Data and Digital Strategy Execution

This module begins by looking at how, by effectively collecting and analyzing data, and becoming digital-first, organizations can cultivate a data-backed mindset and minimize the guesswork in their decision-making. It then moves onto the characteristics of different types of data and best practices for data management. The module then delves into how organizations also need to be mindful of their obligations when using data, how to ensure it is collected in a transparent and ethical manner, and how to take steps to protect it. The module concludes by discussing how data and insights from data can be turned into valuable marketing actions that generate a higher ROI.

This module begins by identifying tactics and techniques for developing a digital marketing strategy. It explores techniques including SWOT analysis and PESTEL to develop an external situational analysis, and the frameworks associated with implementing a digital strategy including SOSTAC, RACE, the 4 C’s, and AAAR. It also examines how to develop, document, and plan a digital strategy using SMART objectives.

This module begins by how to use a digital marketing action plan template to develop, communicate, and track the implementation of the digital marketing strategy. The module then explores and digs deep into a range of contemporary challenges facing effective strategy execution, including complex customer journeys, the marketing technology stack, and data privacy regulations. You will evaluate the digital marketing performance metrics that inform long-term strategic decisions, including SEO visibility, PPC conversion rates, social media engagement rates, and Customer Acquisition Costs (CAC) across all channels. The module concludes by exploring digital techniques and marketing tactics to drive growth and expansion in an organization.