Digital Marketing Analytics

    This program provides you with an overview of the best approaches and practices in digital marketing measurements and analysis and offers an understanding of how these tools can be integrated to inform strategic direction. You will gain hands-on experience in the application of analytics tools and techniques, to real-world marketing problems. You will also learn to create a predictive model using analytics tools and be equipped to recommend ROI optimization strategies from data collected through attribution modelling and A/B and multivariate experimentation. You will learn how analytics-based marketing is used to improve ROI for marketing campaigns and will navigate the latest applications of artificial intelligence (AI), machine learning, and predictive modelling within the context of marketing analytics.