MKTG 6350 - Digital Analytics and Database Marketing

The first half of this course covers digital analytics; the analysis of paid and non-paid traffic sources and visitor behavior on an organization's website. Using a variety of case studies, students will learn about defining and monetizing KPIs, collecting web usage and purchase funnel data, calculating metrics, analyzing data to improve performance, and optimization and action. Students will use Adobe's SiteCatalyst software and participate in the Adobe Digital Analytics Competition. The second half of the course covers customer base analytics and database marketing and will introduce students to the process of studying a firm's customers from transaction databases. The emphasis in the half of the course will be on calculating customer lifetime value for individual customers and its use in marketing programs.