Welcome to Marketing Analytics in Practice

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Do curso por University of Illinois at Urbana-Champaign

Análise Digital para Profissionais de Marketing: Análise de Marketing na Prática

1530 classificações

University of Illinois at Urbana-Champaign

Análise Digital para Profissionais de Marketing: Análise de Marketing na Prática

1530 classificações

Curso 3 de 7 em Specialization Marketing digitalMarketing Digital

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.

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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.

Welcome to Marketing Analytics in Practice7:41

About Prof Kevin Hartman3:56

Conheça os instrutores

Kevin Hartman
Visiting Professor & Head of Analytics at Google
College of Business

[ Music ]

>> Hello and welcome, I'm Kevin Hartmon.

So happy to be your instructor

for marketing analytics in practice.

Marketing analytics, numbers are always --

have always been things that I'm very passionate about

and I'm looking forward to translating some of that passion

onto you in this course.

So let's talk a little bit about the objectives that we have

for marketing analytics and practice.

This course, through it you're going to gain an understanding

of a step by step approach to data analytics.

All the things that are critical for you

to conduct a really solid and impactful analysis.

You also gain a familiarity

with data collection techniques particularly those that are used

to acquire some of the most important and valuable data

that we find out on the web today.

You'll earn hands on working knowledge of data management

and analysis methods that are used by marketers today.

And really, you're going

to learn some very important visualization techniques

that let you -- get your message across very clearly,

very concisely, and make sure that that message is memorable.

There are a couple of reading resources

that will carry through the course.

One is a great book by Eric Peterson which will lay

down a great foundational understanding

of marketing analytics.

And then we're going to supplement

that with various blog postings and online,

contemporary articles to give you real time,

really contemporary research that's done in the field

of marketing analytics.

How this course is going to be organized?

Each course is going to have 5 key points.

And we'll visit those key points at the beginning of the lesson

to give you a road map for what's going to be taught.

And then we'll revisit it at the end just to sum up the things

that we've learned in that lesson.

There'll also be supplemental reading for each of the lessons.

So if you want to go deeper, you want to learn a little bit more

about the things that we've discussed in that lesson,

there'll be a good set of reading materials

that you can do just that.

What this course is not?

This course is not going to be deep dive into web metrics,

statistical theory, research methods.

Important things for you to understand but things

that we're not going to address in this course that you can do

on your own time outside of the course and the lectures.

This will not be a dashboard building workshop.

This is much bigger than just creating dashboards

and we'll see that through the course.

This is also not a series

of product demos although we will talk about important tools.

We'll let you use your own trying to figure

out what tools work well for you and what tools don't.

And then there won't be any accreditation

in a marketing analytics tool at the end of this course

but what there will be with this course is,

is a marketer's approach to marketing analytics

with a heavy emphasis on digital data.

So much digital data out there.

Such a wonderful, important robust source of insights for us

that we're going to spend a lot of time talking about that.

This is also a practical application

of marketing analytics theory.

Lots of theory behind the things that we'll be talking about.

And what you're going to see is a real hands

on application of that theory.

And then as I've said, hands on demo

of how marketers approach all the --

from soup to nuts process of marketing analytics.

From the identification of data that they need to the selection

of that data, its collection, analysis,

and then finally the presentation.

It's really going to be all you need to know

as a marketing analyst to clearly

and effectively demonstrate marketing results

to stakeholders.

Something that should be very important to any marketer.

A little preview of the lessons that we'll be talking about.

Four modules to this course.

Two lessons in each module.

Module 1 is -- includes this introduction

and then also the first lesson following the map

which gives a road map, the marketing analytics process

which is a step by step procedure that we'll be teaching

and learning about as we go from -- through our analysis journey.

Week 2, lesson 2, preparing

for the analysis journey is that planning step.

As we're getting our resources together and making our plan

as we start off toward our analysis.

Lesson 3 will be all about collecting unstructured data.

Some really important data sources that are

out there today for analysis.

Module 3, lesson 4, begins with a look at structured data

and how can -- how we collect and utilize that data.

And then following that with lesson 5,

data management and practice.

So taking those data that we have and getting them cleaned

up into a tidy format so that we're ensuring

that our analysis is air free

and the data we have is ready to be manipulated.

Module 4, lesson 6, insights from digital data.

Taken that data that we have

and applying some analysis techniques to come

out with insights and then the last lesson, lesson 7.

Pictures you see with your brain and feel with your heart.

Creating arresting visuals that convey our meaning with impact

and make sure that our messages and the stories

that we're telling our memorable to the audiences

that we're talking to.

Now as you approach this course, as you think

about marketing analytics in practice.

There are 3 functional expertise areas

that I want you thinking about.

You're going to need to really wear a number of different hats

as a sole analyst but don't worry.

We'll help you through that.

Here's what they are.

The first is the data strategist.

So you'll need to be thinking as a strategist.

You'll need to be thinking as someone who can bridge

that data world and the marketing world.

A very important role.

We'll also need a techy.

So you're going to have to play the role

of that person that's the owner of data and is connecting

with that strategy side of your brain.

The last role is what we'll call data designer.

This is someone who has a strong creative background is able

to take those insights and turn them into innovative visuals

that people are going to remember.

Now, if you've got a team of analysts,

you may have someone playing each

of these roles individually.

If you're in a large organization, you may have teams

that fit each of these different functional roles

but if you're alone, these are the 3 roles that you need

to take on and play as yourself.

They're critical to analysis.

And as you will see, the skills that we're going to pick

up along the way in this course will give you skills

and confidence in each of these areas.

Let's get started.

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