DIGITAL MARKETING ANALYTICS

• The ART+SCIENCE mind
• The early history of analytics
• The contemporary history of analytics
• The rise of modern analytics
• The consumer’s experience today

Assignment: Introduce yourself and share reflections on three roles of the analyst and your current function & skills.

• Online video
• Online search
• Display media
• Social media
• The Consumer Decision Journey

Assignment: Complete a template provided in class details the experience of consumers in their industry (or an industry of their choice) along the steps of McKinsey’s Consumer Decision Journey.

• Digital data infrastructure
• GDPR and data regulation
• ITP and technology owners' response to privacy
• Digital measurement
• Analytics and dataviz tools
• Digital marketing maturity

Assignment: Use the provided template to detail output from Bain & Company’s seven-question online assessment of Marketing Maturity for your organization (or the organization of your choice).

Assignment: With the help of digital tools discussed in class (Google Trends for search data, Tweet Reach for Twitter data, and LIWC for sentiment analysis) investigate consumer reaction surrounding the Peloton Holiday Commercial of 2019 and decide if the marketing value created by the commercial and its fallout was positive or negative for the brand.

• Navigating to your Big Idea
• Planning for your analytics expedition
• Getting your story straight

Assignment: After reading the Bellabeat case study, choose one product and provide a brief statement on the marketing objective you think best serves Bellabeat’s needs. Select your marketing objective from the list of probable marketing objectives from "The Six Marketing Objectives" discussed in class.

Assignment: Based on the approach demonstrated through the Bellabeat case study, build an analytics project plan for your organization (or an organization of your choice) that will help the company achieve a marketing objective on the selected topic. The plan should include your hypothesis, at least three key questions for analysis, and at least three pieces of data + sources for that data for each key question. Use the Minto "Top-Down" or “Bottom-Up” approach to construct your plan.

• Collecting data, data everywhere
• Preparing data for analysis
• Analyzing for insights

Assignment: Jump into the Python vs R debate. Which tool is better for your organization? Why? Post your thoughts.

Assignment: Utilize tools and techniques demonstrated in class to analyze a provided dataset for trends in consumer interest and behaviors that could point Netflix to the next Big Thing in the world of content licensing and distribution.

• Class review for quiz (provide a study guide...encourage students to work in groups and post questions to class Stream)
• Pictures you see with your brain
• Evaluation framework for the visual form
• Sophisticated use of contrast