MARKETING CAMPAIGN ANALYSIS TECHNIQUES

Today's marketer is presented with an ever-growing number of ways to target and reach the digital consumer. Measuring the business value of interactions across offline and online channels is a constant challenge. Students measure the customer's multichannel journey, focusing on what happens beyond the click. Through real-life scenarios, students become familiar with the myriad of acquisition and retention-based marketing channels - from email, display advertising and Paid Search, to social media and multichannel tactics - and then apply digital analytics concepts to measure, report, analyze and help marketers understand a campaign's business performance.