Digital Marketing Analytics from Coursera

What's inside

Syllabus

Getting Started Digital Marketing Channels

In this module, you will get a clear picture of a customer’s purchase journey in the digital environment and understand how digital environment businesses are operating. As more and more potential and actual customers are connected to social media platforms and spend a considerable amount of time on the internet, it is important to understand that reality; accordingly, you will be introduced to various digital marketing channels available for businesses. By the end of this module, you will be able to understand various functionalities of digital advertising platforms and create a digital marketing plan, as well as the legal and ethical issues that you need to keep in mind.

Process of Planning a Digital Marketing Program

This module is designed to guide you through the process of planning a digital marketing program for your brand. It covers a range of important topics, including popular digital media marketing models used by professionals, the digital marketing planning process, essential skills required for a digital marketing manager, and ethical and legal considerations in digital marketing. By the end of this module, you will have a deeper understanding of how to create an effective digital marketing strategy and be equipped with the necessary knowledge and skills to execute it successfully.

Weekly Summative Assessment: Digital Marketing Channels and Process of Planning a Digital Marketing Program

This assessment is a graded quiz based on the modules covered this week.

The World of Display Advertising

This module will help you to understand the various platforms through which businesses can create digital content, experiences, and touchpoints for potential and existing customers. Specifically, you will be able to understand the importance of paid and organic search results for businesses. You will be introduced to various types of display advertising.

Social Media Channels and Programmatic Advertising

This module will provide you with a comprehensive understanding of the different social media channels that can be utilized for digital marketing. You will learn about programmatic advertising and the various platforms that are available for scheduling digital marketing campaigns for your brand. Additionally, this module will address the challenges that digital marketers commonly face. For instance, you will explore topics such as viewability optimization and metrics to measure viewability, reasons for missing out on targeted reach, the impact of ad blockers on browsers, and ad frauds that may be used to sabotage a competitor’s advertising efforts. By the end of this module, you will have a solid grasp of the social media landscape and the tools available to help you overcome common digital marketing obstacles.

Weekly Summative Assessment: The World of Display Advertising, Social Media Channels, and Programmatic Advertising

Search Engine Advertising

This module is designed to help you understand the significance of ranking on the first page of search engine results and the strategies you can use to achieve this, both organically and through advertising. Specifically, you will learn about search engine advertising on Google, including various ad auction models and factors that determine Ad Rank. Additionally, you will be introduced to the latest trends in search engine advertising, such as Google Smart Campaigns, tracking invalid clicks, and optimizing conversion rates. Moreover, this module will guide you on how to shift toward a more customer-centric advertising approach. By the end of this module, you will have a comprehensive understanding of how to effectively utilize search engine advertising to increase your website’s visibility, drive traffic, and generate sales.

Search Engine Optimization

In this module, you will gain an understanding of how search engines work and why they are important for businesses. You will learn about the various phases of search engine optimization (SEO) and how it can be a long-term digital marketing strategy for your brand. Additionally, you will acquire the skills to audit and identify areas of concern on your brand’s website that may be negatively affecting its performance on the search engine results page (SERP). By the end of this module, you will be able to implement effective SEO tactics to boost your website’s visibility and ultimately drive more traffic and sales to your business.

Weekly Summative Assessment: Search Engine Advertising and Search Engine Optimization

This assessment is a graded quiz based on the modules covered this week.

Digital Analytics and the Impact Matrix

This module is designed to teach you about web analytics, providing you with the skills to analyze various types of data and create acquisition-attribution models. Additionally, you will learn how to interpret experiential, behavioral, and outcome analytics data and translate it into meaningful insights. Furthermore, this module will guide you on how to utilize the impact matrix to create an actionable marketing plan for your brand. By the end of this module, you will be equipped with the knowledge and skills to effectively use web analytics to track and measure your website’s performance, gain insights into your audience’s behavior, and make data-driven decisions to optimize your digital marketing strategy.

Emerging Technologies in Digital Marketing

This module aims to introduce you to the latest advancements in digital marketing, including voice search, beacon technology, chatbots, and micro-moment marketing. You will learn how to leverage these technologies to attract modern tech-savvy customers and stay ahead of the competition. Specifically, you will gain knowledge of the latest trends in digital marketing, such as chatbots, virtual reality, and augmented reality. Additionally, this module will guide you on how to effectively use voice search, beacon technology, and micro-moment marketing to engage your target audience and drive conversions. By the end of this module, you will have a deep understanding of the latest technologies and trends in digital marketing and how to use them to your advantage to stay relevant in the rapidly evolving digital landscape.

Weekly Summative Assessment: Digital Analytics, Impact Matrix, and Emerging Technologies in Digital Marketing

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Emphasizes creating and evaluating digital marketing plans, making it suitable for individuals seeking to develop strategic marketing skills

Focuses on enhancing digital marketing performance, benefiting those looking to improve their marketing strategies

Utilizes Google Analytics to analyze marketing performance, appealing to individuals seeking expertise in this tool

Covers SEO and SEM, equipping learners with in-demand digital marketing skills

Introduces emerging marketing technologies, ensuring learners stay current with the industry's latest trends

Designed for beginners, catering to those seeking an introduction to digital marketing

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 with these activities:

Create a Digital Marketing Resource Compilation

Show steps

Organize and expand your course materials for easy reference and future learning.

Show steps

Gather notes, assignments, quizzes, and other relevant materials
Organize them into folders or a digital notebook
Add additional resources such as articles, videos, or case studies
Review and update your compilation regularly

Review Fundamentals of Digital Marketing

Show steps

Build a strong foundation in digital marketing principles to support your learning journey.

View Marketing Principles on Amazon

Show steps

Read Chapters 1-3 to grasp core concepts
Summarize key takeaways from each chapter
Identify real-world examples of digital marketing strategies

Build a Website with Wix or Squarespace

Show steps

Gain practical experience in website building, a crucial skill for digital marketers.

Browse courses on Website Creation

Show steps

Choose a website builder platform (Wix or Squarespace)
Follow tutorials to create a simple landing page
Customize the design and content to align with your brand
Publish your website and test its functionality

Five other activities

Expand to see all activities and additional details

Show all eight activities

Attend Digital Marketing Summits and Webinars

Show steps

Stay updated on industry trends and best practices by attending virtual or in-person events.

Show steps

Identify relevant digital marketing summits and webinars
Register and actively participate in the sessions
Take notes and engage in discussions
Connect with other professionals and experts

Develop a Digital Marketing Plan

Show steps

Demonstrate your understanding of digital marketing principles by creating a comprehensive plan.

Browse courses on Digital Marketing Plan

Show steps

Define your target audience and marketing goals
Research and analyze your competition
Develop a digital marketing strategy based on your research
Create a detailed implementation plan
Include metrics for tracking and evaluating your plan's success

Solve Google Analytics Practice Problems

Show steps

Reinforce your understanding of Google Analytics through practical exercises.

Browse courses on Google Analytics

Show steps

Visit the Google Analytics Academy website
Solve practice problems related to website traffic, audience behavior, and conversion tracking
Review solutions and identify areas for improvement

Contribute to Digital Marketing Open Source Projects

Show steps

Expand your knowledge by contributing to open source projects in the digital marketing domain.

Browse courses on Open Source Projects

Show steps

Identify open source projects related to digital marketing
Review the project's documentation and codebase
Contribute code, bug fixes, or feature enhancements
Engage with the project community in discussions and forums

Mentor Junior Digital Marketers

Show steps

Deepen your understanding by sharing your knowledge with others.

Browse courses on Mentorship

Show steps

Identify opportunities to mentor junior digital marketers
Share your knowledge and experience
Guide and support their growth and development

Career center

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

Digital Marketing Manager

The Digital Marketing Manager is responsible for planning, executing, and evaluating digital marketing campaigns. This course will help you develop the skills and knowledge necessary to succeed in this role, including how to use Google Analytics to track and analyze the performance of digital marketing campaigns, how to use social media platforms to engage with customers, and how to optimize the brand website for Google search engine. Additionally, you will learn how to set up tracking and measurement systems, collect and analyze data, and use the insights you gain to improve the effectiveness of your digital marketing efforts.

See salaries and explore the career path for Digital Marketing Manager

Social Media Manager

The Social Media Manager is responsible for developing and executing social media strategies, creating and publishing content, and engaging with customers on social media platforms. This course will help you develop the skills and knowledge necessary to succeed in this role, including how to use social media platforms to engage with customers and measure the success of your social media marketing efforts. Additionally, you will learn how to set up tracking and measurement systems, collect and analyze data, and use the insights you gain to improve the effectiveness of your social media marketing efforts.

See salaries and explore the career path for Social Media Manager

Search Engine Optimization (SEO) Specialist

The SEO Specialist is responsible for optimizing websites for search engines, increasing organic traffic, and improving website rankings. This course will help you develop the skills and knowledge necessary to succeed in this role, including how to optimize the brand website for Google search engine and how to conduct search engine optimization (SEO) audits. Additionally, you will learn how to set up tracking and measurement systems, collect and analyze data, and use the insights you gain to improve the effectiveness of your SEO efforts.

See salaries and explore the career path for Search Engine Optimization (SEO) Specialist

Data Analyst

The Data Analyst is responsible for collecting, analyzing, and interpreting data to identify trends and patterns. This course will help you develop the skills and knowledge necessary to succeed in this role, including how to use web analytics to track and analyze the performance of websites and how to use data to make informed decisions. Additionally, you will learn how to set up tracking and measurement systems, collect and analyze data, and use the insights you gain to improve the effectiveness of your data analysis efforts.

See salaries and explore the career path for Data Analyst

Marketing Analytics Manager

The Marketing Analytics Manager is responsible for planning, executing, and evaluating marketing analytics campaigns. This course will help you develop the skills and knowledge necessary to succeed in this role, including how to use Google Analytics to track and analyze the performance of marketing campaigns and how to use data to make informed decisions. Additionally, you will learn how to set up tracking and measurement systems, collect and analyze data, and use the insights you gain to improve the effectiveness of your marketing analytics efforts.

See salaries and explore the career path for Marketing Analytics Manager

Digital Marketing Specialist

The Digital Marketing Specialist is responsible for developing and executing digital marketing campaigns across a variety of channels. This course will help you develop the skills and knowledge necessary to succeed in this role, including how to use Google Analytics to track and analyze the performance of digital marketing campaigns, how to use social media platforms to engage with customers, and how to optimize the brand website for Google search engine. Additionally, you will learn how to set up tracking and measurement systems, collect and analyze data, and use the insights you gain to improve the effectiveness of your digital marketing efforts.

See salaries and explore the career path for Digital Marketing Specialist

Content Marketer

The Content Marketer is responsible for creating and publishing content that engages customers and drives traffic to the company website. This course will help you develop the skills and knowledge necessary to succeed in this role, including how to use social media platforms to engage with customers and how to optimize the brand website for Google search engine. Additionally, you will learn how to set up tracking and measurement systems, collect and analyze data, and use the insights you gain to improve the effectiveness of your content marketing efforts.

See salaries and explore the career path for Content Marketer

Email Marketing Specialist

The Email Marketing Specialist is responsible for developing and executing email marketing campaigns to promote a company's products or services. This course may be useful for this role as it provides an overview of digital marketing channels and platforms, as well as how to track and analyze the performance of marketing campaigns.

See salaries and explore the career path for Email Marketing Specialist

Web Analytics Specialist

The Web Analytics Specialist is responsible for collecting, analyzing, and interpreting data from a company's website to improve the website's performance and user experience. This course may be useful for this role as it provides an overview of web analytics and how to use data to make informed decisions.

See salaries and explore the career path for Web Analytics Specialist

Search Engine Marketing Specialist

The Search Engine Marketing Specialist is responsible for developing and executing search engine marketing campaigns to promote a company's products or services. This course may be useful for this role as it provides an overview of search engine advertising and how to use data to make informed decisions.

See salaries and explore the career path for Search Engine Marketing Specialist

User Experience (UX) Designer

The UX Designer is responsible for designing and evaluating the user experience of a website or app to make it more user-friendly and efficient. This course may be useful for this role as it provides an overview of digital marketing channels and platforms, as well as how to track and analyze the performance of marketing campaigns.

See salaries and explore the career path for User Experience (UX) Designer

Web Developer

The Web Developer is responsible for developing and maintaining a company's website. This course may be useful for this role as it provides an overview of digital marketing channels and platforms, as well as how to track and analyze the performance of marketing campaigns.

See salaries and explore the career path for Web Developer

App Developer

The App Developer is responsible for developing and maintaining a company's mobile app. This course may be useful for this role as it provides an overview of digital marketing channels and platforms, as well as how to track and analyze the performance of marketing campaigns.

See salaries and explore the career path for App Developer

Data Scientist

The Data Scientist is responsible for collecting, analyzing, and interpreting data to identify trends and patterns. This course may be useful for this role as it provides an overview of data analytics and how to use data to make informed decisions.

See salaries and explore the career path for Data Scientist

Business Analyst

The Business Analyst is responsible for analyzing business processes and making recommendations for improvement. This course may be useful for this role as it provides an overview of digital marketing channels and platforms, as well as how to track and analyze the performance of marketing campaigns.

See salaries and explore the career path for Business Analyst