Digital Analytics for Marketing Professionals: Marketing Analytics in Practice

开始时间: 06/29/2015 持续时间: 4 weeks

所在平台: Coursera

课程类别: 商业与管理学

大学或机构: University of Illinois at Urbana-Champaign( 伊利诺伊大学厄巴纳 - 香槟分校)

授课老师: Kevin Hartman



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Successful brand marketing today requires a well-balanced blend of art and science. Through this course we will provide answers to questions such as:

  • How do you communicate analytics?
  • How do you visualize data from the web?
  • What makes for a good visualization and a bad visualization?

Become familiar with the unique measurement opportunities and challenges presented by New Media. Learn creative approaches to measuring digital campaigns—but more importantly—learn how to produce insights that are visually appealing, allowing people to communicate what they have learned through their analysis. Finally, we will look into the future of marketing analytics, and the issues of privacy and ethics.


This course will be broken up into 4 weekly modules covering the following topics:

Week 1: New Media—New Data, New Opportunities, New Dangers; Creative Approaches to Measuring Digital Search, Display, and Video Campaigns

Week 2: What Great Campaigns Look Like; Case Study

Week 3: Creating Arresting Visuals; Building a Successful Analytics Practice

Week 4: Future Data Collection; Privacy, Ethics, and Marketing Analytics





This course builds on the theory and foundations of marketing analytics and focuses on practical application by demystifying the use of data in marketing and helping you realize the power of visualizing data with artful use of numbers found in the digital space.