MGI532 Digital Marketing Analytics (8)

In this subject, students will learn about the analytics that drive decision making in the digital media landscape. For all types of organisations, the ability to collect data in the digital sphere - from websites, the Internet of Things, apps and mobile usage - is having a major impact on strategy. With tools of analysis becoming more widely available, organisations look to data-driven decision making as critical to business effectiveness. From initial set-up to interpreting reports, students will learn how to analyse data to gain an understanding of the behaviour of visitors and the performance of their website and campaigns. This subject will also help students prepare for certification with the Digital Analytics Association (DAA).


Session 1 (30)
Wagga Wagga Campus

Continuing students should consult the SAL for current offering details: MGI532. Where differences exist between the Handbook and the SAL, the SAL should be taken as containing the correct subject offering details.

Subject Information

Grading System



One session


School of Management and Marketing

Enrolment Restrictions

Only available to students enrolled in IT Masters relevant courses.

Learning Outcomes

Upon successful completion of this subject, students should:
  • be able to analyse user experience digital data, trends, and patterns and evaluate their impact on the digital experience;
  • be able to determine a website's effectiveness in maintaining the interest of organic search engine visitors and use that interest to drive conversion;
  • be able to design workable personas for a digital analytics project;
  • be able to calculate digital campaign KPIs and create a KPI report;
  • be able to create and define baseline metrics for impact analysis; and
  • be able to design and recommend a multimedia digital campaign.


This subject will cover the following topics:
  • Measurement and Tracking
  • Strategy and planning for analytics
  • Analytics technology
  • Analytics in the firm
  • Visitor activity analysis
  • Web analytics for site optimisation
  • Measuring marketing campaigns online
  • Measuring beyond the click-through
  • Conversion optimisation

Indicative Assessment

The following table summarises the assessment tasks for the online offering of MGI532 in Session 1 2020. Please note this is a guide only. Assessment tasks are regularly updated and can also differ to suit the mode of study (online or on campus).

Item Number
Value %
Blog post
Web analytics report
Multimedia digital campaign report

The information contained in the CSU Handbook was accurate at the date of publication: May 2021. The University reserves the right to vary the information at any time without notice.