Imperial Digital Marketing: Customer Analytics and Engagement


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    Why enrol for the Imperial Digital Marketing: Customer Analytics and Engagement?

    Imperial Digital Marketing: Customer Analytics and Engagement is an online programme brought to you by Executive Education at Imperial College Business School. This immersive and interactive programme combines deep consumer insights and strategic brand management with cutting edge analytical tools.

    The programme will enable you to use new technologies to take advantage of ever-increasing data availability and optimise your digital marketing strategy.


    Who is this programme for?

    • Mid to senior-level managers looking to incorporate digital strategies into their organisation’s existing marketing efforts.
    • Managers engaged in operational discussions relating to technology and marketing.
    • Marketers and consultants seeking a managerial perspective on digital marketing.
    It is applicable across industries, including: advertising, banking, consulting, financial services, FMCG, healthcare, IT and retail.

    Programme highlights

    This programme will help you to make strategic digital marketing decisions using innovative marketing analytics tools. By analysing your marketing data, you’ll get to know your customers better and learn to:

    •  Craft brand messaging that overcomes habituation and selective attention and promotes cognitive ease
    •  Apply analytical models to mindset metrics and link them to financial performance
    •  Refine online messaging for consumers via cognitive and affective routes of persuasion
    •  Apply recommendation algorithms to recommend products and increase customer engagement
    •  Develop strategies to on board new customers to the entry level of your value ladder
    •  Apply analytical models to arrive at multi-channel marketing mix decisions


    of survey participants said they’d be more likely to purchase from a company that offered them a personalised experience.



    of Pinterest users discover new products on the site.



    of Instagram users find new products while scrolling through their feeds.


    Drive business decisions with


    Module 1:

    Getting Attention Online

    Understanding who is your customer, cognitive vs affective route of persuasion, high vs peripheral route for persuasive communication, other key ways of attracting attention, enhancing comprehension, key aspects of attention and information processing, promotion vs prevention focus in messaging online, enhancing exposure and cutting through selective attention, overcoming the problem of habituation

    Module 4:

    Know Better, Serve Better: Marketing Analytics

    Discover how customers’ digital records reveal data about their profile, recommendation algorithms for increased engagement, k-nearest neighbors algorithm, r tutorial: predict factors that influence customer satisfaction and use clustering algorithms, reaching consumers via mobile marketing, k-means algorithm, item vs user based recommendations

    Module 2:

    Winning Minds, Hearts and Sales: Marketing Analytics

    Tracking consumer attitudes, linking attitude and purchase metrics to marketing, marketing investment appeal, R tutorial: analysis of consumer attitude metrics and financial performance, digging into mindset metrics, four criteria for consumer attitudes, strategic implications

    Module 5:

    Turning Engagement into Sales I: The Online Customer Journey

    Turning engagement into sales, using gamification effectively, effective website design, turning interest into action: chemicals that trigger happiness (endorphins and dopamine), funnel management and managing the value ladder part 1, linking your offering to customers’ desired end state: means-end-chain analysis, behold the extreme consumers, driving customer action and sales

    Module 3:

    Customer Online Engagement

    Turning customer attention into online engagement, what engages customers online, building connection with the ‘self’ of consumers, building customer brand love online, nudging consumers in low involvement contexts, what does your customer remember, using classical conditioning online, positioning of your online offering, building customer brand trust online, building customer brand respect online, key cognitive vs affective strategies

    Module 6:

    Turning Engagement into Sales II: A Marketing Analytics Approach

    Paid and non-paid search advertising, generic or branded keywords?, social media marketing, r tutorial: creating a model to make optimal marketing mix decisions (facebook, google adwords), bid more or less, display ads, programmatic advertising decision making


    Case studies

    The case studies and industry examples featured throughout the programme provide a wide-ranging look at how companies, organisations, and governments are applying analytics techniques to solve business problems.



    Understanding how recommendation algorithms work.


    Google AdWords and Search Engine Marketing

    Analysing the benefits and pitfalls of bidding on generic and branded keywords.


    Linking attitude and purchase metrics

    Learning how brand awareness, consideration, and liking influence purchase behaviour.

    Program Faculty


    Upon successful completion of the program, participants will be awarded a verified digital diploma by Emeritus Institute of Management, in collaboration with MIT Sloan, Columbia Business School Executive Education & Tuck School of Business at Dartmouth.