Course Details

Course Number: 94-865

Digital Marketing Analytics

Units: 6

The effect of the Internet and related technologies on business and social institutions is more profound than that of any prior invention, including the printing press and the internal combustion engine. Last several years have seen a dramatic increase in the amount of time and money consumers spend online. As a consequence, the Internet has become an important channel that firms can use to reach out and connect to consumers, which has lead to the emergence of digital marketing. This course on Digital Marketing Analytics provides a quantitative approach to understanding and harnessing tools like online advertising and social media to meet business objectives.

Online advertising differs from traditional advertising in several ways. Traditional advertising was the forte of large firms with large advertising budgets. Due to the incremental costs of online advertising, e.g. per-click or per-impression, small and medium sized local firms can attract consumers through advertising. Online advertising is also extremely quantitative and requires data-savvy advertisers.

These differences from traditional advertising present new challenges and opportunities in the field of advertising. There is a dire need for talent that not only understands marketing or statistics but also can connect the two to drive meaningful business outcomes. This course is intended towards quantitatively focus students who will be exposed to core marketing techniques, which will be applied in the context of online advertising. More specifically, we will learn how to design, run, evaluate and improve online advertising campaigns to meet specific business objective like customer acquisition, increased brand awareness etc. I hope that students participating in this course will become adept at data driven marketing techniques.

This course will cover basic marketing and statistical concepts and provide an introduction to different online marketing tools like email marketing, SEO/SEM and social media analytics. The course will be very hands on in nature, where students will be expected to work with marketing datasets based on instructions in lectures and class discussions. Experience with statistical tools is recommended but not necessary.

Learning Objectives:

The main goal of the course is to help students understand digital marketing methods, from a variety of perspectives—as analysts, consumers and entrepreneurs. That is, we emphasize fundamental concepts rather than specific tactics. We will also look at modeling approaches for executing key marketing tactics. An ancillary goal is to establish the importance of theory and empirical analysis as key facilitators of this process. Taking this course will improve your familiarity with the following subjects:

-Fundamental Marketing Concepts - CAC, CLV, ROI, Churn, Segmentation etc.
-Regression Analysis and Experimental Design
-Search Engine Optimization and Marketing
-Mobile Marketing
-Social Media Analytics
-Email Marketing
-Multi-channel Attribution
-Marketing Mix Models (time permitting)

Upon completion of the course, participants will have a solid foundation from which to design, analyze and optimize digital marketing campaigns.


Vibhanshu Abhishek