DIGITAL MARKETING ANALYTICS
with Chief Analytics Evangelist at Google
14 SEP 2021 - 21 OCT 2021
Duration:
6 WEEKS
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 mind
- The early history of analytics
- The contemporary history of analytics
- The rise of modern analytics
- The consumer’s experience today
Assignment: Introduce yourself and share reflections on three roles of the analyst and your current function & skills.
- Online video
- Online search
- Display media
- Social media
- The Consumer Decision Journey
Assignment: Complete a template provided in class details the experience of consumers in their industry (or an industry of their choice) along the steps of McKinsey’s Consumer Decision Journey.
- Digital data infrastructure
- GDPR and data regulation
- ITP and technology owners' response to privacy
- Digital measurement
- Analytics and dataviz tools
- Digital marketing maturity
Assignment: Use the provided template to detail output from Bain & Company’s seven-question online assessment of Marketing Maturity for your organization (or the organization of your choice).
Assignment: With the help of digital tools discussed in class (Google Trends for search data, Tweet Reach for Twitter data, and LIWC for sentiment analysis) investigate consumer reaction surrounding the Peloton Holiday Commercial of 2019 and decide if the marketing value created by the commercial and its fallout was positive or negative for the brand.
- Navigating to your Big Idea
- Planning for your analytics expedition
- Getting your story straight
Assignment: After reading the Bellabeat case study, choose one product and provide a brief statement on the marketing objective you think best serves Bellabeat’s needs. Select your marketing objective from the list of probable marketing objectives from "The Six Marketing Objectives" discussed in class.
Assignment: Based on the approach demonstrated through the Bellabeat case study, build an analytics project plan for your organization (or an organization of your choice) that will help the company achieve a marketing objective on the selected topic. The plan should include your hypothesis, at least three key questions for analysis, and at least three pieces of data + sources for that data for each key question. Use the Minto "Top-Down" or “Bottom-Up” approach to construct your plan.
- Collecting data, data everywhere
- Preparing data for analysis
- Analyzing for insights
Assignment: Jump into the Python vs R debate. Which tool is better for your organization? Why? Post your thoughts.
Assignment: Utilize tools and techniques demonstrated in class to analyze a provided dataset for trends in consumer interest and behaviors that could point Netflix to the next Big Thing in the world of content licensing and distribution.
- Class review for quiz (provide a study guide...encourage students to work in groups and post questions to class Stream)
- Pictures you see with your brain
- Evaluation framework for the visual form
- Sophisticated use of contrast
- Ensuring clear meaning
- Refined execution through visual polish
- Delivering numbers with impact
- On your feet and getting your story across
Assignment: A short, multiple choice knowledge check quiz to be taken online
Assignment/Final Project: Using a number of data analysis and visualization tools, including spreadsheet tools, R, and Tableau, mine a provided dataset. After finding important patterns in the data, create a data visualization that effectively demonstrates contrast, critical chart elements, and refined execution to communicate your insights.
This assignment will teach you to mine data for insights using tools that range from simplistic to sophisticated. In addition, you will learn how to create “client-ready” data visualizations.
- Technology’s promise
- Technology’s dark side
- The issue of privacy
- Course Review
Final Test
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 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."