- Class 30
- Practice 30
- Independent work 90
Marketing data and metrics
Lecturers and associates
This module builds upon the knowledge and skills from previous marketing modules and encourages students to focus on the digital data and quantitative aspects of marketing.
The objectives of this module are to enable students to:
argue the role and benefits of marketing analytics,
recommend the appropriate metrics models and techniques in various marketing fields, and
make data-driven marketing decisions.
The module introduces students to today’s most valuable marketing metrics across all facets of marketing and teaches them how to analyse, structure, record, use and interpret digital data from various sources.
It is important for students to take this module in order to be able to choose the right metrics for every challenge, and use models and dashboards to translate numbers into real insights. Upon completion of the module, the students will be able to assess and justify marketing strategies using quantitative evidence. Skills acquired through this module will contribute significantly to students’ development as marketing professionals and help them understand and improve business processes by managing digital data.
Bendle, N., Farris, P.W., Pfeifer, P. and Reibstein, D. (2021) Marketing Metrics: The Manager's Guide to Measuring Marketing Performance. 4th edn. Harlow: Pearson Education.
Jeffery, M. (2010) Data-Driven Marketing: The 15 Metrics Everyone in Marketing Should Know. Hoboken, [n.k.], New Jersey: John Wiley and Sons, Inc.
Davis, J.A. (2018) Measuring Marketing. 3rd edn. Berlin: Walter de Gruyter Inc.
Journal of Marketing Analytics, Palgrave Macmillan, ISSN: 2050-3326 (electronic)
Digital Mantis, Inc.(2021) The Data Driven Blog [Online]. Available at: https://www.datadrivenu.com/blog/ (Accessed: 4 May, 2021)
Minimal learning outcomes
- Assess appropriate sources of reliable and robust data for marketing analysis and determine the relevant measures of marketing performance for a range of organizations.
- Critically assess the construction, considerations and purpose of the metrics used in the fields of product and portfolio management, customer profitability and distribution.
- Critically assess the construction, considerations and purpose of the metrics used in the fields of pricing strategy and marketing communications.
- Evaluate data, apply various tools and interpret analytical results to make data-driven marketing decisions and establish the effectiveness of marketing activities.
Preferred learning outcomes
- Argue the role and benefits of marketing analytics and defend the effectiveness of the marketing spend and its contribution to the bottom line.
- Recommend the appropriate marketing metrics models and techniques in the fields of product and portfolio management, customer profitability and distribution for a given market context.
- Recommend the appropriate marketing metrics models and techniques in the fields of pricing strategy and marketing communications for a given market context.
- Combine conceptual marketing knowledge and knowledge of analytical tools to recommend a system of metrics for strategic decision-making.