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University of Illinois at Urbana-Champaign

Digital Marketing Analytics in Practice

University of Illinois at Urbana-Champaign via Coursera


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. Digital Analytics for Marketing Professionals: Marketing Analytics in Practice is the second in a two-part series of complementary courses and focuses on the skills and practical abilities analysts need to be successful in today's digital business world.
You will be able to:
- Identify the web analytic tool right for your specific needs
- Understand valid and reliable ways to collect, analyze, and visualize data from the web
- Utilize data in decision making for agencies, organizations, or clients

This course is part of Gies College of Business’ suite of online programs, including the iMBA and iMSM. Learn more about admission into these programs and explore how your Coursera work can be leveraged if accepted into a degree program at


  • Course Overview and The Art of Analytics
    • In the orientation, 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. Every analyst dreams of coming up with the “big idea” – the game-changing and previously unseen insight or approach that gives their organization a competitive advantage and their career a huge boost. But dreaming won’t get you there. It requires a thoughtful and disciplined approach to analysis projects. In this part of the course, I detail the four elements of the Marketing Analytics Process (MAP): plan, collect, analyze, report. Module 1 also explains the role of the analyst, the six mutually exclusive and collectively exhaustive (“MECE”) marketing objectives of analytics, how to find context and patterns in collected data, and how to avoid the pitfalls of bias.
  • Storytelling with Data
    • In Module 2, we dive headlong into the most important aspect of digital marketing analytics: transforming the data the analyst compiled into a comprehensive, coherent, and meaningful report. I outline the key characteristics of good visuals and the minutiae of chart design and provide a five-step process for analysts to follow when they’re on their feet and presenting to an audience. The goal is to equip analysts with the tools they need to tell a compelling and memorable story that “cuts through the noise” of the overwhelming amount of information audiences experience every day.
  • Bellabeat Case Study
    • Module 3 brings to life the concepts, theories, techniques, and tools discussed in the course in a business case written about Bellabeat, a high-tech design and manufacturing company that produced health-focused smart devices for women. Students will see each step in the MAP illustrated through the case.
  • The Future of Analytics
    • Data’s road from crude maps to gigabytes of multidimensional information has been a long and winding one. But it is far from over. If anything, the industry finds itself at a critical crossroads that will determine its future for decades to come. Module 4 explores this predicament while casting an eye toward what comes next for digital marketing analytics. 

Taught by

Kevin Hartman


4.2 rating, based on 23 Class Central reviews

4.5 rating at Coursera based on 3273 ratings

Start your review of Digital Marketing Analytics in Practice

  • Anonymous
    *edited review*

    I decided to update this review because I felt that my previous review was too critical. Yes, this course had some technical glitches in the early phases and it took longer than I would have liked to be fixed, but the content is very solid (and those glitches have been fixed by the way).

    It's a great supplement to the Marketing Analytics in Theory course that precedes it.
  • Anonymous
    Prof. Hartman is a very competent professor. In his lectures, you could see that he has a wealth of knowledge about this subject. What I like about his course is that he provided a very good and structured framework and the suggested readings are all very helpful in learning more about the course topics. Perhaps the only suggestion I would make to this course is that to make it more powerful, provide case studies for hands-on practice in analysis. Overall, it was a good course.
  • Alejandro Matheu
    Really good course, very complete, but i think is not for beginners, some topics were very hard, so I had to investigase much more of what the course professor recommended.
    The Professor incredible, he really knows what is he talking about.
    Very easy to understand.
    I loved the course. I recommended it.
    I didn't give 5 stars, because I think is to hard, and isn't for beginners.
  • Ravi Prakash
    This was great experience. Professor Kevin shared a wealth of knowledge about Digital Aanalytics. A big thanks to Professor Kevin and Coursera for making all this possible for us.
  • Profile image for Lonny O'Brien
    Lonny O'Brien
    Great course, I really enjoyed the structure, examples, frameworks and practical examples. I was able to apply many of the lessons immediately in my day-to-day work.
  • Anonymous
    I really liked the thoroughness of the course structure and the facilitator's methodology of presenting was engaging yet easy to understand.
  • Anonymous
    I expected this course to have more practice and examples and to go deeper in the different topics. The practical assignments didn't teach me much.
  • Anonymous
    A good introduction to the topic, but not more. Hands-on analytics would have been interesting, but are not part of the course.
  • Anonymous
    The course is rightly sized with the relevant content with inputs adequate enough to get a hands on experience on the usage of required tools. Helped me to analyse the real time issues faced in my own workplace. Would be quite an interesting module for Data savy guys digging the digital data with a thirst for an insight...!
  • I got a very deep understanding from the cours of Digital Marketing in Practice. Whatever I've learnt in the previous lesson/course was really helpful in completing this session. I'm very happy to be he part of MOOC's and thanks to coursera and Illinois. Really It's going to help me in my career.
  • Anonymous
    A solid course with real life examples to guide you in the learning process. Highly recommended for all marketers especially helpful with social media metrics to be measured and the reasons for this
  • Anonymous
    Highly recommended for those who wants to have a deep insight on digital analytics. I found the MAP particularly helpful to work through from planning to digital visualization stage.
  • Great instructor. Who else is better to learn from than the google marketing guru? I am very happy I chose this course. Now I am not a digital marketing know nothing kind of person!
  • Yuliia Kondaurova
    The course is very practical. Just follow the instructions of Prof. Hartman and your success is guaranteed. Now is the time to learn about foundations of marketing analytics!
  • Profile image for Carlos Alvarez
    Carlos Alvarez
    Great content. It's a great introduction into the world of digital marketing, the tools used in the real world and how you go about collecting and analyzing data.
  • Mick Rodgers
    A great course for anyone into data analytics, Marketing or business trends. Highly recommended. You can get a lot done with just 5hrs per week.
  • Anonymous
    This part should be taken after the theory part to learn about its application. The framework provided by the instructor is solid and interesting.
  • AbdelazizAOumar
  • Profile image for Ashikin Aziz
    Ashikin Aziz

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