subject
Intro

Digital Analytics for Marketing Professionals: Marketing Analytics in Theory

Learn the introductory theory and strategy behind marketing analytics that provides marketers with the foundation needed to apply data analytics to real-world challenges they confront daily in their professional lives.

This course is part of the iMBA offered by the University of Illinois, a flexible, fully-accredited online MBA at an incredibly competitive price. For more information, please see the Resource page in this course and onlinemba.illinois.edu.

Syllabus

Course Overview and Digital Influence on Marketing
In this module, 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. Then you will learn the short history of digital technology developments in four epochs and the three-step marketing model.

Basics of Web Analytics
In this module, you will learn the basic concepts of marketing analytics which includes variety of marketing analytics tools and numerous types of brand problems.

Basic Analytics Techniques and the Data
In this module, you will develop a deep understanding of consumers, their web interactions with brands, and different analytics tools to measure those interactions.

Promise and Pitfalls of Digital Data
In this module, you will develop an in depth understanding of New Media data and become equipped to describe the overall marketing analytics process and challenges.

31 Student
reviews
Cost Free Online Course
Subject Marketing
Provider Coursera
Language English
Certificates Paid Certificate Available
Hours 8-10 hours a week
Calendar 4 weeks long
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FAQ View All
What are MOOCs?
MOOCs stand for Massive Open Online Courses. These are free online courses from universities around the world (eg. Stanford Harvard MIT) offered to anyone with an internet connection.
How do I register?
To register for a course, click on "Go to Class" button on the course page. This will take you to the providers website where you can register for the course.
How do these MOOCs or free online courses work?
MOOCs are designed for an online audience, teaching primarily through short (5-20 min.) pre recorded video lectures, that you watch on weekly schedule when convenient for you.  They also have student discussion forums, homework/assignments, and online quizzes or exams.

31 reviews

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2 out of 2 people found the following review useful
2 years ago
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Anonymous completed this course.
A rather linear and boring course, containing only videos with the bulk of theory and only some slides to remind you that you`re not in a classroom with the professor at the desk and you taking notes. You think you`d expect a lot more from an online course, maybe some interviews, some case studies, something to make th Read More
A rather linear and boring course, containing only videos with the bulk of theory and only some slides to remind you that you`re not in a classroom with the professor at the desk and you taking notes. You think you`d expect a lot more from an online course, maybe some interviews, some case studies, something to make the course somewhat fun and actual. Also the main source for this course was a book written 10 years ago which again makes you wonder...

Very different from Aric`s first course from this specialization which was a joy to go through and where you could tell that the professor was really trying!

This course is helpful if you work in the field and you need extra help understanding the concepts or if you want to finish the Digital Marketing specialization. Otherwise you might as well do something else with your time.
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2 out of 2 people found the following review useful
a year ago
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Anonymous completed this course.
As a traditional analogue marketer I found this course really helpful in getting to grips with key terminology, models and approaches. I now feel much more comfortable discussing the online part of campaigns and communication. My approach was to do the reading first, then go back to lectures, quizzes and assignmen Read More
As a traditional analogue marketer I found this course really helpful in getting to grips with key terminology, models and approaches. I now feel much more comfortable discussing the online part of campaigns and communication.

My approach was to do the reading first, then go back to lectures, quizzes and assignments a few days later. This worked well for me, as the lectures are a re-cap of the readings, so serve as a kind of curation and reminder and helped to cement the learning.

As well as the other courses in this specialisation, I would recommend 'Understanding Media by Understanding Google' as a good background to this area for any fellow 'analogue dinosaurs'.
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3 out of 3 people found the following review useful
2 years ago
Gabriel Fig completed this course, spending 3 hours a week on it and found the course difficulty to be easy.
For someone who has had virtually no training in marketing analytics other than the occasional online article this class was immensely helpful. As the name implies it is a course in "theory" so you will be provided with a solid framework to help you understand some of the "Why?" and "How?" thoughts that drive marketing Read More
For someone who has had virtually no training in marketing analytics other than the occasional online article this class was immensely helpful. As the name implies it is a course in "theory" so you will be provided with a solid framework to help you understand some of the "Why?" and "How?" thoughts that drive marketing analytics.

So, if you're someone with little experience go for it. If you're an active practitioner this course may not offer anything new, but it would still be worth taking either as a refresher or for the benefit of gaining a different perspective or both.
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2 out of 3 people found the following review useful
2 years ago
Andrea completed this course.
This was a great class and very well-instructed. The information was relevant both to marketers as well as those who need to have at least some knowledge of how social media is used to market to consumers. The terminology was clear (even to someone with an only adequate knowledge of social media marketing) and the proc Read More
This was a great class and very well-instructed. The information was relevant both to marketers as well as those who need to have at least some knowledge of how social media is used to market to consumers. The terminology was clear (even to someone with an only adequate knowledge of social media marketing) and the processes used clearly explained. Great resources were also provided throughout. I highly recommend this course.
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1 out of 1 people found the following review useful
2 years ago
William Billeaud completed this course.
UIUC is one of the top schools in the world. very rigorous.

Great teacher from Google and content.

Student grading by kids from all over the world is dubious. We have no idea of their credibility because there are no admissions standards.

Overall, unbelievable value regardless!
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1 out of 1 people found the following review useful
2 years ago
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Anonymous completed this course.
The major benefits I derived from this course were:

* A framework to cope with the messy world of online consumer activity, in the form of the CDJ framework and

* Illuminating insights into online marketing - Search, Display, Video and Social

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1 out of 1 people found the following review useful
2 years ago
Natalja Avramenko completed this course.
It's a great course giving concise yes thorough insights into the Marketing Analytics. The course combines well video lectures and very interesting reading materials from real blogs and articles.

I enjoyed taking this course and learning a lot.
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1 out of 1 people found the following review useful
2 years ago
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Anonymous completed this course.
This is a good course - I'm in digital marketing for quite some time now ... and still I learnt few new concepts and the exercices were a good opportunity to enrich my vision of the topic. Great Learning format as well. Liked the mini quiz!
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1 out of 1 people found the following review useful
2 years ago
Anna Sharkey completed this course.
Marketing Analytics in Theory is a very informative course, the slides were easy to follow, the lecturer clearly explained topics. Thanks Kevin!
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1 out of 1 people found the following review useful
2 years ago
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Anonymous completed this course.
I really enjoyed this course. A thorough immersion into the Digital Analytics world. Interesting readings and cases. I definitely recommend it!
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2 years ago
Suntonu Bhadra completed this course.
Immensely helpful for beginners of digital marketing. Thoroughly enjoyed the learning pattern and recap of lessons. Would recommend everyone to take, if interested to know about digital marketing things. As the course name suggested, relevant examples have also been provided with each part. Improvement required on ques Read More
Immensely helpful for beginners of digital marketing. Thoroughly enjoyed the learning pattern and recap of lessons. Would recommend everyone to take, if interested to know about digital marketing things. As the course name suggested, relevant examples have also been provided with each part. Improvement required on question part, as some of the question are related to memorising- not analytical. Also, Coursera needs to ensure "plagiarism free" assignments to be submitted here by some mechanism. Also, i expected some case studies, innovation discussion, tools usability feedback sort of assignments in this course- which would make it more interesting and insightful. After all, we are here to nurture our senses by developing knowledge horizon in digital marketing contents. Overall, Thank you Kevin for providing a great learning.
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2 years ago
Cratecruncher completed this course.
I just completed the course and felt the coursework and quizzes a bit too easy. Much of the information in the course is garnered from external reading assignments which I found very informative. But the course itself seemed more a collection of lists of "tools" to use in different situations followed by a simple mac Read More
I just completed the course and felt the coursework and quizzes a bit too easy. Much of the information in the course is garnered from external reading assignments which I found very informative. But the course itself seemed more a collection of lists of "tools" to use in different situations followed by a simple machine-graded quiz and an essay question which is peer reviewed.

There are powerful tools available free online that could be incorporated into the coursework. For five stars, I feel some basic hands-on experience with "tools" should be required for an analytics course.
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5 months ago
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Anonymous completed this course.
This course provides a good foundation for knowledge of business analytics. The videos are concise and informative. He stipulates at the beginning that reading material will be on the quizzes. It begins with some heavy reading, non of which is quizzed in detail. Then later some metrics from readings are quizzed. So for Read More
This course provides a good foundation for knowledge of business analytics. The videos are concise and informative. He stipulates at the beginning that reading material will be on the quizzes. It begins with some heavy reading, non of which is quizzed in detail. Then later some metrics from readings are quizzed. So for the most part there is no point in taking notes while doing the readings, except for the final module. I found this misleading and haphazard. However, on the whole, this is a solid and informative course.
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6 months ago
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Anonymous completed this course.
I thought the course was very useful as a foundation in theories of digital marketing and web analytics. For example, it helped me to consider where I would put my emphasis in digital marketing and web analytics for the new startup I'm developing. In fact, I landed a job interview on the strength of being in this, the Read More
I thought the course was very useful as a foundation in theories of digital marketing and web analytics. For example, it helped me to consider where I would put my emphasis in digital marketing and web analytics for the new startup I'm developing. In fact, I landed a job interview on the strength of being in this, the second course of the digital marketing specialization. #digitalmarketing #MOOC #Coursera
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5 months ago
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Anonymous partially completed this course.
Good organization and progression on a rapidly changing field. If you are enrolled in the course to learn and gain it is a very good course with many paths for you to explore. If you are taking this for a certificate you will get only an outline of current Digital Marketing strategies... quite simply you get out of i Read More
Good organization and progression on a rapidly changing field. If you are enrolled in the course to learn and gain it is a very good course with many paths for you to explore. If you are taking this for a certificate you will get only an outline of current Digital Marketing strategies... quite simply you get out of it what you put into it. I have gotten several valuable and usable tools from the course.
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2 years ago
Christophe Jolain completed this course.
This is part of the 5 courses digital marketing specialization on Coursera. Overall it was a very interesting and helpful course that cover the basic about web marketing : Zero Moment Of Truth, Customer Decision Journey, web metrics, DATA, DATA and DATA! The professor is very engaging but the content is a bit short, hence the 4 units can be completed in a week :)
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11 months ago
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Anonymous completed this course.
Awesome, the marketing analytics in theory was a great course, although my first time to take marketing analytics course, I found it helpful and informative, the lectures and slides were great.

Many thanks Kevin
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a year ago
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Anonymous completed this course.
Few concepts such as Customer Digital Journey were very interesting. I would have enjoyed some more diversified learning material (Laboratory, Experience sharing, ...)
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2 years ago
Beate Pradel completed this course.
I appreciated the very useful introduction to understanding web analytic tools, what to use them for and when. The list of free tools was also very helpful.
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4 days ago
Alejandro Matheu completed this course, spending 6 hours a week on it and found the course difficulty to be medium.
Really good course.

A little bit hard, if your are not familiarized with the terms.

Excellent Professor.

It's made for beginners - intermediate.
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a year ago
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Anonymous completed this course.
The course was very helpful in my carreer, (I have an MBA) and it was really well explained by the professor Kevin Hartman.
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2 years ago
Rohit Verma completed this course.
This is the very course to have for the marketing professionals .You will get to know in and out of the data analytics.
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1 out of 1 people found the following review useful
2 years ago
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Anonymous completed this course.
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0 out of 1 people found the following review useful
2 years ago
Nitin Binhani completed this course.
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a year ago
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Anonymous completed this course.
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4 months ago
Carly Murphy audited this course.
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a year ago
Aitor Morgado completed this course.
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a year ago
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2 years ago
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a year ago
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