Digital Marketing Analysis

MDAN

642

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.)

Digital Marketing Analysis