Sensing Consumer Insights

Overview

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In this course, you will focus on measuring the effectiveness of a digital marketing strategy through marketing analytics. By the end of this course, you will have developed your understanding of key topics such as; owned and earned social media, web analytics, social media landscape analysis, crisis management, product lifecycle and Return on Investment (ROI). Throughout the course, you will be prompted to consider how the topics relate to a company or brand of your choosing. You will be asked to analyse how successfully the company has implemented these topics and identify areas that can be improved. You will have the opportunity to apply your knowledge by analysing the effectiveness of a company's digital marketing strategy in the end-of-course assignment. Completing this course will count towards your learning in the Digital Consumer Search and Marketing Specialization.

Syllabus

Week 1

This week, you will be introduced to digital analytics, with a specific focus on owned and learned social media metrics. You will then study web, search and traditional analytics, before ending the week looking at audience analysis.

Week 2

The week commences with a discussion on how digital analytics inform marketing programmes and continues with a discussion of social media landscape analysis. The week continues with a discussion on search and owned media analysis and a focus on digital consumer experience. The week ends with a focus on the role of digital analytics on crisis preparation and management.

Week 3

The week commences with a discussion of product lifecycle and digital analytics. In this vein, the different stages of the product lifecycle discussed. The week continues with a focus on the development of a research proposal using digital analytics. The week ends with a discussion on the ingredients of robust research reports.

Week 4

The week commences with a discussion on the digital marketing ecosystem and its core ingredients. Focus is devoted to Return on Investment (ROI) of digital marketing activities and different variations including Return of Engagement, Return on Experience and Return on Influence. The week ends with a discussion regarding the future of digital data and the need for the building of digital analytics capability within the contemporary organization in order to handle digital consumer intelligence and manage the digital analytics process.