I’ve been deep down the rabbit-hole for the past week and have wrapped up two more certificates in U of I’s digital marketing specialization.

During this morning’s 5K on the treadmill I also took in the first five video-tutorials on R Programming, authored by Bucky Roberts and served up via The New Boston. Based on my past Excel-based analytics, Access and FileMaker application development experience I can already tell I’m going to love R as a programming and analytics tool. Bucky does a great job presenting in a humorous, informative and easy-to-understand manner. I highly recommend his videos for anyone interested in learning R as part of their digital marketing and analytics journey.

This morning I’ll be finishing the fifth course, Digital Marketing Channels: Planning.

After that, while I’m waiting for the capstone course to open, I’ll either be diving into Google Analytics Academy or the John Hopkins Data Science Specialization, which includes courses on R Programming, Data Cleaning, and Data Analysis. I’m not sure if I’m going to dive into the full specialization, or just cherry-pick the courses that I think will be relevant to day-to-day employment. That’s a big advantage of MOOC-based learning. You don’t have to take university-mandated electives that consume time and money without contributing skills and experience that actually help you get a job. Time to pop that “college bubble“.

Over the past week I’ve discovered that the world of marketing hit something of an inflection point about five years ago, where the increasing ubiquity of smartphones combined with the explosive growth of social networks and proliferation of high-speed internet (including wireless data), accelerated a massive shift from traditional media channels to digital channels used by marketers to reach audiences. I was too preoccupied with managing print-based marcom production at RadioShack to fully appreciate what was happening.

Like the old saying goes, “The best time to plant a tree is 20 years ago. The second best time is today.” The same could be said for getting traction with digital marketing. Like my dad used to say, “There’s no time like the present.”

The marketing channel landscape has already changed drastically. If you don’t believe me, watch this video by Eric Qualman for a quick snapshot of the size of the landslide.

Next up, relating Google’s Zero Moment of Truth related to McKinsey’s Consumer Decision Journey.

Consumers are moving outside the purchasing funnel—changing the way they research and buy your products. If your marketing hasn’t changed in response, it should.

Whether we’re shopping for corn flakes, concert tickets or a honeymoon in Paris, the Internet has changed how we decide what to buy.

Til next time,

Nick Krueger - Digital Marketing and Analytics

Go Eagles!