Digital Marketing Analytics in Theory and Practice

Course Code: MSCA 32015

Course Summary: Successfully marketing brands today requires a well-balanced blend of art and science. This course introduces students to the science of web analytics while casting a keen eye toward the artful use of numbers found in the digital space. The goal is to provide marketers with the foundation needed to apply data analytics to real-world challenges they confront daily in their professional lives. Students will learn to identify the web analytic tool right for their specific needs; understand valid and reliable ways to collect, analyze, and visualize data from the web; and utilize data in decision making for their agencies, organizations or clients. By completing this course, students will gain an understanding of the motivations behind data collection and analysis methods used by marketing professionals; learn to evaluate and choose appropriate web analytics tools and techniques; understand frameworks and approaches to measuring consumers’ digital actions; earn familiarity with the unique measurement opportunities and challenges presented by New Media; gain hands-on, working knowledge of a step-by-step approach to planning, collecting, analyzing, and reporting data; utilize tools to collect data using today’s most important online techniques: performing bulk downloads, tapping APIs, and scraping webpages; and understand approaches to visualizing data effectively.