Digital Marketing Analytics in Practice
link Origem:
date_range Inicia em 9 de março de 2022
list 4 sequencias
assignment Nível: Introdutório
chat_bubble_outline Idioma : Inglês
card_giftcard 160 pontos
Ver avaliação

Informações principais

credit_card Free accesso
verified_user Certificado pago
timer 20 total de horas

Sobre o conteúdo

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 Practice is the second in a two-part series of complementary courses and focuses on the skills and practical abilities 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

more_horiz Ler mais
more_horiz Ler menos

Programa de estudos

Week 1 : Course Overview and The Art of Analytics

In the orientation, you will become familiar with the course, your instructor, your classmates, and our learning environment. The orientation also helps you obtain the technical skills required for the course. Every analyst dreams of coming up with the “big idea” – the game-changing and previously unseen insight or approach that gives their organization a competitive advantage and their career a huge boost. But dreaming won’t get you there. It requires a thoughtful and disciplined approach to analysis projects. In this part of the course, I detail the four elements of the Marketing Analytics Process (MAP): plan, collect, analyze, report. Module 1 also explains the role of the analyst, the six mutually exclusive and collectively exhaustive (“MECE”) marketing objectives of analytics, how to find context and patterns in collected data, and how to avoid the pitfalls of bias.

Week 2 : Storytelling with Data

In Module 2, we dive headlong into the most important aspect of digital marketing analytics: transforming the data the analyst compiled into a comprehensive, coherent, and meaningful report. I outline the key characteristics of good visuals and the minutiae of chart design and provide a five-step process for analysts to follow when they’re on their feet and presenting to an audience. The goal is to equip analysts with the tools they need to tell a compelling and memorable story that “cuts through the noise” of the overwhelming amount of information audiences experience every day.

Week 3 : Bellabeat Case Study

Module 3 brings to life the concepts, theories, techniques, and tools discussed in the course in a business case written about Bellabeat, a high-tech design and manufacturing company that produced health-focused smart devices for women. Students will see each step in the MAP illustrated through the case.

Week 4 : The Future of Analytics

Data’s road from crude maps to gigabytes of multidimensional information has been a long and winding one. But it is far from over. If anything, the industry finds itself at a critical crossroads that will determine its future for decades to come. Module 4 explores this predicament while casting an eye toward what comes next for digital marketing analytics. 



Kevin Hartman 

Visiting professor & Head of Analytics at Google

Université de l'Illinois à Urbana-Champaign 

The University of Illinois at Urbana-Champaign is a world leader in research, teaching and public engagement, distinguished by the breadth of its programs, broad academic excellence, and internationally renowned faculty and alumni. Illinois serves the world by creating knowledge, preparing students for lives of impact, and finding solutions to critical societal needs.




A Coursera é uma empresa digital que oferece um curso on-line massivo e aberto, fundado pelos professores de computação Andrew Ng e Daphne Koller Stanford University, localizado em Mountain View, Califórnia.

O Coursera trabalha com as melhores universidades e organizações para disponibilizar alguns dos seus cursos on-line e oferece cursos em várias disciplinas, incluindo: física, engenharia, humanidades, medicina, biologia, ciências sociais, matemática, negócios, ciência da computação, marketing digital, ciência de dados. e outros assuntos.Cours

Você é o criador deste MOOC?
Qual a sua apinião sobre esse recurso?