NEW This program provides you with an overview of the best approaches and practices in digital marketing measurements and analysis, and offers an understanding of how these tools can be integrated to inform strategic direction.
This program is delivered in collaboration with GetSmarter. Please register on the GetSmarter website.
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Digital Marketing Analytics (self-paced online) Certificate Track: Strategy and Innovation Location:
Online Tuition:
$2,800 Program Days (for ACE Credit) 2
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This online program will expose you to expert instruction from Sinan Aral, David Austin Professor of Management at the MIT Sloan School of Management, who currently leads our in-person program, Digital Marketing and Social Media Analytics.
"I firmly believe we’re on the brink of a revolution in our understanding of human behavior, and the reason for that is the availability of massive data on micro-level human interaction at population scale." - Sinan Aral, David Austin Professor of Management at the MIT Sloan School of Management
You’ll gain hands-on experience in the application of analytics tools and techniques, to real-world marketing problems. You’ll also learn to create a predictive model using analytics tools and be equipped to recommend ROI optimization strategies from data collected through attribution modeling and A/B and multivariate experimentation. You’ll learn how analytics-based marketing is used to improve ROI for marketing campaigns and will navigate the latest applications of artificial intelligence (AI), machine learning, and predictive modeling within the context of marketing analytics.
This online program integrates rich, interactive media such as videos, infographics, and e-learning activities as well as traditional didactic components such as written study guides (program notes). There are also opportunities for collaborative learning through discussion forums. The following modules contribute to the holistic approach of your learning path:
ORIENTATION MODULE - WELCOME TO YOUR ONLINE CAMPUS ONE WEEK You’ll be welcomed with a personal call and get introduced to your online teaching and technical support network. Begin connecting with fellow participants while exploring the navigation and tools of your Online Campus. Be alerted to key milestones in the learning path, and review how your results will be calculated and distributed. You’ll be required to complete your participant profile, confirm your certificate delivery address, and submit a digital copy of your passport/identity document.
MODULE 1 - UNDERSTANDING THE DIGITAL MARKETING CHANNEL MIX In this module, you’ll gain insight into the integrated nature of digital marketing and the various digital channels that can be leveraged to optimize marketing spend. You’ll have the opportunity to focus on the channels of search, display, mobile, and social marketing, and examine how these channels can work together. In doing so, you’ll begin to recognize the significance of the integrated, multi-channel experience.
MODULE 2 - IMPLEMENTING INTEGRATED DIGITAL MARKETING This module aims to give you experience and insight into certain available digital marketing analytics tools and teach you how to use these tools to interpret campaign performance. Digital marketing analytics tools such as Google Adwords, Facebook Ads, and web analytics tools such as Google Analytics will be explored. You’ll practically apply these tools with the data sets provided to you, and use them to analyze and measure marketing performance.
MODULE 3 - UNDERSTANDING PREDICTIVE ANALYTICS AND PREDICTIVE MODELING
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MODULE 4 - IMPLEMENTING PREDICTIVE ANALYTICS ACROSS CHANNELS This module aims to equip you with an understanding of what is involved in creating a predictive model before implementing predictive analytics techniques across digital marketing channels. You’ll learn how to create a predictive model, which involves techniques such as regression analysis, basic descriptive statistics (mean, min/max, standard deviation), using software such as R. You’ll implement these predictive analytics techniques across digital marketing channels using a real-world case study and create a predictive model on this basis.
MODULE 5 - OPTIMIZING RETURN ON INVESTMENT (ROI) In this module, you’ll work with marketing campaign data across multiple channels and learn to optimize certain marketing strategies for optimal performance and ROI. You’ll become familiar with the factors influencing return on investment and consider where to adjust your marketing spend. Finally, you’ll learn to measure ROI, deduce the efficiency of a given marketing campaign in obtaining optimal ROI, and then recommend ROI optimization strategies for this same campaign.
MODULE 6 - THE FUTURE OF INTEGRATED DIGITAL MARKETING: VIDEO, MOBILE AND AI This final module offers you an introduction to the exciting future of digital marketing. You’ll explore the possibilities offered by video and mobile marketing, as well as the applications of artificial intelligence in these and other contexts. Finally, through the use of data and research from previous modules, you’ll create a holistic digital marketing plan for your ongoing project, aimed at optimizing a given marketing campaign.
ONGOING PROJECT - CREATE A DIGITAL MARKETING OPTIMIZATION PLAN By the end of this program, you’ll be equipped to create a digital marketing optimization plan for your marketing portfolio using a real-world case study with corresponding data sets. The ongoing project helps you engage with key ideas related to optimizing a digital marketing strategy. These include developing a predictive model using predictive analytics tools, recommending ROI optimization strategies, and finally creating a 6-10 page report that pieces everything together and draws on data-driven evidence to support your overall strategy.
This executive program integrates rich interactive media—such as videos, infographics, and e-learning activities—as well as traditional didactic components such as written study guides (course notes). There are opportunities for collaborative learning through discussion forums.
The program begins with an Orientation to welcome you to the Online Campus. During Orientation, you will explore your analysis environment, become comfortable with your new online classroom, meet your Success Team, and get to know your fellow classmates. Watch the video about the online campus experience >
After Orientation, the course is broken down into six manageable, weekly modules, designed to accelerate your learning process through diverse learning activities:
Work through your downloadable and online instructional material
Interact with your peers and learning facilitators through weekly class-wide forums and small group discussions
Enjoy a wide range of interactive content, including video lectures, infographics, live polls, and more
Investigate rich, real-world case studies
Apply what you learn each week to quizzes and ongoing project submissions
Each module is released weekly, allowing a flexible but structured approach to learning. You’ll be supported as you engage in individual activities and group discussions, ensuring you feel confident to submit your best work at each weekly deadline. The time commitment is estimated at 6-8 hours per week, self-paced and entirely online.
SUCCESS TEAM Throughout the course of the program, you will be supported by a team of professionals.
Head Facilitator: A subject expert who’ll guide you through content-related challenges
Success Manager: Your one-on-one support available during MIT hours (9am - 5pm EST) to resolve technical and administrative challenges
Global Success Team: Available 24/7 to solve your tech-related and administrative queries and concerns
Marketing analytics is a field that should transcend the functional boundaries within the profession of marketing and, as such, would be of value and interest to almost anyone working within, or wanting to work within, a marketing-related role. If your business would benefit from an increased ability to measure, analyze, optimize, and increase digital marketing ROI, this digital marketing analytics program is for you.
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.
David Austin Professor of Management Professor of Information Technology and Marketing
Sinan Aral is the David Austin Professor of Management at MIT, where he is a Professor of IT & Marketing, and Professor in the Institute for Data, Systems and Society where he co-leads MIT’s Initiative on the Digital Economy.
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 was the scholar-in-residence at the New York Times R&D Lab in 2013, and 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.
Sinan’s research has won numerous awards including the Microsoft Faculty Fellowship, the PopTech Science Fellowship, an NSF CAREER Award, and a Fulbright Scholarship. In 2014, he was named one of the “World’s Top 40 Business School Professors Under 40” by Businessweek.
Sinan 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.
He enjoys cooking, skiing, and telling jokes about his own cooking and skiing. His most recent hobby is learning from his four-year-old son. You can find Sinan on Twitter @sinanaral.
BASIC REQUIREMENTS
In order to complete a course, you’ll need a current email account and access to a computer and the internet. You should be familiar with using a computer and accessing the internet, as you may need to read documents in Adobe PDF Reader, view Microsoft PowerPoint presentations, and read and create documents in Microsoft Word. Installing Adobe Flash Player will give you full access to certain course content, such as interactive infographics. However, you’ll still have access to this content in the form of a downloadable PDF transcript if you’d prefer not to use Flash.
We recommend that you use Google Chrome as your internet browser when accessing the Online Campus. Although this is not a requirement, we have found that this browser performs best for ease of access to course material. This browser can be downloaded here.
ADDITIONAL REQUIREMENTS
Certain courses may require additional software and resources. These additional software and resource requirements will be communicated to you upon registration and/or at the beginning of the course. Please note that Google, Vimeo, and YouTube maybe used in our course delivery, and if these services are blocked in your jurisdiction, you may have difficulty in accessing course content. Please check with a Course Consultant before registering for this course if you have any concerns about this affecting your experience with the Online Campus.
MIT Sloan Executive Education is collaborating with online education provider GetSmarter to create a new class of learning experience - one that is higher-touch, intimate, and personalized for the working professional. By working with GetSmarter, we are able to broaden access beyond our on-campus offerings in a collaborative and engaging format that stays true to the quality of MIT Sloan and MIT as a whole. GetSmarter's people-driven approach to online learning—centered around the importance of human support—has resulted in an aggregate completion rate consistently above 90% serving more than 48,000 participants over almost a decade.
All reviews are submitted by program attendees and are not edited by MIT Sloan Executive Education. Read more about our ratings and reviews.
Jeffrey R:
It is worth taking if you're willing to learn. I work in marketing every day and this was a huge help for me.
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Date Attended:
Dec 4, 2019
Date Reviewed:
Feb 28, 2020
William B:
This course helped me understand how to leverage data to uncover actionable insights in a digital marketing context.
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Date Attended:
Mar 27, 2019
Date Reviewed:
Nov 2, 2019
Lisa Ka Yan T:
Applicable but homework was not clear
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Date Attended:
Aug 7, 2019
Date Reviewed:
Oct 19, 2019
George A:
Very beneficial sort term program, especially for non digital marketers.
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Date Attended:
Jun 5, 2019
Date Reviewed:
Sep 12, 2019
Anthea De L:
It's a course where I learned what's behind digital marketing strategies. The organization of this course is structured in such a way as to accompany the student to the strategic learning addressed to the most innovative marketing techniques in the digital sector.
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Date Attended:
Nov 28, 2018
Date Reviewed:
Feb 25, 2019
Stefano O:
Before this class I was not aware that digital analytics could have such a disruptive effect on the marketing of a novel technology: an essential toll for entrepreneurs and executives
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Date Attended:
Jul 4, 2018
Date Reviewed:
Sep 13, 2018
Registration for this program is done through GetSmarter.
In this short video, Professor Sinan Aral shares an overview of what you will learn in Digital Marketing Analytics.
FAST FACTS
6 weeks(excluding orientation)
Entirely online
Self-paced learning
6-8 hours/week*
*The recommended weekly time commitment for core content is 4-5 hours, taking into account the busy lifestyles of working professionals, with an additional 2-3 hours recommended for non-compulsory weekly extension activities, should you have the time. Each module is released weekly, allowing a flexible but structured approach to learning. You’ll be supported as you engage in individual activities and group discussions, ensuring you feel confident to submit your best work at each weekly deadline.
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MIT Sloan Alumni Discount
To take advantage of your discount, enter the Referral Code ALUM20 on your application form. Discount is valid on all MIT Sloan Executive Education open enrollment programs held in Massachusetts and cannot be combined with any other discount.
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