Customer Engagement Analytics

(1.5 Credit Hours) · Undergraduate

With the continued disruption of consumer attention caused by changes in technology, understanding how to navigate multi-channel marketing tactics, personalization, privacy and tracking methods is more important than ever. Students will learn to identify and attract desirable audiences and provide them with the appropriate experience to drive engagement and firm value. We will examine the strategies and analytics of customers moving through a typical marketing funnel via different devices, platforms, and stages and learn to apply the correct targeted tactics based on data during the different stages — acquisition, engagement, conversion and retention. Social, search, content and conversion analytics will be explored and applied to maximize the customer value utilizing different tools such as Google Analytics, Customer Data Platforms, Content Recommenders and Data Management Platforms.