DMC 3390 - DIGITAL MARKETING ANALYTICS
credits: 3.0
Crosslisted/Same As: MKT 3390
Marketing professionals today have access to incredible amounts of data. The ability to use this data is what differentiates successful marketing efforts from failed ones. This course will teach you how to analyze digital customer behavior data using a range of tools, and use that data to test marketing hypotheses and improve customer acquisition. This online class has optional live sessions.
Course Topics:
Digital Marketing Funnels: How does a user go from a person on the internet to a dedicated customer? Students will earn the various stages of this process and the core concepts behind moving students between these stages.
Analytics Tools: Students will become familiar with Google Analytics and Mixpanel, using both on existing websites to understand how marketing funnels work, what makes the successful, and what makes them struggle.
A/B Testing: The concept of A/B Testing, by which companies compare a product or marketing hypothesis to some baseline is central to effective marketing. Students will learn how to formulate viable hypotheses, using analytics data, and build effective tests for these hypotheses.
Data Analysis: Students will learn to analyze a range of click, conversion, and engagement data. This data will allow them to draw conclusions about a company’s user-base, product demand, and marketing strategies.
Rich Data, Poor Data: Small firms and startups often have to operate with a paucity of usable data. Students will learn how to form usable hypotheses in these environments. Objectives: This course is intended to provide students with the skills they need to build and launch successful digital marketing campaign analysis through the following list of knowledge, skills, and behaviors to be developed during the course. A) Evaluate campaign performance and user behavior by looking at the data and developing theories; B) Design campaign-and team-level goals by leveraging best practice for data analytics and reporting; C) Continuously improve analytical thinking skills by testing and iterating upon traditional and innovative digital marketing strategies. Method of Evaluation: Onboarding Assignments 50 5%, Weekly Assignments 250 25%, Discussions 50 5%, Quizzes 150 15%, Professional Development 30 3%, Midterm Project 120 12%, Final Project 300 30%, Google Certification Exam 50 5%.
Prerequisite(s): MKT 2250 and MAT 1030 OR MKT 2250 and MAT 1060 OR MKT 2250 and DMC 3190 OR MKT 2250 and MKT 3190 OR MKT 2250 and DMC 3290 OR MKT 2250 and MKT 3290 OR MKT 2250 and DMC 3295 OR MKT 2250 and MKT 3295 .
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