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User Behaviour and Campaign Analytics MKTG 4580

Marketing Management Course

Course details

​This course explores the concepts, tools, and techniques for the collection, analysis, optimization, and visualization of marketing campaign and user data. Students will learn to organize, interpret, and analyze various data sets from multiple campaign channels, including websites, e-commerce, social media, video, and apps, to create reports, dashboards, and data visualizations. In addition, students will be introduced to key areas of customer analytics: descriptive analytics, predictive analytics, and prescriptive analytics. The goal is to provide future marketers with the data skills to generate and communicate customer insights, aid in campaign decision-making, and support data-driven marketing strategies.


  • Completion of all third-level MKTG courses



Not offered this term
This course is not offered this term. Please check back next term or subscribe to receive notifications of future course offerings and other opportunities to learn more about this course and related programs.

Learning Outcomes

Upon successful completion of this course, the student will be able to:

  • Define fundamental marketing and user data terminology and concepts
  • Describe and identify various platforms, tools, and techniques for collecting and analyzing marketing and user data across marketing channels (websites, social media, video, mobile, et cetera)
  • Develop key performance indicators (KPIs) that are aligned with mission and organizational, marketing, and campaign objectives
  • Develop proficiency with Google Tag Manager
  • Apply attribution models to determine the return on marketing from each user touchpoint
  • Create marketing and campaign dashboards and reports to communicate KPIs
  • Evaluate data and identify insights to make data-driven marketing decisions and assessments
  • Test and optimize marketing activities to improve the user experience and to reach campaign, marketing, and organizational objectives
  • Explain the importance of using visual communication and storytelling to communicate data
  • Use predictive and prescriptive modelling to develop customer insights across the entire customer journey and customer lifecycle
  • Describe how artificial intelligence using machine learning and deep learning can be applied to marketing data
  • Discuss current issues, ethics, and privacy considerations in marketing analytics

Effective as of Winter 2022

Related Programs

User Behaviour and Campaign Analytics (MKTG 4580) is offered as a part of the following programs:

School of Business + Media

  1. Marketing Management (Digital Marketing and Brand Strategy Option)
    Diploma Full-time


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