MKT46050 Digital Mkt&Customer Analytics

Academic Year 2023/2024

This MBA module is designed to build the next cohort of senior digital marketing executives and chief digital officers (CDO’s). Rather than the more traditional case-based seminars, this module is predominantly lecture and activity driven. We focus on practical application of the latest industry and academic research and up-to-the-minute best practices, always with an eye to how they integrate with timeless marketing strategy.

On the analytics side:
We'll delve into the methods advertisers use to track consumers across various devices and browsers through machine learning models, even in an era leaning heavily towards consumer privacy. While being "data-driven" is vital, it's crucial to recognize that this data comes with inherent caveats and limitations which, if misunderstood, can lead to flawed decisions. To combat this, we'll spend considerable time understanding the limitations of the data before we layer on the next level of complexity: marketing attribution models. Then, we’ll contextualize tracking and attribution within a broader framework of data-based decision-making that encompasses techniques such as media mix modelling (MMM), conversion lift studies, sentiment analysis, survey methodologies, and neuroscience tools such as EEG and eye-tracking. I’ll emphasize a comprehensive approach to data-informed decisions, ensuring we gather evidence from diverse methodologies before making strategic choices or evaluating marketing effectiveness. You'll also gain familiarity with a range of industry tools designed to discern industry trends and evaluate brand and competitor performance across web traffic, UX, SEO, and SEA.

On the digital strategy side:
Our focus will be split into two broad categories: strategies that increase conversions, and strategies that fortify brands. Among the conversion strategies, we’ll cover optimization across targeting, search engine positioning, copywriting, UX, and visual design to drive maximum, immediate impact across digital channels. In terms of brand-building, we’ll cover how to identify and collaborate with the right influencers, gain traction on social media, create strategically discoverable content using advanced SEO techniques, and launch expansive, memorable digital campaigns that span organic, paid, and offline channels. Further, we’ll explore the power (and limitations) of AI and automation in the digital marketing space as well as how to spearhead new digital initiatives that win over top executives and the C-suite.