Digital Marketing 2

Businesses today have access to an increasingly large amount of detailed customer data, and this influx of “big data” is only going to continue. Combined with a detailed history of marketing actions, there is a newfound potential for deriving actionable insights, but you need the tools to do so. Using real-world applications from various industries, this course will help you understand the tools and strategies used to make data-driven decisions that you can put to use in your own company or business. This valuable data may include in-store and online customer transactions, customer surveys, web analytics, as well as prices and advertising. You’ll also learn how to assess critical managerial problems, develop relevant hypotheses, analyze data and, most importantly, draw inferences to create convincing narratives which yield actionable results. Artificial intelligence and machine learning will be explored as tools to deepen analytical skills and acumen and hone decision-making. This comprehensive exploration into digital marketing analytics tools and techniques is critical knowledge for marketing influencers, digital marketing analysts, and product and brand decision-makers within small and medium businesses as well as larger organizations with international reach. What You'll Learn in this Course: Learn how to leverage leading tools and approaches to digital marketing data analysis. Dive into Search Engine Marketing and Website analytics, online testing, machine learning, and AI/Big Data applications to strengthen your digital marketing efforts and leverage your resources most effectively. Course Objectives: This course will cover the fundamentals of digital marketing. By the end of this course, you will be able to: 1- Analyze and assess the performance of paid search campaigns, diagnose potential problems, and recommend adjustments to the digital marketing campaign. 2- Describe the importance of Search Engine Optimization and Recommendation Systems in digital environments. 3- Evaluate campaign analytics and use online testing to determine how design affects the performance of a digital marketing campaign. 4- Describe the Paradigm shift in machine learning methods. 5- Identify the process of evaluating the performance of machine learning algorithms. 6- Describe the expanding application of big data as they apply to neural networks.

• SEO, Paid Search, and Web Analytics
• Welcome to Week 1 of your course. Each week will have a similar format. The weekly page will first provide an overview of the content we will cover. As you work your way down the page, you will see that the content is divided into sections. Navigate through each lesson on the page to complete the assigned work. Work your way through each item in the lessons to watch videos, read assigned articles, participate in discussions, and complete assignments. You should expect to spend at least 30-minutes in total watching seven short videos. In addition to the videos and readings, you will have practice questions, a few activities, and a scenario at the end of the week. These activities and scenarios are essential to helping you learn and apply the skills you will need to demonstrate and master Digital Marketing Analytics.
• Online Testing and Recommendation Systems
• Welcome to Week 2! Many managerial decisions are made based on professional knowledge and intuition, but often this knowledge is not sufficient enough to make the optimal decision. That's where testing comes in. Next, we will talk about Recommendation Systems. You may not realize it, but your internet experience is defined by recommendation systems. From music, games, videos, films, and what to buy, recommendation systems predict your preferences to suggest products or services that are likely to be of interest to you.
• Machine Learning
• Welcome to Week 3! In this Week, we’re going to introduce machine learning and the paradigm shift driven by digital, social, and mobile marketing. We will also look at how marketers use rich data and enhanced analytical capacity to move from qualitative to quantitative analytical data to better understand and market to consumers. You should expect to spend at least 30-minutes in total watching five short videos. In addition to the videos and readings, you will have practice questions, a few activities, and a scenario at the end of the module. These activities and scenarios are essential to help you learn and apply the skills you will need to demonstrate and master Digital Marketing Analytics.
• Big Data and Artificial Intelligence
• Welcome to Week 4! In this Week, we’re going to introduce Big Data and Artificial Intelligence. We'll also look at how marketers use rich data and enhanced analytical capacity to move from qualitative to quantitative analytical data, from data to big data, and from machine learning to deep learning AI to better understand and market to consumers. You should expect to spend at least 30-minutes in total watching five short videos. In addition to the videos and readings, you will have practice questions, a few activities, and a scenario at the end of the module. These activities and scenarios are essential to help you learn and apply the skills you will need to demonstrate to master Digital Marketing Analytics.