Marketing Data Analysis: Design, Dissect, Decide
Learn the tools and skills you need to make digital marketing decisions
With advances in online advertising tools and more sophisticated ways to measure digital marketing data, there's never been a better time to advertise products and services online. This program introduces you to various ways to quantify and measure digital marketing activity and helps you understand how to make the most out of your digital marketing investments.
Marketing Data Analysis: Design, Dissect, Decide consists of four five-hour modules, some of which will be delivered synchronously; students will meet in person for part of the program, and will complete part of the program online.
Learn how to measure digital marketing, measure activity on websites and create a measurement model for various digital marketing efforts.
Learn why Google Analytics is the dominant platform in website measurement, understand how the platform works and gain a clear understanding of what you can do with this market-leading tool.
Understand how and why visitors are spending time on your website and develop a plan to improve it. Conduct a competitive analysis of the marketplace, test your theories on website users and track what users do on your website. This session is loaded with useful tools!
Learn how to visually interpret and present the marketing data that your business collects, how to attribute success to your marketing campaigns and how to optimize the conversion rate of your site.