What you'll study
In this module, you’ll explore how savvy collection and interpretation of data can help you optimise your digital marketing strategy. You’ll look at some of the most popular data analysis frameworks that marketers use to structure their business objectives and set flexible operational processes. You’ll then work with the Google Analytics platform, as we outline how it can enable you to track the performance of your marketing campaigns and identify any potential problems in your customer journey. You’ll finish with an overview of attribution modelling: the practice of measuring how people convert on your site, analysing their details/motivations, and reallocating your marketing budget accordingly.
For this module’s leadership stream, you’ll look at the emerging field of People Analytics (i.e. using data in management decisions to increase employee satisfaction and boost productivity). You’ll also discover how you can use your understanding of the various performance measurement tools at your disposal to improve how you work together in your groups.
By the end of Module 3, you’ll be able to:
You’ll work in groups to develop a digital marketing proposal for the launch of a new product. The proposal will drive awareness, evaluation and sales, while building brand loyalty and advocacy.
What our students think
This was the best module so far. Everything learned in module 3 and also before, now comes together so smoothly and I feel really positive that I finally understood the framework of digital marketing! Splendid, thank you! - Almut Cordt