Digital marketing tools and opportunities continue to expand. Are you capturing and using appropriate data in your digital efforts to help make the best marketing decisions? In this project, continuing education students in McMaster University’s Digital Marketing certificate program will analyze your digital efforts, provide a template to capture relevant data points, and analyze those data points to ensure that you are reaching your audience as effectively as possible.

A written report with detailed recommendations and custom templates that can be used by your organization. Depending on the opportunity areas you have asked students to address, this report can include:

• Background information on company, product offerings and current information of business value.
• Identification of relevant key performance indicators (KPIs).
• Identification of current digital channels being used and recommendations for enhanced use to reach KPIs.
• Analysis of current data measuring digital marketing efforts, identification of big data relevant to the company and identification of new data points that should be captured.
• Analysis of sales and marketing funnel and recommendations for enhancement. Integration of marketing automation and predictive analytics recommendations if relevant.
• Analysis and recommendations for compliance with PIPEDA.
• Identification of potential areas for data bias, vanity or corruption and mitigation strategy.
• Data visualization, if relevant.