This program provides you with an overview of the best approaches and practices in digital marketing measurements and analysis, and offers an understanding of how these tools can be integrated to inform strategic direction.
New digital technologies have fundamentally reshaped marketing theory and practice over the last decade and have led to a drastic shift in the quality and quantity of information we are able to store, access, and analyze. With this proliferation of data has come an increasing need for many businesses to better understand and react to various consumer patterns, as well as evolve the way they measure, plan, and implement their marketing activity. As such, there’s been a growing demand for skilled marketing analysts who are equipped to ensure optimal return on investment (ROI) for marketing spend and to deliver valuable insights that drive better customer service.Read more.
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The techniques and tools covered in Digital Marketing Analytics are most similar to the requirements found in Data Scientist job advertisements.