Course Overview
The Certificate in Marketing Data & Analytics provides the grounding that all marketers need in understanding, collecting, and analyzing data. Four courses delve into practical skills and real-world applications in the areas of data literacy and analytics, with a strong focus on marketing and website analytics.
This certificate offers marketing professionals the foundational skills and essential tools needed to manage data responsibly and make data-driven decisions that optimize marketing efforts. These self-paced courses offer a variety of interactive exercises, selected readings, real-world applications, and assessments.
Upon successful completion of all courses in this certificate, you can download and print a Certificate of Completion to showcase your achievement.
Learning Format
This self-paced certificate program offers an assortment of interactive exercises, selected readings, and self-assessments.
Courses Included in This Certificate
This course is designed to help learners develop a solid understanding of the basic concepts and techniques that they will encounter as practitioners in the web analytics field. Topics of major concern that are discussed in Module 1 include a summary of web analytics concepts and important terms, along with the organizations and personnel who use web analytics.
The course defines key performance indicators and discusses how they are chosen and implemented. A discussion of segmentation follows, with strategies for how to categorize website visitors. Students will also learn how to plan and assess website business strategies using web analytics. In Module 2, learners will explore reporting and dashboards as they relate to web analytics.
Students will gain an understanding of how to plan for and design dashboards and how qualitative research offers deeper business insights. In addition, students will learn how to conduct split and multivariate testing, and implement web analytics best practices.
Professionals in all industries rely on data to make decisions. By including data in your decision-making process, you can remove some of the guesswork that comes from relying solely on instincts and experience. This course will introduce you to the world of data analysis by exploring the Davenport-Kim three-stage model for quantitative analysis.
You will learn about different analytical methods, data quality and management, and visual representations of data. You will also explore research standards and best practices, as well as challenges that may arise as you analyze data. This course will provide you with information you can use to better understand data and its importance in the business world.
Marketing relies on information and data. Successful marketers need to understand, and be comfortable using, data tools and applying analysis. This course will build your foundational understanding of data, from basic concepts to more advanced practices in collection and interpretation. You’ll explore essential topics including collection tools, statistical interpretation, qualitative data analysis, and critical principles of reliability, validity, and accuracy.
Through interactive activities, you’ll develop practical skills and learn how to ensure that your data is both trustworthy and responsibly managed. This course empowers learners to work with data in any context, making informed marketing decisions based on sound analytical principles.
Understanding marketing analytics is crucial to a successful marketing strategy. In this course, you will learn how to build robust measurement frameworks for evaluating marketing campaigns and achieving strategic goals. You’ll explore essential measurement tools, learn how your organization can use measurement to improve, and leverage both free and paid analytics tools to measure program effectiveness.
Through real-life case studies and interactive activities, you’ll learn to design meaningful metrics and tell compelling stories with data to drive decision-making. This course equips marketers with the analytical skills needed to demonstrate impact and continuously optimize their marketing efforts.
Prove your skills! When you finish this course, you’ll get a certificate of completion to show your current boss and future employers your commitment to keeping your knowledge up-to-date.
Are you an AMA Professional Certified Marketer®️? This training is worth 9.5 Continuing Education Units (CEUs) to maintain your PCM®️ certification.
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On-Demand Course Refund Policy: You may request a refund up to 7 days from the purchase date. The registration fee will only be refunded if less than 10% of each course has been completed.