Course Description:
This course will introduce students to the fundamentals of digital marketing analytics and driving insights on how to measure the efficacy and ROI of digital media. We will compare and evaluate some of the analytics tools on the market and learn how to perform a social landscape audit, establish KPIs (key performance indicators), set marketing goals, and determine methods for campaign performance tracking. We’ll deep dive into the components that comprise a monthly monitoring report, including managed channel (Facebook, Twitter, YouTube, etc.) success metrics and KPI tracking, conversation themes, influencer identification, data insights, and listening & monitoring topics. We’ll examine the latest debates, tools, technologies, and social channels and their implications for social media analytics. We will further explore each channel used in digital marketing including paid, owned, and earned.
University of Washington
Department of Communication