Behind every click is a human.
This hands-on class will begin with a brief introduction to the behavioral biases that drive consumer choices. These behaviors are foundational to marketing strategy and inform campaign creation. Students will then learn about the data analytics tools used by digital marketers to analyze campaign impacts; these tools include Google Analytics 4 (GA4), social media analytics, Urchin Tracking Modules (UTMs), and email campaign performance metrics. The course includes the use of augmented AI (artificial intelligence) as part of the data analytics toolkit. Finally, students will create dashboards for marketing measurement and tie the results back to data analytics and the behavior biases that drive consumer actions.
Required book: The Choice Factory by Richard Shotton
This hands-on class will begin with a brief introduction to the behavioral biases that drive consumer choices. These behaviors are foundational to marketing strategy and inform campaign creation. Students will then learn about the data analytics tools used by digital marketers to analyze campaign impacts; these tools include Google Analytics 4 (GA4), social media analytics, Urchin Tracking Modules (UTMs), and email campaign performance metrics. The course includes the use of augmented AI (artificial intelligence) as part of the data analytics toolkit. Finally, students will create dashboards for marketing measurement and tie the results back to data analytics and the behavior biases that drive consumer actions.
Required book: The Choice Factory by Richard Shotton
- Teacher: Ann Mills