Social Media Marketing Analytics

This course surveys the cohesive landscape of social media as the core sustenance of digital performance in business and marketing. Gain a high-level overview of metric tools, as well as a detailed analysis of actionable insights essentially to formulate measurable gain with a heavy investment on the navigation and usage of social media in that process for ROI achievement. One of the most important factors in social media analytics is qualified data. As a community, market researchers often become inundated and overwhelmed with big data. Big data attempts to dissect core characteristics and behaviors of transactional users of the Internet through landing pages, web platforms, integrated mobile applications, social media, digital advertisements, and information-rich user- and influencer-generated content. The key is to determine which data is the most qualified to achieve company-wide marketing goals.

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