Digital Marketing and Social Media Analytics


Digitization is revolutionizing marketing strategy. From tablets and big data to new customer monitoring tools and the global emergence of social networking, recent technology has revolutionized the modes of communication through which businesses and brands engage with consumers. This course is designed to help executives understand the new rules of marketing in the digital age, covering a range of topics that include search marketing, social network marketing and analytics, predictive modeling, mobile advertising and commerce, CRM strategy, and digital advertising.

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  • Live Online
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Digital Marketing and Social Media Analytics
Certificate Track: Strategy and Innovation
Location: Live Online
Tuition: $4,100
Program Days (for ACE Credit) 2

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New digital technologies have fundamentally reshaped marketing theory and practice the last decade alone. Technology has changed the modes of communication through which firms engage with consumers. Moore's law has made the storage and analysis of consumer data scalable, creating opportunities for fine-grained behavioral analytics. New monitoring tools have fostered precise and personalized customer relationship management practices. The rise of mobile phones and tablets has enabled location based messaging and reciprocal communication. The ubiquity of video content has promulgated rich, native advertising programs. The global emergence of social networking has enabled networked based predictive modeling and new forms of targeting and referral strategies based on the preferences of consumers' peers. And finally, new social media have brought all of this onto the public stage, with word-of-mouth conversations driving brand awareness and brand loyalty, and user-generated content on review and ratings sites making or breaking demand for products or services.

This two-day course provides a detailed, applied perspective on the theory and practice of digital marketing and social media analytics in the 21st century. We will cover concepts such as the difference between earned and paid media, predictive modeling for ad targeting and customer relationship management, measuring and managing product virality, viral product design, native advertising, and engaging the multichannel experience. Throughout the course we will specifically stress the theory and practice of randomized experimentation, AB testing and the importance of causal inference for marketing strategy.

Topics covered in this course include:

  • Search marketing
  • Social network marketing
  • Social media analytics
  • User generated content management and marketing
  • Mobile advertising and commerce
  • CRM strategy in the age of big data and digital advertising
  • Earned vs paid media
  • Predictive modeling for ad targeting
  • Viral product design
  • The multichannel experience
  • Randomized experimentation
  • A/B testing

Participant Testimonials

"This course came highly recommended. You could very well mark the period in your career before and after this course." ~ Steve Marzocchi

"Excellent program. Sinan is very knowledgeable about the topic. He injects a healthy dose of science and theory to back his advocated approach of practice. I highly recommend this course to executives in all disciplines as it touches an area that has become so pervasive in our lives: mobile, social and digital." ~ Wael D.

"Don't hesitate one moment -- take this class! What you will take away is cerebral and strategic." ~ Vincent Salette

How Social Media Disrupts Our Elections, Our Economy, and Our Health

In this webinar, MIT Sloan professor Sinan Aral discusses the future of social media – termed by Sinan as “The Hype Machine” – and our world. In a post-Covid society, social media is becoming an even more central source of information and human connection. How can we manage “The Hype Machine” in a world radically impacted by the global pandemic?