MGM 653LEC - Digital Marketing Analytics

The course focuses on various digital marketing topics, including website content configuration, search engine and conversion rate optimization, website metrics/KPI analyses, A/B testing, etc. Various online advertising or SEM models will also be explored such as PPC, CPM, sponsored search/Google AdWords, Display Ads/Google Display Network. In addition, specific social media platforms/metrics and mobile media platforms/metrics will be covered. Deliverables consist of a suite of Google Analytics assignments using real-time consumer data, several cases (data intensive), and a final exam.

Credits: 3