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Effectively measuring digital marketing campaigns requires an excellent understanding of web analytics and email 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