Digital Analytics for Marketing Professionals: Marketing Analytics in Practice

About this course: This course 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. This course is part of the iMBA offered by the University of Illinois, a flexible, fully-accredited online MBA at an incredibly competitive price. For more information, please see the Resource page in this course and onlinemba.illinois.edu.

Created by:  University of Illinois at Urbana-Champaign

• Taught by:  Kevin Hartman, Visiting Professor & Head of Analytics at Google

  College of Business

Basic Info Course 3 of 7 in the Digital Marketing Specialization Commitment 4 weeks of study, 8-10 hours/week Language English How To Pass Pass all graded assignments to complete the course. User Ratings 4.4 stars Average User Rating 4.4See what learners said Coursework

Each course is like an interactive textbook, featuring pre-recorded videos, quizzes and projects.

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Connect with thousands of other learners and debate ideas, discuss course material, and get help mastering concepts.

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University of Illinois at 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.

Syllabus


WEEK 1


Course Overview and Marketing Analytics Process



In this module, you will become familiar with the course, your instructor, your classmates, and our learning environment. The orientation also helps you obtain the technical skills required for the course. Lesson 1 will lay out the Marketing Analysis Process (MAP), a step-by-step procedure for conducting thorough and insightful digital data analyses. Each step of MAP will be introduced with key activities.


4 videos, 9 readings, 2 practice quizzes expand

1. Video: Welcome to Marketing Analytics in Practice
2. Video: About Prof Kevin Hartman
3. Reading: Syllabus
4. Reading: About the Discussion Forums
5. Reading: About the Rubric for Peer Assessment
6. Reading: Glossary
7. Reading: Brand Descriptions
8. Reading: Social Media
9. Reading: Getting to Know Your Classmates
10. Practice Quiz: Orientation Quiz
11. Reading: Module 1 Overview
12. Reading: Module 1 Readings
13. Video: Lesson 1: Following the MAP, Part 1
14. Video: Lesson 1: Following the MAP, Part 2
15. Practice Quiz: Lesson 1 Practice Quiz
16. Discussion Prompt: Module 1 Discussion

Graded: Module 1 Quiz
Graded: Module 1 Peer Review

WEEK 2


Data Collection



In this module, you will learn the steps of the Marketing Analytics Process, unstructured data, three primary methods for collecting web-based data and tools analysis can use to collect, store, and analyze data. As a result of these activities, you will learn extensively about planning for and collecting data for your analysis projects.


4 videos, 2 readings, 2 practice quizzes expand

1. Reading: Module 2 Overview
2. Reading: Module 2 Readings
3. Video: Lesson 2: Preparing for the Analysis Journey, Part 1
4. Video: Lesson 2: Preparing for the Analysis Journey, Part 2
5. Practice Quiz: Lesson 2 Practice Quiz
6. Video: Lesson 3: Data Collection Part I: Unstructured Data
7. Video: Comments by Prof Rhiannon Clifton
8. Practice Quiz: Lesson 3 Practice Quiz
9. Discussion Prompt: Module 2 Discussion

Graded: Module 2 Quiz
Graded: Module 2 Peer Review

WEEK 3


Data Analysis



In this module, you will learn about data collection, data review, data biases, and data management tools. As a result of this module’s activities, you will have an in-depth understanding of structured data and know how to ensure your data is error-free and ready for analysis.


3 videos, 2 readings, 2 practice quizzes expand

1. Reading: Module 3 Overview
2. Reading: Module 3 Readings
3. Video: Lesson 4: Data Collection Part II: Structured Data
4. Practice Quiz: Lesson 4 Practice Quiz
5. Video: Lesson 5: Data Management in Practice, Part 1
6. Video: Lesson 5: Data Management in Practice, Part 2
7. Practice Quiz: Lesson 5 Practice Quiz
8. Discussion Prompt: Module 3 Discussion

Graded: Module 3 Quiz
Graded: Module 3 Peer Review

WEEK 4


Data Visualization



In this module, you will learn how to coax insights from data that can be used to direct marketing decisions and the effective communication of data insights to stakeholders. As a result of this module’s activities, you will gain hands-on experience in data analysis and learn to make more memorable presentations and data visualizations.


4 videos, 2 readings, 2 practice quizzes expand

1. Reading: Module 4 Overview
2. Reading: Module 4 Readings
3. Video: Lesson 6: Insights from Digital Data Pt.1
4. Video: Lesson 6: Insights from Digital Data Pt.2
5. Practice Quiz: Lesson 6 Practice Quiz
6. Video: Lesson 7: Pictures You See with Your Brain and Feel with Your Heart, Part 1
7. Video: Lesson 7: Pictures You See with Your Brain and Feel with Your Heart, Part 2
8. Practice Quiz: Lesson 7 Practice Quiz
9. Discussion Prompt: Module 4 Discussion

Graded: Module 4 Quiz
Graded: Module 4 Peer Review