Digital Analytics for Marketing Professionals: Marketing Analytics in Theory

开始时间: 05/27/2015 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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This course is rooted in the idea that marketing has changed forever and data is everywhere. Every thought that each consumer has, has become a measurable event. The brands, companies, and marketers who are going to be successful are those that know where the data is and what to do with it.

Learn the basics of web analytics and an overview of the digital data collection system. Become familiar with the analytics terminology and dive deeper into tools required for web analytics. You will also learn to identify the right web analytic tool for your specific needs. Understand valid and reliable ways to collect and analyze data from the web and gain hands-on experience of conducting web analytics projects including both quantitative and qualitative data to investigate brand challenges. Additionally, you will learn about understanding and developing a framework for measuring digital campaigns.


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

Week 1: Digital Influence on Marketing

Week 2: Basics of Web Analytics; The Consumer

Week 3: Introduction to Web Analytics Tools; Collecting and Analyzing Qualitative Data

Week 4: How and Why Data is Collected in Digital Search, Display, and Video Channels; Framework for Measuring Digital Campaigns





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.