Study Notes
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Digital Marketing - Study Notes:
A practical technique
One very practical way of establishing patterns in data is to use Affinity Mapping. Also known as the JK Method, it is a technique introduced by Japanese anthropologist Kawakita Jiro, and provides a method to gather meaning from large amounts of data points.
The technique is designed to be a collaborative effort, allowing consensus and shared understanding to build over time as a group organizes data in common groups.
Affinity Mapping achieves a number of aims at the same time:
- It identifies patterns.
- It allows others to be involved.
- It creates a sense of shared ownership of the results.
Digital Marketing Resources:
Rick Monro
Rick Monro is UX Director at Fathom. He has extensive experience in user research, interaction design, user-centered design, and design strategy with private and public sector organisations throughout the UK and Ireland.
![](<img alt="Rick Monro" src="https://mydmi.imgix.net/authors/rick-monro.png?corner-radius=160&fit=crop&h=160&ixlib=php-3.3.1&mask=corners&w=160&s=4248dbad33c5ce8e50db2e374af5ec28" data-lazy="https://mydmi.imgix.net/authors/rick-monro.png?corner-radius=160&fit=crop&h=160&ixlib=php-3.3.1&mask=corners&w=160&s=4248dbad33c5ce8e50db2e374af5ec28" srcset="https://mydmi.imgix.net/authors/rick-monro.png?corner-radius=160&dpr=1&fit=crop&h=160&ixlib=php-3.3.1&mask=corners&w=160&s=7e987f02dd75d8d06193878e10556cfc 1x,https://mydmi.imgix.net/authors/rick-monro.png?corner-radius=160&dpr=2&fit=crop&h=160&ixlib=php-3.3.1&mask=corners&w=160&s=a0e1d380eca39fac5def0f4718b54fa8 2x"/>)
Data protection regulations affect almost all aspects of digital marketing. Therefore, DMI has produced a short course on GDPR for all of our students. If you wish to learn more about GDPR, you can do so here:
If you are interested in learning about the principles of UX and the tools or techniques that you can use to develop and refine your user's experience, DMI has produced a short course on the subject for all of our students. You can access this content here:
DMI Short Course: UX Essentials
The following pieces of content from the Digital Marketing Institute's Membership Library have been chosen to offer additional material that you might find interesting or insightful.
You can find more information and content like this on the Digital Marketing Institute's Membership Library
- Walkthrough: Google Optimize for A/B Testing
- Practical Guide: UX Writing for eCommerce Sites
- Walkthrough: Google Analytics
You will not be assessed on this content in your final exam.
