This lecture gives an overview of digital analytics. We explore core concepts, storytelling with analytics, cross-functional team development and support, social media analytics, mobile analytics, and consumer trust. I also introduce the concept of Zero Moment of Trust (which obviously relates to Google’s Zero Moment of Truth).
Primary source for the lecture: Digital Analytics Primer, written by Judah Phillips.
This lecture delves into the concepts of developing a persona and managing this persona. We also explore brand identity and brand positioning.
This lecture introduces the basic principles of social media marketing, focusing on core elements related to personal branding.