Unit type: Internal
Guided learning hours: 60
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Unit in brief
Learners explore the use of digital analytics in a business.
Organisations of all sizes have long used data and statistics to look for patterns and trends in their markets and customer behaviour. The rapid development of technology and computing power has made digital analytics not just possible but necessary to organisations that want to systematically analyse data to improve business performance. As computing power becomes more affordable and cloud-based platforms more prevalent, more businesses, small and large, can collect, store and analyse data at scale. As such the importance of digital analytics has increased and many organisations recruit and create roles specifically for data analysts and data scientists who use digital analytics as their main tool. Digital analytics includes the collection, analysis, visualisation and interpretation of digital data to aid the decision-making process of businesses.
In this unit, you will explore the use and importance of digital analytics, learn the different types of digital analytics used by businesses, understand the role of market research, data collection and analysis and the legal and ethical considerations in using digital analytics.
You will develop a digital analytics plan, understanding the difference between and being able to select from a variety of digital information, media channels and devices. You will then review the success of digital marketing activity using appropriate market research and digital analytics measures and tools. To complete the assessment task, you will need to draw on your learning from across your programme of study.
This unit is suitable for those who are already working in the marketing industry and looking to progress to the specialised area of digital analytics, and for those looking to progress their career opportunities to the next level. The unit will help learners to progress their careers by giving them sound knowledge of digital analytics.
In this unit you will:
A. Explore the purpose, importance and types of digital analytics and the legal and ethical considerations of using digital analytics
B. Develop a plan for digital analytics using a variety of sources including market research, digital information, media, channels, and devices
C. Review the success of digital marketing using appropriate data analysis techniques and digital analytics measurements.