University of Illinois Urbana-Champaign
Digital Marketing Analytics in Theory
University of Illinois Urbana-Champaign

Digital Marketing Analytics in Theory

This course is part of Digital Marketing Specialization

Kevin Hartman

Instructor: Kevin Hartman

135,218 already enrolled

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Gain insight into a topic and learn the fundamentals.
4.5

(4,785 reviews)

Beginner level

Recommended experience

Flexible schedule
Approx. 20 hours
Learn at your own pace
97%
Most learners liked this course
Gain insight into a topic and learn the fundamentals.
4.5

(4,785 reviews)

Beginner level

Recommended experience

Flexible schedule
Approx. 20 hours
Learn at your own pace
97%
Most learners liked this course

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

Details to know

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Assessments

23 quizzes

Taught in English

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Build your subject-matter expertise

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
  • Earn a shareable career certificate
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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 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.

What's included

8 videos8 readings6 quizzes1 peer review

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.

What's included

6 videos2 readings6 quizzes1 peer review

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. 

What's included

6 videos2 readings6 quizzes1 peer review

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.

What's included

5 videos4 readings5 quizzes1 peer review1 plugin

Instructor

Instructor ratings
4.5 (528 ratings)
Kevin Hartman
University of Illinois Urbana-Champaign
5 Courses229,794 learners

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Recommended if you're interested in Business Essentials

Build toward a degree

This course is part of the following degree program(s) offered by University of Illinois Urbana-Champaign. If you are admitted and enroll, your completed coursework may count toward your degree learning and your progress can transfer with you.¹

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