The Digital Analysis Module will train the student to:
  • Define the necessary analysis and segmentation processes
  • Manage digital study and measurement tools according to different platforms
  • Draw conclusions and make decisions based on data
  • Analyse marketing plans
  • Measure and maximise investment in digital media
  1. Introduction to Web analytics.
  • Definition, scope and properties
  • Fundamentals and methodologies
  • Web Analytics and measurement tools
  1. Objectives and strategy.
  • Types of platforms and strategies
  • The establishment of objectives and definition of KPIs
  1. Analytics.
  • First data with Analytics
  • Cohorts and segmentation
  • Integration with e-commerce and funnel construction
  • User tracking and customised variables
  • Introduction to Tag Manager
  1. Introduction to Mobile Analytics
  • Definition, scope and properties
  • Main KPIs and configuration
  • Analysis and measurement tools
  1. e-commerce analysis
  • Definition of funnels and conversion
  • Main KPIs
  • Traffic analysis and attribution models
  • Analysis of customer loyalty: offers and engagement
  1. User behaviour and follow-up
  • Definitions
  • Main KPIs
  • Analysis and measurement tools
  1. Campaign analysis
  • Introduction to digital marketing campaigns.
  • Planning campaigns and objectives
  • Analysis of campaigns: display / email / affiliates
  • Selection and optimisation of campaigns
  1. Social Media Analysis.
  • Introduction to social networks and the Community Manager
  • Research and analysis of the main social networks
  • Analysis tools
  1. Analysis of contents
  • Content objectives
  • SEO positioning
  • Measurement and monitoring tools
  1. Marketing plan analysis
  • Digital ROI measurement
  • Investment and costs
  • ROI examples and calculations
  1. Dashboards
  • The generation of dashboards.
  • Definition of key metrics and focus
  • Reports and tools
  1. Creativity and the generation of ideas
  2. The presentation of projects and conclusions

The Module is structured as follows:

  • 15 sessions of 5 hours each (75 hours). Monday through Thursday from 3:30 pm to 8:30 pm.
  • From November to December, 2019.

In order to obtain a diploma one must attend at least 80% of the classes and successfully complete the final course project.

– The cost of the course is €1,250: €500 to be paid when reserving, and €750 before the start of classes.

This Module can be completed:

  • Independently
  • As a Core Module of the Digital Marketing Specialist Diploma programme
  • As a Core Module of the Master’s programme

To register for the Master’s programme the following application must be filled out:



The EDEM will then contact each interested party to initiate the admission process and evaluate the candidate’s profile. If the candidate is admitted, the EDEM will contact the applicant to notify him of his admission to the programme.

The number of slots for each of the modules that make up the Master’s course in Marketing and Digital Sales is limited.


EDEM facilities (La Marina de València. Muelle de la Aduana s/n. Valencia).

Módulo Análisis Digital
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