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Media & Strategy · MS elective · 3 credit hours · 16 sessions

Digital Media Strategy and Analytics

“If you can’t measure it, you can’t manage it.” This advanced course moves beyond “likes” to focus on Return on Investment (ROI). Students will learn to build data-driven digital strategies, mastering the marketing funnel, attribution models, and the tools (Google Analytics, Meta Pixel) required to prove the value of digital efforts to the C-Suite.

§ 01 By the end you can
  1. Construct a "Full Funnel" digital strategy (Awareness, Consideration, Conversion)
  2. Differentiate between "Vanity Metrics" (Likes) and "Business Metrics" (Leads/Sales)
  3. Master Google Analytics 4 (GA4) and Social Insights dashboards
  4. Understand Attribution Models: First-Click, Last-Click, and Multi-Touch
  5. Execute A/B Testing to optimize performance
§ 02 Sixteen sessions

The whole semester.

  1. 01Strategy Frameworks: SOSTAC & RACE
  2. 02The Digital Marketing Funnel
  3. 03Defining KPIs: OKRs vs. KPIs
  4. 04Google Analytics 4: Fundamentals
  5. 05Audience Segmentation & Personas
  6. 06SEO Strategy: Keyword Intent & Ranking
  7. 07Paid Media Metrics: CPM, CPC, CPA, ROAS
  8. 08 · MidtermMidterm Examination
  9. 09Social Listening Data: Sentiment Analysis
  10. 10Email Marketing Analytics: Open Rates & CTR
  11. 11Attribution Modeling: Who gets the credit?
  12. 12A/B Testing & Conversion Rate Optimization (CRO)
  13. 13Data Visualization: Google Looker Studio
  14. 14Reporting: Presenting Data to Stakeholders
  15. 15Privacy & Tracking: The Cookieless Future
  16. 16Final Project: The Data-Driven Strategy Audit

Midterm around session 8. Final project briefed at session 8 or 9 and developed in stages until the juries.

§ 03 Final project

Final Project: The Data-Driven Strategy Audit

How it’s judged

Recommended reading
  1. Digital Marketing Analytics by Chuck Hemann and Ken Burbary
  2. Web Analytics 2.0 by Avinash Kaushik
  3. Measure What Matters by John Doerr
  4. Lean Analytics by Alistair Croll
  5. Marketing Data Science by Thomas W. Miller
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