Taking the master’s course, Digital Analytics and Optimization course, with Professor Phillip Arlen, has reshaped my understanding of what truly drives a marketing strategy. I used to see data as something that focused mainly on advertising campaigns. Now, I see analytics as the compass that guides creativity, ensuring every decision aligns with measurable outcomes. This class was crucial to my understanding of marketing strategy and my final project with case study company Kelston Marketing.
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“When you truly understand all the touchpoints in your customer’s journey, you can look at the bigger picture to see how each platform plays a role in eventually delivering the sale. Your campaign tactics for each platform can then support the proven customer journey by leveraging engagement on social media, tying that to Google Ad results and completing the funnel at the most successful end point you’re seeing in the data.” (Alvarez, 2024)
Throughout this month, I learned how to identify the right Key Performance Indicators (KPIs), utilize them based on situational basis, and translate them into actionable strategies. Rather than measuring everything, I learned to measure what matters most to the organization’s goals—a principle echoed by industry experts who note that analytics is “the measuring, collecting, analysing, and interpreting data from websites and digital platforms” (Huguenin, 2025).
This course also connected deeply with prior coursework in advanced search engine optimization (IMK-622), digital marketing fundamentals (MAR-512) , and digital storytelling and branding (MAR-632). It showed how each channel generates a unique data story, and how analytics can unify those insights into one cohesive strategy.This course showed the value of Google Analytics 4 and how implemented correctly can create a data set invaluable to the brand.
Looking forward, I recognize the need to further explore AI-driven analytics and predictive modeling, which are rapidly reshaping the digital landscape. “ As the digital landscape continues to evolve, the integration of Artificial Intelligence (AI) into Digital Marketing Analytics
has emerged as a game-changer for businesses seeking to enhance their marketing strategies.” (Adeleye et al., 2024) The key is using analytics to shape the creative strategy— not to justify it. These technologies will empower me to not only respond to data but anticipate it—turning insights into foresight. This can be crucial to level up any company I work for in the future.
Ultimately, this course reaffirmed: while machines may process the numbers, humans interpret their meaning. The future marketer must be both artist and analyst—using creativity to inspire, and data to illuminate. This is why, now I see analytics as the compass that guides creativity, ensuring every decision aligns with measurable outcomes. When it comes to the final project with the Kelston Marketing case study company I plan to incorporate many of the analytics elements taught in this course and implement some SMART goals. Overall, I really enjoyed this course and look forward to the few left to come.
References
Huguenin, E. (2025). Web analytics in digital marketing: The real-world guide to web analytics. MeasureSchool. https://measureschool.com/web-analytics-in-digital-marketing
Adeleye, N. R. A., Awonuga, N. K. F., Asuzu, N. O. F., Ndubuisi, N. N. L., & Tubokirifuruar, N. T. S. (2024). Digital marketing analytics: A review of strategies in the age of big data and AI. World Journal of Advanced Research and Reviews, 21(2), 073–084. https://doi.org/10.30574/wjarr.2024.21.2.0395
SmartInsights. (2025). Web analytics strategy. SmartInsights. https://www.smartinsights.com/goal-setting-evaluation/web-analytics-strategy
Ajithkumar, K. G. (2025). The role of web analytics in digital marketing. Skillfloor. https://skillfloor.com/blog/web-analytics-in-digital-marketing
Alvarez, S. (2024). The role of data analytics in digital marketing. Forbes. https://www.forbes.com/councils/forbesbusinesscouncil/2023/10/30/the-role-of-data-analytics-in-digital-marketing/
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