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Effectively measuring digital marketing campaigns requires an excellent understanding of web analytics and e-mail profile data, allowing you to track and analyze the behavior of customers, browsers, and nonresponders. Explore topics such as recency, frequency, and monetary (RFM) analysis; site usage; domains and URLs; keywords; search engine placement; and analytics software. Also, learn how to extract conclusions from abandoned shopping carts and how data is passed between applications.
http://www.sps.nyu.edu/content/scps...950