Digital Marketing Analytics

Course Overview

Digital Marketing Analytics focuses on how organisations use data to understand, measure, and optimise digital marketing performance. The course covers key concepts such as web analytics, campaign tracking, attribution modelling, customer journey analysis, and performance dashboards. Learners explore how data from channels like search, social media, email, and paid advertising can be transformed into insights that improve targeting, engagement, and ROI. The course blends marketing strategy with analytical techniques to support data‑driven decision‑making in digital environments.

Target Audience

• Digital marketing professionals and campaign managers

• Marketing analysts and business analysts

• Brand managers and growth teams

• Entrepreneurs and small‑business owners

• Students or early‑career professionals entering marketing or analytics roles

Course Outcomes

• Understand core concepts in digital marketing measurement and analytics

• Use web analytics tools to track user behaviour and campaign performance

• Analyse data from search, social, email, and paid media channels

• Apply attribution models to evaluate marketing effectiveness

• Build dashboards and reports that communicate insights clearly

• Interpret customer journeys using multi‑channel data

• Use analytics to optimise campaigns, improve ROI, and support strategic decisions

• Apply ethical and privacy‑aware practices in digital data collection