BUS240 — Digital Marketing Analytics
BUS 240 - Digital Marketing Analytics BUS 240 - Digital Marketing Analytics LEC hours per week: 5 Using industry standard platforms, students will learn how to collect and analyze marketing data to improve return-on-investment and conversion rates. Students will develop decision-making skills by practicing A/B testing using key performance indicators, and persuasion skills through the creation of marketing materials. Describe how to connect paid media analytics to business results. Identify a business’ current level of analytics maturity. Analyze web metrics. Use a decision-making framework as it relates to data analysis. Design and apply A/B tests. Analyze earned media metrics and plan performance enhancements. Interpret competitor analytics to recommend business actions. Course Topics: Enhancing digital marketing effectiveness Decision-making Applying analytics to your marketing career Consumer privacy Persuasion Key performance indicators Budget allocation Course Attribute(s): None
Prerequisites: BUS215