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School of Continuing Studies

XCPD-737 Marketing Analytics

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About the course

Course Details

Marketing analytics is the practice of measuring, managing and analyzing marketing performance to maximize its effectiveness and optimize return on investment (ROI). Understanding marketing analytics allows marketers to be more efficient at their jobs and minimize wasted web marketing dollars. In this introductory course, students learn the what and how of marketing analytics. The first part of the course focuses on the fundamentals of marketing analytics and its relevance to sales, lead generation, and insights into customer preferences and trends. Student will learn what to measure and how to differentiate between valuable metrics that inform important decisions and vanity metrics that look impressive but have no real business value. The second half of the course focuses on the "how" of marketing analytics. Students will be introduced to common tools and platforms used by marketing analysts as well as gain insight into best practices. Students will also gain practice with common tools such as Google Analytics and begin to build a basic analytics dashboard.

Course Objectives

Upon completion of this course, successful students will be able to:

  • Understand the role and increasing importance of marketing analytics
  • Learn best practices employed by experienced analysts
  • Identify key metrics that lead to actionable insights
  • Gain familiarity with common analytics tools and platforms
  • Build a basic analytics dashboard

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