Digital Marketing Analytics in Practice

所在平台: Coursera

课程主页: https://www.coursera.org/learn/digital-analytics

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课程简介

课程名称：实践中的数字营销分析 课程概述： 在当今成功的品牌营销中，艺术与科学的平衡至关重要。本课程旨在向学生介绍网络分析的科学，同时关注数字领域中数据的艺术性使用。课程的目标是为学员提供基础，帮助其将数据分析应用于营销人员日常面临的实际挑战。该课程是两个互补课程中的第二部分，重点培养分析师在当今数字商业世界中取得成功所需的技能和实践能力。 学习目标： - 识别适合特定需求的网络分析工具 - 理解有效且可靠的数据收集、分析和可视化方法 - 在为机构、组织或客户做决策时有效利用数据 课程所属：该课程为Gies商学院在线项目的一部分，包括iMBA和iMSM。更多关于这些项目的入学信息，以及如何将您的Coursera学习成果应用于学位项目的信息，请访问https://degrees.giesbusiness.illinois.edu/idegrees/。 课程大纲： 1. 课程概览与分析艺术： 在初步阶段，学员将熟悉课程内容、教师、同学和学习环境，并获得完成课程所需的技术技能。课程详细介绍了营销分析流程（MAP）的四个要素：规划、收集、分析、报告，并解释了分析师的角色和六个相互独立的分析营销目标等内容。 2. 数据讲故事： 第二模块着重于数字营销分析中最重要的方面：将分析师收集的数据转化为全面、连贯且具有意义的报告。课程提供了有效视觉展示的关键特征和图表设计的细节，并介绍了分析师在呈现时应遵循的五步流程。 3. Bellabeat案例研究： 第三模块通过关于Bellabeat公司的案例，将课程中讨论的概念、理论、技术和工具生动呈现。学员可以通过案例了解MAP的每一个步骤。 4. 分析的未来： 数据从粗糙的地图到吉字节的多维信息经历了漫长而曲折的历程，但这并非结束。第四模块探讨了当前数字营销分析行业面临的关键十字路口，以及未来的发展方向。

课程大纲

Name:Course Overview and The Art of Analytics

Description: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.

Name:Storytelling with Data

Description: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.

Name:Bellabeat Case Study

Description: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.

Name:The Future of Analytics

Description: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. 

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