Welcome to Search and Metrics

In this module you will learn how marketers are rising to the opportunity of big data and attempting to deliver the promise of truly 1-2-1 marketing.   You will explore attribution and its importance in effectively allocating spend as part of omnichannel marketing.  You will develop an understanding of web analytics and social media engagement by considering the usefulness of a wide range of digital metrics across the engagement funnel.  Students will gain an understanding of how to evaluate a marketing campaign’s effectiveness (e.g. ROI, ROAS…) by carefully considering objectives, outcomes, KPI’s, targets, and metrics selection and how these might be used to create a management dashboard.  The module will also consider the current regulatory landscape for data compliance and study a range of current ethical issues.    Hence, you will learn how digital has been causing a paradigm shift from outbound to inbound marketing.  With greater focus put on content creation and curation, the module will explore how organisations seek to compete for the attention of audiences through organic means (search engine optimisation) and paid or boosted means (e.g. Adwords).  The module will consider the dynamic nature of algorithms and wider ethical governance issues. Students will learn how brands can harness electronic word of mouth through affiliate marketing to amplify their messages and reach a wider audience. The module will also encourage you to think creatively and then to apply what they learn to real working scenarios through a digital marketing simulation system and gain the practical skills required to become digital marketers.

Wishing you all the very best with this module!