MIT Sloan School of Management
Digital Marketing Analytics
Discover how digital channels can be leveraged to optimize marketing spend.
Start date
02 June 2021
Enroll by 25 May 2021
Course duration
6 weeks
Excluding orientation
Language
English
Access resources from start date
Effort
6–8 hours per week
Self-paced learning online
Course overview
The increase in website traffic from a consumer packaged goods company that started using data with AI to customize content and offer a more personalized experience.
MIT Sloan Management Review (Jun, 2019).
Data shows that, in eight weeks, we jumped five years forward in consumer and business digital adoption due to COVID-19 forcing many companies to digitize at least part of their business.
McKinsey (Oct, 2020)
Duration: 6 weeks (excluding orientation)
Digital technologies have reshaped marketing, leading to a drastic shift in the quality and quantity of information we can 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.
The MIT Sloan Digital Marketing Analytics online short course 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.
Is this course for you?
Digital media and analytics tools have transformed traditional marketing theory and practice, making this course valuable to anyone working within the field or aspiring to a marketing career. This MIT Sloan digital marketing 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 online course 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 data analytics skills of established marketing professionals with an MIT Sloan certificate of completion.
Course overview
Introduction
Duration: 6 weeks (excluding orientation)
Digital technologies have reshaped marketing, leading to a drastic shift in the quality and quantity of information we can 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.
The MIT Sloan Digital Marketing Analytics online short course 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.
Is this course for you?
Digital media and analytics tools have transformed traditional marketing theory and practice, making this course valuable to anyone working within the field or aspiring to a marketing career. This MIT Sloan digital marketing 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 online course 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 data analytics skills of established marketing professionals with an MIT Sloan certificate of completion.
What will set you apart
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.Course curriculum
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
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Faculty Director
Sinan Aral
David Austin Professor of Management, Marketing, IT and Data Science, MIT; Director, MIT Initiative on the Digital Economy; Founding Partner, Manifest Capital
Earn a certificate of completion from MIT Sloan
Learn to apply data analytics knowledge to enhance your digital marketing efforts, and earn an official certificate of completion from MIT Sloan.
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.
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We deliver market-led courses that equip working professionals with the expertise required to upskill, reskill or kickstart a completely new career. Through a data-driven approach, we analyze future skills requirements and ensure all courses address this need. We ensure that leading universities and institutions are your expert guides and our people, technology, and resources are your engine – together we power more than just education, we power your potential.
Find out more about GetSmarter’s approach to digital learning, course design, and online delivery here.
Payment options
You can pay your course fees before the course starts, or you may opt for a split payment plan on courses that are nine weeks and shorter. For courses 10 weeks and longer, there is a three-part payment plan available. To find out more about payment options please visit our Payment and Financing page, or contact an Enrollment Adviser, to find out which option you qualify for.
Manage your time
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 module you'll be presented with the course content and assignments necessary for completion. You also have access to your Success Adviser who will help you manage your time, and support you with any administrative or technical queries you might have.
Seek employer assistance
By improving your skills and industry knowledge, you'll have an influence on the success of your organization. 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?
Of our past students, 37 percent have received financial assistance from their employers. You can ask for help, too. Here is a guide to show you how to request financial assistance from your employer.
If you are a Learning & Development (L&D) manager, or involved in training and upskilling for an organization, you can request information regarding our corporate offering on our GetSmarter for business page.
How to change your start date
As part of our commitment to your professional development, GetSmarter offers you a two-week period to change your course start date or request your money back if you’re not fully satisfied.
To qualify for a deferral of your course start date, or to cancel your enrollment and receive a refund of your course fee, your request would need to reach our Success Advisers before the release of Module 2. For more information, please read our Terms and Conditions.
Discover the Online Campus
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 videos, module notes, practice quizzes, presentations, 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 teaching team through the discussion forums. If you are looking for your Online Campus login, please see the list of university partner login pages here.
