Completing the module gives students the CAM Award for Web Analytics and Social Media Monitoring.
Digital marketing is of ever-increasing importance to all organisations and within an environment where return on investment is of increasing importance, all activity needs to be both evaluated and measured to monitor the effectiveness of activity.
The unit will explore basic online research principles and then examine two themes: web analytics and social media monitoring. Web analytics reviews the effectiveness of company communications and customer interactions on a range of digital marketing platforms including website, social media presences and mobile marketing. Social media monitoring involves using tools to listen to conversations about a brand across digital platforms and taking appropriate action.
The unit focuses on developing an understanding of KPIs, selecting measurement tools, analysing reports to improve performance and creating tests to improve owned and bought media messages.