), and will explore techniques to drive growth and expansion. This course provides both the strategic frameworks and practical tools needed to succeed in today’s digital marketing landscape.

What's inside

Syllabus

Using Data to Inform a Digital Strategy

This module begins by looking at how, by effectively collecting and analyzing data, and becoming digital-first, organizations can cultivate a data-backed mindset and minimize the guesswork in their decision-making. It then moves onto the characteristics of different types of data and best practices for data management. The module then delves into how organizations also need to be mindful of their obligations when using data, how to ensure it is collected in a transparent and ethical manner, and how to take steps to protect it. The module concludes by discussing how data and insights from data can be turned into valuable marketing actions that generate a higher ROI.

Career center

Learners who complete Data and Digital Strategy Execution will develop knowledge and skills that may be useful to these careers:

Digital Marketing Manager

The Digital Marketing Manager is responsible for developing, implementing, and managing marketing campaigns that promote a company and its products or services. This role demands a comprehensive understanding of various digital channels, data-driven decision-making, and strategic execution to achieve business objectives. This specialization on Data and Digital Strategy Execution is exceptionally well-suited for aspiring Digital Marketing Managers, as it directly covers the entire lifecycle from strategy formulation to practical execution. Learners will understand how to select correct tactics and channels based on objectives, manage digital strategy across complex customer journeys, and evaluate performance metrics like SEO visibility and PPC conversion rates. This course helps build a foundation for leading successful digital initiatives and driving organizational growth.

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Digital Strategist

The Digital Strategist designs and implements comprehensive digital strategies for businesses, focusing on their online presence, marketing initiatives, and achieving long-term goals. This role requires a deep understanding of market dynamics, customer behavior, and technological trends. The Data and Digital Strategy Execution course is invaluable for those aspiring to become a Digital Strategist. It teaches various techniques for developing a digital marketing strategy, including situational analyses like SWOT and PESTEL, and frameworks such as SOSTAC, RACE, and SMART objectives. Learners gain insight into how digital strategy supports business goals and drives growth, enabling them to create a solid foundation for impactful strategies that guide organizations towards success.

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Growth Marketing Manager

A Growth Marketing Manager is dedicated to accelerating business expansion and maximizing customer acquisition and retention through experimental, data-driven strategies. This role focuses on identifying scalable growth channels and optimizing performance across every stage of the customer journey. The Data and Digital Strategy Execution course is highly relevant for a Growth Marketing Manager. It dives into digital techniques and marketing tactics to drive growth and expansion, emphasizing turning data into valuable marketing actions that generate higher ROI. Understanding performance metrics like Customer Acquisition Costs and evaluating strategies against business objectives helps learners to effectively identify and execute initiatives that scale. This course helps build a foundation for fostering continuous business growth.

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Marketing Analyst

A Marketing Analyst often focuses on interpreting large datasets to identify market trends, forecast sales, and measure the effectiveness of marketing campaigns. This role is crucial for data-driven organizations seeking to optimize their marketing spend and strategies. The Data and Digital Strategy Execution course greatly supports the development of a skilled Marketing Analyst. It emphasizes identifying how good quality data and web analytics inform decision-making, understanding data fundamentals, and turning data insights into valuable marketing actions that generate a higher ROI. The curriculum on evaluating performance metrics and cultivating a data-backed mindset helps prepare learners to analyze campaign performance and suggest improvements effectively. This course helps build a foundation in leveraging data for strategic marketing impact.

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Business Intelligence Analyst

A Business Intelligence Analyst collects, cleans, and analyzes data to provide actionable insights that support strategic business decisions. This role involves using various tools and techniques to transform raw data into understandable reports and dashboards. The Data and Digital Strategy Execution course offers significant advantages for a Business Intelligence Analyst. It explicitly covers how good quality data is used by organizations to inform decision-making, emphasizing data collection, management, and ethical use. Learners will understand data fundamentals and how insights from data can be turned into valuable actions, directly aligning with the core responsibilities of a Business Intelligence Analyst. This course helps build a foundation in cultivating a data-driven mindset and extracting strategic value from diverse datasets. This role typically requires an advanced degree.

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E-commerce Manager

The E Commerce Manager oversees a company's online sales operations, responsible for website functionality, marketing, sales performance, and customer experience. This role relies heavily on digital strategies, data analysis, and an understanding of the entire customer journey in a digital context. The Data and Digital Strategy Execution course offers significant advantages for an E Commerce Manager. Learners gain an understanding of omnichannel strategy, the new customer journey, and how to select the correct tactics and channels based on objectives. Evaluating digital marketing performance metrics, including conversion rates and Customer Acquisition Costs, directly equips learners to drive online sales effectiveness and achieve long-term growth for e-commerce platforms.

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Conversion Rate Optimization Specialist

A Conversion Rate Optimization Specialist focuses on analyzing user behavior and implementing changes to improve the percentage of website visitors who complete a desired action, such as making a purchase or filling out a form. This role is highly data-driven and experimental. The Data and Digital Strategy Execution course offers significant advantages for a Conversion Rate Optimization Specialist. It highlights how data and insights from data can be turned into valuable marketing actions that generate a higher Return On Investment. The course emphasizes evaluating digital marketing performance metrics, including Pay Per Click conversion rates and Customer Acquisition Costs, equipping learners with the analytical skills and strategic mindset to systematically improve conversion funnels and drive business growth.

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Marketing Operations Manager

A Marketing Operations Manager streamlines marketing processes, manages marketing technology stacks, and ensures the efficient execution of marketing campaigns. This role is pivotal in leveraging technology to optimize workflow, measure performance, and support overall marketing strategy. The Data and Digital Strategy Execution course offers significant advantages for a Marketing Operations Manager. It explores the marketing technology stack and the strategy control process as elements enabling effective digital strategy execution. Learners will understand how to develop, communicate, and track the implementation of digital marketing strategies using action plans, which directly contributes to operational efficiency and data-backed decision-making within the marketing department. This helps build a foundation in managing the infrastructure that drives digital marketing success.

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Data Privacy Specialist

A Data Privacy Specialist ensures that an organization’s data collection, storage, and usage practices comply with relevant data protection laws and ethical guidelines. This role is critical in safeguarding sensitive information and maintaining trust. The Data and Digital Strategy Execution course offers significant advantages for a Data Privacy Specialist. The first module explicitly delves into how organizations need to be mindful of their obligations when using data, how to ensure it is collected in a transparent and ethical manner, and how to take steps to protect it. This foundational understanding helps learners navigate complex data privacy regulations and implement best practices, which is essential for ensuring compliant and responsible digital marketing strategies.

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Pay Per Click Specialist

A Pay Per Click Specialist manages and optimizes paid advertising campaigns across various digital platforms, aiming to drive targeted traffic and conversions. This role requires meticulous data analysis, budget management, and continuous optimization of ad performance. The Data and Digital Strategy Execution course offers significant advantages for a Pay Per Click Specialist. The course explicitly highlights evaluating PPC conversion rates as a key digital marketing performance metric, providing essential context for successful campaign management. Learners will understand how to select correct tactics and channels based on objectives and how to turn data into valuable marketing actions that generate higher Return On Investment. This helps build a foundation in creating effective, data-driven PPC campaigns that align with broader digital strategy and drive business growth.

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Search Engine Optimization Specialist

A Search Engine Optimization Specialist focuses on improving a website's visibility on search engines, aiming to drive organic traffic and achieve higher rankings. This involves technical optimization, content strategy, and link building. The Data and Digital Strategy Execution course offers significant advantages for a Search Engine Optimization Specialist. The course explicitly mentions evaluating SEO visibility as a key digital marketing performance metric, providing a crucial understanding of how their work contributes to strategic objectives. Learners will also understand how to select correct tactics and channels based on objectives, alongside analyzing data to inform marketing actions. This helps build a foundation in how SEO efforts contribute to overall digital growth and Return On Investment, connecting tactical work to strategic goals.

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Product Marketing Manager

A Product Marketing Manager is responsible for bringing products to market and driving their adoption, focusing on understanding customer needs, positioning, messaging, and go-to-market strategies. This role increasingly relies on digital channels and data-driven insights. The Data and Digital Strategy Execution course offers significant advantages for a Product Marketing Manager. It helps build a foundation in understanding how digital strategy and activities can support business strategy and drive organizational growth, which is critical for product success. Learners gain insight into selecting correct tactics and channels, understanding the new customer journey, and leveraging data for valuable marketing actions, all essential for effectively launching and promoting products in the digital landscape.

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Social Media Manager

A Social Media Manager develops, implements, and manages an organization's social media strategy, aiming to increase brand awareness, drive engagement, and generate leads. This role requires creative content planning, community management, and performance analysis. The Data and Digital Strategy Execution course offers significant advantages for a Social Media Manager. The course specifically mentions evaluating social media engagement rates as a crucial performance metric, providing a data-backed approach to social strategy. Learners will understand how to select correct tactics and channels based on objectives and target audience, ensuring social media activities support wider digital marketing goals. This helps build a foundation in executing impactful social media strategies that contribute to overall business growth.

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Customer Experience Manager

A Customer Experience Manager focuses on enhancing the overall interaction customers have with a company across all touchpoints, aiming to improve satisfaction, loyalty, and advocacy. This role involves understanding customer journeys and implementing strategies for seamless experiences. The Data and Digital Strategy Execution course may be helpful for a Customer Experience Manager. It explores the new customer journey and omnichannel strategy as key enablers for effective digital strategy execution and achieving long-term goals. While not exclusively focused on customer experience, understanding how digital activities impact customer touchpoints and how data informs these interactions provides valuable context for improving the customer experience.

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Digital Project Manager

A Digital Project Manager oversees the planning, execution, and closing of digital projects, such as website redesigns, campaign launches, or platform integrations. This role ensures projects are delivered on time, within budget, and meet strategic objectives. The Data and Digital Strategy Execution course may be useful for a Digital Project Manager. The final module specifically covers how to use a digital marketing action plan template to develop, communicate, and track the implementation of digital marketing strategy. Understanding the challenges facing effective strategy execution, such as marketing technology and complex customer journeys, helps in managing project risks and ensuring successful delivery of digital initiatives.

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