Metrics, Analysis and Optimization in Digital Marketing

Upon successful completion of the course, students will be able to:

• To know how to evaluate the performance of a website
• To know the use and tools offered by the Google Analytics and Facebook insights platform
• Know how to plan a strategy to monitor the performance of each Digital Marketing activity
• To know how they can optimize their campaigns in Social Media and search engines.

Sophisticated measurement and analysis capabilities are what make digital marketing so important these days. The success of every action we take can be precisely measured, enabling us to adapt immediately to achieve our goals. This course will analyze the capabilities and opportunities that search engine and Social Media marketing campaign performance and traffic data analytics tools provide. The course focuses on techniques and tools that enable us to understand the performance of our digital marketing actions. Also presented are basic principles of statistical analysis and their application to derive useful conclusions for the optimization of these actions. The general thematic units of the course are:

1. Useful metrics in digital marketing
2. Audience and consumer behavior analysis
3. Google Analytics
4. Facebook Insights
5. PPC reports
6. Monitoring strategies
7. Campaign optimization capabilities based on data analysis

1. Paper Assignment-Case Study
2. Final written exam

The evaluation criteria are posted on eClass from the beginning of the semester, while they are explained at regular intervals in the course.

Evaluation Language: Greek