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.
Digital Marketing Analytics in Practice
Digital Marketing Analytics in Practice
This course is part of Digital Marketing Specialization
Taught in English
Some content may not be translated
Instructor: Kevin Hartman
123,378 already enrolled
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Course
Gain insight into a topic and learn the fundamentals
4.5
(3,280 reviews)
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97%
Beginner level
No prior experience required
20 hours (approximately)
Flexible schedule
Learn at your own pace
Progress towards a degree
What you'll learn
Gain hands-on, working knowledge of a step-by-step approach to planning, collecting, analyzing, and reporting data
Learn to evaluate and choose appropriate web analytics tools and techniques
Utilize tools to collect data using today’s most important online techniques: performing bulk downloads, tapping APIs, and scraping webpages
Understand approaches to visualizing data effectively
Skills you'll gain
Details to know
Shareable certificate
Add to your LinkedIn profile
Assessments
23 quizzes
Course
Gain insight into a topic and learn the fundamentals
4.5
(3,280 reviews)
|
97%
Beginner level
No prior experience required
20 hours (approximately)
Flexible schedule
Learn at your own pace
Progress towards a degree
See how employees at top companies are mastering in-demand skills
Build your subject-matter expertise
This course is part of the Digital Marketing Specialization
When you enroll in this course, you'll also be enrolled in this Specialization.
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There are 4 modules in this course
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.
What's included
9 videos8 readings7 quizzes1 peer review
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.
What's included
6 videos2 readings6 quizzes1 peer review
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.
What's included
5 videos2 readings5 quizzes1 peer review
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.
What's included
5 videos4 readings5 quizzes1 peer review1 plugin
Instructor
Instructor ratings
4.7 (260 ratings)
Recommended if you're interested in Business Essentials
University of Illinois at Urbana-Champaign
University of Illinois at Urbana-Champaign
University of Minnesota
University of Illinois at Urbana-Champaign
Get a head start on your degree
This course is part of the following degree programs offered by University of Illinois at Urbana-Champaign. If you are admitted and enroll, your coursework can count toward your degree learning and your progress can transfer with you.
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Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:
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