About DGM104 — Marketing Metrics and Analytics

This course aims to help students gain a better understanding of measuring marketing performance, increasing return on investment (ROI), and achieving higher profits. It covers various aspects such as brand equity, social media and email performance, and rich media interaction. The course explores the measurement of sponsorships, connects marketing with financial metrics, provides insights for C-suite decision-makers, and introduces better ways to measure omnichannel marketing activities. Additionally, it includes a section on accountability and standardization in marketing measurement, presenting the advantages, disadvantages, and practical guidance for the covered techniques. Students will also learn how to measure promotions, advertising, distribution, customer perceptions, competitor power, margins, pricing, product portfolios, and salesforces. The course focuses on effectively utilizing web, online, social, and mobile metrics, and building models for optimized planning and decision-making. It delves into attributing purchase decisions in the presence of multiple channels and understanding the relationship between search and distribution, while incorporating new online distribution metrics. Lastly, the course concludes by evaluating marketing's impact on a publicly traded firm's financial objectives, regardless of one's specific marketing role.

Prerequisites

A Windows-based PC that meets the requirements outlined on the following web page:

https://www.ciat.edu/student-resources/system-requirements/