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Social Media Marketing Analytics

Social Media Marketing Analytics

Instructor: Ketan Patel

Included with

Learn more

9 modules

Gain insight into a topic and learn the fundamentals.

Intermediate level

Recommended experience

6 weeks to complete

at 10 hours a week

Flexible schedule

Learn at your own pace

9 modules

Gain insight into a topic and learn the fundamentals.

Intermediate level

Recommended experience

6 weeks to complete

at 10 hours a week

Flexible schedule

Learn at your own pace

Skills you'll gain

Tools you'll learn

Digital Marketing Tools

Details to know

Shareable certificate

Add to your LinkedIn profile

Assessments

33 assignments

Taught in English

91%

of learners achieved a positive career outcome

See how employees at top companies are mastering in-demand skills

Learn more about Coursera for Business

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There are 9 modules in this course

The course examines digital marketing analytics strategies, platforms for data ingestion, preparation, and reporting. The course focuses beyond social media marketing analytics. Digital marketing analytics is foundational to Digital Marketing because analytics is the language used to optimize and connect results across all digital marketing tactics – search, social media, email marketing, display ads, video ads, etc. An effective digital marketer is well versed in data and is a data translator for a business. Becoming well versed in analytics and data requires the cultivation of both technical and soft skills. This course aims to arm students with such skills.

Module details

Introduces the concept of digital media, types of media (paid, owned, earned), and the overall digital ecosystem. This module delves into fundamental analytics concepts, key characteristics, and the importance of data-driven decision-making. It might also introduce the levels of analytics.

What's included

8 videos5 readings4 assignments1 discussion prompt

8 videosTotal 44 minutes

Course Overview6 minutes
Instructor Introduction1 minute
Module 1 Introduction1 minute
What is Digital Marketing Analytics - Part 17 minutes
What is Digital Marketing Analytics - Part 25 minutes
Role of Data in Digital Marketing10 minutes
Exploring Digital Marketing Channels - Part 19 minutes
Exploring Digital Marketing Channels - Part 25 minutes

5 readingsTotal 200 minutes

Syllabus10 minutes
What are Digital Marketing Analytics? 60 minutes
The Role of Data in Digital Marketing60 minutes
Key Digital Marketing Channels60 minutes
Module 1 Summary10 minutes

4 assignmentsTotal 165 minutes

Module 1 Summative Assessment120 minutes
What are Digital Marketing Analytics? Quiz15 minutes
The Role of Data in Digital Marketing Quiz15 minutes
Key Digital Marketing Channels Quiz15 minutes

1 discussion promptTotal 10 minutes

Meet and Greet Discussion10 minutes

Explore consumer data collection, data privacy, and marketing technology stacks.

What's included

6 videos4 readings4 assignments

6 videosTotal 35 minutes

Module 2 Introduction1 minute
Understanding Digital Consumer - Part 16 minutes
Understanding Digital Consumer - Part 26 minutes
Introduction to Digital Company6 minutes
Value Exchange - Part 18 minutes
Value Exchange - Part 28 minutes

4 readingsTotal 190 minutes

Scale of Consumer Data Collection60 minutes
Data Privacy and Consumer Protections60 minutes
Marketing Technology Stack60 minutes
Module 2 Summary10 minutes

4 assignmentsTotal 165 minutes

Module 2 Summative Assessment120 minutes
Scale of Consumer Data Collection Quiz15 minutes
Data Privacy and Consumer Protections Quiz15 minutes
Marketing Technology Stack Quiz15 minutes

Learn to establish and use measurement models to evaluate digital marketing effectiveness.

What's included

9 videos4 readings4 assignments

9 videosTotal 56 minutes

Module 3 Introduction1 minute
Measurement Model - Overview - P17 minutes
Measurement Model - Overview - P25 minutes
Measurement Model - Overview - P37 minutes
Metrics, Dimensions and KPIs - p18 minutes
Metrics, Dimensions and KPIs - p25 minutes
Metrics, Dimensions and KPIs - p36 minutes
KPIs- ROI and CLV8 minutes
KPIs- ROI and CLV - p29 minutes

4 readingsTotal 190 minutes

Introduction to Measurement Models60 minutes
SMART Goals and KPIs60 minutes
Attribution Models60 minutes
Module 3 Summary10 minutes

4 assignmentsTotal 165 minutes

Module 3 Summative Assessment120 minutes
Introduction to Measurement Models Quiz15 minutes
SMART Goals and KPIs Quiz15 minutes
Attribution Models Quiz15 minutes

Understand metrics, dimensions, and KPIs for website analytics and optimization.

What's included

6 videos4 readings4 assignments

6 videosTotal 38 minutes

Module 4 Introduction1 minute
Web Analytics10 minutes
Metrics, Dimensions, and KPIs in Web Analytics - p15 minutes
Metrics, Dimensions, and KPIs in Web Analytics - p27 minutes
Using Analytics Tools & Data-Driven Decisions - p19 minutes
Using Analytics Tools & Data-Driven Decisions - p26 minutes

4 readingsTotal 190 minutes

Introduction to Web Analytics60 minutes
Website Optimization Techniques60 minutes
Tools for Web Analytics60 minutes
Module 4 Summary10 minutes

4 assignmentsTotal 165 minutes

Module 4 Summative Assessment120 minutes
Introduction to Web Analytics Quiz15 minutes
Website Optimization Techniques Quiz15 minutes
Tools for Web Analytics Quiz15 minutes

Evaluate and improve email marketing performance using analytics.

What's included

6 videos4 readings4 assignments

6 videosTotal 41 minutes

Module 5 Introduction1 minute
Foundations of Email Analytics9 minutes
KPIs & Measurement Models - p19 minutes
KPIs & Measurement Models - p26 minutes
ROI, Tools, & Business Decisions about Email Analytics - p18 minutes
ROI, Tools, & Business Decisions about Email Analytics - p27 minutes

4 readingsTotal 190 minutes

Fundamentals of Email Marketing Analytics60 minutes
Designing Effective Email Campaigns60 minutes
Measuring and Optimizing Email Performance60 minutes
Module 5 Summary10 minutes

4 assignmentsTotal 165 minutes

Module 5 Summative Assessment120 minutes
Fundamentals of Email Marketing Analytics Quiz15 minutes
Designing Effective Email Campaigns Quiz15 minutes
Measuring and Optimizing Email Performance Quiz15 minutes

Analyze and optimize paid and earned media campaigns using analytics.

What's included

8 videos4 readings4 assignments

8 videosTotal 55 minutes

Module 6 Introduction1 minute
Foundation and Measurement Strategy - p18 minutes
Foundation and Measurement Strategy - p26 minutes
Foundation and Measurement Strategy - p37 minutes
Paid Media Analytics- From Cost to Profit - p18 minutes
Paid Media Analytics- From Cost to Profit - p27 minutes
Earned Media Analytics- From Mentions to Business Impact - p18 minutes
Earned Media Analytics- From Mentions to Business Impact - p29 minutes

4 readingsTotal 190 minutes

Paid Media Analytics60 minutes
Earned Media Analytics60 minutes
Integrating Paid and Earned Media60 minutes
Module 6 Summary10 minutes

4 assignmentsTotal 165 minutes

Module 6 Summative Assessment120 minutes
Paid Media Analytics Quiz15 minutes
Earned Media Analytics Quiz15 minutes
Integrating Paid and Earned Media Quiz15 minutes

Explain and apply social media analytics across multiple platforms.

What's included

7 videos4 readings4 assignments

7 videosTotal 44 minutes

Module 7 Introduction1 minute
Foundations, Metrics and KPIs - p17 minutes
Foundations, Metrics and KPIs - p25 minutes
Tools, Platforms, and Data Workflows - p17 minutes
Tools, Platforms, and Data Workflows - p29 minutes
Tools, Platforms, and Data Workflows - p36 minutes
Platform Deep Dive and Optimization9 minutes

4 readingsTotal 190 minutes

Introduction to Social Media Analytics60 minutes
Platform-Specific Analytics60 minutes
Engagement and Performance Optimization60 minutes
Module 7 Summary10 minutes

4 assignmentsTotal 165 minutes

Module 7 Summative Assessment120 minutes
Introduction to Social Media Analytics Quiz15 minutes
Platform-Specific Analytics Quiz15 minutes
Engagement and Performance Optimization Quiz15 minutes

Collect and interpret mobile app analytics to support business objectives.

What's included

10 videos4 readings4 assignments

10 videosTotal 60 minutes

Module 8 Introduction1 minute
Introduction to Mobile App - pt. 16 minutes
Introduction to Mobile App - pt. 27 minutes
Introduction to Mobile App - pt. 36 minutes
Tools for Mobile App Analytics - pt. 19 minutes
Tools for Mobile App Analytics - pt. 27 minutes
Tools for Mobile App Analytics - pt. 36 minutes
Optimizing Mobile App Performance pt. 18 minutes
Optimizing Mobile App Performance pt. 25 minutes
Optimizing Mobile App Performance pt. 35 minutes

4 readingsTotal 190 minutes

Introduction to Mobile App Analytics60 minutes
Tools for Mobile App Analytics60 minutes
Optimizing Mobile App Performance60 minutes
Module 8 Summary10 minutes

4 assignmentsTotal 165 minutes

Module 8 Summative Assessment120 minutes
Introduction to Mobile App Analytics Quiz15 minutes
Tools for Mobile App Analytics Quiz15 minutes
Optimizing Mobile App Performance Quiz15 minutes

This module contains the summative course assessment that has been designed to evaluate your understanding of the course material and assess your ability to apply the knowledge you have acquired throughout the course.