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Digital Marketing: Analytics

Learn to develop marketing strategies and to make resource allocation decisions that are driven by quantitative analysis. Gain the skills to use web and email analytics to track and analyze market segments. Additional topics covered include market response models, customer profitability, social media, paid search advertising, e-commerce, mobile geolocation analysis, media and keyword attribution models, and resource allocation. This course will draw on and extend your understanding of issues related to integrated marketing communications, pricing, digital marketing, and quantitative analysis. Classes combine case studies, lectures, and a hands-on software analytics project to develop these skills.

More details

You'll Walk Away with

  • A working knowledge of digital analytics methodologies and how they work
  • An understanding of key business goals and the metrics and measurement tools to optimize performance
  • The expertise to measure and optimize marketing campaigns
  • Knowledge of testing models (A/B, multivariate, landing page) to optimize campaigns
  • The basics of search engine marketing and optimization
  • Knowledge of the difference between performance marketing and impression-based marketing campaigns
  • Familiarity with basic and advanced analytic tools and reporting capabilities
  • The ability to optimize email marketing campaigns
  • An understanding of the strategy behind lead nurturing and marketing automation, as well as the use of analytics to support these activities
  • The skills to analyze the effects of different channels, including mobile and social, in the marketing mix

3 sections

  • Spring 2018
    • Section

      001
    • Semester

      Spring 2018
    • Date

      Mar 26 - May 14
    • Day

      Monday
    • Time

      6:15PM-9:15PM
      • In-Person
    • Format

      In-Person
      • In-Person
    • Sessions

      8
    • Faculty

      Burnett, Mack
    • Location

      Washington Square
    • Section

      003
    • Semester

      Spring 2018
    • Date

      Apr 21 - May 5
    • Day

      Saturday
    • Time

      9:30AM-6:00PM
      • In-Person
    • Format

      In-Person
      • In-Person
    • Sessions

      3
    • Location

      Woolworth Building
    • Section

      002
    • Semester

      Spring 2018
    • Date

      Apr 26 - May 22
    • Day

      Tu, Th
    • Time

      6:15PM-9:15PM
      • In-Person
    • Format

      In-Person
      • In-Person
    • Sessions

      8
    • Location

      Woolworth Building