Digital Marketing Analytics in Practice Course Syllabus
Full curriculum breakdown — modules, lessons, estimated time, and outcomes.
Overview: This course provides a beginner-friendly introduction to digital marketing analytics, designed to help learners connect data with strategic decision-making. Over five modules, each requiring approximately 3–4 hours of engagement, you’ll build a foundational understanding of key metrics, KPIs, channel-specific analytics, and ethical considerations. The course concludes with a practical final project that ties data insights to real business outcomes. Total time commitment: approximately 20 hours. Lifetime access allows flexible, self-paced learning.
Module 1: Introduction to Digital Analytics
Estimated time: 4 hours
- Role of digital analytics in marketing
- Key terminology and concepts
- Basic metrics in digital marketing
- Identifying success metrics for business goals
Module 2: Measurement and Key Performance Indicators (KPIs)
Estimated time: 4 hours
- Defining and setting effective KPIs
- Aligning metrics with business objectives
- Introduction to performance dashboards
- Drafting a KPI report for a campaign
Module 3: Digital Channels and Their Metrics
Estimated time: 4 hours
- SEO and SEM performance metrics
- Display advertising analytics
- Social media engagement and reach
- Mobile marketing performance indicators
Module 4: Connecting Digital Data to Business Outcomes
Estimated time: 4 hours
- Understanding customer journey funnels
- Basics of attribution modeling
- Calculating ROI from digital campaigns
- Interpreting conversion metrics
Module 5: Challenges and Ethics in Digital Analytics
Estimated time: 4 hours
- Privacy regulations and user data
- Data quality and reliability issues
- Recognizing bias in data interpretation
- Case study on ethical use of analytics
Module 6: Final Project
Estimated time: 5 hours
- Analyze mock campaign data across channels
- Develop a data-driven marketing strategy
- Present findings with KPIs and business impact
Prerequisites
- Familiarity with basic marketing concepts
- No prior analytics experience required
- Access to internet and course materials
What You'll Be Able to Do After
- Explain how digital analytics inform marketing decisions
- Identify and apply relevant KPIs to marketing goals
- Analyze performance across digital channels
- Connect data insights to business outcomes like ROI and conversion
- Evaluate ethical implications in data usage