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    Other Courses: Digital Marketing Analytics

    Certificate Approved by WWISE
    Course Duration
    6 Weeks
    12 months access

    Course Summary

    New digital technologies have fundamentally reshaped marketing theory and practise over the last decade and have led to a drastic shift in the quality and quantity of information we can store, access, and analyse. With this proliferation of data has come an increasing need for many businesses to better understand and react to various consumer patterns, as well as evolve the way they measure, plan, and implement their marketing activity. As such, there’s been a growing demand for skilled marketing analysts who are equipped to ensure optimal return on investment (ROI) for marketing spend and to deliver valuable insights that drive better customer service.

    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’ll gain hands-on experience in the application of analytics tools and techniques, to real-world marketing problems. You’ll 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’ll 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.

    Who Should Attend?

    • Marketing analytics is a field that should transcend the functional boundaries within the profession of marketing and, as such, would be of value and interest to almost anyone working within, or wanting to work within, a marketing-related role.
    • If your business would benefit from an increased ability to measure, analyse, optimize, and increase digital marketing ROI, this digital marketing analytics program is for you.
    • This online program is designed to allow you to close the gaps in your analytical knowledge and skills.
    • If you’re involved in the field of marketing, this program will help to supplement your level of expertise and offer an opportunity for career growth or increase your attractiveness to potential employers.
    • If you’re the owner of a small business, this program aims to help develop your ability to generate sales and improve revenue.
    • This program is also aimed at validating the skills of established marketing professionals with an MIT Sloan certificate of completion

    Course Objectives

    This online program integrates rich, interactive media such as videos, infographics, and e-learning activities as well as traditional didactic components such as written study guides (program notes). There are also opportunities for collaborative learning through discussion forums

    Course Modules

    • Understanding the digital marketing channel mix
    • Implementing integrated digital marketing
    • Understanding predictive analytics and predictive modelling
    • Implementing predictive analytics across channels
    • Optimizing return on investment (ROI)
    • The future of integrated digital marketing: video, mobile and AI
    • Create a digital marketing optimization plan

    Benefits

    • Ability to optimize the ROI of your marketing efforts across channels using a data-driven approach.
    • You will be able to better integrate your digital marketing campaigns to capitalize on the many touchpoints you have with your consumer.
    • You will be able to prove your abilities in the form of an official certificate of completion from the MIT Sloan School of Management

    Certification

    Certificate of Successful Completion from the IMM Graduate School – On completion of your short course, you’ll be awarded a certificate that’s approved by the IMM Graduate School and our respective partners, recognising the skills and key competencies you’ve developed along the way. This certificate can be used to document your commitment to continuing professional development in your portfolio (including your LinkedIn profile or CV) or to provide evidence to employers or other professional bodies of your achievement. Moreover, you’ll be better equipped to face workplace challenges, enhance your professional performance and, thereby, boost your career.

    Assessment

    Certificate of Successful Completion from the IMM Graduate School – On completion of your short course, you’ll be awarded a certificate that’s approved by the IMM Graduate School and our respective partners, recognising the skills and key competencies you’ve developed along the way. This certificate can be used to document your commitment to continuing professional development in your portfolio (including your LinkedIn profile or CV) or to provide evidence to employers or other professional bodies of your achievement. Moreover, you’ll be better equipped to face workplace challenges, enhance your professional performance and, thereby, boost your career.