Social Media Marketing Analytics

Overview

The course examines digital marketing analytics strategies, platforms for data ingestion, preparation, and reporting. The course focuses beyond social media marketing analytics. Digital marketing analytics is foundational to Digital Marketing because analytics is the language used to optimize and connect results across all digital marketing tactics – search, social media, email marketing, display ads, video ads, etc. An effective digital marketer is well versed in data and is a data translator for a business. Becoming well versed in analytics and data requires the cultivation of both technical and soft skills. This course aims to arm students with such skills.

Syllabus

Module 1: Introduction to Digital Marketing Analytics

Introduces the concept of digital media, types of media (paid, owned, earned), and the overall digital ecosystem. This module delves into fundamental analytics concepts, key characteristics, and the importance of data-driven decision-making. It might also introduce the levels of analytics.

Module 2: Digital Consumer and Company

Explore consumer data collection, data privacy, and marketing technology stacks.

Module 3: Measurement Models

Learn to establish and use measurement models to evaluate digital marketing effectiveness.

Module 4: Web Analytics

Understand metrics, dimensions, and KPIs for website analytics and optimization.

Module 5: Email Marketing Analytics

Evaluate and improve email marketing performance using analytics.

Module 6: Paid and Earned Media Analytics

Analyze and optimize paid and earned media campaigns using analytics.

Module 7: Social Media Analytics

Explain and apply social media analytics across multiple platforms.

Module 8: Mobile App Analytics

Collect and interpret mobile app analytics to support business objectives.

Summative Course Assessment

This module contains the summative course assessment that has been designed to evaluate your understanding of the course material and assess your ability to apply the knowledge you have acquired throughout the course.