Digital Analytics Spring 2023
Digital Analytics is a 10-week online course designed to help marketers become more data-savvy, not data scientists.
By empowering you to become a data consumer, this course will enable you to feel more confident in your marketing decisions and investments. Get inspired to generate hypotheses, to analyze results and to determine if your data makes sense in the context of your business environment.
The Digital Analytics course is built on a strategic marketing planning foundation by demonstrating a goals-and-objectives-based approach. We’ll attempt to create a clearer path between what you planned to happen vs. what actually happened across different marketing communications activities. Also, share your findings (while respecting privacy concerns) with your peers in this interactive learning environment.
Tap into your analytic curiosity and enhance your marketing skills by exploring the possibilities of digital analytics!
Upon successful completion of this course, you should be able to:
CMA’s Digitial Analytics Online Certificate course consists of instructor recorded videos, synchronized PowerPoint presentations and discussion boards. Throughout the 10-week course students will be required to complete and submit an assignment, discussion post or quiz each week. This course also includes four live interactive webinars, during which students have the opportunity to engage with fellow students and to ask direct questions to the instructor.
The following is a general outline of the course content.
Session 1: Foundation for Analytics Success
Session 2: Planning for Digital Marketing and Measurement
Session 3: Essential Tools for Planning and Analysis
Session 4: Social Listening and Monitoring
Session 5: Analysis for the Awareness Goal
Session 6: Analysis for the Acquisition Goal
Session 7: Analysis for the Engagement Goal
Session 8: Analysis for Conversion and Retention Goals
Session 9: Marketing Program Measurement
Session 10: Insights, Data Visualization and Reporting
CMA’s certificate program courses are designed to build on the skills and knowledge of marketing practitioners. Individuals must have at least two years of experience in a marketing-related role to take this course. The instructor will assume that students have a foundational understanding of marketing strategy and marketing communication planning–specifically with digital communication and online media platforms.
You will be required to set up and use the free version of Google Analytics connected to the publicly-available Google Merchandise Store demo account to do website analytics in this course. If you’re new to Google Analytics it might be helpful for you to complete the free online Google Analytics for Beginners course from the Google Analytics Academy.
Additionally, you will be required to use the Slidedoc® communication format in this course. Templates in Microsoft PowerPoint will be provided. If you’re new to Slidedocs® it might be helpful for you to read about it from the creators of the Slidedoc® at Duarte.
This course will transform what you think about analytics–it’s demanding, but very rewarding.
Each session is comprised of video-based lessons, supporting resources and an analysis-related assignment. The time required for the course will vary depending on your learning style. You are likely to invest 4-6 hours each week to complete the course work. There are five (5) individual analysis assignments, a collection of weekly challenges to complete and discuss, and a final analytics project. All coursework must be completed in the required timeframe. Learners must achieve a final overall mark of 60% in order to qualify for a certificate pass.
You will require a minimum upload bandwidth of 5mbps to stream our course videos, which are 1080p. Please ensure you have access to high-speed internet for the duration of the course
Blair Smith, CM
Learning Experience Designer and Facilitator | Strategic Marketing Planner
Blair is a self-professed marketing nerd; motivated by a simple goal–to help people become better versions of themselves. He does this by designing and facilitating learning experiences to demystify marketing that enable people to act more confidently as marketers. Blair’s craft involves a unique mashup drawing from core principles of human-centred design, strategic marketing, authentic learning and innovation.
As a learning experience (LX) designer, Blair strives to create best-in-class marketing courses, lessons and workshops for the modern adult learner. He has designed learning content for both in-person and online delivery at George Brown College and the Canadian Marketing Association. Blair’s goal is to cut through the buzzwords, clickbait and jargon to focus on the essential topics in marketing today. His areas of interest are marketing strategy and analytics, content marketing, social media and personal branding.
As a facilitator, Blair’s true love of marketing is brought to life in his fun, interactive sessions that encourage exploration of the subject and application that build deeper learning. He has facilitated workshops for George Brown College, Region of Peel, NewCo Festival and Evergreen Canada. To date, he has enabled hundreds of people to become more confident strategic marketers, content creators and social media specialists.
Blair’s regular 9-to-5 role is Professor of Marketing and Digital Media to post-graduate marketing students at George Brown College. He has a breadth of marketing experience with organizations such as General Mills, Evergreen Canada, PEAK Adventure Travel, Merit Travel Group, Startup Canada and various Government of Canada departments. Over the course of his career, he has won awards for mentoring, marketing innovation and content marketing.
Blair earned a B.A.(Hons.) in Mass Communication from Carleton University, and an M.B.A. in Marketing and Strategy from the Macquarie Graduate School of Management (MGSM).
In the Event of Program Cancellation