Successfully marketing brands today requires a well-balanced blend of art and science. The course "Digital Marketing Analytics in Theory" offered by University of Illinois at Urbana-Champaign introduces students to the science of web analytics while emphasizing the artful use of numbers in the digital space.
This course aims to provide a foundation for applying data analytics to real-world challenges encountered by marketers. It focuses on the motivations behind data collection and analysis methods used by marketing professionals, frameworks and approaches to measuring consumers’ digital actions, and the evaluation and selection of appropriate web analytics tools and techniques. Additionally, students will gain familiarity with the unique measurement opportunities and challenges presented by new media.
The course consists of four modules:
Upon completion, learners will be equipped with the knowledge and skills necessary to make data-driven decisions for agencies, organizations, or clients in the digital marketing space.
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This course comprises four modules covering topics such as the history of analytics, consumer-brand relationships, digital data infrastructure, web analytics tools, and privacy concerns in digital marketing.
Welcome to the Course! This module provides an introduction to the course and the significance of digital marketing analytics in today's business world. It includes an overview of the history of analytics, syllabus, and readings, as well as practice quizzes and peer assessment.
This module delves into the consumer-brand relationship, focusing on various digital channels such as online video, search, display media, and social media. It also covers the consumer decision journey and includes readings, practice quizzes, and peer assessment.
Part 1 of the science of analytics module explores digital data infrastructure, brand measurement, consumer outcomes, customer value, and attribution. It includes readings, practice quizzes, and peer assessment to reinforce learning.
Continuing from Part 1, this module covers analytics and data visualization tools, evaluating the tool landscape, digital marketing maturity, and the issue of privacy in digital marketing. Upon completion, learners can obtain their course certificate and provide feedback on the course.
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