Digital Marketing Analytics in Theory
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.
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- Level Foundation
- Duration 21 hours
- Course by University of Illinois Urbana-Champaign
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Offered by
About
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 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. You will be able to: - Identify the web analytic tool right for your specific needs - Understand valid and reliable ways to collect, analyze, and visualize data from the web - Utilize data in decision making for agencies, organizations, or clients This course is part of Gies College of Business' suite of online programs, including the iMBA and iMSM.
Modules
About the Course and Your Classmates
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3
Videos
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6
Readings
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1
Quiz
3
Videos
- Welcome to the Course
- About Prof Kevin Hartman
- Learn on Your Terms
6
Readings
- Syllabus
- About the Discussion Forums
- About the Rubric for Peer Assessment
- Getting to Know Your Classmates
- Glossary
- Online Education at Gies College of Business
1
Quiz
- Orientation Quiz
Module 1 Overview
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1
Videos
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2
Readings
1
Videos
- Module 1 Overview
2
Readings
- Module 1 Overview
- Module 1 Readings
Lesson 1: The Art and Science Mind
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1
Videos
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1
Quiz
1
Videos
- The Art and Science Mind
1
Quiz
- Lesson 1 Practice Quiz
Lesson 2: The Early History of Analytics
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1
Videos
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1
Quiz
1
Videos
- The Early History of Analytics
1
Quiz
- Lesson 2 Practice Quiz
Lesson 3: The Contemporary History of Analytics
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1
Videos
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1
Quiz
1
Videos
- The Contemporary History of Analytics
1
Quiz
- Lesson 3 Practice Quiz
Lesson 4: The Rise of Modern Data Analytics
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1
Videos
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1
Quiz
1
Videos
- The Rise of Modern Data Analytics
1
Quiz
- Lesson 4 Practice Quiz
Module 1 Review
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1
Quiz
1
Quiz
- Module 1 Quiz
Module 1 Peer Assessment [Honor Assignment]
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1
PeerReview
1
Peer Review
- Module 1 Peer Assessment
Module 2 Overview
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1
Videos
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2
Readings
1
Videos
- Module 2 Overview
2
Readings
- Module 2 Overview
- Module 2 Readings
Lesson 1: Online Video
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1
Videos
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1
Quiz
1
Videos
- Online Video
1
Quiz
- Lesson 1 Practice Quiz
Lesson 2: Online Search
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1
Videos
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1
Quiz
1
Videos
- Online Search
1
Quiz
- Lesson 2 Practice Quiz
Lesson 3: Display Media
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1
Videos
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1
Quiz
1
Videos
- Display Media
1
Quiz
- Lesson 3 Practice Quiz
Lesson 4: Social Media
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1
Videos
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1
Quiz
1
Videos
- Social Media
1
Quiz
- Lesson 4 Practice Quiz
Lesson 5: The Consumer Journey
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1
Videos
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1
Quiz
1
Videos
- The Consumer Decision Journey
1
Quiz
- Lesson 5 Practice Quiz
Module 2 Review
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1
Quiz
1
Quiz
- Module 2 Quiz
Module 2 Peer Assessment [Honor Assignment]
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1
PeerReview
1
Peer Review
- Module 2 Peer Assessment
Module 3 Overview
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1
Videos
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2
Readings
1
Videos
- Module 3 Overview
2
Readings
- Module 3 Overview
- Module 3 Readings
Lesson 1: Digital Data Infrastructure
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1
Videos
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1
Quiz
1
Videos
- Digital Data Infrastructure
1
Quiz
- Lesson 1 Practice Quiz
Lesson 2: Brand Measurements
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1
Videos
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1
Quiz
1
Videos
- Brand Measurement
1
Quiz
- Lesson 2 Practice Quiz
Lesson 3: Consumer Outcomes
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1
Videos
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1
Quiz
1
Videos
- Consumer Outcomes
1
Quiz
- Lesson 3 Practice Quiz
Lesson 4: Customer Value
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1
Videos
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1
Quiz
1
Videos
- Customer Value
1
Quiz
- Lesson 4 Practice Quiz
Lesson 5: Attribution
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1
Videos
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1
Quiz
1
Videos
- Attribution
1
Quiz
- Lesson 5 Practice Quiz
Module 3 Review
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1
Quiz
1
Quiz
- Module 3 Quiz
Module 3 Peer Assessment [Honor Assignment]
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1
PeerReview
1
Peer Review
- Module 3 Peer Assessment
Module 4 Overview
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1
Videos
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2
Readings
1
Videos
- Module 4 Overview
2
Readings
- Module 4 Overview
- Module 4 Readings
Lesson 1: Analytics and Dataviz Tools
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1
Videos
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1
Quiz
1
Videos
- Analytics and Dataviz Tools
1
Quiz
- Lesson 1 Practice Quiz
Lesson 2: Evaluating the Tool Landscape
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1
Videos
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1
Quiz
1
Videos
- Evaluating the Tool Landscape
1
Quiz
- Lesson 2 Practice Quiz
Lesson 3: Digital Marketing Maturity
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1
Videos
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1
Quiz
1
Videos
- Digital Marketing Maturity
1
Quiz
- Lesson 3 Practice Quiz
Lesson 4: The Issue of Privacy
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1
Videos
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1
Quiz
1
Videos
- The Issue of Privacy
1
Quiz
- Lesson 4 Practice Quiz
Module 4 Review
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2
Readings
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1
Quiz
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1
PeerReview
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1
Plugin
1
Peer Review
- Module 4 Peer Assessment
2
Readings
- Congratulations on completing the course!
- Get Your Course Certificate
1
Quiz
- Module 4 Quiz
Auto Summary
Dive into "Digital Marketing Analytics in Theory" to master the balance of art and science in modern marketing. Focused on Sales & Marketing, this foundational course by Gies College of Business on Coursera covers essential web analytics frameworks and their real-world applications. Ideal for marketing professionals, it spans 1260 minutes and is available through Starter, Paid, and Professional subscriptions. Enhance your career with insights into digital business analytics and explore further opportunities in Gies’ iMBA and iMSM programs.
Kevin Hartman