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Future Skills Short Course

Marketing Analytics and Insights

Elevate your marketing career with hands-on experience in marketing analytics and use data to solve real-world business problems.

With a practical focus on Google Analytics

Study mode

Online

Industry partners:

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Next start date

Prerequisites No entry prerequisites Time commitment 6 weeks (5 - 8 hours per week)

$1,900.00 incl. GST

Payment options

Level up your skills and qualifications as a digital native

Teaming up with the best in industry, our Future Skills courses lean into the future of work to deliver the best in structured, mentor-supported, 100% online education.

At its core, marketing analytics is about measuring, analysing, and optimising the performance of marketing channels in order to maximise a business’ return on investment (ROI). A marketer’s ability to produce and interpret data-driven insights is vital as businesses are increasingly leveraging data and technology to make informed decisions about their investment and strategy decisions.

From analytics to action, learn how to make data meaningful within your role or business through our Marketing Analytics and Insights course. Gain hands-on, business-ready skills in Google Analytics, Tableau, and Adobe Analytics. By the end of this course, you’ll produce a video presentation on a real-world problem and analyse a supplied data set to gain customer insights and recommend datadriven marketing tactics.

Course Overview

Learn more about our Marketing Analytics and Insights course in the video below.

Transcript

Digital marketing is marketing delivered through digital channels.We usually don't do the distinction between digital and non-digital marketing,we just obviously are specialized in digital channels.For me digital marketing is using digital channels to reach your audienceand there's a lot of them now, they can be search engines, websites, apps, email, social, display...I like to think of digital marketing in four ways.You've got the owned channels – it's your website, it's your mobile app,it could be your physical store, for example.Earned marketing is the concept of your consumers,if they're happy,writing reviews and sharing content on your behalf,where you don't have to pay for that.And then paid marketing is really the world ofadvertising where you're spending money to get a message in front of a person.Then there's direct marketing, which is once you have a consumer as a businessyour ability to then reach out to them more directly through channels likeemail, through direct marketing or a phone conversation.Marketing has been in place for many years – very successful in terms of offline channels that have beenused, whether that might be direct marketing, TV, radio kind of channels.But digital marketing over the last few years has really exploded in terms of growth and impact.The big shift has really been for the availability oftechnologies like mobile phones as well as the fact that we're now connected to one another.You're carrying your mobile phone with you at all times and digitalmarketing in some channels have a high capacity of finding the right personbecause as you browse, as you use your phone, or your computer, you're leavingbreadcrumbs, traces of the things that you like and the things that you do.And all those things become tools for us to find you as an audience, as a potentialcustomer, for – you know – a brand or a product.So it could be that through past browsing behaviour...a number of users have exhibited a behaviour aroundbeing in market to buy some shoes or trainers, so then you can actually pay tomarket to them in display advertising regardless of where the website is.So it's kind of removing the context of the website and following the userrather than the site itself. One of the things that's really holding manybusinesses back from embracing this change – there's still some of the oldorganizational silos that they have, where marketing do one thing then thesales team do the other and the service team do the next. So if you think aboutthis in the context of what the customer need is, and then rallying yourselvesaround those customer needs rather than marketing as a function, then you'llarguably be better placed than most large organizations today to adapt to that change.Most of the brands are still figuring out how to create a goodcombination of digital channels, and traditional channels as well in theirmarketing strategies. A good combination in a way that those channels arecomplementary to each other and not just repeating the same content in a different format.Through digital – especially social channels, or even if you have an app,or anything like that – you can create that two-waycommunication and that allows you to create not only communication butservices and products and things that will make people's lives easier so themarketing starts to leak out of the just promotion part of it, and starts tocreate things that are actually valuable for people's lives.

Career Outlook

Take a closer look at what opportunities in the Marketing Analytics and Insights field.

Job satisfaction

Marketing Analytics and Insights have a job satisfaction of 3.9/5

★ ★ ★ ★ ★

SEEK, 2024

Industry growth

11.4%

Predicted job growth in 5 years

Salary expectations

The typical salary for a Marketing Analytics and Insights role is

$115k

SEEK, 2024

Job opportunities

In Australia, there are

660+

jobs available

SEEK, 2024

Get RMIT credentialed

After completing an RMIT Future Skills course, you will earn an RMIT credential which can be validated, recognised and shared on social media platforms.

Course Structure

Learn more about Marketing Analytics and Insights

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Learn with industry experts

RMIT Online has built our courses in partnership with industry, providing you with the latest industry insights and best practices from the real world of work. Our subject matter experts on this course include people like Martin Carlill, who is a digital marketing specialist with over 20 years experience...

RMIT Online has built our courses in partnership with industry, providing you with the latest industry insights and best practices from the real world of work. Our industry experts on this course include people like Jack Golding.Jack Golding has worked in marketing analytics for 10 years in consulting, gaming, media and utilities. He was a previous organiser of Measurecamp Melbourne and has spoken at marketing analytics conferences worldwide. Jack's speciality is analytics implementations and has implemented Adobe and Google Analytics on some of Australia's most prominent websites.

Our industry experts on this course include people like Scott King. Scott has over 20 years of commercial digital marketing experience providing marketing, design and development services to some of Asia Pacific's most innovative brands. He believes that strategic digital marketing should deliver beautiful and intelligent experiences to consumers that in return drive impactful...

Our learner success team are here to help you with 1:1 coaching, tips on how to successfully study online, and any questions or concerns you may have.

Why choose RMIT

Get a world-class education and transform your career.

Real world skills

Develop skills that have been validated by industry, while getting credentialed by a world-leading university.

Industry connected

You'll gain knowledge and practical skills from renowned industry partners who are at the forefront of their field.

Flexible delivery

Advance your career while you study. RMIT Online courses let you balance work, study and life commitments.

Supported community

Be guided by a network of industry experts and peers, and supported by our dedicated success team.

Marketing Analytics and Insights

Level up your skills and qualifications as a digital native

Course Overview

Career Outlook

Get RMIT credentialed

Course Structure

Module 1: Making sense of Data and Insights

Module 2: Exploring the world of marketing data

Module 3: Using data to make decisions

Module 4: Targeting your customer

Module 5: Tools for acting

Module 6: What's next ?