MIT Sloan School of Management | Digital Marketing Analytics

Digital Marketing Analytics

ONLINE SHORT COURSE

Optimize your integrated digital marketing efforts with analytics-based tools fit for a digital future.

6 weeks, excluding 1 week orientation.

6–8 hours of self-paced learning per week, entirely online.

Email: mitsloan@getsmarter.com

Call: +1 617 997 4979

ABOUT THIS COURSE

New digital technologies have fundamentally reshaped marketing theory and practice over the last decade, leading to a drastic shift in the quality and quantity of information we can store, access, and analyze.

This proliferation of data has created an increasing need for businesses to better understand and react to 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 deliver valuable insights that drive better customer service.

The MIT Sloan Digital Marketing Analytics online short course exposes you to expert instruction from Sinan Aral, David Austin Professor of Management at the MIT Sloan School of Management, who currently hosts an in-person program called Digital Marketing and Social Media Analytics at MIT Sloan. His extensive experience with and knowledge of consumer analytics is now being made available to a wider audience.

“This class was so good. I decided to sign up for another. The assignments were very engaging, and the weekly workload was not only clearly communicated, but it was also accurate. This allowed me to plan my time for studying and assignments effectively. I am still amazed at how much I learned in just six weeks.”

Aubrecia Houston

Strategy Manager, Verizon

“Gaining access to these insights from thought leaders at the forefront of digital analytics and their applications to business was fundamental to taking the next step in my career.”

Peter Keller

Director of Content, UX and Brand

“Even after 14 years of digital marketing, I was always insecure and unsure of all the new technologies I read about but knew very little about. As digital marketing expanded into mobile, AI and machine learning, I felt pretty outdated and could not keep up. Throughout this program, I gained new knowledge and constantly challenged myself to get outside my comfort zone. The topics were logically organized with lots of supporting materials and useful group discussions. I learned new skills like predictive analytics and integrated digital marketing, while consolidating my own experience with digital advertising into a new way of looking at digital marketing challenges. Without a doubt, this course has helped me tremendously.”

Gerald Krishnan

Head of Performance Marketing

WHAT THIS PROGRAM COVERS

This program provides 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.

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.

A POWERFUL COLLABORATION

The MIT Sloan School of Management is collaborating with online education provider, GetSmarter, to create a new class of learning experience — one that is high-touch, intimate, and personalized for the working professional.

ABOUT MIT SLOAN

The MIT Sloan School of Management is one of the world’s leading business schools, emphasizing innovation in practice and research, with a mission to develop principled, innovative leaders who improve the world, and to generate ideas that advance management practice. The school’s focus on action learning means that students are able to apply concepts learned in the classroom to real-world business settings. Through its collaborative spirit, MIT Sloan welcomes and celebrates diverse viewpoints, creating an environment where new ideas grow and thrive.

WHAT IS MIT SLOAN EXECUTIVE EDUCATION?

MIT Sloan Executive Education offers nondegree executive programs led by MIT Sloan faculty to provide business professionals from around the world with a targeted and flexible means to advance their career development goals and position their organizations for future growth. By collaborating with GetSmarter, a leader in online education, MIT Sloan Executive Education is able to deliver its executive programs through a dynamic, interactive, digital learning platform.

ABOUT GETSMARTER

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

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

WHAT YOU’LL LEARN

You’ll be welcomed to the program and begin connecting with fellow participants, while exploring the navigation and tools of your Online Campus. Be alerted to key milestones in the learning path, and review how your results will be calculated and distributed.

You’ll be required to complete your participant profile and submit a digital copy of your passport/identity document.

Gain insight into the various digital channels driving marketing spend and the integrated nature of digital marketing.

Recognize the various digital marketing channels that drive marketing spend: search, display, mobile, and social
Identify the role and effectiveness of search, display, mobile, and social marketing channels within the digital marketing channel mix
Discuss the concepts of integrated marketing and multichannel marketing
Show how marketing optimization depends on the integration of various digital marketing channels
Articulate whether the success of marketing activities is a result of integrated multichannel marketing

Gain experience and insight into certain available digital marketing analytics tools and use these tools to interpret campaign performance.

Recognize a variety of digital marketing and web analytics tools available to the digital marketing professional today
Identify the role that digital marketing analytics plays in conjunction with web analytics
Outline how different marketing analytics tools are used for understanding the online marketplace
Choose the digital marketing analytics tools that are best suited to a given marketing channel
Apply digital marketing analytics tools to capture key metrics of performance for a given marketing campaign
Deconstruct key metrics to gain insight into the campaign's performance

Understand the importance of predictive analytics and its role across digital marketing channels.

Recognize the distinction between predictive marketing and a predictive marketing organization
Identify the current applications of predictive analytics for digital marketing
Review various predictive analytics tools used for statistical analysis
Outline the process of building a predictive marketing organization
Discuss the integrative roles of search, display, mobile, and social networks in predictive analytics
Articulate why predictive marketing is an essential part of marketing strategy

Understand what is involved in creating a predictive model before implementing these predictive analytics techniques across digital marketing channels.

Review the basics of developing a predictive model and the concept of regression analysis
Explain how to leverage data summarization, experimentation, and analysis as an application for targeting
Identify basic descriptive statistics, such as mean, mode, min/max, standard deviation, and variance
Outline the functions of R, a tool used for statistical analysis
Demonstrate the application of regression analysis for predictive modeling
Use predictive analytics techniques to suggest a predictive model for a given marketing strategy

Work with marketing campaign data across multiple channels and learn to optimize certain marketing strategies for optimal performance and ROI.

Review the campaign management structures affecting ROI
Identify the importance of causality and causal inference in measuring ROI
Choose the optimal campaign management structures, targeting, and channel mix for a given product or business to achieve high ROI
Analyze the efficiency of a given marketing campaign in obtaining optimal ROI
Recommend ROI optimization strategies for a given marketing campaign based on marketing campaign data and performance analysis

Explore the current and future application of AI and machine learning in digital marketing, and the cutting edge of video and mobile marketing.

Define the terms "artificial intelligence" and "machine learning" as they relate to digital marketing
Recognize the future of video marketing and its impact on the digital marketing channel mix
Discuss the role of mobile marketing in the future of integrated digital marketing
Articulate how AI and machine learning could benefit an organization
Investigate the extent to which an organization may already be using AI and machine learning and how to incorporate it further
Compile a digital marketing plan from interpreted consumer data and research to feed back into efficient campaign optimization

Please note that module titles and their contents are subject to change during course development.

WHO SHOULD TAKE THIS COURSE

Digital technologies and marketing analytics have transformed traditional marketing theory and practice, making this course valuable to anyone working within the field or aspiring to a marketing career. This online program provides you with the opportunity to close the gaps in your analytical knowledge and skills. If you’re currently in the field of marketing, this program will help to supplement your level of expertise, and offer an opportunity for career development, or increase your attractiveness to potential employers. If you’re a small business owner, this program will help you develop the ability to generate sales and improve revenue.

THIS COURSE IS FOR YOU IF YOU WANT TO:

UPGRADE MARKETING EFFORTS

Optimize the ROI of your marketing efforts across channels using a data-driven approach.

EXPAND YOUR BUSINESS’ REACH

Integrate your digital marketing campaigns to capitalize on the many touch points you have with your consumer.

APPLY NEW SKILLS

Develop a digital marketing optimization strategy for a marketing campaign that includes creating a predictive model using analytics tools.

Earn a certificate of completion from MIT Sloan

This program offers you the opportunity to earn a digital certificate of completion from one of the world’s leading business schools — the MIT Sloan School of Management. This program also counts toward an MIT Sloan Executive Certificate, which you can earn upon completion of four programs where at least three of the four come from your chosen certificate track and at least one is completed in person. Find full details here.

Completion is based on a series of practical online assignments. In order to be issued with a digital certificate you’ll need to meet the requirements outlined in the course handbook. The handbook will be made available to you as soon as you begin the program.

Your certificate will be issued in your legal name and sent to you digitally upon successful completion of the program, as per the stipulated requirements.

WHO YOU’LL LEARN FROM

This subject matter expert from MIT Sloan guides the program design and appears in a number of course videos, along with a variety of industry professionals.

YOUR FACULTY DIRECTOR

SINAN ARAL

David Austin Professor of Management at the MIT Sloan School of Management

Aral is the author of The Hype Machine, a book that explores how social media disrupts our businesses, politics, and public health. He was the chief scientist at Social Amp, one of the first social commerce analytics companies (until its sale to Merkle in 2012), and Humin, a social platform that the Wall Street Journal called the first “social operating system” (until its sale to Tinder in 2016). Aral is currently a founding partner at Manifest Capital and on the Advisory Board of the Alan Turing Institute, the British National Institute for Data Science in London. Sinan has worked closely with Facebook, Twitter, Snap, Airbnb, Yahoo, Jet.com, Microsoft, IBM, Intel, Cisco, Oracle, SAP, and many other leading Fortune 500 firms on realizing business value from big data analytics, social media, and IT investments. He is a Phi Beta Kappa graduate of Northwestern University, holds master’s degrees from the London School of Economics and Harvard University, and received his PhD from MIT.

HOW YOU’LL LEARN

Every course is broken down into manageable, weekly modules, designed to accelerate your learning process through diverse learning activities:

Work through your downloadable and online instructional material
Interact with your peers and learning facilitators through weekly class-wide forums and reviewed small group discussions
Enjoy a wide range of interactive content, including video lectures, infographics, live polls, and more
Investigate rich, real-world case studies
Apply what you learn each week to journals and ongoing project submissions, culminating in the creation of a digital marketing optimization plan

YOUR SUCCESS TEAM

GetSmarter, with whom MIT Sloan is collaborating to deliver this online program, provides a personalized approach to online education that ensures you’re supported throughout your learning journey.

HEAD LEARNING FACILITATOR

A subject expert from GetSmarter, approved by the University, will guide you through your learning journey.

SUCCESS ADVISER

Your one-on-one support at GetSmarter, available during University hours (9a.m.–5p.m. EST) to address technical or administrative questions.

GLOBAL SUCCESS TEAM

This team from GetSmarter is available 24/7 to solve your tech-related queries and concerns.

“I firmly believe we’re on the brink of a revolution in our understanding of human behavior, and the reason for that is the availability of massive data on micro-level human interaction at population scale.”

Sinan Aral

David Austin Professor of Management, MIT Sloan School of Management

“At MIT Sloan Executive Education, we are focused on bridging the energy, engagement and idea flow of physical in-person teaching and learning into online experiences. We aim to positively modify individual and collective behaviors that participants will take back to their teams and propagate throughout their organizations.”

Paul McDonagh-Smith

Senior Lecturer (IT Group) and Digital Capability Leader, MIT Sloan School of Management

TECHNICAL REQUIREMENTS

BASIC REQUIREMENTS

In order to complete this program, you’ll need a current email account and access to a computer and the internet, as well as a PDF Reader. You may need to view Microsoft PowerPoint presentations, and read and create documents in Microsoft Word or Excel.

BROWSER REQUIREMENTS

We recommend that you use Google Chrome as your internet browser when accessing the Online Campus. Although this is not a requirement, we have found that this browser performs best for ease of access to course material. This browser can be downloaded here.

ADDITIONAL REQUIREMENTS

Certain courses may require additional software and resources. These additional software and resource requirements will be communicated to you upon registration and/or at the beginning of the program. Please note that Google, Vimeo, and YouTube may be used in our course delivery, and if these services are blocked in your jurisdiction, you may have difficulty in accessing course content. Please check with an Enrollment Adviser before registering for this program if you have any concerns about this affecting your experience with the Online Campus.