Module 1: Introduction to Data-Driven Digital Marketing

• What is Data-Driven Digital Marketing?
•  Evolution from Traditional to Digital to Data-Driven Digital Marketing
•  Role of Data in Modern Marketing Strategy
•  Types of Marketing Data (First-party, Second-party, Third-party)
•  Key Marketing Metrics (CTR, CPA, ROAS, CLV, Churn Rate, etc.)
  Practical:
• Use Google Analytics demo account to explore basic metrics

Module 2: Consumer Data Collection & Management

• Sources of Marketing Data (Web, Email, CRM, Social Media, POS)
• Customer Journey and Touchpoints
• Tools: Google Tag Manager, Meta Pixel, CRM tools overview
• Introduction to Data Warehousing and Customer Data Platforms (CDPs)
  Practical:
• Creating UTM parameters
• Hands-on Google Tag Manager & Meta Pixel Setup (Sandbox environment)

Module 3: Marketing Analytics Fundamentals

• Quantitative vs Qualitative Data
• Basic Statistics for Marketers (Mean, Median, Standard Deviation, Correlation)
• Segmentation, Targeting, and Positioning using Data
• Dashboards and Reports
  Tools:
  Google Analytics, Excel/Google Sheets, Data Studio (Looker Studio)
  Practical:
• Creating marketing dashboards with Looker Studio

Module 4: Customer Insights and Segmentation

• Customer Behavior Analysis
• RFM Analysis
• Cohort Analysis
• Buyer Personas based on Data
• Predictive Customer Lifetime Value
  Practical:
• Excel-based RFM Analysis or use sample e-commerce datasets

Module 5: Campaign Optimization using Data

• A/B Testing and Multivariate Testing
• Attribution Models (Last Click, Linear, Time Decay, etc.)
• Budget Allocation using Performance Data
• Retargeting and Personalization Strategies
  Tools:
• Facebook Ads Manager

Module 6: Data-Driven Content & SEO

• Using Search Data for Content Strategy
• Keyword Research Tools (Google Keyword Planner, SEMrush/Ubersuggest)
• Measuring SEO Success (Organic Traffic, Bounce Rate, Keyword Rankings)
• Data-Driven Email Marketing
  Practical:
• Keyword research + Create a blog content outline
• Email campaign simulation with A/B subject testing

Module 7: Ethical & Legal Considerations in Data Marketing

• Data Privacy Laws: GDPR, CCPA, and Local Data Laws
• Ethics in Data Collection and Usage
• Consent Management
• Case Studies on Data Misuse

Module 8: Final Project + Case Presentations

• Students form teams and choose a brand/campaign
• Collect sample data, design a campaign, build dashboards, and suggest improvements
• Present findings to the lecture panel
  Deliverables:
• Strategic Report
• Dashboard or Presentation
• Campaign Optimization Plan