Delve into an analytical framework and wield tools to untangle business challenges using data-driven insights. This course unravels the essentials of data, business analytics, and market research, equipping participants with the skills to navigate the realm of informed decision-making. Unveil the process and methodology that underpins this analytical expedition.
Grasp the knack for answering pivotal questions, dissecting business goals, and honing on key insights that propel success. From basic to intricate techniques, uncover the art of extracting insights. You will decipher diverse research and analytical approaches, gaining hands-on experience in data manipulation, basic analysis, and chart construction.
Whether you're an aspiring analyst or a seasoned professional seeking to fortify your skill set, this elective empowers you to decode the language of data, transforming raw information into actionable insights that drive strategic excellence.
If you have already been approved into the CM program, you can proceed to register for this course found in your MyCMA dashboard under Program Status.
By the end of this course, you should be able to:
- Demonstrate competency in analytics language used in marketing.
- Evaluate data to increase marketing effectiveness and achieve your business objectives
- Interpret data within an analytics framework to derive actionable insights
- Communicate insights and implications using data visualization tools, reports, and presentations
- Introduction to Insights
- Describe the ways that analytics can impact business decisions.
- Understand the hierarchy of data to insights
- Analytical Framework, Toolbox, and Process
- Demonstrate understanding of how a framework can be applied from the initial project start, through insight generation up to activation and measurement.
- Be able to articulate strengths and challenges associated with various stages of the framework.
- Introduction to Data I
- Describe and discuss the types of data used in marketing
- Examine the differences between primary, secondary, and tertiary data
- Introduction to Data II
- Describe and discuss the most common data values and how they vary.
- Recognize your role in data privacy and governance.
- Analytics I
- Explain the need for Analytics in a commercial organization and what is required to stand up a functioning Analytics team.
- Demonstrate basic Analytics principles (don't worry – no math) for designing experiments.
- Understand how you can measure and interpret the results of your tests.
- Analytics II
- Describe the various components of analytical learning methodologies (descriptive, predictive, prescriptive).
- Demonstrate practical knowledge on how to manage the health of an advanced analytics team and capability.
- Data Visualization
- Recognize the basic charts, plots and maps generated by data visualization tools.
- Recall and apply appropriate tools for specific scenarios.
- Storytelling with Data
- Critique a professional infographic on its storytelling capabilities.
- Select the correct data points to support your story objective and use in sequence to build the narrative.
- Incorporate visuals in sequence to tell a compelling, understandable and accurate story.
- Bias in Marketing
- Examine the cause-and-effect relationship between data collection and biases.
- Bringing Insights to Life
- Demonstrate how to apply data analytics process from initial business question to reporting using storytelling and data visualization.
- Evaluate data and create business insights.
- Summative Quiz
Members Pricing | $1,395 |
Non-Members Pricing | $1,695 |
Payment plan available to help you get started. Contact charteredmarketer@thecma.ca for more details.
Course Format:
CMA’s Insights course consists of eleven modules, each followed by a quiz, with a final summative quiz at the end of the course. On average, this course will take 40 hours to complete, and learners
have six months from the date of enrollment to complete all course requirements. This on-demand course, available on our online learning platform, offers the flexibility to learn at your own pace.
Course Weighting:
- Module Quizzes –80%
- Summative Quiz – 20%
Pass Requirements:
Learners must receive an overall grade of 65% to pass the course.
We will provide a refund less an administration fee of $25 for cancellation requests received within 7 days of purchase for any on-demand course which has not been accessed and/or opened. Any on-demand courses which have been accessed and/or opened are no longer eligible for refunds. To cancel, a learner will select ‘credit request’ in MyBillings and select ‘refund’, refunds will be issued to the source of payment and may take up to 4 weeks to be completed
