Digital Marketing Analytics in Theory

Instructor: Kevin Hartman

Beginner Level • Approx. 20 hours • Flexible Schedule

What You'll 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
  • Earn familiarity with the unique measurement opportunities and challenges presented by New Media

Skills You'll Gain

Digital Marketing
Marketing Effectiveness
Marketing
Consumer Behaviour
Web Analytics
Data analysis
Analytics
Data Visualization Software
Marketing Strategies
Marketing Analytics
Regulatory Compliance
Data Collection

Shareable Certificate

Earn a shareable certificate to add to your LinkedIn profile

Outcomes

  • Learn new concepts from industry experts
  • Gain a foundational understanding of a subject or tool
  • Develop job-relevant skills with hands-on projects
  • Earn a shareable career certificate

There are 4 modules in this course

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.

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.

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. 

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.