Digital Marketing Analytics

Audiences are spending more of their time online and in response, marketers are spending more of their resources there. With a seemingly limitless sea of options as to where to be present online, how do we decide where to start? And once we do, how do we know what’s working? This course will take students through navigating the digital landscape and how to utilize data to guide this journey. Students will develop an understanding of what marketing channels contribute to a cohesive online presence, exploring areas such as organic and paid search, social media, and email marketing. Students will learn to identify key performance indicators to assess the performance of each channel as well as how to leverage these insights to shape future strategy. With a primary focus on Google Analytics data and other online data tools, students will gain an overarching view of how each channel in their marketing mix is performing and how to shape future strategy accordingly.

Course Objectives:

• Develop an understanding of the digital marketing ecosystem and the various channels within it
• Understand how to leverage a mix of marketing channels to develop a cohesive online presence
• Become familiar with a range of data tools and resources
• Use data to develop marketing strategy to create touchpoints from top to bottom funnel
• Set key performance indicators for each individual marketing channel
• Analyze data to measure performance through various marketing channels
• Develop familiarity using Google Analytics to gauge overall health of online presence
• Leverage web analytics data to shape future marketing strategy
• Interpret web analytics data critically and identify key takeaways to make actionable business decisions