MKTG 2055 - Digital Marketing Analytics

Credit Hours: 3.00

1. Discuss the evolution of marketing and how it shaped digital marketing analytics.
2. Describe data structures, types of reports, and data roles.
3. Describe the scale of personal and consumer data collected in the digital age.
4. Discuss the concept of data privacy.
5. Distinguish between internal and external data.

Outcome 2:  Upon completion of this course, students will be able to identify technology’s role in digital marketing analytics and decision making.
Objectives: 

1. Discuss the analytics initiatives pursued by successful businesses in the digital age.
2. Define the scale and evolution of marketing technology.
3. Discuss the advantages of data-driven decision-making.

Outcome 3:  Upon completion of this course, students will be able to utilize data collection in digital marketing decisions.
Objectives: 

1. Identify the importance of data collection.
2. List the tactics for collecting data and the main sources of digital marketing media data including owned, paid, and earned media.
3. Identify benchmarking data.
4. Recognize the importance of data quality.

Outcome 4: Upon completion of this course, students will be able to apply analytics data used to make decisions for various digital market platforms.
Objectives:

1. Identify key performance indicators (KPIs) for digital marketing platforms.
2. Identify measurement tools for digital marketing platforms.
3. Interpret digital market data.
4. Practice with digital analytics including collecting, analyzing, and interpreting data.

• Communication: The graduate can communicate effectively for the intended purpose and audience.
• Critical Thinking: The graduate can make informed decisions after analyzing information or evidence related to the issue.
• Global Literacy: The graduate can analyze human behavior or experiences through cultural, social, political, or economic perspectives.
• Information Literacy: The graduate can responsibly use information gathered from a variety of formats in order to complete a task.
• Quantitative Reasoning: The graduate can apply quantitative methods or evidence to solve problems or make judgments.
• Scientific Literacy: The graduate can produce or interpret scientific information presented in a variety of formats.

Digital Consumer

Data Collection

• Company
• Competition
• Industry

Data-Driven Decisions

KPIs and collection methods

• Websites
• Search
• Paid and earned media
• Social media
• Mobile
• Email