Marketing Analytics and Performance Optimization

Catalog description

This course aims to give the student the skills needed to analyze the results of marketing efforts. The student will learn about factors that drive conversion and how to optimize their efforts using data and A/B testing. The student will understand what the key metrics for digital marketing are. The student will be assessed through three projects that give them an opportunity to get hands-on experience using spreadsheets, Google Analytics, and analyzing an A/B test. Basic internet skills and an understanding of Microsoft Office applications are recommended.