Digital Marketing Analytics

Digital analytics in the marketing context refers to the tools used to analyze and report on marketing data collected through the digital channels on which your brand holds a presence. This course introduces students to the science of web analytics while casting a keen eye toward the artful use of numbers found in the digital space. The goal is to provide the foundation needed to apply data analytics to real-world challenges marketers confront daily.

Student Learning Outcomes:

1. Digital Marketing Analytics: Understand digital marketing analytics and how to apply it to your marketing career.

2. Digital Consumer: Understand how the scale of collected consumer data and the emergence of consumer privacy protections affect marketing in the digital age.

3. Digital Company: Recognize a business’s current level of analytics maturity and plan how to enhance that analytics maturity.

4. Data-driven Decisions: Know the advantages of data-driven decision-making and be able to apply the decision-making framework — question, curate, analyze, and optimize.

5. Analyze: Determine the analysis approaches and techniques that best support various business questions.

6. Optimize: Understand that insights are only impactful when implemented and know how to prioritize persuasive recommendations for various audiences.

7. Owned Media Analytics: Understand owned media analysis and optimization strategies to create lasting business value.

8. Paid Media Analytics: Know how to connect paid media analytics to business results.

9. Earned Media Analytics: Interpret earned media analytics and provide performance insights.

10. Competitive Research: Interpret competitor analytics and provide actionable business recommendations.