MSDM 5060

Business Analytics, Data Visualization and Online Metrics

Examines how to track, report, and analyze a variety of next generational online metrics that describe market behavior and attitudes. Students will learn how to apply data in the context of marketing and customer relationship management (CRM) objectives. Another key focus of the course is the use of new generation, beyond-the-click engagement metrics like play, play through and completion rates for video and expansion, game play and share rates for rich media. Specific course modules include big data target market delineation methods, website traffic metrics and using big data to detect changes in online consumer behavior, social networking trends and peer-to-peer valences. Each substantive module ends with a discussion of how to integrate research results into the focal entitys online marketing plan/strategy.

Units: 3.0