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⇱ Social Media Marketing Analytics | Coursera

Social Media Marketing Analytics

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Social Media Marketing Analytics

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Gain insight into a topic and learn the fundamentals.
Intermediate level

Recommended experience

6 weeks to complete
at 10 hours a week
Flexible schedule
Learn at your own pace
Gain insight into a topic and learn the fundamentals.
Intermediate level

Recommended experience

6 weeks to complete
at 10 hours a week
Flexible schedule
Learn at your own pace

There are 9 modules in this course

The course examines digital marketing analytics strategies, platforms for data ingestion, preparation, and reporting. The course focuses beyond social media marketing analytics. Digital marketing analytics is foundational to Digital Marketing because analytics is the language used to optimize and connect results across all digital marketing tactics – search, social media, email marketing, display ads, video ads, etc. An effective digital marketer is well versed in data and is a data translator for a business. Becoming well versed in analytics and data requires the cultivation of both technical and soft skills. This course aims to arm students with such skills.

Introduces the concept of digital media, types of media (paid, owned, earned), and the overall digital ecosystem. This module delves into fundamental analytics concepts, key characteristics, and the importance of data-driven decision-making. It might also introduce the levels of analytics.

What's included

8 videos5 readings4 assignments1 discussion prompt

8 videos•Total 44 minutes
  • Course Overview•6 minutes
  • Instructor Introduction•1 minute
  • Module 1 Introduction•1 minute
  • What is Digital Marketing Analytics - Part 1•7 minutes
  • What is Digital Marketing Analytics - Part 2•5 minutes
  • Role of Data in Digital Marketing•10 minutes
  • Exploring Digital Marketing Channels - Part 1•9 minutes
  • Exploring Digital Marketing Channels - Part 2•5 minutes
5 readings•Total 200 minutes
  • Syllabus•10 minutes
  • What are Digital Marketing Analytics? •60 minutes
  • The Role of Data in Digital Marketing•60 minutes
  • Key Digital Marketing Channels•60 minutes
  • Module 1 Summary•10 minutes
4 assignments•Total 165 minutes
  • Module 1 Summative Assessment•120 minutes
  • What are Digital Marketing Analytics? Quiz•15 minutes
  • The Role of Data in Digital Marketing Quiz•15 minutes
  • Key Digital Marketing Channels Quiz•15 minutes
1 discussion prompt•Total 10 minutes
  • Meet and Greet Discussion•10 minutes

Explore consumer data collection, data privacy, and marketing technology stacks.

What's included

6 videos4 readings4 assignments

6 videos•Total 35 minutes
  • Module 2 Introduction•1 minute
  • Understanding Digital Consumer - Part 1•6 minutes
  • Understanding Digital Consumer - Part 2•6 minutes
  • Introduction to Digital Company•6 minutes
  • Value Exchange - Part 1•8 minutes
  • Value Exchange - Part 2•8 minutes
4 readings•Total 190 minutes
  • Scale of Consumer Data Collection•60 minutes
  • Data Privacy and Consumer Protections•60 minutes
  • Marketing Technology Stack•60 minutes
  • Module 2 Summary•10 minutes
4 assignments•Total 165 minutes
  • Module 2 Summative Assessment•120 minutes
  • Scale of Consumer Data Collection Quiz•15 minutes
  • Data Privacy and Consumer Protections Quiz•15 minutes
  • Marketing Technology Stack Quiz•15 minutes

Learn to establish and use measurement models to evaluate digital marketing effectiveness.

What's included

9 videos4 readings4 assignments

9 videos•Total 56 minutes
  • Module 3 Introduction•1 minute
  • Measurement Model - Overview - P1•7 minutes
  • Measurement Model - Overview - P2•5 minutes
  • Measurement Model - Overview - P3•7 minutes
  • Metrics, Dimensions and KPIs - p1•8 minutes
  • Metrics, Dimensions and KPIs - p2•5 minutes
  • Metrics, Dimensions and KPIs - p3•6 minutes
  • KPIs- ROI and CLV•8 minutes
  • KPIs- ROI and CLV - p2•9 minutes
4 readings•Total 190 minutes
  • Introduction to Measurement Models•60 minutes
  • SMART Goals and KPIs•60 minutes
  • Attribution Models•60 minutes
  • Module 3 Summary•10 minutes
4 assignments•Total 165 minutes
  • Module 3 Summative Assessment•120 minutes
  • Introduction to Measurement Models Quiz•15 minutes
  • SMART Goals and KPIs Quiz•15 minutes
  • Attribution Models Quiz•15 minutes

Understand metrics, dimensions, and KPIs for website analytics and optimization.

What's included

6 videos4 readings4 assignments

6 videos•Total 38 minutes
  • Module 4 Introduction•1 minute
  • Web Analytics•10 minutes
  • Metrics, Dimensions, and KPIs in Web Analytics - p1•5 minutes
  • Metrics, Dimensions, and KPIs in Web Analytics - p2•7 minutes
  • Using Analytics Tools & Data-Driven Decisions - p1•9 minutes
  • Using Analytics Tools & Data-Driven Decisions - p2•6 minutes
4 readings•Total 190 minutes
  • Introduction to Web Analytics•60 minutes
  • Website Optimization Techniques•60 minutes
  • Tools for Web Analytics•60 minutes
  • Module 4 Summary•10 minutes
4 assignments•Total 165 minutes
  • Module 4 Summative Assessment•120 minutes
  • Introduction to Web Analytics Quiz•15 minutes
  • Website Optimization Techniques Quiz•15 minutes
  • Tools for Web Analytics Quiz•15 minutes

Evaluate and improve email marketing performance using analytics.

What's included

6 videos4 readings4 assignments

6 videos•Total 41 minutes
  • Module 5 Introduction•1 minute
  • Foundations of Email Analytics•9 minutes
  • KPIs & Measurement Models - p1•9 minutes
  • KPIs & Measurement Models - p2•6 minutes
  • ROI, Tools, & Business Decisions about Email Analytics - p1•8 minutes
  • ROI, Tools, & Business Decisions about Email Analytics - p2•7 minutes
4 readings•Total 190 minutes
  • Fundamentals of Email Marketing Analytics•60 minutes
  • Designing Effective Email Campaigns•60 minutes
  • Measuring and Optimizing Email Performance•60 minutes
  • Module 5 Summary•10 minutes
4 assignments•Total 165 minutes
  • Module 5 Summative Assessment•120 minutes
  • Fundamentals of Email Marketing Analytics Quiz•15 minutes
  • Designing Effective Email Campaigns Quiz•15 minutes
  • Measuring and Optimizing Email Performance Quiz•15 minutes

Analyze and optimize paid and earned media campaigns using analytics.

What's included

8 videos4 readings4 assignments

8 videos•Total 55 minutes
  • Module 6 Introduction•1 minute
  • Foundation and Measurement Strategy - p1•8 minutes
  • Foundation and Measurement Strategy - p2•6 minutes
  • Foundation and Measurement Strategy - p3•7 minutes
  • Paid Media Analytics- From Cost to Profit - p1•8 minutes
  • Paid Media Analytics- From Cost to Profit - p2•7 minutes
  • Earned Media Analytics- From Mentions to Business Impact - p1•8 minutes
  • Earned Media Analytics- From Mentions to Business Impact - p2•9 minutes
4 readings•Total 190 minutes
  • Paid Media Analytics•60 minutes
  • Earned Media Analytics•60 minutes
  • Integrating Paid and Earned Media•60 minutes
  • Module 6 Summary•10 minutes
4 assignments•Total 165 minutes
  • Module 6 Summative Assessment•120 minutes
  • Paid Media Analytics Quiz•15 minutes
  • Earned Media Analytics Quiz•15 minutes
  • Integrating Paid and Earned Media Quiz•15 minutes

Explain and apply social media analytics across multiple platforms.

What's included

7 videos4 readings4 assignments

7 videos•Total 44 minutes
  • Module 7 Introduction•1 minute
  • Foundations, Metrics and KPIs - p1•7 minutes
  • Foundations, Metrics and KPIs - p2•5 minutes
  • Tools, Platforms, and Data Workflows - p1•7 minutes
  • Tools, Platforms, and Data Workflows - p2•9 minutes
  • Tools, Platforms, and Data Workflows - p3•6 minutes
  • Platform Deep Dive and Optimization•9 minutes
4 readings•Total 190 minutes
  • Introduction to Social Media Analytics•60 minutes
  • Platform-Specific Analytics•60 minutes
  • Engagement and Performance Optimization•60 minutes
  • Module 7 Summary•10 minutes
4 assignments•Total 165 minutes
  • Module 7 Summative Assessment•120 minutes
  • Introduction to Social Media Analytics Quiz•15 minutes
  • Platform-Specific Analytics Quiz•15 minutes
  • Engagement and Performance Optimization Quiz•15 minutes

Collect and interpret mobile app analytics to support business objectives.

What's included

10 videos4 readings4 assignments

10 videos•Total 60 minutes
  • Module 8 Introduction•1 minute
  • Introduction to Mobile App - pt. 1•6 minutes
  • Introduction to Mobile App - pt. 2•7 minutes
  • Introduction to Mobile App - pt. 3•6 minutes
  • Tools for Mobile App Analytics - pt. 1•9 minutes
  • Tools for Mobile App Analytics - pt. 2•7 minutes
  • Tools for Mobile App Analytics - pt. 3•6 minutes
  • Optimizing Mobile App Performance pt. 1•8 minutes
  • Optimizing Mobile App Performance pt. 2•5 minutes
  • Optimizing Mobile App Performance pt. 3•5 minutes
4 readings•Total 190 minutes
  • Introduction to Mobile App Analytics•60 minutes
  • Tools for Mobile App Analytics•60 minutes
  • Optimizing Mobile App Performance•60 minutes
  • Module 8 Summary•10 minutes
4 assignments•Total 165 minutes
  • Module 8 Summative Assessment•120 minutes
  • Introduction to Mobile App Analytics Quiz•15 minutes
  • Tools for Mobile App Analytics Quiz•15 minutes
  • Optimizing Mobile App Performance Quiz•15 minutes

This module contains the summative course assessment that has been designed to evaluate your understanding of the course material and assess your ability to apply the knowledge you have acquired throughout the course.

What's included

1 assignment

1 assignment•Total 180 minutes
  • Summative Course Assessment•180 minutes

Instructor

Illinois Tech
2 Courses•12,658 learners

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