MKT46290

This course focuses on leveraging customer data to answer a fundamental business question: "Is our marketing working?" Through a detailed exploration of digital tracking, attribution modelling, conversion and brand lift studies, and media mix modelling, we’ll explore a multi-pronged approach to addressing this deceptively difficult question.

We’ll first concentrate on obtaining high-quality data, a prerequisite for any meaningful analysis, with an emphasis on digital tracking in a post-third-party cookie environment. Specifically, we’ll delve into the growing role of identity graphs using AI, first-party tracking cookies, data clean rooms, and server-to-server cookies. Additionally, we’ll explore alternative methods for establishing marketing effectiveness, such as conversion and brand lift studies.

Next, we’ll transition into the analysis phase. We’ll investigate how to evaluate key performance indicators (KPIs), model attribution, and assess the effectiveness of digital and traditional marketing efforts concurrently using media mix modelling. By the end of the course, students will possess a robust toolkit for measuring, evaluating, and optimising digital campaigns. They will also understand how these campaigns contribute to the overall effectiveness of their marketing strategy.