Digital Analytics

Learning Outcomes

Knowledge and Understanding

Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:

• Understand specific digital collection techniques
• Understand the role of digital analytics for gaining actionable insights and supporting marketing decisions.
• Identify, define and interpret commonly used KPIs in digital analytics.

Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

• Understand the usage of software tools and techniques relevant to digital analytics domain.
• Understand and explore the use of digital-channel data;

Transferable and Generic Skills

Having successfully completed this module you will be able to:

• Manage time and tasks effectively in the context of individual study.
• Demonstrate an ability to interpret KPIs presented in different formats.

Understanding the main sources of digital data; Measurements and Key Performance Indicators – KPIs; Audiences, sources and behaviours; Reporting techniques; Evaluating metrics for actionable insights; Current trends & challenges in Digital Analytics.

Teaching and learning methods

You will learn through a combination of lectures, online sessions, computer sessions and self-study. The precise topics covered may change slightly in response to what is determined to be the most relevant based on academic and industry practice.

Resources & Reading list

Textbooks

Hemann, C., and Burbary, K. (2018). Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World. USA: Que Publishing.

Sponder, M., and Khan, G.F. (2017). Digital Analytics for Marketing. USA: Taylor & Francis.

Formative

This is how we’ll give you feedback as you are learning. It is not a formal test or exam.

Summative

This is how we’ll formally assess what you have learned in this module.

Referral

This is how we’ll assess you if you don’t meet the criteria to pass this module.

Repeat

An internal repeat is where you take all of your modules again, including any you passed. An external repeat is where you only re-take the modules you failed.

Repeat Information

Repeat type: Internal & External