Digital Marketing & Customer Analytics

1.5 Unit

Digital marketing and customer analytics is foundational to marketing insight in the digital era because it is the language used to optimize and connect results across all digital marketing tactics (search, social media, email, display, video, etc.). An effective digital marketing analyst is a vital data translator for a business. The cultivation of both technical and soft skills is important in product management and, these skills are taught through this course. The course material will be taught within a discussion-based, experiential learning environment. Various aspects of digital marketing analytics will be covered with clear examples. Students will develop skills in translating strategic questions of firms into actionable data analysis using different kinds of data.