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Sensing Consumer Insights
  • Level Foundation
  • Duration 14 hours
  • Course by Queen Mary University of London
  • Offered by

About

In this course, you will focus on measuring the effectiveness of a digital marketing strategy through marketing analytics. By the end of this course, you will have developed your understanding of key topics such as; owned and earned social media, web analytics, social media landscape analysis, crisis management, product lifecycle and Return on Investment (ROI). Throughout the course, you will be prompted to consider how the topics relate to a company or brand of your choosing. You will be asked to analyse how successfully the company has implemented these topics and identify areas that can be improved. You will have the opportunity to apply your knowledge by analysing the effectiveness of a company's digital marketing strategy in the end-of-course assignment. Completing this course will count towards your learning in the Digital Consumer Search and Marketing Specialization.

Modules

Introduction to Digital Analytics

    • 1 Videos
    • 2 Readings
    • 1 Discussion
    • 1 Assignment
Show info about module content

1 Assignment

  • Metrics on Twitter

1 Discussions

  • Social Media Metrics

1 Videos

  • Introduction to Digital Analytics

2 Readings

  • Apply a Measurement Framework
  • Owned Social Media Metrics

Digital Analytics: Owned and Earned Social Media Metrics

    • 1 Videos
    • 1 Readings
    • 1 Discussion
    • 1 Assignment
Show info about module content

1 Assignment

  • Owned and Earned Social Media Metrics

1 Discussions

  • Assessing Performance on YouTube

1 Videos

  • Owned Social Media Metrics: Snapchat & YouTube

1 Readings

  • Owned and Earned Social Media Metrics: Linkedin & Earned Social Media

Web, Search and Traditional Analytics

    • 1 Videos
    • 2 Readings
    • 1 Discussion
    • 1 Assignment
Show info about module content

1 Assignment

  • Web, Search and Traditional Analytics

1 Discussions

  • Web Analytics

1 Videos

  • Web Analytics

2 Readings

  • Search Analytics: Organic and Paid Search
  • Digital and Traditional Analytics

Digital Analysis: Audience

    • 1 Videos
    • 1 Readings
    • 1 Discussion
    • 1 Assignment
Show info about module content

1 Assignment

  • Digital Analysis

1 Discussions

  • Audience Analysis

1 Videos

  • Digital Analysis: Audience

1 Readings

  • Audience Analysis

Digital Analytics to Inform Marketing Programmes

    • 1 Videos
    • 2 Readings
    • 1 Discussion
    • 1 Assignment
Show info about module content

1 Assignment

  • Landscape Audit

1 Discussions

  • Landscape Audit

1 Videos

  • Digital Analytics to Inform Marketing Programmes

2 Readings

  • Social Media Landscape Analysis: Landscape Audit
  • Components of Landscape Audit

Search & Owned and Media Analysis

    • 1 Videos
    • 1 Readings
    • 1 Discussion
    • 1 Assignment
Show info about module content

1 Assignment

  • Search & Owned and Media Analysis

1 Discussions

  • Media Analysis

1 Videos

  • Search & Owned Analysis

1 Readings

  • Media Analysis

Enhancing Digital Consumer Experience

    • 1 Videos
    • 2 Readings
    • 1 Discussion
    • 1 Assignment
Show info about module content

1 Assignment

  • Digital Consumer Experience

1 Discussions

  • Social Consumer Service Care

1 Videos

  • Digital Consumer Expectations

2 Readings

  • Social Consumer Service Interactions
  • Customising Digital Consumer Experience

Data Analytics and Crisis Preparation & Management

    • 1 Videos
    • 1 Readings
    • 1 Discussion
    • 1 Assignment
Show info about module content

1 Assignment

  • Crisis Preparation & Management

1 Discussions

  • Digital Analytics in Crisis Management

1 Videos

  • Using Data Analytics in Crisis Management

1 Readings

  • Crisis Day: The Role of Digital Analytics

Product Lifecycle and Digital Analytics

    • 1 Videos
    • 2 Readings
    • 1 Discussion
    • 1 Assignment
Show info about module content

1 Assignment

  • Product Lifecycle

1 Discussions

  • Product Lifecycle

1 Videos

  • Capturing Consumer Insights: New Product Launch

2 Readings

  • Product Lifecycle: Introductory Stage and Digital Analytics
  • Product Lifecycle: Growth Stage and Digital Analytics

Product Lifecycle and Digital Analytics

    • 1 Videos
    • 1 Readings
    • 1 Discussion
    • 1 Assignment
Show info about module content

1 Assignment

  • Stages of the Product Lifecycle

1 Discussions

  • Maturity Stage of the Product Life Cycle

1 Videos

  • Product Lifecycle: Maturity Stage and Digital Analytics

1 Readings

  • Product Lifecycle: Decline Stage and Digital Analytics

Crafting the Research Plan

    • 1 Videos
    • 2 Readings
    • 1 Discussion
    • 1 Assignment
Show info about module content

1 Assignment

  • Research Plan

1 Discussions

  • Selecting Channels

1 Videos

  • Crafting the Research Plan

2 Readings

  • Identifying the Channels to Gather Consumer Information
  • The Empirical Approach

Building Reports

    • 1 Videos
    • 1 Readings
    • 1 Discussion
    • 1 Assignment
Show info about module content

1 Assignment

  • Types of Codes

1 Discussions

  • Correlates of Robust Research Reports

1 Videos

  • Building Reports

1 Readings

  • Research Reports

Digital Ecosystem

    • 1 Videos
    • 2 Readings
    • 1 Discussion
    • 1 Assignment
Show info about module content

1 Assignment

  • Digital Ecosystem

1 Discussions

  • Digital Marketing Ecosystem

1 Videos

  • Digital Ecosystem

2 Readings

  • Digital Marketing Ecosystem I
  • Digital Marketing Ecosystem II

Return on Investment (ROI) of Digital Marketing Activities

    • 1 Videos
    • 1 Readings
    • 1 Discussion
    • 1 Assignment
Show info about module content

1 Assignment

  • Influence

1 Discussions

  • Return on Investment (ROI)

1 Videos

  • Return on Investment (ROI): Return on Engagement (ROE) and Brand Manager Influence

1 Readings

  • Return on Investment (ROI): Return on Influence and Return on Experience

Return on Investment (ROI) of Digital Marketing Activities

    • 1 Videos
    • 1 Readings
    • 2 Discussion
    • 1 Assignment
Show info about module content

1 Assignment

  • Return on Investment

2 Discussions

  • Return on Investment: Anecdote & Correlation Analysis
  • Before the End…. Reflective Activity

1 Videos

  • Return on Investment (ROI): Return on Engagement and Engaged Users

1 Readings

  • Tracking Return on Investment (ROI): Top Down Revenue Assessment Approaches

The Future of Digital Data

    • 1 Videos
    • 1 Readings
    • 1 Discussion
    • 1 Assignment
Show info about module content

1 Assignment

  • Digital Analytics

1 Discussions

  • Digital Analytics Capability

1 Videos

  • The Future of Digital Data

1 Readings

  • Where is Digital Analytics Going From Here?

End of Course

    • 1 Readings
    • 1 PeerReview
    • 1 Assignment
Show info about module content

1 Assignment

  • Course Reflection

1 Peer Review

  • Assessing Digital Consumer Strategy

1 Readings

  • Course Review

Auto Summary

"Sensing Consumer Insights" is a foundational course in Sales & Marketing offered by Coursera. The course focuses on measuring the effectiveness of digital marketing strategies through analytics, covering topics like social media, web analytics, crisis management, and ROI. Learners will analyze a company's digital marketing strategy and identify improvement areas. Ideal for those pursuing the Digital Consumer Search and Marketing Specialization, the course spans 840 minutes and is available with a Starter subscription.

Athanasia Lampraki
Instructors

Athanasia Lampraki

Evangelia Katsikea
Instructors

Evangelia Katsikea

Tana Licsandru
Instructors

Tana Licsandru