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University of Illinois at Urbana-Champaign

Digital Marketing Analytics in Theory

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 Theory is the first in a two-part series of complementary courses and focuses on the background information and frameworks 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 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.
  • 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.
  • 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. 
  • 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.

Taught by

Kevin Hartman


4.2 rating, based on 35 Class Central reviews

4.5 rating at Coursera based on 4714 ratings

Start your review of Digital Marketing Analytics in Theory

  • Anonymous
    A rather linear and boring course, containing only videos with the bulk of theory and only some slides to remind you that you`re not in a classroom with the professor at the desk and you taking notes. You think you`d expect a lot more from an online…
  • Anonymous
    This course briefs on digital marketing from theory - different channels of digital marketing, measuring metrics, different goals, tools we can use and metrics to evaluate tools, importance of company data maturity, and discussion on data privacy nowadays.

    4-star course! I am now continuing with the series - taking on Digital Marketing Analytics in Practice. Many thanks to the organizer and professor for hosting this class!
  • Anonymous
    As a traditional analogue marketer I found this course really helpful in getting to grips with key terminology, models and approaches. I now feel much more comfortable discussing the online part of campaigns and communication.

    My approach was to do the reading first, then go back to lectures, quizzes and assignments a few days later. This worked well for me, as the lectures are a re-cap of the readings, so serve as a kind of curation and reminder and helped to cement the learning.

    As well as the other courses in this specialisation, I would recommend 'Understanding Media by Understanding Google' as a good background to this area for any fellow 'analogue dinosaurs'.
  • Suntonu Bhadra
    Immensely helpful for beginners of digital marketing. Thoroughly enjoyed the learning pattern and recap of lessons. Would recommend everyone to take, if interested to know about digital marketing things. As the course name suggested, relevant exampl…
  • Anonymous
    Kevin Hartman is a bvery good teacher; He is easy to follow, not simple though, which shows the professional level of the course. His course uses online script - presentation-, so as a foreign student with English as a second language, I could easily follow his lecture, by relating content both from his voice and presentation.
    The course presents current market, trends and thoughts of professionals, which is the reason I took it, since I work in the Greek market - which is influenced a lot from the US trends. References, articles, posts, were great, and easy to read, without being long.
    I have being participating in other courses in Coursera, and I will miss Mr. Hartman's lecture-style.
    Thank you
  • Anonymous
    For someone who has had virtually no training in marketing analytics other than the occasional online article this class was immensely helpful. As the name implies it is a course in "theory" so you will be provided with a solid framework to help you understand some of the "Why?" and "How?" thoughts that drive marketing analytics.

    So, if you're someone with little experience go for it. If you're an active practitioner this course may not offer anything new, but it would still be worth taking either as a refresher or for the benefit of gaining a different perspective or both.
  • Cratecruncher
    I just completed the course and felt the coursework and quizzes a bit too easy. Much of the information in the course is garnered from external reading assignments which I found very informative. But the course itself seemed more a collection of lists of "tools" to use in different situations followed by a simple machine-graded quiz and an essay question which is peer reviewed.

    There are powerful tools available free online that could be incorporated into the coursework. For five stars, I feel some basic hands-on experience with "tools" should be required for an analytics course.
  • Anonymous
    This course provides a good foundation for knowledge of business analytics. The videos are concise and informative. He stipulates at the beginning that reading material will be on the quizzes. It begins with some heavy reading, non of which is quizzed in detail. Then later some metrics from readings are quizzed. So for the most part there is no point in taking notes while doing the readings, except for the final module. I found this misleading and haphazard. However, on the whole, this is a solid and informative course.
  • Andrea
    This was a great class and very well-instructed. The information was relevant both to marketers as well as those who need to have at least some knowledge of how social media is used to market to consumers. The terminology was clear (even to someone with an only adequate knowledge of social media marketing) and the processes used clearly explained. Great resources were also provided throughout. I highly recommend this course.
  • Anonymous
    I thought the course was very useful as a foundation in theories of digital marketing and web analytics. For example, it helped me to consider where I would put my emphasis in digital marketing and web analytics for the new startup I'm developing. In fact, I landed a job interview on the strength of being in this, the second course of the digital marketing specialization. #digitalmarketing #MOOC #Coursera
  • William Billeaud
    UIUC is one of the top schools in the world. very rigorous.

    Great teacher from Google and content.

    Student grading by kids from all over the world is dubious. We have no idea of their credibility because there are no admissions standards.

    Overall, unbelievable value regardless!
  • Profile image for Natalja Avramenko
    Natalja Avramenko
    It's a great course giving concise yes thorough insights into the Marketing Analytics. The course combines well video lectures and very interesting reading materials from real blogs and articles.
    I enjoyed taking this course and learning a lot.
  • Anonymous
    The major benefits I derived from this course were:
    * A framework to cope with the messy world of online consumer activity, in the form of the CDJ framework and
    * Illuminating insights into online marketing - Search, Display, Video and Social

  • Anonymous
    This is a good course - I'm in digital marketing for quite some time now ... and still I learnt few new concepts and the exercices were a good opportunity to enrich my vision of the topic. Great Learning format as well. Liked the mini quiz!
  • Profile image for Anna Sharkey
    Anna Sharkey
    Marketing Analytics in Theory is a very informative course, the slides were easy to follow, the lecturer clearly explained topics. Thanks Kevin!
  • Anonymous
    I really enjoyed this course. A thorough immersion into the Digital Analytics world. Interesting readings and cases. I definitely recommend it!
  • Anonymous
    Few concepts such as Customer Digital Journey were very interesting. I would have enjoyed some more diversified learning material (Laboratory, Experience sharing, ...)
  • Profile image for Beate Pradel
    Beate Pradel
    I appreciated the very useful introduction to understanding web analytic tools, what to use them for and when. The list of free tools was also very helpful.
  • Alejandro Matheu
    Really good course.
    A little bit hard, if your are not familiarized with the terms.
    Excellent Professor.
    It's made for beginners - intermediate.
  • Anonymous
    The course was very helpful in my carreer, (I have an MBA) and it was really well explained by the professor Kevin Hartman.

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