This module provides students with an in-depth understanding of the principles, methods, and applications of digital marketing analytics. It explores how data-driven insights inform marketing decisions, optimize digital content, and measure campaign effectiveness across multiple digital platforms. Students will learn to evaluate performance metrics, apply analytical tools, and interpret consumer behaviour data to enhance marketing strategy. Through hands-on exercises and case studies, the module equips students with the skills to collect, analyse, and visualize digital data to support strategic decision-making in contemporary marketing environments.