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 three 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: Introduction, The Analytic-Minded Marketer & Google Analytics 4
- Introduction to Digital Analytics
- What is an Analytic-Minded Marketer?
- Key Terms for Analytics
- Pitfalls of Data Analysis
- Tensions of Marketing Analytics
- Tips and Things to Think About for the Analytic-Minded Marketer
- Introduction to Google Analytics 4 (GA4)
- Introduction to the Google Merchandise Store (GMS)
Session 2: Principles of Data & Analysis
- Being a Data Consumer
- Data Types and Sources
- Data Quality
- Example of Data Collection Thinking
- Tips and Things to Think About for Data
- Types of Analytics
- Types of Analysis a Marketer Does
- Tips and Things to Think About for Analysis
Session 3: Data Storytelling & The Slidedoc™
- Principles of Storytelling for Marketing Analytics
- Elements of Data Storytelling
- Data-Supported Narrative
- Data Visualization
- Essential Types of Data Visualization
- Tips and Things to Think About for Data Storytelling
- Principles of Communication Design for Data Analysis
- Reporting with the Slidedoc™
Session 4: Marketing Planning & Measurement
- Business and Marketing Goals
- Marketing and Communication Objectives
- Principles of Marketing Metrics and Measurement
- Tips and Things to Think About for Planning and Measurement Principles
- The Digital Marketing Planning and Measurement Model (DMM)
- The SMART Objective
- Metric vs. Dimension
- Essential Math for Marketing
- Marketing Return on Investment (MROI)
- Tips and Things to Think About for Planning and Measurement Practices
Session 5: 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 6: Measuring and Analyzing: 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 7: 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 8: 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
Session 9: Advanced Analytics for Marketing
- Principles of Statistical Significance
- Principles of Regression Analysis
- Principles of Marketing Mix Modelling
- Marketing Attribution
- Tips and Things to Think About for Advanced Analytics
Session 10: 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
