TU - Digital Marketing Metrics and Analytics

Catalogue des cours de Institut Mines-Télécom Business School








Marketing, commercial



Crédits ECTS


Heures programmées


Charge de travail




  • Direction des Formations et de la Pédagogie

Acquis d'apprentissage

1 Understand, generate and use a range of metrics applicable to digital marketing data and campaigns.
2 Utilise the key performance metrics in simple campaigns and generate campaign relevant reports suited to management.
3 Navigate the basics of the Google Analytics (GA) platform and be aware of other vendor offerings such as Omniture, Yahoo, Microsoft, IBM etc
4 Assess the validity and value of test results in online and interactive marketing programmes.
5 Conduct data driven customer segmentation, targeting and profiling
6 Engage with a firm and analyze their digital strategy, suggest and possibly implement simple traffic driving strategies and provide useful reports to management on the campaign outcomes


Providing students with an appreciation of website analytics and digital customer data available particularly from traffic analysis.
Acquainting and engaging the student with analytics platforms such as Google analytics, Omniture etc and being able to generate and discuss reports.
Conducting simple digital campaign analysis: PPC, CPM, SEO, Email etc and presenting the key metrics and findings
Conducting simple and Multi-channel analyses using Excel spreadsheets. Conducting scenario, sensitivity analysis.
Assessing the impact of testing elements of digital campaigns, landing pages etc.
Facilitating engagement with chosen firms to help drive traffic and provide analyses and reports on the campaign efforts and derive practical experience.


100% Continuous Assessment
Element 1:Continuous assessments//homework tasks
Ongoing practical homework (typically 3 main tasks) interspersed through the first half of the semester, consolidating the class material and incrementally allowing for exposure and experience in analytics, campaign analysis and key metrics assessment. 50% To 4)

Element 2: End of module project Typically liaise with a firm regarding their marketing channels (Websites, Social, Email etc) and setting goals, monitoring and driving traffic and generating a report on their campaigns. Students may use specialized social media software or other analytics platforms, e.g. Face book Insights / Google Analytics. Students must produce a pre campaign report and a Post-campaign report for assessment.
This module is therefore 100% assessment with no final exam 50% 5) & 6)
Module Assessment Thresholds
There will be no minimum performance threshold for the individual elements comprising the module.
Both elements are equally weighted and the final grade will be reached by their combined mark.

Approches pédagogiques

1. Course delivery will primarily consist of practical lab sessions involving use of relevant software and analytical tools. Continuous assessment in the form of homework tasks will be used to enhance familiarity with lecture content
2. The student will also be directed to a self study mode in terms of accessing relevant journal readings and use of the internet resource as well as individual and possibly group based homework tasks.
3. Where possible it is hoped to involve students in interactions with practitioners from the industry. This is integral to the second component (Element2) where engagement with client firms and their campaign and channel data is envisaged with a company report generated. Self directed and peer to peer learning will feature as a result.
4. The usage of practical and realistic data sets and contexts will provide a viable and valuable approach to capturing and demonstrating issues relating to customer data.


Programme Bachelor

Fiche mise à jour le 08/12/2020