University of Illinois at Urbana-Champaign
Digital Marketing Analytics in Practice
University of Illinois at Urbana-Champaign

Digital Marketing Analytics in Practice

This course is part of Digital Marketing Specialization

Taught in English

Some content may not be translated

Kevin Hartman

Instructor: Kevin Hartman

123,614 already enrolled

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Course

Gain insight into a topic and learn the fundamentals

4.5

(3,283 reviews)

|

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

Details to know

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Assessments

23 quizzes

Course

Gain insight into a topic and learn the fundamentals

4.5

(3,283 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

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This course is part of the Digital Marketing Specialization
When you enroll in this course, you'll also be enrolled in this Specialization.
  • Learn new concepts from industry experts
  • Gain a foundational understanding of a subject or tool
  • Develop job-relevant skills with hands-on projects
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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 (261 ratings)
Kevin Hartman
University of Illinois at Urbana-Champaign
5 Courses220,774 learners

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