Data analytics in digital marketing

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In this first part of a Collaboration taking place over two weeks, you will consider the complexity of data analytics, how this can assist digital marketers, and some of the ethical considerations to be aware of.Case StudySkiera, B. and Ringel, D.M. (2017) ‘Using Big Search Data to Map Your Market: Marketing in a Digital Age’, IESE, IIR178. pp.1-8.To prepare for this Collaboration:Review Week 6 Learning Resources.

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