Digital Analytics Spring 2023

Upon successful completion of this course, you should be able to: 

• Describe the characteristics and skills required of the modern, analytic-minded marketer
• Explain how fundamental concepts of data and analysis are used in the analytics process for marketing
• Demonstrate how to apply the data analytics process from initial question to reporting using data storytelling techniques and tools
• Assign metrics specific to a marketing communication objective for different online communication formats and online media platforms 
• Perform different types of measurement and analysis for digital marketing using analysis software and tools
• Evaluate the results of a digital marketing strategy based on the marketing communication objective

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

• Demystifying what marketing is
• THE essential skill for the 21st century marketer
• Challenges for marketing analytics
• Moving from data to insight
• The benefit of failure

Session 2: Planning for Digital Marketing and Measurement

• Getting familiar with GOST
• Defining the fundamental goals of marketing
• Being SMART with your objectives
• Considerations for selecting key metrics
• A model for digital marketing planning and measurement

Session 3: Essential Tools for Planning and Analysis

• Conducting a marketing audit
• The rise of micro-moments in the consumer journey
• The marketing funnel
• Segmenting the audience
• Doing small tests
• Introduction to Google Analytics
• Introduction to Facebook for Business
• Other marketing technology solutions

Session 4: Social Listening and Monitoring

• Getting familiar with social listening and monitoring
• Essential KPIs for listening and monitoring
• Introduction to Google Trends
• Introduction to Social Mention
• A social listening analysis example
• Tips for your social listening and monitoring

Session 5: Analysis for the Awareness Goal

• Getting familiar with Awareness as a marketing goal
• Essential KPIs for Awareness
• A Google Analytics website analysis
• A Facebook advertising analysis
• Tips for analyzing Awareness

Session 6: Analysis for the Acquisition Goal

• Getting familiar with Acquisition as a marketing goal
• Essential KPIs for Acquisition
• A Google Analytics website analysis
• A Facebook advertising analysis
• Tips for analyzing Acquisition

Session 7: Analysis for the Engagement Goal

• Getting familiar with Engagement as a marketing goal
• Essential KPIs for Engagement
• A Google Analytics website analysis
• A Twitter content analysis
• Tips for analyzing Engagement

Session 8: Analysis for Conversion and Retention Goals

• Getting familiar with Conversion as a marketing goal
• Essential KPIs for Conversion
• Getting familiar with Retention as a marketing goal
• Essential KPIs for Retention
• A Google Analytics website analysis
• Tips for analyzing Conversion and Retention

Session 9: Marketing Program Measurement

• Getting familiar with marketing program measurement
• Tracking campaigns using link tags
• Measuring results through attribution
• A hypothetical campaign for Google’s Merchandise Store
• Introduction to Dashboards in Google Analytics
• Introduction to website behaviour tracking with Hotjar

Session 10: Insights, Data Visualization and Reporting

• Gathering the right information
• Uncovering compelling insights
• Bringing the data to life
• Tools for data visualization and infographics
• Working towards data democratization

Final Assignment

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. 

Technology
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.

Workload
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.

Internet Requirements
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

• To cancel, a learner will select ‘credit request’ in MyBillings and select ‘refund’.
• Cancellations made greater than 14 calendar days prior to the course start date will not be penalized. A refund will be issued in full.
• Cancellations made with 14 or fewer calendar days prior to the course start date will be processed with a 50% administration fee deducted.
• No refunds past course start date.
• Refunds will be issued to the source of payment

In the Event of Program Cancellation

• We cannot always secure the minimum number of required participants to run each session. Program fees will be either credited or fully refunded in the event of a course cancellation at the discretion of the learner. 
• We take great pride in our programs and will do the utmost to make your experience with us both valuable and enjoyable. Please do not hesitate to contact us should you have any questions or concerns.