This course utilizes industry standard tools like Google Analytics to better understand the online behavior of customers (and potential customers) to gain insights and achieve marketing goals. Topics covered include: selecting the right analytics tools, audience segmentation, attribution models, customer profitability, reporting, and AI. Data from search engines, social media, websites, e-commerce platforms, lead generation, and customer relationship management (CRM) tools are analyzed. The course draws on and extends students’ understanding of issues related to Digital, Social and the Future of Marketing through measurement strategies. The course combines use cases, recorded lectures, and a hands-on digital marketing analytics project for a real business to develop these skills.
Continuing Education Units (CEU) : 2.5
Continuing Education Units (CEU) : 2.5
You'll walk away with
- Course Learning Outcomes:
- Identify and analyze online behaviors of customers and prospective customers
- Develop a working knowledge of digital analytics methodologies and how they work
- Analyze digital initiatives and measurable objectives as they relate to data
- Apply a fundamental understanding of specific measurement formulas to assess online behavior with online tools and platforms
- Discover the conceptual definitions behind digital marketing mediums, analytics platforms, and metrics for digital analytics as they work in juxtaposition together to create data profiles
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