Fueling Growth with Data

This module explores the data, technologies, and automation strategies that power modern digital marketing. We will examine how data is collected, analyzed, and leveraged in marketing; explore attribution modeling, automation, and algorithm-driven decision making; and unpack how emerging technologies shape targeting, engagement, and media buying.

What’s included

10 videos
2 readings
7 assignments

10 videosTotal 75 minutes

The Digital Marketing Ecosystem 8 minutes
Understanding Consumer Data: Demographic, Behavioral, and Contextual Insights 6 minutes
Interview with David Smalle: Structuring a Data & Insights Team for Real-Time Marketing2 minutes
Mapping Data Sources: How Channels Generate Valuable Consumer Data11 minutes
Interview with David Smalle: Organizing Data to Drive Smarter Strategy2 minutes
Marketing Analytics and Attribution: Decoding the Consumer Journey – Part 16 minutes
Marketing Analytics and Attribution Modeling: Decoding the Consumer Journey – Part 27 minutes
Programmatic Media Buying and Addressable Marketing in the Attention Economy 11 minutes
Mobility and Location Intelligence: Connecting With Consumers in a Digital World 10 minutes
Fueling Growth with Data12 minutes

2 readingsTotal 70 minutes

Module 3 Overview10 minutes
Module 3 Glossary60 minutes

7 assignmentsTotal 135 minutes

Understanding Consumer Data: Demographic, Behavioral, and Contextual Insights Practice Quiz5 minutes
Mapping Data Sources: How Channels Generate Valuable Consumer Data Practice Quiz10 minutes
Marketing Analytics and Attribution: Decoding the Consumer Journey – Part 1 Practice Quiz10 minutes
Marketing Analytics and Attribution Modeling: Decoding the Consumer Journey – Part 2 Practice Quiz30 minutes
Programmatic Media Buying and Addressable Marketing in the Attention Economy Practice Quiz10 minutes
Mobility and Location Intelligence: Connecting With Consumers in a Digital World Practice Quiz10 minutes
The Fuel of Growth: Data, Automation, and Real-Time Engagement Quiz60 minutes

Digital Marketing Specialization (University of Illinois)

Curriculum

Fueling Growth with Data

What’s included

10 videos•Total 75 minutes

2 readings•Total 70 minutes

7 assignments•Total 135 minutes

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10 videosTotal 75 minutes

2 readingsTotal 70 minutes

7 assignmentsTotal 135 minutes