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.
ofrecido por
Programa especializado: mercadeo digitalUniversidad de Illinois en Urbana-ChampaignAcerca de este Curso
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Fechas límite flexibles
Restablece las fechas límite en función de tus horarios.
Certificado para compartir
Obtén un certificado al finalizar
100 % en línea
Comienza de inmediato y aprende a tu propio ritmo.
Curso 3 de 7 en
Nivel principiante
Aprox. 20 horas para completar
Inglés (English)
Subtítulos: Árabe (Arabic), Francés (French), Portugués (europeo), Italiano, Vietnamita, Alemán (German), Ruso (Russian), Inglés (English), Español (Spanish)
Qué aprenderás
Gain an understanding of the motivations behind data collection and analysis methods used by marketing professionals
Understand frameworks and approaches to measuring consumers’ digital actions
Learn to evaluate and choose appropriate web analytics tools and techniques
Earn familiarity with the unique measurement opportunities and challenges presented by New Media
Habilidades que obtendrás
- Digital Marketing
- Data Collection
- Analytics
- Data Analysis
- Data Visualization (DataViz)
Fechas límite flexibles
Restablece las fechas límite en función de tus horarios.
Certificado para compartir
Obtén un certificado al finalizar
100 % en línea
Comienza de inmediato y aprende a tu propio ritmo.
Curso 3 de 7 en
Nivel principiante
Aprox. 20 horas para completar
Inglés (English)
Subtítulos: Árabe (Arabic), Francés (French), Portugués (europeo), Italiano, Vietnamita, Alemán (German), Ruso (Russian), Inglés (English), Español (Spanish)
ofrecido por
Universidad de Illinois en Urbana-Champaign
The University of Illinois at Urbana-Champaign is a world leader in research, teaching and public engagement, distinguished by the breadth of its programs, broad academic excellence, and internationally renowned faculty and alumni. Illinois serves the world by creating knowledge, preparing students for lives of impact, and finding solutions to critical societal needs.
Comienza a trabajar para obtener tu maestría
Este curso es parte del Master of Business Administration (iMBA) completamente en línea de Universidad de Illinois en Urbana-Champaign.
Si te aceptan en el programa completo, tus cursos cuentan para tu título de grado.
Programa - Qué aprenderás en este curso
6 horas para completar
Course Overview and The Day The Geeks Took Over
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.
6 horas para completar
8 videos (Total 51 minutos), 8 lecturas, 7 cuestionarios
5 horas para completar
The Consumer Brand Relationship
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.
5 horas para completar
6 videos (Total 42 minutos), 2 lecturas, 7 cuestionarios
5 horas para completar
The Science of Analytics (Part 1)
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.
5 horas para completar
6 videos (Total 39 minutos), 2 lecturas, 7 cuestionarios
5 horas para completar
The Science of Analytics (Part 2)
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.
5 horas para completar
6 videos (Total 45 minutos), 4 lecturas, 6 cuestionarios
Reseñas
- 5 stars66,85 %
- 4 stars24,34 %
- 3 stars6,43 %
- 2 stars1,44 %
- 1 star0,92 %
Principales reseñas sobre DIGITAL MARKETING ANALYTICS IN THEORY
por DN30 de ene. de 2016
Excellent information and presented in an easy-to-understand format. My only reason for not giving this course five stars was how many examples and details were out of date and not current to today.
por SC3 de jun. de 2020
I enjoyed learning about the theories behind digital marketing and what all goes into it. I liked how I could see the lessons learned in the class applying to my own life as a consumer.
por BM9 de oct. de 2019
Very interesting. Kevin explains things really well and introduces complex concepts clearly. I learned a lot from the peer review process -- seeing how other students respond to the exercises.
por AS22 de ene. de 2020
I really enjoyed this course. I liked the professor's teaching style as well as the materials the course provided. All the knowledge I've got from the course helps me when I do research online.
Acerca de Programa especializado: mercadeo digital
Master strategic marketing concepts and tools to address brand communication in a digital world.
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