Digital Marketing Analytics and Experimentation

Goal-Oriented Business Thinking

Students will learn to set marketing goals and identify relevant KPIs using the SMART framework, consistently aligning with the overall business objectives of the organization.

Analytics Tools

Students will become familiar with the latest analytics tools, such as Google Analytics and Mixpanel, through hands-on practice to understand how marketing funnels work, what makes them successful, and what makes them struggle. Students will be prepared for the Google Analytics Certification exam.

Experiment Design

The concept of “A/B Testing,” by which companies compare a product or marketing hypothesis to some baseline is central to effective marketing. Students will learn how to formulate viable hypotheses using analytics data and build effective tests for these hypotheses.

Data Analysis

Students will learn to analyze a range of click, conversion, and engagement data. This data will allow them to draw conclusions about a company’s user base, product demand, and marketing strategies.

Rich Data, Poor Data

Small firms and startups often have to operate with a small amount of usable data. Students will learn how to form useable hypotheses in these environments.

Current Trends and Tools

Digital marketing analytics is a rapidly evolving field, with constantly emerging tools and technologies that affect data collection, analysis, and interpretation. Students will become familiar with current trends in the digital marketing landscape and apply this knowledge to their strategic thinking.