Description
As Peter Drucker said, “if you can’t measure it, you can’t improve it”. You can’t know whether you are successful unless success is defined and tracked. The problem is that according to ITSMA, 74% of marketers can't measure or report how their efforts impact their business. It’s uncertain whether this stems from lack of resources or lack of knowledge on using marketing analytics. However, with the rise of digital marketing, there’s no longer an excuse for failing to keep up with data. The aim of this course in to provide a solid knowledge about digital KPI (Key Performance Indicators), tools to measure these KPI and ways to improve the digital business performance.
Type Subject
Optativa
Semester
First
Credits
5.00
Previous Knowledge
Objectives

Amongst the course objectives, we highlight the following:
- To develop the necessary skills to understand the KPI that measure the performance of an online business.
- To know the most relevant, Content Marketing practices and how measure its performance.
- To acquire a general knowledge of how Google Analytics works as well as other tools. See how data analytics is impacting every aspect of your business and prepare a proper response based on real data.
- To increase the ability and skills necessary to use a CMS like Wordpress and its terminologies correctly to work collaboratively and find solutions to arising challenges.
- To be able to develop a Web Increase Performance Plan that fits the objective of a real website.

Contents

The syllabus for the course covers the following main topics:
1. Web Analytics and KPI
2. How to create data-driven Marketing Content Strategy
3. Know Your Customers: a data analytics framework to understand customers
4. Reporting: creating a digital dashboard with Google Data Studio
5. Creating a Website Performance Development Plan.

Methodology

Business case methodology. We work with data from real companies and the challenge is how to help them improve their performance thanks to the knowledge that we can gather from their data.

Evaluation

The course grade will be based on the following 5 point breakdown:
1. Participation (10%): including preparation for class, participation in class and group discussions.
2. Assignments (30% * 3)
No final exam is necessary.

Evaluation Criteria
Basic Bibliography
Additional Material