Digital Analytics, AI and Marketing Automation Notes
Subject Overview
The fourth Digital Marketing group elective, covering digital analytics and web analytics tools, CRM and marketing automation systems, AI applications and predictive analytics in marketing, and emerging technologies including blockchain, AR/
Subject at a glance
4
Units
25
Topics
4
Credits
4
Infographics
Unit-wise Syllabus
4 units — open any unit for detailed topic-wise notes, diagrams and important exam questions
- Meaning and scope of digital analytics
- web analytics concepts
- Google Analytics and dashboard interpretation
- website traffic and customer behaviour tracking
- digital marketing metrics (CTR, CPC, CPA, CPM, ROI)
- campaign analytics
CTR
Clicks / impressions × 100
Bounce rate
Single-page sessions / sessions × 100
Conversion rate
Conversions / sessions × 100
CPA
Spend / conversions
ROI
(Revenue − cost) / cost × 100
Study guide
This unit covers digital analytics, web analytics, Google Analytics, traffic and behaviour tracking, metrics (CTR, CPC, CPA, CPM, ROI) and campaign analysis. Set up Analytics on a website.
- CRM systems and customer lifecycle management
- segmentation and personalization
- predictive customer analysis
- email and marketing automation systems
- chatbot applications
- CRM integration with digital marketing platforms
- 1. Acquire:
- 2. Onboard:
- 3. Engage: Personalised campaigns
- 4. Retain: Loyalty, service
- 5. Win back: Re-engagement
Study guide
You study CRM, lifecycle management, segmentation, personalisation, predictive analysis, email and automation systems, chatbots and CRM integration. Design an automated email journey.
- AI applications in marketing
- machine learning and predictive analytics
- recommendation systems and personalization engines
- sentiment analysis
- big data applications
- data visualization and dashboard tools
- ethical and privacy concerns in AI-based marketing
Recommendation engines
Personalised products
Predictive analytics
Churn, lifetime value
Sentiment analysis
Read customer mood
Chatbots
24x7 conversations
Generative AI
Copy, images, variants
Study guide
You study AI in marketing, machine learning, predictive analytics, recommendation engines, sentiment analysis, big data, dashboards and ethics and privacy. Evaluate a recommendation system you use.
- Blockchain applications in marketing and digital trust
- voice commerce and conversational marketing
- AR/VR applications
- IoT marketing
- predictive marketing and future consumer trends
- digital governance and privacy regulations
Blockchain
Transparent ads, loyalty
Voice and conversational commerce
AR and VR
Immersive try-ons
IoT
Connected-device data
Privacy regulation
DPDP Act, GDPR
Study guide
You study blockchain, voice commerce, conversational marketing, AR/VR, IoT, predictive marketing and digital governance and privacy regulations. Explore one emerging channel.
Why Digital Analytics, AI and Marketing Automation Matters
Marketing is increasingly automated and data-driven, so analytics and AI skills are highly valued in growth and marketing technology roles.
How to Prepare for Digital Analytics, AI and Marketing Automation
- Get hands-on with Google Analytics and a CRM or email tool.
- Learn core metrics and attribution.
- Follow privacy regulations.
Digital Analytics, AI and Marketing Automation: Frequently Asked Questions
What is marketing automation?
Marketing automation uses software to run repetitive tasks such as emails, segmentation and lead scoring based on customer behaviour.