Program Outline

*Program outline is a subject to change based on the pedagogical needs.

Module I: Digital Transformation & Customer Inspired Marketing

• How users use social channels
• Customer-inspired marketing BX meets CX 
• Tracking users across touchpoints

Module II: Demystifying Social & Digital Metrics

• Mapping business goals to metrics
• Setting competitor and category benchmarks
• Analytics Lingo Defined  

Module III: Using Data to Understand User Trends & Behaviors

• User Trends, telling stories with data
• Real-time social and search dashboards 
• Social Listening Insight mining 

Module IV: Using Data to Kickstart Campaign Development

• From data to creative opportunities
• Data-driven creative brainstorms
• Writing a data-driven brief 

Module V: Testing, Targeting, and Learning

• A/B Creative Testing via Mimic Social
• Audience segmentation testing
• Developing actionable insights

Module VI: Audience Segmentation & Personalization

• AI Audience segmentation, targeting
• Creative message testing
• Personalization creative triggers

Module VII: Data-Driven Presentations

• Data and storytelling
• User journey/channel mapping 
• Data visualization basics

Module VIII: Performance Metrics & Meaningful Reporting

• Meaningful reporting
• Identifying key learnings
• Creative optimizations