Digital Marketing Analytics

Course starts 30 September 2020

Course information

Registration Closes:
22 September 2020
Course Starts:
30 September 2020
6 weeks, excluding orientation
6–8 hours per week, self-paced learning online
USD $2,800
Payment Options
MIT Sloan School of Management


Digital technologies have reshaped marketing, leading to a drastic shift in the quality and quantity of information we are able to store, access, and analyze. This proliferation of data allows businesses to better understand and react to consumer patterns. However, it also increases the need to evolve measurement, planning, and implementation of their marketing activity. Companies require skilled professionals 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 unpacks how to leverage measurement and analysis within your digital marketing strategy. With a focus on analytics-based marketing, you will assess the latest applications of artificial intelligence, machine learning, and predictive modeling that will help drive ROI for campaigns.

Download course prospectus

What will set you apart

On completion of this course, you’ll walk away with:

  • Hands-on experience in applying analytics tools and techniques to real-world marketing problems
  • An understanding of the potential and current application of machine learning and artificial intelligence for digital marketing
  • The ability to recommend ROI-optimization strategies for digital marketing campaigns
  • A digital marketing plan for an efficient campaign optimization that is grounded in consumer data and research

Is this course for you?

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 career in marketing. 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.

Course curriculum

 Grow your analytical expertise as you work through the weekly modules of this online course.

  • Orientation module Welcome to your Online Campus
  • Module 1 Understanding the digital marketing channel mix
  • Module 2 Implementing integrated digital marketing
  • Module 3 Understanding predictive analytics and predictive marketing
  • Module 4 Interpreting data for predictive modeling
  • Module 5 Optimizing return on investment (ROI)
  • Module 6 The future of integrated digital marketing: video, mobile, and AI

Maximize your digital marketing returns

This MIT Sloan online program is delivered in collaboration with GetSmarter. In this online short course, you’ll learn from industry thought leaders as you explore the latest methods and techniques used to optimize marketing spend and work towards a higher return on investment for your digital marketing efforts.

Your Faculty Director

The design of this online program is guided by MIT Sloan faculty, as well as industry experts, who will share their experience and in-depth knowledge with you throughout the course.

Sinan Aral


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


Sinan Aral is the David Austin Professor of Management at MIT and the author of the upcoming book, The Hype Machine, about how social media is disrupting our businesses, our politics and our public health. He was the Chief Scientist at SocialAmp, one of the first social commerce analytics companies (until its sale to Merkle in 2012) and at Humin, a social platform that the Wall Street Journal called the first “Social Operating System” (until its sale to Tinder in 2016). He 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. You can find Sinan on Twitter @sinanaral.


Earn a certificate of completion from MIT Sloan

Optimize your integrated digital marketing efforts and earn an official certificate of completion from the MIT Sloan School of Management.

This program also counts towards an MIT Sloan Executive Certificate, which you can earn by completing four programs, where at least three come from your chosen certificate track, and at least one is completed in person.

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


When do I start?

Our next available short course starts 30 September 2020.

Get More Information

Enter your information below to view the course prospectus from GetSmarter.

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Still have a question? These may help


    You can either pay your tuition fees in full before the course starts, or you may opt for a two-part payment plan for courses nine weeks and shorter. For courses ten weeks or longer, there is a three-part payment plan available. To find out more on payment options please visit our Payment and Financing page.

    If you want to find out more about any of these options or you want to know which you qualify for please get in contact with an Enrolment Advisor here.


    GetSmarter's learning model is designed to help you, as a working professional, improve your skills without compromising on work and family responsibilities. The course work is broken up into weekly, manageable bite-sized modules, with incremental deadlines, designed to help you pace yourself over the duration of the course and allow you the legroom to work when it suits you best.

    At the beginning of each week you'll be presented with all the lectures, notes and assignments necessary for completion. You also have access to your Success Advisor who will help you set goals and track key milestones, manage your time, and field any administrative requests you might have.


    By improving your skills and industry knowledge, you'll be having an influence on the success of your organisation.

    Why wouldn't you ask your boss to help you fund your studies if it's going to have an impact on the way you do business?

    37% of our past students receive financial assistance from their employers. You can ask for help, too. Here is a guide to show you how to receive financial assistance from your employer.


    The Online Campus will be your virtual classroom for the duration of your course. Through its easy-to-use interface you'll have access to a diverse variety of course content formats, including: interactive video lectures, module notes, practice quizzes, Prezis, assignment briefs, and additional web resources.

    On the Online Campus, you'll also be able to ask questions and interact with your fellow students and Head Tutor through the Online Campus discussion forums. If you're experiencing tech issues or need advice from your personal Success Advisor, you can use the Online Campus to get in touch.