What is this subject about?
This course examines the core principles of digital analytics including contemporary tools and related best practices. It explores concepts of big data and custom segmentation in functional data analysis and enables the application of marketing metrics to improve business performance through digital measurement frameworks.
What will you be able to do after the completion of this course?
– Critically evaluate the role of analytics, contemporary tools and related best practices in digital marketing efforts.
– Examine the utilisation of big data for value creation in changing industry environments.
– Select and apply marketing metrics to measure the effectiveness of digital marketing
initiatives against business objectives. Range calculate ROI, cost per click, cost per customer acquisition, estimating engagement, optimising conversions
– Illustrate the importance of segmentation as a technique for proper data analysis.
– Develop a framework for Google Analytics for improved paid keyword performance.
– Interpret Google Analytics reports to plan for performance improvements against
business objectives.
