Coursera

Advanced Tools for Digital Marketing Analytics (Coursera)

Offered by Unilever,
Advanced Tools for Digital Marketing Analytics (Coursera)

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.

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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.

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

Syllabus

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

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

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

Artificial intelligence (AI), natural language processing (NLP) & ethics
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.

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