CAS 840 Intro Lesson: "Hot Mess of Digital Solutions"

There is a plethora of free, free-trial, and paid tools to help capture, process, organize, and visualize web and social media data. In addition to highlighting the leading digital analytics software, the week will provide an overview of how data are captured (passive vs. active) and how they can be used strategically.

Lesson Objectives

  • Learning about leading digital analytics tools used to evaluate audiences from different perspectives (segmentation, interactions with brand, interactions with competitors)
  • Understanding passive and active data capture and their strategic implications


  • H&B, Chapter 3
  • Barnhart, B. 10 of the Best Social Media Analytics Tools for MarketersSprout Social
  • Mela, C. F. & Moorman, C. (2018, May 30). Why marketing analytics hasn’t lived up to its promise. Harvard Business Review

Optional Readings

  • Ad-Juster Blog (2018, May 18). To buy or not to buy. That is the question (dogging advertising analytics). Blog Ad-Juster
  • Strengthen Your Campaign with Analytics 360 Audiences. Google Analytics
  • Slefo, G.P. (2017, May 10). What exactly is a Martech Stack? AdAge
  • MarTech Conference (2019, Jan. 23). 12 MarTech Stack infographics to inspire you to enter this year’s Stackies. MarTechToday 


Choose an organization or company. Identify the main areas of goals/objectives the company is trying to achieve with different segments of consumers. These should be general areas of dealing with consumers/stakeholders. Imagine a Marketing Technology Stack for this company/organization based on the specific goals/objectives. Provide specific names of the data-driven solutions (e.g., Oracle, Facebook Insights, Google Analytics, HootSuite) and specify which goals/objectives each will be used for. You can represent your work visually or using text only.

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