Diploma in Digital Metrics and Analytics

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Diploma in Digital Metrics and Analytics

The Diploma in Digital Metrics and Analytics qualification has been designed specifically for those who already have some marketing knowledge and are looking to improve their digital marketing knowledge with a specialism in web analytics and social media monitoring.

The three modules provide an overview of the digital marketing environment including the use of marketing planning, research and communications both offline and online, the relationship and behaviour of online customers and the various campaign tools available and how best to use them to gain maximum returns, with the final module focusing on the mediums and methods where web analytics and social media monitoring can be utilised and best methods for measuring and evaluating data.

Entry requirements for the Diploma in Digital Metrics and Analytics

In order to study the Diploma in Digital Metrics and Analytics qualification you will need to meet at least one of the criteria below:

  • suitable competence in a marketing or marketing communications related role
  • any recognised UK degree or equivalent level 5 qualification
  • relevant level 3 or above qualification e.g. CIM Professional Certificate in Marketing

If English is not your first language, evidence of at least IELTS level 6.5 or Trinity ISE III/IV will also be required.

How long will it take?

You can begin your studies at any time throughout the year and you have four assignment submission opportunities per year (April, June and December).

The three modules studied through our Complete Learning Package consists of a two-day workshop for the core modules and a webinar for the elective module alongside your own guided home study programme and will typically take around 9 months to complete, however this may vary depending on whether you study at a faster or slower pace based on your personal circumstances.  No matter what your pace of study, we provide a maximum of two years support for all our students as standard.

There are a number of CAM Foundation exemptions available for those who have previously completed a marketing qualification.

What modules will you study?

Click on a module title for more information

Digital Marketing Essentials - Assignment

The Digital Marketing Essentials module is a core module for many of the digital marketing courses and provides an understanding of the role of various digital marketing tools for the development of campaigns including being able to plan, implement and monitor their usage.

The Digital Marketing Essentials module consists of 3 key elements:

  1. Campaign Tools
  2. Using Campaign Tools
  3. Monitoring

Digital Marketing Essentials Module Overview

1. Campaign Tools

Fully understanding the different campaign tools is essential for them to be used effectively as part of any digital marketing mix, and this element of the digital marketing essentials module provides an insight into the key principles of digital marketing campaigns and the different hardware and software e-tools available including email, mobile device and web pages.

2. Using Campaign Tools

This element provides an understanding into the e-marketing communications mix including the various digital marketing media available and their best areas of use, the application of different campaign tools including advertising, PR, sales promotion and viral marketing and their associated legislation and codes of practice.

3. Monitoring

The final element of this module considers the purpose of measuring digital marketing campaigns such as evaluating customer satisfaction and market share, the methods used including experimentation, tracking and conversion funnels and the aspects for publishing the measurement findings such as report, key performance indicators and dissemination of data.


Marketing and Consumer Behaviour - Work-based assignment

The Marketing and Consumer Behaviour module provides a foundation basis to several of the digital marketing and communication qualifications by linking the key elements and theories of marketing, communications and branding.

The Marketing and Consumer Behaviour module consists of 5 key elements:

  1. Marketing Principles
  2. Basic Research Principles
  3. Communication, Advertising and Media – The Relationship With Marketing
  4. Consumer Behaviour
  5. Channel Behaviour

Exemptions from the Marketing and Consumer Behaviour Module

If you have previously gained a marketing qualification such as the CIM Professional Certificate in Marketing you may exempt from studying this module. Find out more here.

Module Overview

1. Marketing Principles

This element considers the contribution the marketing department makes as a business unit to the overall organisation including developing customer value and how the marketing planning process and all of its component parts can be used to identify opportunities, set objectives, utilise the marketing mix and brand management.

2. Basic Research Principles

The second element of the module focuses on the research planning process and the appropriate use of different research and data gathering methods including primary and secondary, and qualitative and quantitative.

3. Communication, Advertising and Media – the relationship with marketing

This element of the module provides a solid understanding of the various uses of marketing communications including launching new products, encouraging customer loyalty through the most appropriate tools such as advertising, public relations and digital marketing. In addition, you will be able to develop a marketing communications plan that identifies the most suitable promotional tools for specific marketing strategies and tasks as part of the communications mix based on detailed research, and evaluate its effectiveness. A final aspect is to consider how marketing communications contributes to brand strategy and development.

4. Consumer Behaviour

Customers are central to any organisation and this element will teach the fundamental role that both internal and external customers play including their typical buying behaviour, usage and characteristics and how this knowledge can be used to develop suitable strategies. Furthermore, you will gain an understanding of the different decision making processes and units and the importance of customer relationships.

5. Channel Behaviour

The final element of the Marketing and Consumer Behaviour module focuses on utilising the marketing communications mix for different marketing distribution channels with consideration for the sector, product type and objectives, as well as the methods and tools used for monitoring and evaluating.

Web Analytics and Social Media Monitoring - Assignment

The Web Analytics and Social Media Monitoring module is the elective module for the Diploma in Metrics and Analytics qualification and highlights the importance of being able to establish the online marketing effectiveness and ROI against set objectives for various organisations through a variety of means.

The Web Analytics and Social Media Monitoring module consists of 3 key elements:

  • Online Research
  • Web Analytics
  • Social Media Monitoring

Module Overview

1. Online Research

This element focuses on online research as an alternative to traditional research methods in terms of costs, sampling procedures and analysis, and why it may be more appropriate based on the primary purposes for carrying it out such as usability testing and online promotions.  It also considers the process of undertaking the research including sampling methods such as announcements, registration forms and invitation banners, procedures and software used to assist the data gathering such as audience response systems (ARS) and questionnaires and online techniques for publishing findings whilst always being mindful of regulations, legislation and codes of practice.

2. Web Analytics


Web analytics can be applied to a range of media including websites, email campaigns and mobile apps for the purpose of data capture, analysis and reporting, which you will gain an understanding as part of this module.  You will also learn about the wider web analysis environment different players and services that are available to assist web analysis including professional bodies, web analytics service vendors and user feedback services and how to select the most appropriate opportunities to help improve marketing effectiveness.  Through this element you will also learn about the practical aspect of implementing web analysis including segmenting the audience including search robots and affiliate networks, evaluating and selecting the most appropriate tools available, measuring results through a variety of methods including web counters, panels and A/B tests and publishing the findings.  The final aspect considers specific online media metrics including email campaigns, PPC and websites.

3. Social Media Monitoring

The final aspect focuses specifically on the social media environment in terms of its scope and where it can be applied such as websites, forums, online media and consumer reviews and who the key organisations and services are that contribute social media monitoring such as the main social platforms (e.g. Facebook, Twitter, sharing platforms (e.g. Hootsuite, Tweetdeck) and enterprise search vendors.  At an organisational level you will gain an understanding of when social media monitoring is appropriate and the planning and implementation process including identifying the different stakeholders, evaluating and selecting the best commercial tools, the procedures used to monitor social media such as data feeds, cloaking and measurement of tone and methods for publishing the measurement findings. For the final aspect you learn about the nature of social media conversation in terms of complaints, questions, engagement and tone.