Checking date: 12/07/2020

Course: 2021/2022

Marketing Intelligence: Brand metrics and monitoring
Study: Master in Advertising Communication (326)

Coordinating teacher: LADO COUSTE, NORA RITA

Department assigned to the subject: Institute for the Development of Enterprises and Markets (INDEM)

Type: Compulsory
ECTS Credits: 3.0 ECTS


Requirements (Subjects that are assumed to be known)
COMPETENCES CB8, That students are able to integrate knowledge and face the complexity of making judgments based on information that, being incomplete or limited, includes reflections on social and ethical responsibilities linked to the application of their knowledge and judgments. CB10, That students have the learning skills that allow them to continue studying in a way that will be largely self-directed or autonomous. CG4, To identify the brands strategy in the current saturated advertising market. CE4, To plan emerging actions in the field of new advertising communication. CE7, To analyze market data to design a strategic communication plan. CE10, To identify and define communication objectives and design the most appropriate strategies in the dialogue between brands and consumers. LEARNING OUTCOMES To know the main dimensions and constructs relevant to strategic brand management, as well as their metrics. To be able to set and establish the most appropriate communication and advertising objectives according to brand values and budgetary restrictions. To design strategies that optimize the dialogue between consumers and brands, enhancing interactivity.
Skills and learning outcomes
Description of contents: programme
1. Introduction - Situation of the analytical sector. - Current view of metrics and analytics. - Integration in digital marketing. 2. Functionality - Application - Difference between metrics and analytics. - VOC/UX 3. Tools - Google Analytics and add-ons. - Metricool and Vikinguard. - Configuration and base. 4. Google Analytics - Main dashboard. - Crucial metrics. - Measurement. 5. Social Media Analytics - What to measure in Social Media? 6. Main metrics - Social reference traffic - Daily collection rate - Interaction rate (IOR) - Engagement Rate - Publication Effectiveness Ratio - Conversion index - Cost of attracting users - Return on Investment (ROI) 7. Complements - Test A/B and MVT. - Accuracy vs. Accuracy. - Analytical conclusions. 8. Reports - Data collection and analysis. - Customization and reporting. - Final conclusions.
Learning activities and methodology
LEARNING ACTIVITIES Theoretical classes Practical classes Tutoring Group work Individual work TEACHING METHODOLOGY -Lectures in class by the lecturer with the support of audiovisual media, in which the main concepts of the course will be developed. Bibliography will be provideed in order to complement the knowledge of the students. -Critical review of readings and audiovisual material suggested by the lecturer: press articles, videos, advertising campaigns, reports, manuals and academic articles, either for class' discussion or for students to amplify and consolidate the courses's content. -Resolution of advertising and communication case studies posed by the lecturer, in an individual or group manner. -Presentation and discussion in class, under the lecturer's moderation, of topics related to the course as well as case studies. -Assignments and reports done by students in an indivisual or group manner.
Assessment System
  • % end-of-term-examination 30
  • % of continuous assessment (assigments, laboratory, practicals...) 70
Basic Bibliography
  • Busch, Oliver (Ed.). Programmatic Advertising The Successful Transformation to Automated, Data-Driven Marketing in Real-Time. Springer International Publishing. 2016
  • Guy Kawasaki . The Art of Social Media: Power Tips for Power Users Hardcover. Penguin. 2014
  • Jerry Rackley. Marketing Analytics Roadmap. 2015
  • John Lovett . Social Media Metrics Secrets,. Willey. 2011
  • Simon. Kingsnorth. Digital marketing strategy : an integrated approach to online marketing. Kogan Page . 2019
  • Wendy W. Moe, David A. Schweidel. Social Media Intelligence. Cambridge University Press. 2014

The course syllabus may change due academic events or other reasons.