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. Students will learn to identify the web analytic tool right for their specific needs; understand valid and reliable ways to collect, analyze, and visualize data from the web; and utilize data in decision making for agencies, organizations or clients.
Este curso faz parte do Programa de cursos integrados Marketing digitalMarketing Digital
oferecido por
Programa de cursos integrados Marketing digitalMarketing DigitalUniversidade de Illinois em Urbana-ChampaignUniversidade de Illinois em Urbana-ChampaignInformações sobre o curso
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Resultados de carreira do aprendiz
33%
comecei uma nova carreira após concluir estes cursos
32%
consegui um benefício significativo de carreira com este curso
12%
recebi um aumento ou promoção
Certificados compartilháveis
Tenha o certificado após a conclusão
100% on-line
Comece imediatamente e aprenda em seu próprio cronograma.
Prazos flexíveis
Redefinir os prazos de acordo com sua programação.
Nível iniciante
Aprox. 20 horas para completar
Inglês
Legendas: Árabe, Francês, Portuguese (European), Chinês (simplificado), Italiano, Vietnamita, Coreano, Alemão, Russo, Turco, Inglês, Espanhol
O que você vai aprender
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 você terá
Digital MarketingData CollectionAnalyticsData AnalysisData Visualization (DataViz)
Resultados de carreira do aprendiz
33%
comecei uma nova carreira após concluir estes cursos
32%
consegui um benefício significativo de carreira com este curso
12%
recebi um aumento ou promoção
Certificados compartilháveis
Tenha o certificado após a conclusão
100% on-line
Comece imediatamente e aprenda em seu próprio cronograma.
Prazos flexíveis
Redefinir os prazos de acordo com sua programação.
Nível iniciante
Aprox. 20 horas para completar
Inglês
Legendas: Árabe, Francês, Portuguese (European), Chinês (simplificado), Italiano, Vietnamita, Coreano, Alemão, Russo, Turco, Inglês, Espanhol
oferecido por
Universidade de Illinois em Urbana-ChampaignUniversidade de Illinois em 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.
Comece a trabalhar rumo ao seu mestrado
Este curso é parte da graduação 100% on-line Master of Business Administration (iMBA) da Universidade de Illinois em Urbana-ChampaignUniversidade de Illinois em Urbana-Champaign.
Caso seja aceito para o programa completo, seus cursos contarão para sua graduação.
Programa - O que você aprenderá com este curso
6 horas para concluir
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 concluir
7 vídeos (Total 51 mín.), 7 leituras, 7 testes
7 videos
About Prof Kevin Hartman3min
Module 1 Overview46s
The Art and Science Mind6min
The Early History of Analytics8min
The Contemporary History of Analytics10min
The Rise of Modern Data Analytics11min
7 leituras
Syllabus10min
About the Discussion Forums10min
About the Rubric for Peer Assessment10min
Getting to Know Your Classmates10min
Glossary10min
Module 1 Overview10min
Module 1 Readings1h
6 exercícios práticos
Orientation Quiz30min
Lesson 1 Practice Quiz10min
Lesson 2 Practice Quiz10min
Lesson 3 Practice Quiz10min
Lesson 4 Practice Quiz10min
Module 1 Quiz1h
5 horas para concluir
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 concluir
6 vídeos (Total 42 mín.), 2 leituras, 7 testes
6 videos
Online Video6min
Online Search8min
Display Media7min
Social Media9min
The Consumer Decision Journey8min
2 leituras
Module 2 Overview10min
Module 2 Readings1h
6 exercícios práticos
Lesson 1 Practice Quiz10min
Lesson 2 Practice Quiz10min
Lesson 3 Practice Quiz10min
Lesson 4 Practice Quiz10min
Lesson 5 Practice Quiz10min
Module 2 Quiz1h
5 horas para concluir
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 concluir
6 vídeos (Total 39 mín.), 2 leituras, 7 testes
6 videos
Digital Data Infrastructure8min
Brand Measurement6min
Consumer Outcomes9min
Customer Value6min
Attribution6min
2 leituras
Module 3 Overview10min
Module 3 Readings1h
6 exercícios práticos
Lesson 1 Practice Quiz10min
Lesson 2 Practice Quiz10min
Lesson 3 Practice Quiz10min
Lesson 4 Practice Quiz10min
Lesson 5 Practice Quiz10min
Module 3 Quiz1h
5 horas para concluir
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 concluir
6 vídeos (Total 45 mín.), 3 leituras, 6 testes
6 videos
Analytics and Dataviz Tools7min
Evaluating the Tool Landscape9min
Digital Marketing Maturity6min
The Issue of Privacy16min
Gies Online Programs3min
3 leituras
Module 4 Overview10min
Module 4 Readings1h
Congratulations!10min
5 exercícios práticos
Lesson 1 Practice Quiz10min
Lesson 2 Practice Quiz10min
Lesson 3 Practice Quiz10min
Lesson 4 Practice Quiz10min
Module 4 Quiz1h
Avaliações
Principais avaliações do DIGITAL MARKETING ANALYTICS IN THEORY
por NN9 de Mai de 2016
The pace was not the same throughout the course. It was either very condensed with a lot of theory or repetitive. It would be better if example were used and the assignments w based on specific cases
por DN30 de Jan 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 VB16 de Abr de 2018
Well, this is great course since I did it online, but the material well covered and the lecturer give clear and interesting material through video. I will take another course after this. Thank you.
por SC22 de Set de 2020
Base content is good Consider merging this course with the next one i.e Digital Analytics for Marketing Professionals: Marketing Analytics in Practice.Many of the readings and slides are common
Sobre Programa de cursos integrados Marketing digitalMarketing Digital
Master strategic marketing concepts and tools to address brand communication in a digital world.
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