Unit 1. Digital media: Definition of metrics for evaluating the effectiveness of digital advertising. The KPIs and the digital marketing plan
1.1. Digital media. Audience and advertising inserts.
1.2. The digital marketing plan
1.3. Determination of KPIs in different media: websites, blogs, social networks.
Unit 2. Conceptualization and evolution of digital analytics and communication
2.1. Web analytics: conceptualization, evolution, assessment and current situation.
2.2. Blog tracking. Valuation of digital identity.
2.3. Analytics for social media.
Unit 3. Digital Tools
3.1. Use of current measuring and purchasing tools.
3.2. Elaboration of the measurement plan.
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