This course is part of the Digital Marketing Specialization

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4,699 ratings

Kevin Hartman

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Digital Marketing SpecializationUniversity of Illinois at Urbana-Champaign

About this Course

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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. Learn more about admission into these programs and explore how your Coursera work can be leveraged if accepted into a degree program at https://degrees.giesbusiness.illinois.edu/idegrees/.

Flexible deadlines

Reset deadlines in accordance to your schedule.

Shareable Certificate

Earn a Certificate upon completion

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Coursera Labs

Includes hands on learning projects.

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Course 3 of 7 in the

Digital Marketing Specialization

Beginner Level

Approx. 20 hours to complete

English

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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
Earn familiarity with the unique measurement opportunities and challenges presented by New Media

Skills you will gain

Digital Marketing
Data Collection
Analytics
Data Analysis
Data Visualization (DataViz)

Flexible deadlines

Reset deadlines in accordance to your schedule.

Shareable Certificate

Earn a Certificate upon completion

100% online

Start instantly and learn at your own schedule.

Coursera Labs

Includes hands on learning projects.

Learn more about Coursera Labs

Course 3 of 7 in the

Digital Marketing Specialization

Beginner Level

Approx. 20 hours to complete

English

Could your company benefit from training employees on in-demand skills?

Try Coursera for Business

Instructor

Instructor rating

4.55/5 (510 Ratings)

Kevin Hartman

Visiting Professor & Head of Analytics at Google

Gies College of Business

210,207 Learners

5 Courses

Offered by

University of Illinois at Urbana-Champaign

Get a head start on your degree

This course is part of the Master of Business Administration (iMBA) from University of Illinois at Urbana-Champaign. If you are admitted to the full program, your coursework will count towards your degree learning and all of your progress will transfer with you.

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Syllabus - What you will learn from this course

Content Rating97%(16,042 ratings)

Week1

Week 1

6 hours to complete

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.

6 hours to complete

8 videos (Total 51 min), 8 readings, 7 quizzes

8 videos

Welcome to the Course9mAbout Prof Kevin Hartman3mLearn on Your Terms30sModule 1 Overview46sThe Art and Science Mind6mThe Early History of Analytics8mThe Contemporary History of Analytics10mThe Rise of Modern Data Analytics11m

8 readings

Syllabus10mAbout the Discussion Forums10mAbout the Rubric for Peer Assessment10mGetting to Know Your Classmates10mGlossary10mLearn More About Flexible Learning Paths10mModule 1 Overview10mModule 1 Readings1h

6 practice exercises

Orientation Quiz30mLesson 1 Practice Quiz10mLesson 2 Practice Quiz10mLesson 3 Practice Quiz10mLesson 4 Practice Quiz10mModule 1 Quiz1h

Week2

Week 2

5 hours to complete

The Consumer Brand Relationship

5 hours to complete

6 videos (Total 42 min), 2 readings, 7 quizzes

Week3

Week 3

5 hours to complete

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.

5 hours to complete

6 videos (Total 39 min), 2 readings, 7 quizzes

Week4

Week 4

5 hours to complete

The Science of Analytics (Part 2)

5 hours to complete

6 videos (Total 45 min), 4 readings, 6 quizzes

Reviews

4.5

1148 reviews

5 stars
66.92%
4 stars
24.26%
3 stars
6.38%
2 stars
1.44%
1 star
0.97%

TOP REVIEWS FROM DIGITAL MARKETING ANALYTICS IN THEORY

by DNJan 31, 2016

Excellent information and presented in an easy-to-understand format. My only reason for not giving this course five stars was how many examples and details were out of date and not current to today.

by RRJul 29, 2019

This course helps me to understand the basic analytical techniques used in marketing as well as influence of digital on marketing.The instructor explained in deatail and point to point.

by SCSep 23, 2020

Base content is good

Consider merging this course with the next one i.e Digital Analytics for Marketing Professionals: Marketing Analytics in Practice.Many of the readings and slides are common

by BMOct 10, 2019

Very interesting. Kevin explains things really well and introduces complex concepts clearly. I learned a lot from the peer review process -- seeing how other students respond to the exercises.

View all reviews

About the Digital Marketing Specialization

Master strategic marketing concepts and tools to address brand communication in a digital world.

This Specialization explores several aspects of the new digital marketing environment, including topics such as digital marketing analytics, search engine optimization, social media marketing, and 3D Printing. When you complete the Digital Marketing Specialization you will have a richer understanding of the foundations of the new digital marketing landscape and acquire a new set of stories, concepts, and tools to help you digitally create, distribute, promote and price products and services. In 2016, this was one of the top 10 specializations in terms of enrollments. INC Magazine rated the first course, Marketing in a Digital World, as one of The 10 Hottest Online Classes for Professionals in 2015. In addition, this course was also ranked in the top five courses across multiple MOOC providers. Finally, the Digital Marketing Certificate was the top coveted certificate on Coursera in 2015. Get more updates on the specialization at http://digitalmarketingprofs.com/ This Specialization is part of the University of Illinois Masters of Business Administration degree program, the iMBA. Learn more about the admission into the program here.

Frequently Asked Questions

When will I have access to the lectures and assignments?
Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:
The course may not offer an audit option. You can try a Free Trial instead, or apply for Financial Aid.
The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.
What will I get if I subscribe to this Specialization?
When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.
Is financial aid available?
Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.

More questions? Visit the Learner Help Center.

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Digital Marketing Analytics in Theory

About this Course

What you will learn

Skills you will gain