Digital Marketing Analytics

Course starts 4 December 2019

Course information

Registration Closes:
26 November 2019
Course Starts:
4 December 2019
6 weeks, excluding orientation
6 - 8 hours per week, entirely online
USD $2,800
Payment Options
MIT Sloan School of Management
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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. Ultimately, businesses require a shift in the way they measure, plan, and implement marketing activity.

This 6-week MIT Sloan Digital Marketing Analytics program is designed to help you grow your analytical expertise and assist you in becoming an invaluable part of decision-making process within your organization. You’ll be guided by input from industry leaders as you access knowledge shared by Sinan Aral, David Austin Professor of Management at the MIT Sloan School of Management, who also hosts an in-person program on Digital Marketing and Social Media Analytics at MIT Sloan.

Download course prospectus

What will set you apart

Earn an official certificate of completion from MIT Sloan in this Digital Marketing Analytics online program which will help you:

  • Articulate the value of integrated marketing and how various digital channels can be leveraged to optimize marketing spend
  • Analyze the performance of a given marketing campaign using available digital marketing analytics tools
  • Illustrate the value of predictive analytics in optimizing a digital marketing campaign
  • Implement predictive analytics techniques across digital marketing channels
  • Recommend ROI-optimization strategies for digital marketing campaigns
  • Investigate the potential and current application of machine learning and artificial intelligence for digital marketing
  • Compile a digital marketing plan from interpreted consumer data and research to feed back into efficient campaign optimization

Course curriculum

Learn from industry experts and gain hands-on experience in applying analytics tools and techniques to real-world marketing problems as you follow your learning path through the weekly modules of this online program:

  • 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 Implementing Predictive Marketing Across Channels
  • Module 5 Optimizing Return on Investment (ROI)
  • Module 6 The Future of Integrated Digital Marketing: Video, Mobile, and Artificial Intelligence

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 who will share their experience and in-depth subject knowledge with you throughout the program.

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

Get recognized for your knowledge when you earn an official certificate of completion from the MIT Sloan School of Management, one of the world's leading business schools, and use it as proof that you've got what it takes to set yourself apart.

This program also counts towards 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.

Your certificate will be issued in your legal name and couriered to you, at no additional cost, upon successful completion of the program, as per the stipulated requirements. All certificate images are for illustrative purposes only and may be subject to change at the discretion of the University.


When do I start?

Our next available short course starts 4 December 2019.

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 a Course Consultant 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 Manager 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 Manager, you can use the Online Campus to get in touch.

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