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Data Management Platforms

Data Management Platforms (DMC 671) introduces the student to the technology and purpose of UX platforms. Students will gain an understanding of the user centered design methodologies and business goals that have fueled the rapid growth of these platforms. Hands on exercises will provide the students with an understanding of user research and data analytics that enable marketers to personalize communication with customers and gain insights into customer behaviors. A framework for choosing UX platforms and components will be presented during the course.



Course Learning Outcomes

Upon successful completion of DMC 671, students will be able to:

  • Recognize the value of using database platforms to create individualized customer engagement.
  • Compare the strengths and weaknesses of industry-leading portal technologies and user experience platforms (UXPs).
  • Illustrate how UXPs can be leveraged to develop specialized and highly targeted marketing communication touch points.
  • Illustrate how UXPs can be leveraged to develop specialized and highly targeted marketing communication touch points.
  • Design a user experience map to represent the customer’s relationship with the brand across various communications channels.
  • Explain which metrics can be used to evaluate the effectiveness and efficiency of various UXPs.

Topics

  • Introduction to UX and UX Platforms
  • UX Platform Components: Sites, Assets and Content
  • Customer Journey Mappings and User Data Acquisition
  • UX Platform Components: Databases and User Analytics
  • Using Customer Data for Target Marketing and Great Customer Experiences
  • Measuring UX Effectiveness
  • Evaluating UX Platforms
  • Wrap-up