The first decade of twenty-first century is the era of business analytics and social media. The increasing popularity of social media has resulted in astounding growth in the amount of digital data available, Marketers keep up to date on emerging digital information relevant to business. Marketing managers are now determining how social media platform can be leverage to gain competitive strategy. This course will help you understand online buy behavior, firm advertising strategy and market structure. The most important, the course identifies data sources that allow you to define and track performance indicators for your digital marketing activities. The goal is for students to learn frameworks and methods that will allow them to generate valuable and actionable marketing insights from common social media sources.