About this course
A practical six-week introduction to the use of data and data science techniques to enhance marketing insights and manage online customer interaction in web-based environments. Developed for people who engage with their organisation’s clients in a digital age, the course aims to help you improve both customer acquisition and retention, and to increase your customer’s lifetime value.
The course is delivered online and contains a mixture of taught material, self-study, activities and practical exercises. All materials are made available at the beginning of each week, to allow you to complete them at your own pace and at a time that suits you.
This course is a practical introduction to how you can use data and data science techniques to improve marketing insights and manage customer interaction in web-based environments. Its content is aimed at people charged with delivering real engagement with their organization’s clients in a digital age. Offering a practical use of data science for marketing insights it aims to help you enhance customer acquisition, retention and grow your customers’ lifetime value.
Taking place over six weeks, each week will contain a mix of taught material, self-study, activities and practical exercises all carried out online.
Data produced by people’s interaction with digital marketing channels offers new ways in which marketers can effectively target their customers with more personalised campaigns. It also allows you to track a customer’s journey, improve customer segmentation and predict their behaviour. The course in Data Science for Digital Marketing teaches the fundamental concepts and tools needed to make the best use of these opportunities.
During the course, you will learn how to set up an example marketing campaign. You will be walked through each stage of the decision-making process, with an emphasis on the types of data to be collected or used, and you will be introduced to the range of tools and techniques to help you analyse it. As a result, you will have a better understanding of the role different sources of data can play to help you make sense of customer engagement. This includes aspects such as:
- Customer segmentation
- Behavioural data and metrics
- Churn prediction
With access to real data on website traffic and use journeys, you will learn how to use different data sources and methods of analysis to generate insights into visitors and their behaviour. By measuring activity within a site and tracking key events that signal engagement, you will learn how these are used to build profiles of your customers and for predicting the behaviour of future visitors. You will then be taught how to combine the data with social media content, to produce more relevant insights.
During the course, you will consider how you would use the techniques in your own campaigns. You will reflect on the reduction of costs and improved outcomes gained from the use of advanced machine learning and big data technologies.
We are particularly keen to ensure that you not only learn how data science could help your marketing team but also how to use the techniques yourself. With a fundamental experience of how the data science environment works, you will be in a much stronger position to manage web and social media channels in your organisation.
Each week, you be asked to complete several activities and submit three pieces of coursework. All of these will be achieved individually but you will also work in small groups under the dedication supervision of a course tutor, who will be happy to offer detailed assistance should any problems arise.
Aims and learning outcomes
Upon completion of the course, you will be able to:
- Understand the role of data science in modern digital marketing
- Understand how to optimise the digital marketing process through the collection of specific data.
- Understand the roles sources of data play and how different combinations can be used to produce added value.
- Use data science techniques to test a campaign’s performance and identify ways in which it can be improved.
- Measure a campaign’s success rate.
Learning outcomes by week
- Complete the necessary introductory and preparation material for the course.
- Understand the potential of data science to improve digital marketing insights and performance.
- Track activities against goals and interpret the results.
- Track website activity against particular goals.
- Evaluate the efficacy of page content for creating results.
- Track events through video views and downloads.
- Describe the potential for using social network analysis to gain marketing insights.
- Use social network analysis to interpret data from Twitter, in order to identify key members of your audience.
- Describe how to use Facebook tools to enlarge your target audience for advertising, using characteristics of your customer/visitor.
- Create a word cloud, using reviews or user-generated content and a visualisation tool, to home in on keywords used by your customer base, and use it to update the keywords on the site.
- Explain machine learning is and how it is used.
- Describe how machine learning applies to churn prediction, and customer segmentation and engagement.
- Understand Big Data and how it applies to your business problems.
- Have an overview of tools and technologies to help solve the challenges of Big Data.
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Last updated February 8, 2018