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Digital Marketing: Analytics

Learn to develop marketing strategies and to make resource allocation decisions that are driven by quantitative analysis. Gain the skills to use web and email analytics to track and analyze market segments. Additional topics covered include market response models, customer profitability, social media, paid search advertising, e-commerce, mobile geolocation analysis, media and keyword attribution models, and resource allocation. This course will draw on and extend your understanding of issues related to integrated marketing communications, pricing, digital marketing, and quantitative analysis. Classes combine case studies, lectures, and a hands-on software analytics project to develop these skills.

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You'll Walk Away with

  • A working knowledge of digital analytics methodologies and how they work
  • An understanding of key business goals and the metrics and measurement tools to optimize performance
  • The expertise to measure and optimize marketing campaigns
  • Knowledge of testing models (A/B, multivariate, landing page) to optimize campaigns
  • The basics of search engine marketing and optimization
  • Knowledge of the difference between performance marketing and impression-based marketing campaigns
  • Familiarity with basic and advanced analytic tools and reporting capabilities
  • The ability to optimize email marketing campaigns
  • An understanding of the strategy behind lead nurturing and marketing automation, as well as the use of analytics to support these activities
  • The skills to analyze the effects of different channels, including mobile and social, in the marketing mix

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