DIGITAL MARKETING ANALYTICS
with CHIEF ANALYTICS EVANGELIST at Google
7 DEC 2021 - 27 JAN 2022
Duration:
6 WEEKS WITH A 2-WEEK BREAK
TUESDAYS & THURSDAYS
5 PM PST / 8 PM EST
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.
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.
HARTMAN 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)
COURSE INTRODUCTION
- 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?
- 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.
- 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.
- 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?
- 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?
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.
- 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.
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?
- Seeing pictures with your brain
- Evaluation framework for visual presentations
- Sophisticated use of contrast
- Ensuring clear meaning
- Refining execution with polished visuals
- Getting your story across
Learning Check: Complete a 20-question, multiple-choice true/false quiz.
Jump into data visualization in R. Work in breakout groups to complete an analysis of Divvy data.
- 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
"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!"
"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."
"It's very informative and easy to follow"
"Very well structured with plenty of opportunities for application"
"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!"
"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."
"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."
"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"