This course introduces students to the data-driven foundation of modern digital marketing, equipping them with the analytical skills needed to measure, interpret, and optimize digital marketing performance. It covers essential frameworks, tools, and metrics used to evaluate the effectiveness of digital strategies across channels. Emphasizing evidence-based decision-making, the course guides students in transforming raw data into actionable insights that inform campaign adjustments, enhance targeting precision, and maximize return on investment. Students will learn how to collect, analyze, and visualize digital data to better understand customer behavior and improve marketing outcomes.
 

Topical coverage includes: key performance indicators (KPIs); Google Analytics and web traffic analysis; SEO and SEM metrics; social media and content analytics; marketing dashboards; customer segmentation and lifetime value; attribution modeling; data privacy and ethical considerations; and the impact of AI and machine learning on predictive analytics in marketing. 

Prerequisite: MKT201 Introduction to Marketing