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.

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 digital certificate of completion.