Objectives

• Describe what digital analytics actually means, and how companies should think about the capabilities they want to build when it comes to digital analytics.
• Identify the different types of data, especially “batch” vs. “streaming”.
• Demonstrate how to extend the practice of testing & experimentation into a program of optimization
• Demonstrate the basic application of machine learning to content optimization
• Recognize the value of and process for collecting data through “tagging”, including collecting web data, and link tagging for email and paid media.
• Differentiate between first party and third party cookies.
• Examine the performance and context data available through owned media dashboards for Web and Email analytics
• Examine the strategic considerations and tactical infrastructure for integrating and storing data.
• Demonstrate basic skills and requirements for visualizing analysis.
• Demonstrate how to use the omni-channel, cross-journey linkage to performance to plan the most efficient and effective investments in marketing