Digital analytics in social media and mobile marketing

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Digital analytics in social media and mobile marketing

In this lecture I explore core concepts related to digital analytics, with a particular focus on the basic elements needed in social media and mobile marketing analytics. I also discuss how a digital analytics team “fits” within the overall organizational framework, with special emphasis on how crafting analytically-derived stories for gaining buy-in at the executive level for a particular strategy or course of action. During this lecture I touch upon the concept of Zero Moment of Trust (related to Google’s Zero Moment of Truth concepts).

Source material for this lecture: Digital Analytics Primer, written by Judah Phillips

By | 2015-08-24T14:27:19-05:00 January 17th, 2015|Digital Analytics, Lecture Series|0 Comments

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