Digital marketing is synonymous with measurability and the digital marketer of the future must not only be comfortable with managerial level analytics but rather demand and drive the diffusion and traction of such 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 concomitant challenge of strategically leveraging this data into actionable and timely intelligence as a prerequisite to optimizing and rationing valuable resources and budgets. 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, scientifically sound decisions to be made as well as scenario and sensitivity analysis being conducted incorporating risk and opportunity assessment.
This module will traverse some analytically based treatments of key resource allocation decision contexts and ROI measurement; spanning the funnel journey from prospect to lead to engaged customer, with customer lifecycle and lifetime values being examined.
The use of spreadsheet tools, optimisation, sensitivity analysis, online tools will be engaged as needed to facilitate the analysis of actions undertaken or opportunities being assessed based on various metrics and performance measures. It is intended to be closely aligned to the issues and analyses appropriate to campaign and customer analysis and will be practically oriented.
It is intended to imbue and impart to the learner a disposition towards quantitative assessment, analysis and reporting; being careful to achieve a balance between the necessary theory and application in a practical setting.
It will be cognisant of and sensitive to diverse learner profiles and will generally emphasise an applied and example-driven approach with a view to communicating the results and decision implications to key stakeholders in the digital marketing scenarios examined.
The general aim is that of developing marketing professionals who are analytically disposed and empowered; making use of available software tools and analytical techniques as needed.
Setting out the art of analytics; basic concepts and theory; frameworks and approaches; introduction to web analytics.
- Introduction to Analytics and Metrics
- KPIs
- Stats for Marketing
- Frameworks
- Introduction to Web Analytics 1
- Introduction to Web Analytics 2
- Data Management
- Data Profiling
- Customer Lifetime Value
- Goal Setting
- Basic Segmentation
This will comprise predominantly lab-based interactive sessions where the learner is encouraged to engage with and contribute to the material by reference to their experience where available. Lectures will be supported by tutorials and self-study assignments will confer on the learner an opportunity to consolidate and augment the material covered in class. Online tools and software usage will be employed and particular emphasis will directed towards analysis using spreadsheets; which will be introduced and utilised in interactive lab based work. Homework, both individual and group-based will be given with a view to leveraging the various tools and developing analysis insights that facilitate market decisions and which constitute market-valued business analysis skills.
This module will be delivered during semester 1 with class contact being 1.5 hours; and be lab-based; where analysis skills can be developed particularly using excel and various online tools.
| Module Content & Assessment | |
|---|---|
| Assessment Breakdown | % |
| Other Assessment(s) | 100 |