Digital Marketing Analytics

 Digital Marketing Analytics

This course is part of the Digital Marketing Specialization.

Course Description

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 marketers with the foundation needed to apply data analytics to real – world challenges they confront daily in their professional lives. Students will learn to identify the web analytic tool right for their specific needs; understand valid and reliable ways to collect, analyze, and visualize data from the web; and utilize data in decision making for their agencies, organizations or clients.
The course also 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.

InstructorProf Hartman

Professor Kevin Hartman
Department of Business Administration
College of Business

Instructor’s Profile
Coursera Profile

Course Goals and Objectives

Upon successful completion of this course, you will be able to:
  • Gain an understanding of the motivations behind data collection and analytical methods used by marketing professionals.
  • Learn to evaluate and choose appropriate web analysis tools and techniques.
  • Understand frameworks and approaches to measuring consumers’ digital actions.
  • Earn familiarity with the unique measurement opportunities and challenges presented by New Media

Topics of this course

  • Module 1: Digital Influence on Marketing
  • Module 2: Basics of Web Analytics
  • Module 3: Basic Analytics Techniques and the Data
  • Module 4: Promise and Pitfalls of Digital Data
  • Module 5: Marketing Analytics Process
  • Module 6: Data Collection
  • Module 7: Data Analysis
  • Module 8: Data Visualization

Course Materials

Required readings:

  • Peterson, E. T. (2004). Web analytics demystified: a marketer’s guide to understanding how your website affects your business. (available for free download from http://www.webanalyticsdemystified.com/downloads/Web_Analytics_Demystified_by_Eric_Peterson.pdf)
  • Blog postings and online articles
  • Berinato, S. Good charts: The HBR guide to making smarter, more persuasive data visualizations, chapters 1-8 (Amazon purchase link, you can also check out a hard copy from any libraries that you have access with)
  • Wong, D. M. (2010). The Wall Street Journal guide to information graphics, chapters 1-4. (Amazon purchase link, you can also check out a hard copy from any libraries that you have access with)
  • Some readings in Coursera courses are from Harvard Business Review. You can open 4 free articles per month, or you can register and gain access to 8 free articles a month. Registration is free. We suggest that you register so you can access more articles from their website. Articles are ready for online reading, but a fee is charged for printing or downloading. You are not required to print or download for this course, just to access for online reading.

Live Session Schedule (Tentative)

May 31st, 2017 – July 25th, 2017

Thursdays 9:00 AM – 10:00 AM, 7:00 PM – 8:00 PM US Central Time


Course Elements

IN COURSERA

  • Lesson Content Slides
  • Lecture Videos.
  • List of Readings
  • Module Quizzes.
  • Peer-Graded Writing Assignment.
  • Forum Discussions

IN COMPASS 2G

  • Individual Assignments.
  • Group Milestones.
  • Final Project
  • Final Reflection Paper
  • Live Sessions: with the instructors occur every week.