The lecture presents Google's ZMOT marketing model, how it benefited (and shaped) marketing research and strategies to increase conversion and loyalty. It is a good contextual introduction if you never heard of "search engine marketing", "cost per acquisition" or "click through rate". If you know the basics, it is probably not a good use of your time.

I didn't like that the content feels like evangelism for (paid) google services, and most sources of the course are either random blogs or related to interested parties (google, twitter). I still learnt a couple of cool metrics I didn't know about, but the course didn't bring any added value to the blog links provided.

Assignments were uninspired and some questions were weird. Also, this textbook is horrible, and is presented in a very inconvenient format (PDF-only, two book pages per page of PDF so you can't effectively read it on a phone).

Very well-structured course, some good exercises, and references, but if you want to make the most out of it, do your honors texts. This will exercise your brain. While correcting your colleague's works you can find some good insights too! I'm in love with this course!

Very recommendable course, it provides you with an overview of the theory and at the same time, relevant, and up to date real life examples and applications

Helpful foundational knowledge and easy-to-follow videos. Looking forward to the next course in the digital marketing specialization!

The lecturer clearly made the introduction to web analytics and subsequent lectures easier. Would be happy to further on this course

Great course. Highly recommended for all digital savvies out there who are looking to get a deeper dive into the world of Analytics.

Excellent instruction but the reading materials is quite old in some instances. I'm curious how accurate

Mr. Peterson's book is now.

The readings of the second week is just too much. As a person who doesn't have a professional background, it was impossible to read.

it was a great experience to have this course DMA provide me a lots of knowledge which i want to learn thank you coursera for this.

Awesome and detailed course.

Very Informative Course.

great course i love it

Excellently taught.

Excellent course

Amazing teacher

Great course!!!

great course!

good course

Fantastic.

great!

Very organized and theoretical course! Too little attention given to the tools. Perhaps, a module on the tools would have been nice, at least a review of them.

Thank you for this course! I was very glad to have completed it.

Out of the Digital Marketing Specialization probably this is the weakest course so far I've taken (4 taken already).

These are the reasons why

+ Interviews are more than that just a simple answer to a question. They lack depth and interest of a conversation with some experienced individuals

+ There's too much repetition of concepts. So much that lesson 7 is mostly a complete repetition (slides included) of a previous lesson in this course

+ Concepts shown, ie. 4 digital channels and its associated analytics, lack depth as well. I assume in the optional readings those can be more detailed, but I would have expected some of that to be explained by the professor.

Need to review a lot of submission but if you went so fast, there are lack of submission to review

After a strong showing with the first course in this specialization, this was disappointing.

Among the issues:

Content in both lectures and readings was out of date and often no longer relevant. This is especially frustrating in a field that evolves so quickly.

Assigned readings only sporadically backed theories discussed in lecture. Many readings were behind paywalls, or you had to sign up for an additional account to access them.

Quizzes would ask questions about readings that have since been removed or about content in lectures that hadn't been covered yet.

The course encourages use of the discussion forums, but very little ongoing discussion happens. Instead, the threads turn into a repository for assignment answers that get copied by fellow students. I was disgusted by the number of times I had to report submissions for plagiarization.

The only reason I gave this a 2 star review instead of a 1 star is because there are a few useful basic theories covered that are helpful if you're new to marketing like I am. I don't think I would ever actively recommend this course to someone, but if you are set on taking it, my advice is to skip all of the readings except those from Harvard Business Review and McKinsey.