Data Analytics: Introduction to the concepts and representation of data
- The data analysis process, data-driven decision and types of analysis
- Data types and representation formats, structured and unstructured data
- Principles of relational databases and SQL

Web and Social Media
- Specific data analytics tools for digital marketing: Google Ads, Analytics, Trends, etc.
- Social media listening/monitoring tools:
- Extract data from the web and social networks: APIs, scrapers and open data

Data visualization and descriptive analytics
- Data visualization principles
- Exploratory analysis, graphs, reports and interactive dashboards, fundamentals and practical cases with Microsoft Excel.

Data Analytics workflows
- Introduction to KNIME, data preparation and composition of analysis workflows
- Review of regression and clustering analysis
- Examples carried out in class: Regression analysis to predict marketing variables (e.g. churn/buy probability), marketing mix
- Examples carried out in class: Cluster analysis to segment customers and the social audience