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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/marketing-analytics
课程评论：没有评论
课程名称：理论中的数字营销分析 课程概述：现代品牌营销成功的关键在于艺术与科学的完美结合。本课程旨在介绍网络分析的科学，同时关注数字领域中数字的艺术性运用。目标是为学生提供基础，使其能够将数据分析应用于营销人员在日常工作中面临的实际挑战。《数字营销专业人士的数字分析：理论中的营销分析》是两部分互补课程的第一部分，专注于分析师在当今数字商业世界中成功所需的背景信息和框架。 通过本课程，您将能够： - 确定适合您特定需求的网络分析工具 - 理解有效且可靠的方式收集、分析和可视化网络数据 - 在为机构、组织或客户做决策时有效利用数据 本课程是基于Gies商学院在线课程套件的一部分，包括iMBA和iMSM。欲了解有关这些项目的入学信息，以及如何在被接纳到学位项目中后利用您的Coursera学习成果，请访问 https://degrees.giesbusiness.illinois.edu/idegrees/。 课程大纲： 1. 课程概述和技术技能入门：帮助您熟悉课程内容、讲师、同学和学习环境，并获得参与课程所需的技术技能。模块1探讨了现代分析师及其分析过程在不同历史时期的背景，奠定了现代数据分析的艺术与科学基础。 2. 消费者品牌关系：模块2深入探讨每个数字渠道，包括关键指标和测量的讨论，消费者如何在各个平台上与品牌互动，以及如何组织消费者数据以便于获得可行的洞察。 3. 分析科学（第1部分）：模块3聚焦于数字数据的创建，品牌如何利用这些数据衡量数字营销效果，以及分析师需要有效处理数据的工具和技能。尽管内容略显技术性，但也涉及多接触归因模型、媒体组合模型、增量研究等当今分析师进行营销测量的方式。 4. 分析科学（第2部分）：模块4为评估数据分析和可视化工具提供有用框架，并阐明数字营销成熟度对分析师及其工作的公司至关重要的原因。
Name:Course Overview and The Day The Geeks Took Over
Description:In the orientation, 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. Module 1 looks at modern analysts and analytics in the context of its distinct historical epochs, each one containing major inflection points and laying a foundation for future advancements in the ART + SCIENCE that is modern data analytics.
Name:The Consumer Brand Relationship
Description:In Module 2, we explore each digital channel in-depth, including a discussion of key metrics and measurements, how consumers interact with brands on each platform, and ways of organizing consumer data that enable actionable insights.
Name:The Science of Analytics (Part 1)
Description:Module 3 focuses on understanding digital data creation, how brands use that data to measure digital marketing effectiveness, and the tools and skill sets analysts need to work effectively with data. While the contents are lightly technical, this section veers into the colloquial as I dive into multitouch attribution models, media mix models, incrementality studies, and other ways analysts conduct marketing measurement today.
Name:The Science of Analytics (Part 2)
Description:Module 4 provides a useful framework for evaluating data analysis and visualization (“dataviz”) tools and explains the critical importance of digital marketing maturity to analysts and the companies for which they work.
Successfully marketing brands today requires a well-balanced blend of art and science. 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 Theory is the first in a two-part series of complementary courses and focuses on the background information and frameworks 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 https://degrees.giesbusiness.illinois.edu/idegrees/.
