Digital Marketing Analytics in Theory

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. Students will learn to identify the web analytic tool right for their specific needs; understand valid and reliable ways to collect, analyze, and visualize data from the web; and utilize data in decision making for agencies, organizations or clients. 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.

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