Digital Analytics, AI and Marketing Automation
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/VR and IoT marketing. A 4-credit elective theory paper.
Unit-wise Syllabus
4 units — click WhatsApp below to get the full notes for each
Unit 1: Digital analytics fundamentals
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
Unit 2: CRM and marketing automation
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
Unit 3: AI in marketing
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
Unit 4: Emerging technologies
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