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Digital Marketing Management: Targeting, Measurement and ROI
Lecture slides for a class I taught in the Graduate Certificate in Digital Marketing program at Dublin City University, winter session 2011-12. The lectures were broken down into 4 parts:
1. Digital Marketing Management Basics - Building a foundation upon which to base all digital marketing activities including common pitfalls and often overlooked opportunities.
2. The Brand/Agency Partnership - How brands should identify the best agencies to partner with for their marketing endeavors and how agencies can compete and win in a crowded digital space.
3. User and Customer Experience - Using a user-centric methodology for designing marketing engagement activities and campaigns.
4. Targeting, Measurement and ROI - How to identify, plan, engage, track and iterate marketing campaigns using data and insight.