MKT 4530-01 - DIGITAL ANALYTICS

Academic Period:

Fall 2025

Section:

Title:

DIGITAL ANALYTICS

Meeting Patterns:

Mon/Wed | 9:45 - 11:15

Locations:

Luksic Hall 108 Can be several values or empty

Start Date:

Monday, August 25, 2025 Date format can be changed

End Date:

Friday, December 12, 2025 Date format can be changed

Instructor Name:

Mike McGuirk

Instructor Email:

mmcguirk@babson.edu

Academic Unit:

MKT - Marketing

Academic Level:

Undergraduate

Maximum Credits:

4

Delivery Mode:

In-Person

Allowed Grading Bases:

Graded

Section Status:

Open

Enrollment Count:

31

Section Capacity:

42

Description:

MKT4530 Digital Analytics 4 Advanced Management Credits The consumer buying journey continues to evolve, particularly as consumers become more comfortable and experience the benefits of using digital and mobile platforms to support all facets of the buying process. This rapidly expanding digital ecosystem generates an enormous amount of data. This course will explore how organizations can utilize the latest digital analytics techniques to turn structured and unstructured big data, into extremely valuable customer and marketing insights. This course is designed to complement Babson’s Marketing Analytics course and covers entirely different topics and materials specifically focused within the digital sphere. Students will utilize industry-leading digital analytics tools to collect and analyze consumer data to support decision-making and the development of marketing strategies that are informed by the insights. This includes the use of social media analytics platforms to listen to the voice of the customer, monitor consumer sentiment, and perform a comprehensive share of voice competitor analysis. Students will also use a web analytics platform to learn how to track, segment and measure the online and mobile device usage behaviors of customers and visitors. Students will also learn how to construct digital marketing experiments, perform A/B testing, and measure the ROI of digital campaigns. The course design includes official certifications in each of the digital analytics platforms used in the course. Prerequisites: SME2011 or MKT2000

HTML Description:

MKT4530 Digital Analytics
4 Advanced Management Credits

The consumer buying journey continues to evolve, particularly as consumers become more comfortable and experience the benefits of using digital and mobile platforms to support all facets of the buying process. This rapidly expanding digital ecosystem generates an enormous amount of data. This course will explore how organizations can utilize the latest digital analytics techniques to turn structured and unstructured big data, into extremely valuable customer and marketing insights. This course is designed to complement Babson’s Marketing Analytics course and covers entirely different topics and materials specifically focused within the digital sphere.

Students will utilize industry-leading digital analytics tools to collect and analyze consumer data to support decision-making and the development of marketing strategies that are informed by the insights. This includes the use of social media analytics platforms to listen to the voice of the customer, monitor consumer sentiment, and perform a comprehensive share of voice competitor analysis. Students will also use a web analytics platform to learn how to track, segment and measure the online and mobile device usage behaviors of customers and visitors. Students will also learn how to construct digital marketing experiments, perform A/B testing, and measure the ROI of digital campaigns. The course design includes official certifications in each of the digital analytics platforms used in the course.

Prerequisites: SME2011 or MKT2000

Format:

In-Person Can be several values or empty

Session:

Full Session Can be several values or empty

Elective:

Advanced Elective (UGrad) Can be several values or empty

Program:

Advanced Management (UGrad), , Can be several values or empty