EGRMGMT 590: Digital Marketing with Machine Learning

Please be advised: the information contained on this page is a general overview of the course. As course information is subject to change from one semester to another, please check DukeHub for the most accurate and up-to-date information about EGRMGMT courses.

At a Glance

  • Instructor(s): Daniel Egger
  • Semester(s) typically taught: Fall
  • Last taught: New Fall 2022
  • Units: 3.0
  • Grading scale: Graded (A-F)
  • Required or elective for MEM degree? Elective
  • If elective, applicable elective track(s): Product Management, Data Analytics and ML
  • Pre-requisites: n/a
  • Recommended previous courses: n/a

Course Description/Synopsis (from DukeHub) 

Digital Marketing with Machine Learning is organized around the core concepts of LTV (customer Lifetime Value) and CAC (Customer Acquisition Cost). We will learn how to track and quantify the customer journey from initial contact to first sale, including best practices for calculating bounce rates, conversion rates, LTV and CAC. We will get hands-on experience with the kinds of experiments, including A/B testing, that digital markers use to minimize CAC, and the role of marketing in maximizing subsequent retention rates and LTV.

We will evaluate the costs and benefits of each of the currently most-important digital marketing channels: Content Marketing, Digital Advertising, Sponsorships, Search and Email. We will give special attention to the dramatic recent rise in social media and influencer marketing, as well as to the related roles of engagement and organic search in reducing CAC. We will examine the design decisions needed, and the role of testing and customer interviews, in finding product-market fit for a new digital brand or product. Finally, we will look at how advances in Machine Learning and Artificial Intelligence are being applied to digital marketing optimization, and extrapolate trends for the future of the industry.

This course requires no coding; quantitative assignments can be done in Microsoft Excel. No Prerequisites.

Course Syllabus (Most Recent)

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A Word From the Faculty/TA

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Resource site for Duke MEM students