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MOOC List is learner-supported. When you buy through links on our site, we may earn an affiliate commission.
Digital Analytics for Marketing Professionals: Marketing Analytics in Theory is the first in a two-part series of complementary courses and focuses on the background information and frameworks analysts need to be successful in today's digital business world.
What You Will Learn
- Gain an understanding of the motivations behind data collection and analysis methods used by marketing professionals
- Understand frameworks and approaches to measuring consumers’ digital actions
- Learn to evaluate and choose appropriate web analytics tools and techniques
Course 2 of 7 in the Digital Marketing Specialization.
Syllabus
WEEK 1
Course Overview and The Day The Geeks Took Over
In the orientation, you will become familiar with the course, your instructor, your classmates, and the learning environment. The orientation also helps you obtain the technical skills required for the course. Module 1 looks at modern analysts and analytics in the context of its distinct historical epochs, each one containing major inflection points and laying a foundation for future advancements in the ART + SCIENCE that is modern data analytics.
WEEK 2
The Consumer Brand Relationship
In Module 2, we explore each digital channel in-depth, including a discussion of key metrics and measurements, how consumers interact with brands on each platform, and ways of organizing consumer data that enable actionable insights.
WEEK 3
The Science of Analytics (Part 1)
Module 3 focuses on understanding digital data creation, how brands use that data to measure digital marketing effectiveness, and the tools and skill sets analysts need to work effectively with data. While the contents are lightly technical, this section veers into the colloquial as I dive into multitouch attribution models, media mix models, incrementality studies, and other ways analysts conduct marketing measurement today.
WEEK 4
The Science of Analytics (Part 2)
Module 4 provides a useful framework for evaluating data analysis and visualization (“dataviz”) tools and explains the critical importance of digital marketing maturity to analysts and the companies for which they work.
MOOC List is learner-supported. When you buy through links on our site, we may earn an affiliate commission.
MOOC List is learner-supported. When you buy through links on our site, we may earn an affiliate commission.