BUSA 4650 Digital Marketing Analytics

Marketing professionals today have access to incredible amounts of data. The ability to use this data is what differentiates successful marketing efforts from failed ones. In this
course, students will learn how to analyze digital customer behavior data using a range of tools, and use that data to test marketing hypotheses and improve customer acquisition.

Credits

Prerequisite

MATH-1300 or BUSA 2100. Take BUSA-3200. Choose one: BUSA-3150 or BUSA-3750 or BUSA-3950

Student Learning Outcomes

Identify the structure of a company's marketing funnel
Determine the location of "leaks" in that funnel
Use common analytics software to track customer behavior
Run effective A/B tests
Understand how to use spreadsheets and pivot tables in order to analyze customer behavioral data
Learn how to operate in both rich and poor data environments
Build, improve, and enhance digital marketing funnels