Digital marketing is synonymous with measurability. The digital marketer of the future must not only be comfortable with managerial level analytics but rather demand and drive the analytics, both at the campaign and enterprise wide level.
The ever-evolving repertoire of digital assets and channels allow for innumerable consumer insights and marketing intelligence. This also presents the challenge of strategically leveraging such data into actionable and timely intelligence.
Being acquainted with key metrics and performance indicators, and applying analytical tools to digital contexts such as campaign analysis, customer value analysis, channel and segment analysis; allows for strategic and scientifically sound decisions to be made.
Module Aim
The aim of the module is to develop skills in the area of digital marketing analytics, understanding and setting data driven goals and managing data from collection to developing insights. Data analysis tools including visualisation tools will form a core dimension and students will apply their learning using practical and industry focused contexts.
This should allow for the development of core digital analytical skills expected by firms in the repertoire of modern marketing students
- Introduction and overview of data analytics
- Data driven objective setting and measurement.
- Digital marketing concepts and metrics.
- Google Analytics.
- Data management cycle.
- Data analytics tools and techniques.
- Data reporting and visualisation.
- Google Adwords.
Classes will be in a lab-based setting; allowing for the usage of software tools such as Google Analytics, AdWords, Tableau and other relevant tools in a setting conducive to exploring web analytics with access to the lecturer and peer interaction as well as online resources
The student will be tasked to develop an Insights and AdWords report within a group structure
This task- based practical assignment will aim to generate managerially useful analyses, insights and recommendations in a real-world SME scenario.
An element of self-directed study will also be a strong feature of the course with directed/suggested usage of web digital training resources particularly in the area of digital marketing e.g. Google Analytics academy, Google AdWords Academy, Google digital garage, Hubspot Academy etc. and to complete some of the short courses available on the sites.
| Module Content & Assessment | |
|---|---|
| Assessment Breakdown | % |
| Other Assessment(s) | 100 |