The seminar titled “Data Analysis in Digital Marketing”, organized by the Department of New Media and Communication at Arkın University of Creative Arts and Design (ARUCAD) within the scope of the YMED203 – Digital Media Marketing course, was held on 18 December 2025 at FM LMC 01. The seminar was delivered by ARUCAD Data Systems Coordinator Şevki Usta and moderated by Dr. Ahmet İyici.
The seminar focused on the role and importance of data analytics in digital marketing, examining how data is collected, how it is analyzed, and how it is used in strategic decision-making processes. Together with the participants, topics such as data collection processes, advertising performance measurements, measurement and reporting methods, and the use of data analytics across different digital platforms were discussed. Throughout the presentation, key concepts including KPIs, conversion rates, engagement metrics, user behavior analysis, big data and marketing analytics, as well as campaign optimization (SEO and SEM) were addressed through practical examples.
Sharing real-world applications drawn from data management and digital systems used within the university, Şevki Usta demonstrated how data obtained from digital platforms can be meaningfully interpreted. He emphasized how brands today develop more effective marketing strategies through social media analytics, website traffic measurement, and user journey analysis, highlighting the shift toward data-driven approaches with the statement: “In today’s marketing landscape, the most powerful tool is no longer creativity alone, but correctly interpreted data.”
The seminar offered students a comprehensive framework for developing data-oriented thinking skills in digital marketing, while also providing valuable insight into how theoretical knowledge is applied in professional practice.