Digital Marketing Analytics

This program provides you with an overview of the best approaches and practices in digital marketing measurements and analysis, and offers an understanding of how these tools can be integrated to inform strategic direction.

New digital technologies have fundamentally reshaped marketing theory and practice over the last decade and have led to a drastic shift in the quality and quantity of information we are able to store, access, and analyze. With this proliferation of data has come an increasing need for many businesses to better understand and react to various consumer patterns, as well as evolve the way they measure, plan, and implement their marketing activity. As such, there’s been a growing demand for skilled marketing analysts who are equipped to ensure optimal return on investment (ROI) for marketing spend and to deliver valuable insights that drive better customer service.

This online program will expose you to expert instruction from Sinan Aral, David Austin Professor of Management at the MIT Sloan School of Management.

Learn more about the self-paced online experience.

Learn more about GetSmarter technical requirements.

The recommended weekly time commitment for core content is 4-5 hours, taking into account the busy lifestyles of working professionals, with an additional 2-3 hours recommended for non-compulsory weekly extension activities, should you have the time. Each module is released weekly, allowing a flexible but structured approach to learning. You’ll be supported as you engage in individual activities and group discussions, ensuring you feel confident to submit your best work at each weekly deadline.

Upon successful completion of your course, you will earn a certificate of completion from the MIT Sloan School of Management. This course may also count toward MIT Sloan Executive Certificate requirements.

In this course you will:

You’ll gain hands-on experience in the application of analytics tools and techniques, to real-world marketing problems. You’ll also learn to create a predictive model using analytics tools and be equipped to recommend ROI optimization strategies from data collected through attribution modeling and A/B and multivariate experimentation. You’ll learn how analytics-based marketing is used to improve ROI for marketing campaigns and will navigate the latest applications of artificial intelligence (AI), machine learning, and predictive modeling within the context of marketing analytics.

Marketing analytics is a field that should transcend the functional boundaries within the profession of marketing and, as such, would be of value and interest to almost anyone working within, or wanting to work within, a marketing-related role. If your business would benefit from an increased ability to measure, analyze, optimize, and increase digital marketing ROI, this digital marketing analytics program is for you.

This online program is designed to give you the opportunity to close the gaps in your analytical knowledge and skills. If you’re involved in the field of marketing, this program will help to supplement your level of expertise and offer an opportunity for career growth, or increase your attractiveness to potential employers. If you’re the owner of a small business, this program aims to help develop your ability to generate sales and improve revenue. This program is also aimed at validating the skills of established marketing professionals with an MIT Sloan certificate of completion.

GetSmarter™, a brand of 2U, Inc., partners with the world's leading universities to select, design and deliver premium online short courses with a data-driven focus on learning gain.

Technology meets academic rigor in our people-mediated model which enables lifelong learners across the globe to obtain industry-relevant skills that are certified by the world’s most reputable academic institutions.