Data Science for Digital Marketing

Get ahead

The amount of data produced by customers engaging with digital marketing channels provides new opportunities for marketers to leverage more effective, targeted and personalised campaigns, track customer journeys, improve customer segmentation and predict their behaviour. This course will teach you the fundamental concepts and tools in data science that equip marketers to make use of these new opportunities effectively.

On completion of the course, you will be able to:

• Describe the current ecology of tools for web analytics
• Understand how customer journeys and sources can be tracked using those tools
• Describe different ways in which social network analysis can be used to gain marketing insights
• Apply content analysis method to gain insights into your customer base
• Explain what machine learning is and what it can be used for
• Describe the potential for machine learning for addressing the challenges of attention, persuasion and retention
• Understand the possible limitations of machine learning
• Understand what Big Data is about and how it applies to your business problems

 “Anyone with a role even vaguely connected to digital marketing would find it useful, and I would tell them to check it out - even if they haven’t particularly thought about Data Science before.”

Convenient and accessible

The course combines flexibility with high quality teaching and learning. All aspects are delivered online and are easy to access on the web at any time, allowing you to adapt your studies to suit your lifestyle. Course Tutors provide additional support and group discussions bring invaluable input from your peers.