Course Description
This is a course on analytics in digital marketing. The core of marketing is reaching your audience and communicating the value of your brand and products to them, so that you can grow and retain customers. Digitization offers a variety of new data and tools that makes this effort more accessible for large and small companies alike. This course aims to familiarize students with digital marketing analytic tools, as well as the mindset of focusing on incrementality when analyzing the effects of marketing strategies. We will introduce marketing tactics used in different stages of a customer’s journey, including advertising, search engine optimization, pricing, and on-site marketing. In the context of these topics, we introduce analytic tools to measure marketing effects and optimize campaign efforts, including experiment design and analysis, targeting campaign design and assessment, recommender models, and attribution modeling.