Digital Marketing Analytics: Metrics and ROI
Department of Information and Communications Technology
Enrollment in this course is by invitation only
Course Overview
This short course will provide students the core knowledge and understanding of Digital Analytics and how digital marketing campaign performance is measured.
What You Will Learn
At the end of this course, you will be able to:
- understand how Digital Marketing campaigns are measured
- learn how to set-up a digital marketing analytics plan
- translate success measures into actionable digital marketing strategies
Course Content
Week 1: Fundamentals of Digital Marketing Analytics
6 Videos | 1 Activity
6 Videos
- Welcome to the course!
- Portfolio
- The What of DMA
- The How of DMA
- The Why of DMA
- Summary
1 Activity
- Exit Assessment
Week 2: Digital Marketing Objectives, KPIs and Metrics
6 Videos | 1 Activity
6 Videos
- Understanding Digital Marketing Objectives
- Understanding Digital Marketing Audience
- Understanding Digital Marketing Channels
- What are KPIs and Metrics
- What are the Digital Marketing Metrics you need to know
- Summary
1 Activity
- Exit Assessment
Week 3: Share More of Your Work
4 Videos | 1 Activity
4 Videos
- What is DMA Mapping
- What are the components of a DMA Mapping Chart
- Understanding the Metrics and Action Plan
- Summary
1 Activity
- Exit Assessment
Week 4: Digital Analytics Tools and Trends
4 Videos | 1 Activity
4 Videos
- Overview on Google Analytics
- Overview on Social Analytics – Facebook and Instagram
- Latest Trends and Innovation on DMA
- Key Takeaways
1 Activity
- Exit Assessment