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Course Description

Advanced Digital Marketing

Advanced Digital Marketing at ExcelR forms the basis for the NextGen marketing strategies using the data captured from various marketing channels. The study of the data through advanced analytics and machine learning gives a new dimension to the analyzed data. The results of the analyzed data derive a meaningful understanding of the implementation of the Digital Marketing strategy.

The blend of analytics into Digital Marketing measures the performance of the strategies that are implemented in various digital platforms. Digging deeper into the data analysis provides a better chance to understand customer behavior and uncover a whole lot of opportunities.

With Advanced Digital Marketing Training, learn the methods to decode the data for extracting valuable insights to enhance the efficiency of the marketing strategies.

Things You Will Learn

  • Constructs and Metrics to study
  • Framework for a Digital Marketing Strategy 
    • Reach, Act, Convert and Engage
    • Paid vs Earned vs Owned Media
  • New Marketing Funnel 
    • Traditional Media vs Social Media
    • SEO & Social media for Inbound Marketing
    • Calculating Break-Even CPC
    • Margins, Customers and not clicks
  • How to increase our Break-Even CPC or Conversion Rate?
  • Product Feature Extraction, Sentiment Analysis from Customer comments
  • Extracting Tweets from Social Media
  • Extracting Product Reviews
    • How reviews (text) affect Product sales
    • TF and TF-IDF (Term Frequency-Inverse Document Frequency)
    • Word Cloud – Unigram, Bigram, Ngram 
  • Sentiment Analysis – Positive and Negative
  • Decomposing and Scoring Reputation
  • Dimensions of Reputation
  • Case Study - Twitter and Amazon
  • Page Rank Algorithm
  • Trust Rank Algorithm
  • Basics of Search Engine Advertising 
    • Campaigns
    • Adgroups
    • Keywords
    • Daily Budget
  • Metrics
    • CTR (click through rate)
    • PPC / CPC
    • Transaction Conversion Rate (TCR)
  • PPC Auction Model 
    • Basic
    • VGC (Vickrey-Clarke-Groves) Auction Models
  • Ad Quality Score + Landing Page Quality and Components of Quality Score
  • Blend SEO and PPC data for Improved performance
  • Searcher’s Flow
  • Identify Performance Metrics, Optimize Publisher Strategy, Optimize Campaign Strategy, Calculate KPI Impact
  • Case study - An Optimization approach
  • Data for running Linear Regression Model
    • Understanding Linear Regression 
  • Modeling Click-Through Rates
  • Modeling Conversion Rates
  • Issues with Ordinary Linear Squares Regression
  • Unobserved Heterogeneity of Instances
  • Data types to deal with Heterogeneity
    • Panel Data
    • Fixed Effects Regression
    • Random Effects Regression
  • Case Study - Linear Regression for a Banking Customer
  • Different marketing channels and Identifying channel that contribute to purchasing decision
  • Multi-Channel Attribution problem 
    • Online to Store
    • Multiple Screens
    • Across Digital Channels
  • Why Attribution Analysis?
  • First touch and Last touch
  • Even (Linear)
    • Starter, Players, Closer model
    • The new way of buying Ads 
  • Audiences
  • Publishers
  • Exchanges
  • Advertisers
    • Programmatic buying ecosystem
    • Social Value Orientation (SVO) theory
  • Experimental Design
  • Measures & Treatment Assignment
  • Regression result analysis & Treatment impact contributions
  • Freemium business model & the 4 step process to impact bottom-line
  • Detect Peer Influence using a Randomized Trial 
    • Test & Control group 
    • Manipulated & Non-manipulated group 
  • Experimental Design using T-tests
  • Case study - Friends influence friends, Social contagion, Social proof
  • Mobile usage vs Mobile Ad Spend
  • Huge Potential in Mobile Advertising
  • Data which can be captured from mobile users
  • Convenience / Economics vs. Data Privacy
  • Macro to Micro Location analytics
    • Geo-Targeting
    • Geo-Fencing
    • Geo-Conquesting
  • Measuring Mobile Ad Effectiveness
  • Measurement of Crowdedness
  • Threats to effects of Crowdedness
  • Measuring Consumer Similarity – Temporal, Spatial, Semantic, Velocity
  • Detecting real-time Social Groups

Contact Our Team of Experts

Why ExcelR?

Testimonials

FAQs

  • The all new and exclusive JUMBO PASS is the latest initiative taken by ExcelR to offer you access to attend unlimited batches over the duration of 365 days. You will be able to attend an unlimited number of classes for the course of your choice.
  • Digital Marketing or Internet Marketing is marketing which is done using the internet as a medium. There are many techniques involved in doing online marketing and we train all the modules viz. SEO, Google Ads, SMM, Email Marketing, ORM and Google Analytics.
  • Anyone who is tech savvy can learn this Digital Marketing Course as it is not limited to any particular age group
    • Content Writers
    • Web designers / Web developers / UI, UX professionals
    • Students / Housewives / Internet Addicts
    • Marketing and Branding Professionals
    • Start-up / Business Owners
  • As such there are no pre-requisites to this Digital Marketing training. But, to attain full-time employment in this field, you must be a graduate (in any stream). There is no technical knowledge required as the Digital Marketing training is not fully technical and thus, does not require any programming knowledge.
  • We provide you with 9 International certifications from Google, Facebook, YouTube, etc which are
    • 6 Google Ads Certifications
    • Google Analytics Certification
    • Facebook Blueprint Certification
    • Industry Recognized ExcelR Certificate
  • The training program includes an evaluation system to judge your subjective knowledge and practical implementation success rates. You will get the certificate after successfully completing your training program.
  • Instructor-led online training is an interactive mode of training where participants and trainer will log in at the same time and live sessions will be done virtually. These sessions will provide scope for active interaction between you and the trainer.
  • ExcelR offers a blended model of learning. In this model participants, can attend classroom, instructor-led live online and e-learning (recorded sessions) with a single enrolment. A combination of these 3 will produce a synergistic impact on learning. One can attend multiple Instructor-led live online sessions for one year from different trainers at no additional cost with the all new and exclusive JUMBO PASS.
  • It is a live instructor-led interactive session which is done at a specific time where participants and trainer will log in at the same time. The same session will be also recorded and access will be provided to revise, recap or watch any missed session.
  • You can reach out to us by visiting our website and interact with our live chat support team. Our customer service representatives will assist you with all your queries.
  • Not a problem even if you miss a live Advanced Digital Marketing session for some reason. Every session will be recorded and access will be given to all the videos on ExcelR’s state-of-the-art Learning Management System (LMS). You can watch the recorded Advanced Digital Marketing sessions at your own pace and convenience.
  • Yes, after successfully completing the course you will be awarded a course completion certificate from ExcelR.
  • You can reach out to us by visiting our website and interact with our live chat support team. Our customer service representatives will assist you with all your queries.
  • The different payment methods accepted by us are
    • Cash
    • Net Banking
    • Cheque
    • Debit Card
    • Credit Card
    • PayPal
    • Visa
    • Mastercard
    • American Express
    • Discover

Global Presence

ExcelR is a training and consulting firm with its global headquarters in Houston, Texas, USA. Alongside to catering to the tailored needs of students, professionals, corporates and educational institutions across multiple locations, ExcelR opened its offices in multiple strategic locations such as Australia, Malaysia for the ASEAN market, Canada, UK, Romania taking into account the Eastern Europe and South Africa. In addition to these offices, ExcelR believes in building and nurturing future entrepreneurs through its Franchise verticals and hence has awarded in excess of 30 franchises across the globe. This ensures that our quality education and related services reach out to all corners of the world. Furthermore, this resonates with our global strategy of catering to the needs of bridging the gap between the industry and academia globally.

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