By the end of this course, you should be able to:

1. Demonstrate competency in analytics language used in marketing.
2. Evaluate data to increase marketing effectiveness and achieve your business objectives
3. Interpret data within an analytics framework to derive actionable insights
4. Communicate insights and implications using data visualization tools, reports, and presentations

1. Introduction to Insights
• Describe the ways that analytics can impact business decisions.
• Understand the hierarchy of data to insights
2. 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.
3. Introduction to Data I
• Describe and discuss the types of data used in marketing
• Examine the differences between primary, secondary, and tertiary data
4. Introduction to Data II
• Describe and discuss the most common data values and how they vary.
• Recognize your role in data privacy and governance.
5. Introduction Marketing Research
• Discuss the various types of qualitative and quantitative research and when they're appropriate to use.
• Analyze, evaluate and apply relevant information from a variety of sources.
6. Digital Marketing Analytics
• Understand the different metrics available across digital marketing and calculate several key metrics for Paid Media.
• Interpret social media analytics and provide performance measures.
7. 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.
8. 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.
9. Data Visualization
• Recognize the basic charts, plots and maps generated by data visualization tools.
• Recall and apply appropriate tools for specific scenarios.
10. 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.
11. Bias in Marketing
• Examine the cause-and-effect relationship between data collection and biases.
12. Summative
• Demonstrate how to apply the data analytics process from initial business question to reporting using storytelling and data visualization.
• Evaluate data and create business insights.

Early Bird Pricing ends on September 6, 2024, 11:59pm EST.

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