Strategic Digital Marketing: Data-Driven Digital Marketing

University of Arizona via Coursera

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Overview

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Transform into a data-driven digital marketer by mastering web analytics, performance measurement, ROI calculation, and emerging technologies. This course covers analytics tools, data interpretation, AI and automation in marketing, and ethical considerations in digital marketing, culminating in comprehensive campaign evaluation skills. By the end of this course, you will be able to: 1. Discuss web analytics tools and metrics for tracking user behavior 2. Apply data analysis to make informed marketing decisions 3. Discuss ways to calculate ROI for digital marketing campaigns 4. Explain AI, automation, and personalization in digital marketing 5. Discuss ethical implications of data collection and targeted advertising 6. Evaluate digital marketing campaigns and develop recommendations for improvement

Syllabus

Module 1: Web Analytics & User Insights

Web analytics and user insights are central to understanding how digital experiences perform and how users interact with online platforms. This module provides a structured overview of key web analytics tools and frameworks used to measure website traffic, user behavior, and conversion performance. It examines the importance of data-driven analysis in identifying patterns, evaluating user journeys, and optimizing digital strategies. By the end of this module, you will develop a foundational understanding of how web analytics supports informed decision-making and enables organizations to improve user experience and achieve measurable business outcomes in a data-centric digital environment.

Module 2: Data-driven Decision Making

Data-driven decision making has become a critical capability for organizations seeking to optimize marketing performance and remain competitive in an increasingly complex digital environment. This module provides an overview of how data insights can be applied to inform strategic and tactical marketing decisions. It explores the role of A/B testing and other continuous improvement techniques in evaluating performance, reducing uncertainty, and refining marketing initiatives over time. By the end of this module, you will develop a practical understanding of how evidence-based approaches enable more effective decision-making and support measurable, sustainable marketing outcomes.

Module 3: Social Media Metrics & ROI

Social media marketing success depends not only on creative content but also on the ability to measure performance and demonstrate value. This module focuses on the metrics that matter most in evaluating social media effectiveness and understanding audience engagement. You will explore how key performance indicators (KPIs) such as reach, engagement, conversion, and amplification provide actionable insights into campaign performance. In addition, the module introduces methods for calculating return on investment (ROI) to assess the financial impact of social media efforts. By the end of this module, you will be equipped to make data-informed decisions and confidently evaluate the effectiveness of social media campaigns.

Module 4: AI, Automation & Personalization

Artificial intelligence and automation are reshaping how digital marketing strategies are designed and executed. In this module, you will explore how AI enables personalized customer experiences by analyzing user behavior, preferences, and interactions at scale. You will also examine how marketing automation tools can improve efficiency, streamline workflows, and support scalable marketing operations. In addition, this module emphasizes the importance of balancing automated systems with human judgment to maintain authenticity, trust, and meaningful customer relationships. By the end of this module, you will be able to evaluate how AI and automation can be applied strategically while preserving the human touch in digital marketing.

Module 5: Ethics, Privacy & Responsible Marketing

Ethical and responsible marketing practices are essential in an increasingly data-driven digital environment. In this module, you will examine how targeted advertising and data collection can raise ethical concerns related to fairness, consent, and transparency. You will also explore key privacy and data protection issues that influence consumer trust and brand credibility. In addition, this module emphasizes how organizations can adopt responsible digital marketing practices that balance business goals with ethical obligations. By the end of this module, you will be able to evaluate ethical risks in digital marketing and identify practices that promote transparency, trust, and responsible use of consumer data.

Module 6: Final Exam

This final exam provides an opportunity to review and consolidate the key concepts covered throughout the course. You are encouraged to revisit the previous modules, including core ideas, examples, and frameworks, before beginning the assessment. The exam is designed to evaluate your overall understanding of the material and your ability to recognize and apply concepts presented across the course.