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Digital Marketing Analytics
Dr. Janardan Krishna Yadav
Dr. Janardan Krishna Yadav
Welcome to the Digital Marketing Analytics course! We live in an era of digital technology and most marketing activities are shifting to digital platforms. It is indispensable for businesses to proactively take action on their websites, social media, blogs, and other digital platforms and to carefully examine the intent and action data of the consumers. A careful examination of the consumer or prospective consumer’s digital activity can provide deep insights that can make a company create winning products and cement its leadership position in the markets.
Read more
Welcome to the Digital Marketing Analytics course! We live in an era of digital technology and most marketing activities are shifting to digital platforms. It is indispensable for businesses to proactively take action on their websites, social media, blogs, and other digital platforms and to carefully examine the intent and action data of the consumers. A careful examination of the consumer or prospective consumer’s digital activity can provide deep insights that can make a company create winning products and cement its leadership position in the markets.
Read more
Welcome to the Digital Marketing Analytics course! We live in an era of digital technology and most marketing activities are shifting to digital platforms. It is indispensable for businesses to proactively take action on their websites, social media, blogs, and other digital platforms and to carefully examine the intent and action data of the consumers. A careful examination of the consumer or prospective consumer’s digital activity can provide deep insights that can make a company create winning products and cement its leadership position in the markets.
This is a beginner-level course and revolves around the essential digital marketing platforms, actions, and key performance indicators or KPIs, and how those KPIs can be meaningfully translated into business actions. In this course, you will learn the fundamental concepts and principles of digital marketing analytics and how to use tools such as Google Analytics to track and analyze the performance of your digital marketing campaigns and understand the behavior of your audience. You will also learn how to use social media platforms to engage with your customers and measure the success of your social media marketing efforts.
In addition to gaining a solid foundation in digital marketing analytics, you will also learn how to apply these principles to your own business or organization. You will learn how to identify the most important metrics for your business and develop strategies to improve your digital marketing performance. By the end of the course, you will have the knowledge and skills you need to succeed in the field of digital marketing analytics.
Throughout the course, you will be exposed to real-world examples and used cases to help you understand the practical applications of digital marketing analytics. 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.
It is a beginner-level course, so there are no prerequisites for the course. Only skills that are needed are internet browsing and familiarity with social media platforms and fluency with the English language. You will need a laptop and wifi connection, a Google Analytics account, and social media accounts to practice as we progress in the course.
You will have the following skills after the successful completion of the course:
1. Create a digital marketing plan
2. Create Ad Campaigns on Google Ads and use KPIs to evaluate the performance of campaigns
3. Use Google Analytics to get important data for marketing performance
4. Optimize the brand website for Google search engine
5. Use the latest technologies for digital marketing
Register for this course and see more details by visiting:
OpenCourser.com/course/rwvo7l/digital
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.
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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.
Read more
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
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
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Activities
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Digital Marketing Analytics.
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Career center
Learners who complete Digital Marketing Analytics will develop knowledge and skills
that may be useful to these careers:
Digital Marketing Manager
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.
Social Media 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.
Search Engine Optimization (SEO) Specialist
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.
Data Analyst
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.
Marketing Analytics Manager
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.
Digital Marketing Specialist
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.
Content Marketer
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.
Email Marketing Specialist
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.
Web Analytics 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.
Search Engine Marketing 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.
User Experience (UX) Designer
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.
Web Developer
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.
App 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.
Data Scientist
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.
Business Analyst
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.
For more career information including salaries, visit:
OpenCourser.com/course/rwvo7l/digital
Reading list
We've selected ten 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.
This step-by-step guide to Google Analytics is designed to help beginners learn the basics of using Google Analytics to track and analyze their website traffic.
This textbook provides a thorough overview of the strategic use of social media in marketing.
Beginner-friendly guide to search engine optimization (SEO).
Offers a comprehensive overview of content marketing, with a focus on creating and distributing engaging content that will attract and retain customers.
Save
Provides a practical introduction to marketing analytics, with a focus on using Microsoft Excel to analyze data and make better marketing decisions.
Comprehensive and accessible guide to digital marketing for beginners.
Save
Gentle introduction to machine learning, with a focus on making it accessible to beginners.
Practical guide to machine learning using Python, with a focus on using Scikit-Learn, Keras, and TensorFlow.
Save
Comprehensive and authoritative guide to deep learning.
Classic introduction to reinforcement learning.
For more information about how these books relate to this course, visit:
OpenCourser.com/course/rwvo7l/digital
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Effort
4 Weeks of study, 5-6 hours/week
Level
Introductory
Via
Coursera
Institution
O.P. Jindal Global University
Instructor
Dr. Janardan Krishna Yadav
Language
English
Transcript
tiếng Việt
This course belongs to a
collection
called
Machine Learning for Marketing. It's comprised of five courses:
Good to know
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
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