Successfully marketing brands today requires a well-balanced blend of art, science, and technology. This course introduces students to the systems and infrastructures that underpin modern digital marketing, from recommendation engines and visual analytics to blockchain-enabled transparency and advanced data measurement frameworks. The goal is to equip learners with the tools and reasoning needed to design, evaluate, and govern marketing technologies that drive personalization, trust, and performance at scale. Digital Marketing/Platforms, Data, and Technologies is the second in a two-part series of complementary courses. It focuses on how marketers use data architectures, algorithms, and integrity systems to understand consumers, predict behavior, and ensure fairness and accountability in a rapidly evolving digital ecosystem. Together, these insights form the technological backbone of modern marketing strategy.
Digital Marketing Analytics in Practice
Digital Marketing Analytics in Practice
This course is part of Digital Marketing Specialization
Instructor: Nathan Yang
132,426 already enrolled
Included with
(3,357 reviews)
What you'll learn
Understand how modern recommendation systems personalize content and balance accuracy, fairness, and user trust
Learn to analyze visual and multimodal data to detect cultural, behavioral, and design trends
Explore how blockchain technologies enable transparency, authenticity, and secure value exchange in marketing ecosystems
Evaluate data integrity, governance, and measurement frameworks that ensure reliability in complex digital environments
Skills you'll gain
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There are 4 modules in this course
In the orientation, you will become familiar with the course, your instructor, your classmates, and our learning environment. It also covers module 1, which is about how recommendation systems influence what users see and choose.
What's included
10 videos9 readings2 assignments1 discussion prompt1 plugin
This module introduces visual listening as an AI-driven approach to analyzing images, videos, and multimodal content in a visual-first digital landscape. It shows how marketers use visual intelligence to detect cultural trends, inform creative strategy, coordinate across channels, and responsibly integrate AI into brand decision-making.
What's included
7 videos2 readings1 assignment
This module explores blockchain as an infrastructure for trust in modern marketing. It covers the foundations of decentralized ledgers, smart contracts, and digital assets, showing how blockchain enables transparency, authenticity, and accountability across supply chains, loyalty systems, digital advertising, and brand–consumer relationships.
What's included
7 videos2 readings1 assignment
This module explores the growing difficulty of reliable measurement in digital marketing amid privacy restrictions and fragmented data. It examines data gaps, data poisoning, and data overload, emphasizing the need for resilient measurement systems that maintain credibility despite incomplete, manipulated, or overwhelming data
What's included
8 videos4 readings1 assignment1 peer review1 plugin
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Build toward a degree
This course is part of the following degree program(s) offered by University of Illinois Urbana-Champaign. If you are admitted and enroll, your completed coursework may count toward your degree learning and your progress can transfer with you.Âą
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Reviewed on Aug 7, 2020
Thoroughly enjoyable "journey" for this course. The syllabus was great, very well structured, thus easy to follow. Each module, including honors, can easily be completed in a day if you have the time.
Reviewed on May 2, 2020
The Course gave me useful insights into data analysis, but there was missing information in the lectures about the 5 main data analyzing techniques. Overall I had great experience
Reviewed on Mar 13, 2016
Good course overall. I gave it only four stars because I expected it to be more practical and more hands-on analysis to do for assignments, instead of just discussing things.
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