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MASSACHUSETTS INSTITUTE OF TECHNOLOGYSLOAN SCHOOL OF MANAGEMENTDIGITAL MARKETINGANALYTICSONLINE SHORT COURSEOptimize your integrated digital marketing effortsCertificate Track: Strategy and Innovation
ABOUT THIS COURSENew digital technologies have fundamentally reshaped marketing theory and practice over the last decadeand 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 tovarious consumer patterns, as well as evolve the way they measure, plan, and implement their marketing activity.As such, there’s been a growing demand for skilled marketing analysts who are equipped to ensure optimal returnon investment (ROI) for marketing spend and to deliver valuable insights that drive better customer service.This online program will expose you to expert instruction from Sinan Aral, David Austin Professor of Managementat the MIT Sloan School of Management, who currently hosts an in-person program, Digital Marketing and SocialMedia Analytics at MIT Sloan. His extensive experience with and knowledge of consumer analytics is now being madeavailable to a wider audience.WHAT THEPROGRAM COVERSthe latest applications of artificial intelligence (AI),machine learning, and predictive modeling withinthe context of marketing analytics.This program provides you with an overviewof the best approaches and practices in digitalmarketing measurements and analysis, and offersUS 2,800an understanding of how these tools can beintegrated to inform strategic direction.6 weeks,You’ll gain hands-on experience in the applicationexcluding orientationof analytics tools and techniques, to real-worldmarketing problems. You’ll also learn to createa predictive model using analytics tools and be6–8 hours/week of self-pacedequipped to recommend ROI optimization strategieslearning, entirely online*from data collected through attribution modeling andA/B and multivariate experimentation. You’ll learnhow analytics-based marketing is used to improveROI for marketing campaigns and will navigate*The recommended weekly time commitment for core content is 4-5 hours,taking into account the busy lifestyles of working professionals, with anadditional 2-3 hours recommended for non-compulsory weekly enrichmentactivities, should you have the time.An integrated analytics approach can free up 15 to 20%of marketing spend - up to 200 billion worldwide.**McKinsey & CompanyMIT SLOAN DIGITAL MARKETING ANALYTICS ONLINE SHORT COURSE
THIS PROGRAMIS FOR YOU IF:You want to optimize the ROI of your marketing efforts across channels usinga data-driven approach.You want to better integrate your digital marketing campaigns to capitalizeon the many touch points you have with your consumer.You want proof of your abilities in the form of an official certificate of completion fromthe MIT Sloan School of Management. ****Certificates of completion are issued in your legal name upon successfully completing a program according to the program completion criteriaoutlined during the course. No certificate will be issued to you if you do not meet the stipulated requirements for the award of a certificate.WHO SHOULD TAKE THIS COURSE?Marketing analytics is a field that should transcend the functional boundaries within the profession of marketingand, 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 knowledgeand skills. If you’re involved in the field of marketing, this program will help to supplement your level of expertiseand offer an opportunity for career growth, or increase your attractiveness to potential employers. If you’rethe owner of a small business, this program aims to help develop your ability to generate sales and improverevenue. This program is also aimed at validating the skills of established marketing professionals with an MITSloan certificate of completion.I firmly believe we’re on the brink of a revolution in our understandingof human behavior, and the reason for that is the availability ofmassive data on micro-level human interaction at population scale.- SINAN ARAL, DAVID AUSTIN PROFESSOR OF MANAGEMENT AT THE MIT SLOAN SCHOOL OF MANAGEMENTMIT SLOAN DIGITAL MARKETING ANALYTICS ONLINE SHORT COURSE
WHATYOU’LL LEARNThis online program integrates rich, interactive media such asvideos, infographics, and e-learning activities as well as traditionaldidactic components such as written study guides (program notes).There are also opportunities for collaborative learning throughdiscussion forums. The following modules contribute to the holisticapproach of your learning path:ORIENTATIONMODULE MODULEWELCOME TO YOUR ONLINE CAMPUSONE WEEKYou’ll be welcomed with a personal call and get introduced to youronline teaching and technical support network. Begin connectingwith fellow participants while exploring the navigation and toolsof your Online Campus. Be alerted to key milestones in the learningpath, and review how your results will be calculated and distributed.You’ll be required to complete your participant profile, confirmyour certificate delivery address, and submit a digital copyof your passport/identity document.MODULE 1UNDERSTANDING THE DIGITAL MARKETING CHANNEL MIXIn this module, you’ll gain insight into the integrated nature of digitalmarketing and the various digital channels that can be leveragedto optimize marketing spend. You’ll have the opportunity to focuson the channels of search, display, mobile, and social marketing,and examine how these channels can work together. In doingso, you’ll begin to recognize the significance of the integrated,multi-channel experience.MIT SLOAN DIGITAL MARKETING ANALYTICS ONLINE SHORT COURSEWHAT IS MIT SLOAN?Learn more aboutTHE MIT SLOANSCHOOL OFMANAGEMENT
MODULE 2IMPLEMENTING INTEGRATED DIGITAL MARKETINGThis module aims to give you experience and insight into certainavailable digital marketing analytics tools and teach you how to usethese tools to interpret campaign performance. Digital marketinganalytics tools such as Google Adwords, Facebook Ads, and webanalytics tools such as Google Analytics will be explored. You’llpractically apply these tools with the data sets provided to you,and use them to analyze and measure marketing performance.MODULE 3UNDERSTANDING PREDICTIVE ANALYTICS ANDPREDICTIVE MODELINGIn this module, you’ll come to understand more about how predictiveanalytics is used in digital marketing and why it forms suchan integral part of marketing strategy. You’ll learn how predictiveanalytics use data and statistical algorithms to identify the likelihoodof future outcomes based on historical data. You’ll then go beyondknowledge of what has happened in the past and learn howto provide an assessment of what will happen in the future an essential step in improving marketing campaigns.MODULE 4IMPLEMENTING PREDICTIVE ANALYTICSACROSS CHANNELSThis module aims to equip you with an understanding of whatis involved in creating a predictive model before implementingpredictive analytics techniques across digital marketing channels.You’ll learn how to create a predictive model, which involvestechniques 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 digitalmarketing channels using a real-world case study and createa predictive model on this basis.MIT SLOAN DIGITAL MARKETING ANALYTICS ONLINE SHORT COURSEWHY MIT SLOANEXECUTIVE EDUCATION?Learn more aboutTHE MIT SLOANADVANTAGE
MODULE 5OPTIMIZING RETURN ON INVESTMENT (ROI)In this module, you’ll work with marketing campaign data acrossmultiple channels and learn to optimize certain marketing strategiesfor optimal performance and ROI. You’ll become familiar with thefactors influencing return on investment and consider where to adjustyour marketing spend. Finally, you’ll learn to measure ROI, deducethe efficiency of a given marketing campaign in obtaining optimalROI, and then recommend ROI optimization strategies for thissame campaign.MODULE 6THE FUTURE OF INTEGRATED DIGITAL MARKETING:VIDEO, MOBILE AND AIThis final module offers you an introduction to the exciting futureof digital marketing. You’ll explore the possibilities offeredby video and mobile marketing, as well as the applicationsof artificial intelligence in these and other contexts. Finally, throughthe use of data and research from previous modules, you’ll createa holistic digital marketing plan for your ongoing project, aimedat optimizing a given marketing campaign.ONGOING PROJECTCREATE A DIGITAL MARKETING OPTIMIZATION PLANBy the end of this program, you’ll be equipped to createa digital marketing optimization plan for your marketing portfoliousing a real-world case study with corresponding data sets.The ongoing project helps you engage with key ideas relatedto optimizing a digital marketing strategy. These includedeveloping a predictive model using predictive analytics tools,recommending ROI optimization strategies, and finally creatinga 6-10 page report that pieces everything together and drawson data-driven evidence to support your overall strategy.MIT SLOAN DIGITAL MARKETING ANALYTICS ONLINE SHORT COURSE
WHO YOU’LL LEARN FROMYOUR FACULTY DIRECTORThis subject matter expert from MIT Sloan guides the program design and appears in a number of programvideos, along with a variety of industry professionals.SINAN ARALon realizing business value from big data analytics,David Austin Professor of Managementsocial media, and IT investments. Sinan’s research hasat the MIT Sloan School of Managementwon numerous awards including the Microsoft FacultyFellowship, the PopTech Science Fellowship, an NSFSinan Aral is the David Austin Professor of ManagementCAREER Award and a Fulbright Scholarship. In 2014,at MIT, where he is a Professor of IT & Marketing, andhe was named one of the “World’s Top 40 BusinessProfessor in the Institute for Data, Systems and SocietySchool Professors Under 40” by Businessweek, andwhere he co-leads MIT’s Initiative on the Digital Economy.in 2018 received the Herbert Simon Award of RajkHe was the Chief Scientist at SocialAmp, one of the firstLászló College in Budapest. He is the Author of thesocial commerce analytics companies (until its saleupcoming book, The Hype Machine, about how socialto Merkle in 2012) and at Humin, a social platform thatmedia is disrupting our businesses, our politics, and ourthe Wall Street Journal called the first “Social Operatingpublic health. Sinan is a Phi Beta Kappa graduate ofSystem” (until its sale to Tinder in 2016). He is currentlyNorthwestern University, holds Master’s degrees froma founding partner at Manifest Capital and on thethe London School of Economics and Political Science,Advisory Board of the Alan Turing Institute, the Britishand Harvard University, and received his PhD from MIT.National Institute for Data Science, in London. Sinan wasHe enjoys cooking, skiing and telling jokes about histhe Scholar-in-Residence at the New York Times R&D Labown cooking and skiing. His most recent hobby isin 2013 and has worked closely with Facebook, Twitter,learning from his four-year-old son. You can find SinanSnap, AirBnB, Yahoo, Jet.com, Microsoft, IBM, Intel, Cisco,on Twitter @sinanaral.Oracle, SAP, and many other leading Fortune 500 firmsYOURSUCCESSTEAMReceive a personalized approach to onlineeducation that ensures you’re supportedby GetSmarter throughout your learning journeyHEAD LEARNING FACILITATORA subject expert from GetSmarter andapproved by the University, who’ll guideyou through content-related challenges.SUCCESS MANAGERYour one-on-one support at GetSmarter,available during University hours(9am - 5pm EST) to resolve technicaland administrative challenges.GLOBAL SUCCESS TEAMThis team from GetSmarter is available24/7 to solve your tech-related queriesand concerns.MIT SLOAN DIGITAL MARKETING ANALYTICS ONLINE SHORT COURSE
A POWERFULCOLLABORATIONMIT Sloan Executive Education is collaboratingwith online education provider, GetSmarter, to createa new class of learning experience — one that ishigher-touch, intimate, and personalized for theworking professional.By collaborating with GetSmarter, a leader in onlineeducation, MIT Sloan Executive Education is ableto broaden access to its on-campus offerings in acollaborative and engaging format that stays trueto the quality of MIT Sloan and MIT as a whole.WHAT IS GETSMARTER?GetSmarter, a wholly-owned subsidiary of 2U, Inc.,WHAT IS MIT SLOAN?is a digital education company that partners withThe MIT Sloan School of Management is one ofthe world’s leading universities to select, design andthe world’s leading business schools, emphasizingdeliver premium online short courses with a data-innovation in practice and research, with a mission todriven focus on learning gain.develop principled, innovative leaders who improvethe world, and to generate ideas that advancemanagement practice. The School’s focus on actionlearning means that students are able to apply conceptslearned in the classroom to real-world business settingsand, through its collaborative spirit, MIT Sloan welcomesand celebrates diverse viewpoints, creating anenvironment where new ideas grow and thrive.WHAT IS MIT SLOANEXECUTIVE EDUCATION?Technology meets academic rigour in our peoplemediated model which enables lifelong learnersacross the globe to obtain industry-relevant skillsthat are certified by the world’s most reputableacademic institutions.MIT SLOAN CERTIFICATEOF COMPLETIONThis program offers you the opportunity to earna certificate of compl
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
