Audience Segmentation and Cross Channel Campaigns

DIG70002 12.5 Credit Points Hawthorn

Duration

  • One term (6 teaching weeks)

Contact hours

  • 36 hours

2020 teaching periods

Hawthorn

HT2  Term 2 HT4  Term 4

Dates:
20 Apr 20 - 31 May 20

Results:
7 Jul 20

Last self enrolment:
20 Apr 20

Census:
8 May 20

Last withdraw without fail:
15 May 20

Dates:
21 Sep 20 - 1 Nov 20

Results:
8 Dec 20

Last self enrolment:
21 Sep 20

Census:
9 Oct 20

Last withdraw without fail:
16 Oct 20


Prerequisites

Concurrent prerequisite
DIG60015 Search Marketing and Analytics

Aims and objectives

This unit focuses on techniques for building and organising audience profiles, including using analytics as the reporting source for audience segmentation. The unit builds on knowledge of analytics to audience segmentation and targeting. It also covers how to design and implement a cross-channel marketing campaign.

Students who successfully complete this unit will be able to:
1. Formulate strategies for audience segmentation and targeting.
2. Experiment with and evaluate the use of analytics as a reporting source for segmentation.
3. Enrich data available for targeting, segmentation and reporting using customer attributes.
4. Plan and implement a cross-channel digital campaign.
5. Evaluate a cross-channel digital campaign.