Digital Marketing Analytics 数字营销分析与决策 (MKT510)

MKT510 Digital Marketing Analytics provides a practical introduction to data-driven decision-making in digital marketing, equipping students with the skills to measure, interpret, and apply key performance metrics such as impressions, click-through rate (CTR), cost per click (CPC), conversion rate (CVR), customer acquisition cost (CAC), and return on ad spend (ROAS) to evaluate marketing effectiveness. It further emphasises hands-on learning in web analytics through the use of Google Analytics, enabling students to track user behaviour, segment audiences, assess conversion performance, and derive insights to guide marketing strategy and campaign optimisation. The course also addresses budget allocation and channel optimisation, teaching students to evaluate the effectiveness of different digital channels—such as search, social, display, and video—and to apply analytical reasoning to optimise marketing investments. By the end of the course, students will be able to use analytics tools and frameworks to enhance overall marketing performance and return on investment. MKT510 数字营销分析与实践以实践为导向，介绍数字营销中基于数据的决策方法，帮助学生掌握衡量、解读并运用关键绩效指标的能力，包括曝光量、点击率（CTR）、点击成本（CPC）、转化率（CVR）、获客成本（CAC）及广告支出回报率（ROAS），以评估营销成效。课程强调通过 Google Analytics 进行 网站分析 的实作训练，使学生能够追踪用户行为、细分受众、评估转化绩效，并从数据中提炼有助于优化营销策略与活动的洞察。同时，课程探讨预算分配与渠道优化，引导学生评估不同数字渠道（如搜索、社交、展示与视频）的效果，并运用分析思维优化营销投资。课程结束后，学生将能够综合运用分析工具与框架，以提升整体营销绩效与投资回报。

• Introduction to Digital Marketing Analytics 数字营销分析导论
• Data-Driven Decision-Making in Marketing 营销中的数据驱动决策
• Key Performance Metrics and Indicators (CTR, CPC, CVR, CAC, ROAS) 关键绩效指标与衡量标准（CTR、CPC、CVR、CAC、ROAS）
• Measuring and Interpreting Marketing Performance 营销绩效的衡量与解读
• Linking Metrics to Marketing Objectives 指标与营销目标的关联分析
• Introduction to Web and Platform Analytics 网站与平台分析概论
• Google Analytics Interface and Setup Google Analytics 界面与设置
• Tracking User Behaviour and Conversion Paths 用户行为与转化路径追踪
• Audience Segmentation and Insight Generation 受众细分与洞察生成
• Evaluating Channel Effectiveness (Search, Social, Display, Video) 评估渠道成效（搜索、社交、展示、视频）
• Budget Allocation and Optimisation Models 预算分配与优化模型
• Integrating Analytics into Marketing Strategy and Reporting 将分析结果融入营销策略与报告

• Evaluate key digital marketing performance metrics (e.g., CTR, CPC, CVR, CAC, ROAS) and their implications for campaign performance. 评估数字营销关键指标（如 CTR、CPC、CVR、CAC、ROAS）及其对营销绩效的影响。
• Analyse web traffic and user behaviour data using Google Analytics to derive actionable marketing insights. 分析网站流量与用户行为数据，并利用 Google Analytics 提取可行性洞察。
• Assess the role of data analytics in guiding marketing strategy, budgeting, and channel optimisation. 评估数据分析在营销策略、预算分配与渠道优化中的作用。
• Apply digital analytics tools to measure and interpret marketing performance across multiple platforms. 运用数字分析工具衡量并解读多平台的营销绩效。
• Integrate data-driven insights to formulate evidence-based digital marketing strategies and budget decisions. 整合数据洞察以制定基于证据的营销策略与预算决策。
• Design and justify optimal channel mixes using quantitative reasoning to maximise marketing return on investment. 设计并论证最优渠道组合，运用量化分析提升营销投资回报。