Learning Objectives
• Identify key performance indicator (KPI) data for supporting recommendations regarding future digital marketing decisions.
• Understand how strategic use of analytics can inform an integrated digital strategy.
• Recognize the many ways to utilize data effectively to generate valuable and actionable managerial insights for informed decision making.
As we have seen, digital marketing encompasses a lot of various platforms and tools. All of the elements of a digital marketing strategy should be measured. Collecting data is important, but simply aggregating that data is not enough. Brands need to understand how to analyze the data, understand what the data is “saying”, and then translate ...
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