MKT 6870 - Digital Marketing Analytics

3 credit hours

Covers what, why, and how of major current approaches, including search engine optimization, search and display ads, mobile marketing, social media, and online listening/monitoring. Covers the key performance indicators and basic techniques to evaluate the effectiveness of online marketing campaigns, including Google Analytics, regression analysis, logistic regression, and online experiments. Provides a quantitative and qualitative approach to understanding and harnessing tools in digital marketing analytics to meet business objectives.

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