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.
数字化营销 專項課程伊利诺伊大学香槟分校課程信息
129,130 次近期查看
學生職業成果
33%
完成這些課程後已開始新的職業生涯
30%
通過此課程獲得實實在在的工作福利
11%
加薪或升職
可分享的證書
完成後獲得證書
100% 在線
立即開始，按照自己的計劃學習。
第 2 門課程（共 7 門）
可靈活調整截止日期
根據您的日程表重置截止日期。
初級
完成時間大約為20 小時
英語（English）
字幕：阿拉伯語（Arabic）, 法語（French）, （歐洲人講的）葡萄牙語, 意大利語, 越南語, 德語（German）, 俄語（Russian）, 英語（English）, 西班牙語（Spanish）
您將學到的內容有
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
您將獲得的技能
Digital MarketingData CollectionAnalyticsData AnalysisData Visualization (DataViz)
學生職業成果
33%
完成這些課程後已開始新的職業生涯
30%
通過此課程獲得實實在在的工作福利
11%
加薪或升職
可分享的證書
完成後獲得證書
100% 在線
立即開始，按照自己的計劃學習。
第 2 門課程（共 7 門）
可靈活調整截止日期
根據您的日程表重置截止日期。
初級
完成時間大約為20 小時
英語（English）
字幕：阿拉伯語（Arabic）, 法語（French）, （歐洲人講的）葡萄牙語, 意大利語, 越南語, 德語（German）, 俄語（Russian）, 英語（English）, 西班牙語（Spanish）
提供方
伊利诺伊大学香槟分校
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.
立即開始攻讀碩士學位
此 課程 隸屬於 伊利诺伊大学香槟分校 提供的 100% 在線 Master of Business Administration (iMBA)。
如果您被錄取參加全部課程，您的課程將計入您的學位學習進程。
教學大綱 - 您將從這門課程中學到什麼
完成時間為 6 小時
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.
完成時間為 6 小時
7 個視頻 （總計 51 分鐘）, 7 個閱讀材料, 7 個測驗
完成時間為 5 小時
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.
完成時間為 5 小時
6 個視頻 （總計 42 分鐘）, 2 個閱讀材料, 7 個測驗
完成時間為 5 小時
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.
完成時間為 5 小時
6 個視頻 （總計 39 分鐘）, 2 個閱讀材料, 7 個測驗
完成時間為 5 小時
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.
完成時間為 5 小時
6 個視頻 （總計 45 分鐘）, 3 個閱讀材料, 6 個測驗
審閱
來自DIGITAL MARKETING ANALYTICS IN THEORY的熱門評論
由 NN 提供2016年5月9日
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
由 DN 提供2016年1月30日
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.
由 VB 提供2018年4月16日
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.
由 SC 提供2020年9月22日
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
關於 数字化营销 專項課程
Master strategic marketing concepts and tools to address brand communication in a digital world.
常見問題
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