Digital Analytics Winter 2024

Members: $695

Non-Members: $950

CPD CREDITS Earn 7 CPD

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Digital Analytics is a 10-week online course designed for anybody working in marketing who wants to develop their skills as an analytic-minded marketer. This includes marketing professionals from aspiring managers to director-level, marketing consultants, small business owners and entrepreneurs.

This Digital Analytics course will take you through the fundamentals of data analytics for a manager–the analytics process, data sources and types, analysis methods, data storytelling and reports, and continuous improvement. Additionally, you will be able to apply the fundamentals to analyze and evaluate different digital marketing activities based on the objectives from brand building to performance.

Throughout this course you will be provided with the processes, frameworks, and tools to make you feel more confident in your marketing decisions and investments. The CMA is proud to offer this industry-leading course so you can continue to develop your capacity as a 21st century marketing professional. You won’t become a data scientist–that’s a completely different job–but you will be a better data consumer.

Are you ready to satisfy your analytic curiosity and to challenge both your critical thinking and creative thinking as a marketer by exploring the possibilities of digital marketing analytics?

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: The Analytic-Minded Marketer

What is an Analytic-Minded Marketer?
Types of Analysis a Marketer Does
Key Terms for Analytics
Tensions of Marketing Analytics
Tips and Things to Think About for The Analytic-Minded Marketer

Session 2a: Digital Marketing Planning and Measurement Principles

Business and Marketing Goals
Marketing Communication Objectives
Principles of Marketing Metrics and Measurement
Tips and Things to Think About for Planning and Measurement Principles

Session 2b: Digital Marketing Planning and Measurement Practices

The Digital Marketing Planning and Measurement Model
The SMART Objective
Marketing Return on Investment (ROI)
Essential Math for Marketing
Tips and Things to Think About for Planning and Measurement Practices

Session 3: All About Data

Data Collection Planning
Data Types and Sources
Data Quality
Example of Data Collection Thinking
Tips and Things to Think About for the Data
Data Resources for Digital Marketing
Website Analysis with Google Analytics 4 (GA4)

Session 4: Analysis Methods for Marketing

Types of Analytics
Principles of Statistical Significance
Principles of Regression Analysis
Principles of Marketing Mix Modeling
Marketing Attribution
Pitfalls of Data Analysis
Tips and Things to Think About for Doing Analysis

Session 5: Continuous Experimentation

A Culture of Growth
Principles of Business Experimentation
A/B Testing
Digital Marketing Optimization
Tips and Things to Think About for Continuous Experimentation

Session 6: Data Storytelling

Principles of Storytelling for Marketing Analytics
Data Storytelling
Principles of Communication Design for Data Analysis
Data Visualization
Essential Types of Data Visualization
Tips and Things to Think About for Data Storytelling
Reporting with the Slidedoc®
Dashboards with Looker Studio

Session 7: Measuring and Analyzing: Brand Awareness

Why Brand Awareness Matters as a Marketing Communication Objective
How to Measure Brand Awareness
Content Marketing
Paid Advertising
Website
Email Marketing
Social Networks
Tips and Things to Think About for Measuring and Analyzing: Brand Awareness

Session 8: Measuring and Analyzing: Your Audience

Why Having an Audience Matters as a Marketing Communication Objective
How to Measure Your Audience
Website
Email Marketing
Social Networks
Native Mobile App
Tips and Things to Think About for Measuring and Analyzing: Your Audience

Session 9: Measuring and Analyzing: Engagement

Why Engagement Matters as a Marketing Communication Objective
Types of Engagement Behaviour
How to Measure Engagement
Social and Share Behaviours
Silent Behaviour
Service Behaviour
Website
Native Mobile App
Tips and Things to Think About for Measuring and Analyzing: Engagement

Session 10: Measuring and Analyzing: Conversion

Why Conversion Matters as a Marketing Communication Objective
Micro Conversion vs. Macro Conversion
How to Measure Conversion
Conversion Rate Optimization (CRO)
Tips and Things to Think About for Measuring and Analyzing: Conversion

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. Each session is comprised of video-based lessons, supporting resources, and a discussion post or an analysis-related assignment. The time required for the course will vary depending on your learning style. You are likely to invest 3-5 hours each week to complete the course work. There are five weekly challenges to complete and discuss, five individual analysis assignments, 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

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).

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.