Marketing Analytics & Performance Optimization
There is data behind every action and decision taken by customers all over the world. In this course, students will learn the best tools to collect, understand, communicate and gain insights from data in the realm of digital marketing. There is a heavy emphasis on practical learning with opportunities to gain hands-on experience with spreadsheets and Google Analytics to analyzing and identifying elements of an A/B test. Students will learn about factors that drive conversion and how to optimize their efforts using data and A/B testing. Students will learn about the key metrics for digital marketing. At the end of the course students will be equipped with the skills needed to thrive in a digital marketing career- a field that is increasingly data-driven. Corequisite(s): MATH 20.