The main goal of this course unit is to analyze brand performance within digital ecosystems and how to optimize it.
We will learn how to measure brand attraction, interaction, conversion, and engagement across different digital channels. We'll analyze what needs to be improved in order to optimize performance. Conceptual models will be used to better understand what to do, when, how, where, and why.

We will conduct an in-depth analysis of various brand metrics on social media using analytical methodologies and Data Science tools. The analysis will focus on comparing and positioning selected brands across different channels, evaluating both their current and expected performance.

In terms of content, we will analyze posts published by brands on various social media platforms (Facebook, Instagram, Twitter, YouTube, and LinkedIn) — both quantitatively and qualitatively — through the correlation of messages and keywords.