Is this program completely online?

Yes, it is completely online. You can access your lectures and readings anytime and anywhere via the web or mobile device.

Which jobs does this program prepare for?

This program prepares you for entry-level jobs as SEO Specialist, Digital Marketing Analyst, Content Marketing Coordinator, Social Media Coordinator, Marketing Assistant, or CRM Coordinator.

Do I need to take the courses in a specific order?

We highly recommend taking the courses in the order presented, as the content builds on information from earlier lessons.

What will I get if I subscribe to this Certificate?

When you enroll in the course, you get access to all of the courses in the Certificate, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile.

Advanced Tools for Digital Marketing Analytics

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Advanced Tools for Digital Marketing Analytics

This course is part of Unilever Digital Marketing Analyst Professional Certificate

Instructor: Unilever Team

5,696 already enrolled

Included with

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4 modules

Gain insight into a topic and learn the fundamentals.

66 reviews

Beginner level

No prior experience required

2 weeks to complete

at 10 hours a week

Flexible schedule

Learn at your own pace

4 modules

Gain insight into a topic and learn the fundamentals.

66 reviews

Beginner level

No prior experience required

2 weeks to complete

at 10 hours a week

Flexible schedule

Learn at your own pace

Details to know

Shareable certificate

Add to your LinkedIn profile

Assessments

27 assignments

Taught in English

See how employees at top companies are mastering in-demand skills

Learn more about Coursera for Business

logos of Petrobras, TATA, Danone, Capgemini, P&G and L'Oreal

Build your Marketing expertise

This course is part of the Unilever Digital Marketing Analyst Professional Certificate

When you enroll in this course, you'll also be enrolled in this Professional Certificate.

Learn new concepts from industry experts
Gain a foundational understanding of a subject or tool
Develop job-relevant skills with hands-on projects
Earn a shareable career certificate from Unilever

There are 4 modules in this course

The Advanced Tools for Digital Marketing Analytics course explores cutting-edge tools and technologies that are transforming the landscape of digital marketing analytics such as marketing automation and scaling strategies, predictive analytics and algorithms, video and mobile marketing trends, as well as artificial intelligence (AI), natural language processing (NLP), and ethics. You’ll also walk through preparing a portfolio and supporting a career change to digital marketing analyst.

After completing this course, you will be able to: - Describe marketing automation and software applications that support it. - Strategically assess scalability options for marketing campaigns. - Identify the current applications of predictive analytics for digital marketing. - Use data summarization, experimentation, and analysis as an application for targeting. - Describe the future of video and mobile marketing and their impact on the digital marketing channel mix. - Describe how AI and machine learning benefit digital marketing campaigns. - Define NLP and identify its impact on digital marketing. - Examine ethical considerations impacting digital marketing and recognize the potential impact of future advances.

In this module, you will enter the exciting world of marketing automation and explore its role in streamlining marketing processes.

What's included

9 videos7 readings7 assignments

9 videosTotal 54 minutes

Welcome to digital marketing analyst professional certificate4 minutes
Welcome to advanced tools for digital marketing analytics6 minutes
Marketing automation and scaling strategies5 minutes
Benefits of marketing automation5 minutes
Marketing automation9 minutes
Popular marketing automation tools5 minutes
Scaling campaign efforts8 minutes
Case studies: scalability of a campaign strategy9 minutes
Marketing automation and scaling strategies summary4 minutes

7 readingsTotal 54 minutes

Unilever positioning statement2 minutes
Digital marketing analyst professional certificate syllabus10 minutes
Successful marketing automation10 minutes
Selecting a marketing automation tool10 minutes
What we did: selecting a marketing automation tool2 minutes
Using software to improve marketing efficiency10 minutes
Techniques for scaling marketing campaigns10 minutes

7 assignmentsTotal 225 minutes

Marketing automation and scaling strategies30 minutes
Activity: Marketing automation plan120 minutes
Introduction to marketing automation15 minutes
Activity: Practice selecting a marketing automation tool15 minutes
Software applications for marketing automation15 minutes
Activity: Practice recommendations for automation and scaling15 minutes
Scaling strategies for campaigns15 minutes

In this module, you will explore predictive analytics and its applications in the realm of digital marketing.

What's included

6 videos6 readings5 assignments1 discussion prompt

6 videosTotal 37 minutes

Welcome to applications of predictive analytics in digital marketing4 minutes
Use predictive analytics to enhance strategies8 minutes
Case studies: impact of predictive analytics on performance7 minutes
Case studies: implementation of predictive analytics tools7 minutes
Developing a predictive model7 minutes
Predictive analytics and algorithms summary4 minutes

6 readingsTotal 60 minutes

Applications of predictive analytics10 minutes
Predictive analytics tools10 minutes
Regression analysis11 minutes
Predictive analytics techniques10 minutes
Translating predictive data10 minutes
Predictive model application plan10 minutes

5 assignmentsTotal 90 minutes

Predictive analytics and algorithms30 minutes
Activity: Practice identifying opportunities to apply predictive analytics15 minutes
Applications of predictive analytics in digital marketing15 minutes
Predictive analytics tools and techniques15 minutes
Developing a predictive model for marketing strategy15 minutes

1 discussion promptTotal 10 minutes

What do you think?10 minutes

In this module, you will explore the exciting world of video marketing and mobile marketing and their significant impact on the digital marketing landscape.

What's included

8 videos5 readings7 assignments

8 videosTotal 63 minutes

Welcome to the future of video marketing in the digital marketing channel mix5 minutes
Video content8 minutes
The role of mobile marketing8 minutes
Mobile marketing trends11 minutes
User experience in mobile marketing12 minutes
Best practices for optimizing video content9 minutes
Strategies for mobile app marketing6 minutes
Video and mobile marketing summary4 minutes

5 readingsTotal 50 minutes

Evolving landscape of video marketing10 minutes
Use video content to drive engagement, brand awareness, and conversions10 minutes
Components of mobile marketing ecosystem10 minutes
Techniques for enhancing video engagement10 minutes
Best practices for mobile marketing10 minutes

7 assignmentsTotal 230 minutes

Video & mobile marketing trends30 minutes
Activity: Practice aligning video content with marketing purpose15 minutes
Future of video marketing in the digital marketing channel mix15 minutes
Activity: Design the customer experience for a mobile app20 minutes
Role of mobile marketing in integrated digital marketing15 minutes
Optimizing video and mobile marketing campaigns15 minutes
Activity: Mobile marketing strategy120 minutes

In this module, you will explore the powerful intersection of AI, machine learning, and digital marketing. You'll also examine the ethical considerations that arise with the implementation of AI and envisioning the potential impacts of future advancements. You will also focus on career and job search tasks to help prepare you for a marketing analyst role.

What's included

13 videos10 readings8 assignments

13 videosTotal 76 minutes

Welcome to artificial intelligence (AI), natural language processing (NLP) & ethics4 minutes
AI and machine learning8 minutes
Advantages of AI and machine learning8 minutes
Current use of AI and machine learning in marketing operations7 minutes
Possible future applications7 minutes
Natural language processing (NLP)8 minutes
Role of NLP3 minutes
Ethical considerations of AI in digital marketing8 minutes
Artificial intelligence (AI), natural language processing (NLP) & ethics summary4 minutes
Overview of marketing analyst role7 minutes
Positioning yourself for a career in digital marketing4 minutes
Continuous learning and professional development4 minutes
Digital marketing analyst certificate summary4 minutes

10 readingsTotal 85 minutes

AI applications10 minutes
Better decision-making and efficiency10 minutes
NLP techniques to enhance customer experience10 minutes
What we did: ethical considerations2 minutes
AI-driven marketing10 minutes
Best practices for ethical considerations10 minutes
Crafting an effective digital marketing analyst resume10 minutes
Preparing for digital marketing analyst job interviews10 minutes
Building a professional portfolio for digital marketing7 minutes
Artificial intelligence (AI), natural language processing (NLP) & ethics summary6 minutes

8 assignmentsTotal 195 minutes

Activity: Pull a portfolio together60 minutes
Artificial intelligence (AI), natural language processing (NLP) & ethics30 minutes
Benefits of AI and machine Learning in digital marketing campaigns15 minutes
Incorporating AI and machine learning in marketing operations15 minutes
NLP and its impact on digital marketing15 minutes
Ethical considerations in digital marketing with AI15 minutes
Activity: Practice identifying opportunities and red flags30 minutes
Preparing for a job as a digital marketing analyst15 minutes

Earn a career certificate

Add this credential to your LinkedIn profile, resume, or CV. Share it on social media and in your performance review.

Instructor

Instructor ratings

(12 ratings)

Unilever Team

Unilever

8 Courses84,005 learners

Offered by

Unilever

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Frequently asked questions

Entry-Level professionals looking to start a new career as a Digital Marketing Analyst. Interested learners may be making a career switch, currently have marketing experience, or have minimal experience in data analytics. Professionals with strong public relations, communications, problem solving, time management, interpersonal, and organizational skills.

Experience with spreadsheets such as Microsoft Excel or Google Sheets and presentation slides such as Microsoft PowerPoint or Google Slides is a plus but not required.

A digital marketing analyst utilizes data analysis tools and methodologies to evaluate the effectiveness of marketing campaigns, assess user engagement, and derive insights to optimize marketing strategies across various digital channels. They synthesize data from multiple sources, create comprehensive reports, and collaborate with marketing teams to enhance campaign performance and improve the overall digital presence of a brand or organization.

To access the course materials, assignments and to earn a Certificate, you will need to purchase the Certificate experience when you enroll in a course. You can try a Free Trial instead, or apply for Financial Aid. The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.