Digital Marketing Analytics
Training Provider: SINGAPORE UNIVERSITY OF SOCIAL SCIENCES
Course Reference: TGS-2023037207
S$792
Original: S$2,640
Save S$1,848
About This Course
1. Appraise the customer decision journey in the digital era.
2. Construct customer profiles.
3. Propose a digital marketing analytics plan.
4. Design integrated digital marketing campaigns that fit in each stage of the customer decision
journey.
5. Collect and examine new media data with marketing analytics tools.
6. Analyse and visualise data with marketing analytics tools.
7. Evaluate the effectiveness of different digital marketing channels.
8. Compose digital marketing strategy to effectively target and interact with consumers.
9. Design marketing analytics plans to monitor and evaluate the effectiveness of marketing
campaigns.
10. Demonstrate proficiency in communication.
11. Demonstrate proficiency in group works.
What You'll Learn
To understand the customer decision journey (CDJ) and to improve customer experiences at various touch points is essential in marketing, and the CDJ has quite different features in the digital age. Digital marketing analytics is a very important tool to serve this purpose. This course lays out the foundation by explaining the theories and strategies of digital marketing analytics and further introduces the practical methods of applying digital data to the real business issues. The standard process of conducting digital marketing analytics is emphasised. This course compares the traditional and digital channels and focuses on the different measures to examine the effectiveness of the digital marketing campaigns. It also includes the new technology trend and challenges faced when making use of new media data.
Topics:
1 Three-step Marketing Model and ZMOT
2 CDJ - Customer Decision Journey
3 The evolvement of CDJ in digital age
4 MAP - Marketing Analytics Planning
5 Marketing analytics tools
6 Web data collection, analysis and visualization
7 Digital marketing research
8 Digital customer profiling
9 How digital waves change traditional channels
10 Digital channels and the different metrics to measure effectiveness
11 Case: E-commerce platforms and their CDJ
12 Challenges of new media data
Topics:
1 Three-step Marketing Model and ZMOT
2 CDJ - Customer Decision Journey
3 The evolvement of CDJ in digital age
4 MAP - Marketing Analytics Planning
5 Marketing analytics tools
6 Web data collection, analysis and visualization
7 Digital marketing research
8 Digital customer profiling
9 How digital waves change traditional channels
10 Digital channels and the different metrics to measure effectiveness
11 Case: E-commerce platforms and their CDJ
12 Challenges of new media data
Entry Requirements
Bachelor Degree
Course Details
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Note: To apply for this course, visit the SkillsFuture website or contact the training provider directly.
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