DIGITAL MARKETING ANALYTICS | A live online course with a Chief Analytics Evangelist at Google | ELVTR
live online course


7 DEC 2021 - 27 JAN 2022
Successful marketing requires a delicate blend of art and science. Google’s Chief Analytics Evangelist, Kevin Hartman, will teach you to address the real problems your company faces through hands-on projects and personalized feedback. Kevin will share the unconventional and creative methods he uses to pull illuminating insights from data.
Growth driver

Dive in deep

Learn how to utilize your analytics and put the right tools to work for your needs, with guidance and support from the Chief Analytics Evangelist at Google.

Hands-on and interactive

This online course combines live lectures with 4 practical labs and direct feedback from Kevin on your projects. Hands-on work helps develop your step-by-step approach to planning, collecting, analyzing, and reporting data.

The next level in data
Kevin will help you master web analytics for data-driven decision making in marketing programs, media placement, and business strategy. He will show you how to use leading data processing techniques, like performing bulk downloads, tapping APIs, and scraping web pages. You’ll work with Excel, Google Sheets, R, RStudio, Powerpoint, Keynote, Google Slides, and Tableau.
Creative and Effective Data Visualization
You’ll learn how to visualize big data, not just for impressive-looking reports, but to understand tendencies and present them in a meaningful and digestible way for the whole team.
Personalized feedback

Through the live classes and the lab work, Kevin will be available to answer your questions and provide you personalized feedback on your projects. He’ll work with you to help you apply data analytics to the real-world challenges you confront daily. You will join a hand-selected community of data-driven professionals who share ideas, experience, and “peer review” support.

LinkedIn Profile
  • Chief Analytics Evangelist, Google
  • Over 20 years of experience as a devoted and artistic practitioner of data
  • Six-time winner of the Advertising Research Foundation Ogilvy Award
  • Oversaw the design of marketing insights and strategies behind campaigns that earned 5 Cannes Lions, 5 Effies, over 50 Tempos, and dozens of other awards.
  • Author of Digital Marketing Analytics: In Theory And In Practice (2020)
TUE (12/7) at 5 PM PST/8 PM EST
The State of Marketing Analytics Today
  • The ART+ SCIENCE mindset
  • Early history of analytics
  • Evolution of modern analytics
  • The rise of modern analytics
  • GDPR, ITP, data privacy

Assignment #01: Reflect on three roles of analysts. How do these connect with your current role and skills?

THU (12/9) at 5 PM PST/8 PM EST
Channels of Brand-Consumer Relationships
  • Online video
  • Online search
  • Display media
  • Social media
  • The Consumer Decision Journey
  • Owned and operated properties

Assignment #02: Use McKinsey’s Consumer Decision Journey to complete the template provided in class. Outline the consumer experience for your industry or company.

TUE (12/14) at 5 PM PST/8 PM EST
The Science of Analytics
  • Digital measurement
  • Analytics and data visualization tools
  • Digital marketing maturity

Assignment #03: Evaluate the marketing maturity of the company of your choice, using the assessment provided in class. Then, position your company on the Bain & Company maturity model.

THU (12/16) at 5 PM PST/8 PM EST
Lab #1: Collecting Data with Analytics Tools + Hygieia Case Study
  • Start applying the concepts you've learned so far. You'll learn how to use publicly available tools to identify new opportunities for an aging health food brand.

Assignment #04: Investigate consumer reactions surrounding Peloton's 2019 holiday commercial with the help of Google Trends, Tweet Reach, LIWC, and Facebook Audience Insights. Weigh in: considering the marketing value created with its subsequent fallout, was the commercial positive or negative for the brand?

TUE (1/4) at 5 PM PST/8 PM EST
The Art Of Analytics, Part 1
  • Navigating to your Big Idea
  • Planning for your analytics expedition
  • Case study: Carter Racing
  • Getting your story straight
  • Identifying your business objective

Assignment #05: Read the Bellabeat case study and choose one product to work with. Which of the six marketing objectives discussed in class best serves Bellabeat’s needs?

THU (1/6) at 5 PM PST/8 PM EST
Lab #2: Planning For Analysis + Bellabeat Case Study

Work in small groups to create a data analysis plan that addresses Bellabeat's marketing challenge.

Assignment #06: Use the Minto "top-down" or “bottom-up” approach to build an analytics project plan for your company. Your plan should include your hypothesis, 3+ key questions for analysis, and 3+ pieces of data and their sources for each key question.

TUE (1/11) at 5 PM PST/8 PM EST
The Art of Analytics, Part 2
  • Collecting data from everywhere
  • Preparing data for analysis
  • Analyzing for insights

Assignment #07: Jump into the Python vs. R debate. Which tool is better for your organization? Why? Post your thoughts.

THU (1/13) at 5 PM PST/8 PM EST
Lab #3: Analyzing Data + Netflix Case Study

Watch how Kevin uses an R script to analyze and create manageable datasets to address a real Netflix marketing question.

Assignment #08: Use the techniques demonstrated in class to analyze a provided dataset for Netflix. What trends in consumer interest and behavior do you see? Make a slide breaking down your analysis. What could point to the next big thing in streaming services?

TUE (1/18) at 5 PM PST/8 PM EST
Storytelling With Data, Part 1
  • Seeing pictures with your brain
  • Evaluation framework for visual presentations
  • Sophisticated use of contrast
THU (1/20) at 5 PM PST/8 PM EST
Storytelling With Data, Part 2
  • Ensuring clear meaning
  • Refining execution with polished visuals
  • Getting your story across

Learning Check: Complete a 20-question, multiple-choice true/false quiz.

TUE (1/25) at 5 PM PST/8 PM EST
Lab #4: Expressing Data Visually + Divvy Case Study

Jump into data visualization in R. Work in breakout groups to complete an analysis of Divvy data.

THU (1/27) at 5 PM PST/8 PM EST
The Future of Analytics
  • The promise of technology
  • Technology’s dark side
  • The issue of privacy
  • Course review


Final Project

Final Project: Use your choice of analysis and visualization tools including spreadsheet tools, R, or Tableau to mine a provided dataset. Next, create a data visualization to communicate your insights. Remember to demonstrate contrast, include critical chart elements, and refine your visuals.

This assignment lets you practice exploring data for actionable insights, using tools ranging from simplistic to sophisticated. In addition, you'll create client-ready data visualizations.

What our students say

Amber Friedeck republicPROMOS

"Kevin's ability to answer questions and help all students regardless of their company size is what I appreciate the most. We all have a different story as to why we are taking the class yet this class has highlighted our common goals to learn more and be enlightened by an industry leader. It's been an amazing learning experience and I'm happy to be a part of it. Thank you so much!"

Justin Velte Dave Creek Media

"Being able to apply the learnings to real world situations. After the first lessons with Kevin I had moments where I was applying those concepts at work the following day."

John Dietrich Custom Tattoo Design

"It's very informative and easy to follow"

Olivia Vangieri Crooked Media

"Very well structured with plenty of opportunities for application"

Michelle Gregg Progressive International

"Kevin is so great! He makes everyone feel like a part of a team and is receptive to everyone's questions. The information/coursework is also amazing! The lessons, resources, and homework is well thought out and I'm excited to put them to use in my own company!"

Esther Archambeault Liberty Furniture Industries, Inc.

"I've taken online college courses but never anything close to this format. It is personal and engaging. I am glad to be here and I think you get out of it what you put in. The format is scheduled, the syllabus is clear, and the teacher is wise. Triple threat."

Marco Martinez Guerrero Ammega

"The instructor is very good at understanding our questions and his answers are always spot on. I also like a lot the fact that it is a live class and we can all interact. The content is also very good, I don't come from analytics at all and I find the content advance but accessible."

Edel Byrne

"I really liked the case studies. It gave me an opportunity to practice what we had learned in class and make sure I was understanding it"

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