Data Analysis & Optimization

Digital Analysis & Optimization will provide a comprehensive understanding of how the digitization of consumers’ engagement with media platforms is providing rich data sets to plan, buy and optimize integrated media programs. This course will cover media accountability and the measurement of KPIs through both attribution and modeling techniques (i.e., Marketing Mix Analysis).Students will learn media planning/buying terminology and the associated math, leveraging tools and data available to create media plans and media buys. Learning outcomes include an understanding of audience segmentation and in-market testing of media and creative strategies and tactics.

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