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Course Description

This Data Analytics and Algorithms class is an exploration of digital marketing analytics - from insights to outcomes. This short course provides two critical perspectives of the power of analytics: first, the exploration and familiarization of tools that assist marketers in researching and extracting digital insights that powerfully inform the development of high-impact and successful digital marketing campaigns. Second, through a mix of exercises and case studies, the class will learn how to approach interpreting quantitative and qualitative digital marketing metrics, and how to contextualize this data against current per-platform algorithms, APIs, and policies.

Learner Outcomes

  • Articulate how research, insights, and tools can inform powerful campaigns – including Google Analytics, SEM Rush, Talkwalker, Meta, among others.
  • Begin interpreting qualitative and quantitative digital marketing metrics, in the context of each platform’s algorithms, APIs, policies, and trends.
  • Identify best practices for avoiding common analytics and algorithm pitfalls!

Applies Towards the Following Certificates

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