Queen Mary University of London

Sensing Consumer Insights

This course is part of Digital Consumer Search and Marketing Specialization

Taught in English

Some content may not be translated

Athanasia Lampraki
Evangelia Katsikea
Tana Licsandru

Instructors: Athanasia Lampraki

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Course

Gain insight into a topic and learn the fundamentals

Beginner level

Recommended experience

13 hours (approximately)
Flexible schedule
Learn at your own pace

What you'll learn

  • Assess the Return on Investment (ROI) on digital marketing activities

  • Explain the importance of digital analytics capability 

  • Discuss digital analytics and how they inform marketing programmes

Details to know

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Assessments

17 quizzes

Course

Gain insight into a topic and learn the fundamentals

Beginner level

Recommended experience

13 hours (approximately)
Flexible schedule
Learn at your own pace

See how employees at top companies are mastering in-demand skills

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Build your subject-matter expertise

This course is part of the Digital Consumer Search and Marketing Specialization
When you enroll in this course, you'll also be enrolled in this Specialization.
  • Learn new concepts from industry experts
  • Gain a foundational understanding of a subject or tool
  • Develop job-relevant skills with hands-on projects
  • Earn a shareable career certificate
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There are 4 modules in this course

This week, you will be introduced to digital analytics, with a specific focus on owned and learned social media metrics. You will then study web, search and traditional analytics, before ending the week looking at audience analysis.

What's included

4 videos6 readings4 quizzes4 discussion prompts

The week commences with a discussion on how digital analytics inform marketing programmes and continues with a discussion of social media landscape analysis. The week continues with a discussion on search and owned media analysis and a focus on digital consumer experience. The week ends with a focus on the role of digital analytics on crisis preparation and management.

What's included

4 videos6 readings4 quizzes4 discussion prompts

The week commences with a discussion of product lifecycle and digital analytics. In this vein, the different stages of the product lifecycle discussed. The week continues with a focus on the development of a research proposal using digital analytics. The week ends with a discussion on the ingredients of robust research reports.

What's included

4 videos6 readings4 quizzes4 discussion prompts

The week commences with a discussion on the digital marketing ecosystem and its core ingredients. Focus is devoted to Return on Investment (ROI) of digital marketing activities and different variations including Return of Engagement, Return on Experience and Return on Influence. The week ends with a discussion regarding the future of digital data and the need for the building of digital analytics capability within the contemporary organization in order to handle digital consumer intelligence and manage the digital analytics process.

What's included

4 videos6 readings5 quizzes1 peer review5 discussion prompts

Instructors

Athanasia Lampraki
Queen Mary University of London
8 Courses20,242 learners

Offered by

Recommended if you're interested in Marketing

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