This is the web site for the course “Data Science for Digital Marketing” created by the Web Science Institute at the University of Southampton. It’s aimed at helping you master digital marketing as a discipline by using the tools of data science to extend those available in Google Analytics. How to master digital marketing… Read More »
Small businesses face a real challenge with finding ways to use big data. One way is to use some one else’s data. A good place to start is to use Facebook Lookalike audiences. This allows you to get ahead of your competition. It’s like you put on your running shoes when you’re chased by a… Read More »
We’re now in week 3 of the course and we are focusing on delivering a Google Analytics Overview to our course members. We go on to show them how to use it to improve the performance of the demo site and encourage them to explore how to do this. Google Analytics Overview Screencast Google Analytics collects,… Read More »
In this course we’ve created a demonstration environment which is this site plus the associated twitter, facebook and YouTube accounts. We want to create some traffic for you to analyse so you can see with live data what happens. This post contains a video showing the process of tracking a post. It looks at what… Read More »
It’s about getting the right balance between on line and off line activity. You have to track the complex and fragmented customer journeys that this implies. The amount of online activity is now so vast that tracking it has produced a new concept – big data. Apply data science and machine learning techniques to analyse… Read More »