Digital Media Analytics II

Catalog description

This course will prepare students to demonstrate their competency and ability to navigate the digital media ecosystem and to develop, implement, administer, and evaluate digital marketing campaigns. Toward this end, students will learn to match digital solutions to clients' marketing objectives through critical analysis and understanding of the tools and processes of the industry. Students will differentiate between digital and traditional media by identifying the strengths and weaknesses of each and understanding how digital complements and extends traditional campaigns. Specifically, students will become familiar with the targeting advantages of digital as related to programmatic buying and re-marketing, as well as behavioral and contextual targeting. Digital advertising formats and platforms will be explored, and students will learn to differentiate between them and to evaluate which formats are best based on client needs and objectives. Digital ad format standards and creative guidelines will be reviewed. Technologies and tools specific to the industry will be summarized, including buy-side and sell-side ad servers, verification systems, and audience segmentation tools. Concepts of statistical analysis will be applied to digital analysis, specifically in the context of A/B testing. Students will apply statistical tests to establish confidence intervals when evaluating alternative marketing approaches and opportunities.