1. Explore the role of big data and digital marketing analytics in evaluating multi-channel digital marketing activity.
Knowledge and Understanding
Enquiry

2. Employ appropriate analytics tools and techniques for a multi-channel digital marketing campaign, identify key success factors and reflect on essential changes.
Enquiry
Application
Problem Solving
Reflection

3. Produce a visual dashboard presenting relevant data and analysis from a multi-channel digital marketing campaign.
Analysis
Application

This module will explore how data is understood, analysed and presented in different formats. This module introduces you to in-depth data analysis, identifying and discovering trends and patterns. Managing digital marketing data is important to ensure effective marketing decision making. This module will develop your knowledge and understanding of the role of digital marketing analytics and the technical skills needed to successful evaluate multi-channel digital marketing activity. You will delve deep into the management of digital marketing projects and campaigns and how analytics are used to understand the key success factors and required changes.

Key topic areas:
-Role of digital marketing analytics
-Integrated analytics
-Proactive and reactive decision making
-Key data success factors
-Identify appropriate data sources
-Employ appropriate analytics tools
-Multi-channel digital marketing campaigns
-Discover how data analysis is used in a range of careers within and beyond social media
-Demonstrate practical skills in but not limited to, ‘After Effects’, ‘Illustrator’ and data-visualisation software to design your own data-based visualisations including dashboards and reports.

Utilising data and real-time adaptation of strategies is a modern business and marketing method. In this module, you will explore how analytics is used within and beyond social media, using powerful software to design your own data-based visualisations including dashboards and reports to inform business decision-making.

This module will develop your knowledge and understanding of the role of digital marketing analytics and the technical skills needed to successful evaluate multi-channel digital marketing activity. Learning on this module will include practical simulations, utilising software such as Google Analytics, SEMRush, Alexa Website Traffic, SimilarWeb, Social Media Analytic Software. Real business examples will be investigated to understand application to industry.

You will undertake ‘formative’ assessments during the module to help you monitor your learning and provide you and us with ongoing feedback on your progress, that helps you prepare for the ‘summative assessment(s) during or at the end of the module.

These are indicative only. You will be expected to complete independent extended reading.

Hemann, C. & Burbary, K. (2013) Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World, Que, Indianapolis, Indiana.

Marr, B. (2015) Big Data: Using Smart Big Data, Analytics and Metrics to Make Better Decisions and Improve Performance. Chichester, John Wiley & Sons.

Marr, B. (2016) Big Data in Practice: How Successful Companies Use Big Data Analytics to Deliver Extraordinary results. Chichester, John Wiley & Sons.

McDonald, M., Mouncey, P. and Maklan, S. (2014) Marketing Value Metrics. 2nd edition. London, Kogan Page.

Farris, P.W., Bendle, N.T., Pfeifer, P.E. and Reibstein, D.J. (2017) Key Marketing Metrics: The 50+ Metrics Every Manager Needs to Know. 2nd Edition. Harlow, FT Publishing

Davis, J.A. (2017) Measuring Marketing: 100+ Key Metrics Every Marketer Needs. 3rd Edition. Boston, de Gruyter.

Hemann, C. and Burbary, K. (2018) Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World. 2nd Edition. Indianapolis, QUE.

Ryan, D. & Jones, C. (2012) Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation, 2nd Edition., Kogan Page, London.

VLE learning support material to be provided for independent / self-directed learning
Linkedin Learning
Microsoft Educator Centre
Module handbook
Open Textbook Library

Software: Adobe Illustrator, Adobe After Effects, Google Analytics, SEMRush, Alexa Website Traffic, SimilarWeb, Social Media Analytic Software

N/A

Individual Report demonstrating understanding and application of big data and digital marketing analytics for a multi-channel campaign. (1,500 words) (60%) (LO1 & 2)



Poster presenting a data dashboard from multi-channel digital marketing activity (one- page, digital poster) (40%) (LO 3)



Assessments must utilise the digital technologies explored within the module learning.