Digital Marketing Analytics

Recommended Prerequisites

Not applicable.

Teaching Methods

The adopted methodology combines an expository logic with a participatory approach, leveraged on a learning by discovery strategy.

Learning Outcomes

At the end of the course, trainees should be able to:

- Identify the most suitable KPI`s for the organization or business model;

- Provide a 360º view of the potential of the strategic use of big data for the management of organizations;

- Understand the importance of information in the decision-making process;

- Understand the relevance of setting goals and setting goals in the construction of indicators;

- Identify critical aspects in the development of a monitoring model;

- Understand the critical aspects of creating a dashboard;

- Know the main technology tools (IT's), in support of the Demonstration of Results in Marketing.

Work Placement(s)

No

Syllabus

1. INTRODUCTION

Key Concepts

 

2. METRICS

2.1 FINANCIAL MARKETING

2.2 CUSTOMERS

2.3 MARKET

2.4 SALES FORCE

2.5 ADVERTISING

2.6 DIGITAL

3. PERFORMANCE MONITORING

Performance Monitoring

Actors and Responsibilities

The Different Recipients of Information

Determination of Objectives, Indicators and Targets

Reporting

Dashboards

Critical Success Factors

 

4. TECHNOLOGICAL TOOLS

ERP - Enterprise Resource Planning

CRM - Customer Relationship Management

BI - Business Intelligence.

Head Lecturer(s)

Cristela Maia Bairrada

Assessment Methods

Assessment
Periodic or by final exam as given in the course information: 100.0%

Bibliography

Key Marketing Metrics PDF eBook: The 50+ metrics every manager needs to know.  Bendle, Farris, Pfeifer, Reibstein. Financial Times Series.  Versión Kindle. Janeiro, 2021.