LEARNING OUTCOMES
The course aims at providing students with both theoretical understanding and practical competence to use digital analytics to improve marketing decision making. Students learn how to select relevant metrics against distinct business goals and customer lifecycle stages. They also learn how to interpret the metrics data so that they can identify bottlenecks in web and mobile experience and execute actionable experiments aimed at removing the bottlenecks. Furthermore, students learn about the use of analytics tools in both big and small companies, specialties of enterprise analytics deployments, and get an understanding on how to select the right analytics tool for a given job.
marketing analytics
performance measurement
metrics selection
marketing automation
data-driven decision making
conversion optimization
multi-channel data analysis
search engine optimization
data visualization
regulations and ethics in data analytics
Credits: 6
Schedule: 02.06.2025 - 29.08.2025
Teacher in charge (valid for whole curriculum period):
Teacher in charge (applies in this implementation): Victor de Bruin
Contact information for the course (applies in this implementation):
CEFR level (valid for whole curriculum period):
Language of instruction and studies (applies in this implementation):
Teaching language: English. Languages of study attainment: English
CONTENT, ASSESSMENT AND WORKLOAD
Content
valid for whole curriculum period:
Key topics:
marketing analytics
performance measurement
metrics selection
marketing automation
data-driven decision making
conversion optimization
multi-channel data analysis
search engine optimization
data visualization
regulations and ethics in data analytics
Assessment Methods and Criteria
valid for whole curriculum period:
In-class exercises
Group assignments
Individual assignments
Workload
valid for whole curriculum period:
Total 160 h (6 ECTS)
Lectures: 42 h
Independent and team work: 118 h
Compulsory attendance, max. 3 absences
DETAILS
Study Material
valid for whole curriculum period:
Articles and other materials provided on the course.
Substitutes for Courses
valid for whole curriculum period:
Prerequisites
valid for whole curriculum period:
FURTHER INFORMATION
Further Information
valid for whole curriculum period:
Teaching Language: English
Teaching Period: 2024-2025 Summer
2025-2026 SummerRegistration:
Registration for courses will take place on Sisu (sisu.aalto.fi). The course is available only for the minor students in the Information Technology Program (ITP). Application to the program through itp.aalto.fi.