This module presents state of the art IT trends (e.g. Big Data, Data Mining, Business Intelligence Marketing Analytics), and highlights how these can be applied in various areas of Digital Marketing such as Clustering (customers, products), Ad-click Prediction, Customer churn Prediction, Customer profiling, Customers similarity matching, Market basket analysis, Recommendation systems and Social Media Analytics.
In the module there will be application of popular software tools such as Weka, Tableau, Qlik Sense and Mentionlytics for Digital Marketing purposes.
The objective of this module is to introduce students to various Information Technology trends in Digital Marketing such us Data Mining, Social Media Analytics, Big Data and Artificial Intelligence. Upon completion of the course, students will be familiar with various cutting edge methods that can be applied in various Digital Marketing topics such as, Clustering(customers/products), Ad-click prediction, Market Basket Analysis, Recommendation Systems, Customer Churn prediction, etc. By completing the module, the students will have knowledge of how they can practically use of various popular software tools for Digital Marketing.
