Digital Marketing Analysis

Catalog description

This course is meant to integrate a virtually frictionless system for moving from data to decision, action to results! The course will explore how to: use analysis to craft experiences that profoundly reflect customers’ needs, expectations, and behaviors; measure real digital media ROI: sales, leads, and customer satisfaction; track the performance of all paid, earned, and owned digital channels; leverage digital data beyond PR and marketing: for strategic planning, product development, and HR; start optimizing digital content in real time; implement advanced tools, processes, and algorithms for accurately measuring influence; make the most of surveys, focus groups, and offline research synergies; focus new marketing investments where they’ll deliver the most value; and identify and understand important audiences across the digital ecosystem. (Offered as an elective in the Business Analytics concentration of the Graduate School of Technology’s M.S. program in Data Analytics.)