ONLINE CERTIFICATE

Marketing Analytics Certificate: Turning Data into Insights

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Certificate Overview:
Marketing Analytics Certificate: Turning Data into Insights

Marketing analytics gathers data from across multiple marketing channels, providing marketers with a solid view of how their campaigns are performing based on a series of business metrics. The goal of this practice is to leverage these insightful findings to make better decisions and optimize future marketing efforts.

Are You a Professional Looking to Gain Expertise in Key Areas within the Marketing Field?

This certificate program is designed for professionals who want to launch or refresh their marketing careers with cutting-edge knowledge. Marketers, analysts, business and product managers, brand managers, and others seeking to take a data-driven approach to marketing will benefit from this program.
Data analysis

About the Certificate Program:

Our ten-month Marketing Analytics Certificate program is designed to provide solid theoretical frameworks in critical areas within the field. Our instructors, seasoned marketing experts, will guide you through the core principles, tools, and industry trends around advertising, brand development, digital marketing, market research, marketing planning, and social media.

The program consists of the following five courses:

Learn how to design a content marketing strategy that leverages multiple tactics: search engine optimization (SEO), social media marketing, blogging, email marketing, affiliate marketing, influencer nurturing, and more.
Learn to confidently oversee online business performance by mastering concepts like attribution, cookies, driving traffic with SEO and SEM, mapping the customer journey, and measuring KPIs against set goals.
Learn social science theories of cognition, motivation, emotion, personality, social influence, culture, and other aspects of human nature to transform analytics into a powerful tool for marketing action.
Learn how to analyze data, estimate campaign effectiveness, segment and size markets, and use predictive modeling to forecast customer lifetime value.

After Completing the Program You Will Be Able To:

  • Plan a content marketing approach to engage audiences and encourage them to amplify a brand’s reach, credibility, reputation, and trust.
  • Collect, measure, analyze, and report web data to understand and optimize web usage.
  • Leverage AI and machine learning to extract insights generated through algorithms, data sets, and models to predict future behaviors and inform more effective marketing strategies.
  • Apply social science theories to arrive at data-driven consumer understanding, recommend marketing actions, and test potential courses of action.
  • Understand and use tools to analyze and process large volumes of real-time customer data.

Meet Your Instructors

dave cameron
Dave Cameron, MSc
Data and marketing analytics expert

Dave Cameron is a seasoned data science and marketing analytics leader in both the corporate and start-up spaces. He brings over twenty-five years of experience to the University of Chicago. As a forward-thinking executive, Cameron has built and led teams on analytics thought leadership, statistical and product innovation, data-driven performance marketing, and attribution modeling for consumer acquisition, retention, and profit. He spent over twelve years at Nielsen Holdings, the global measurement and data analytics company, where he served in vice presidential roles in data science, customer segmentation, and statistical methodology. His prior positions include working as the director of data solutions at Merkle, a global performance marketing agency, and his role as the manager of target marketing for Ameritech (now AT&T). Cameron takes a strategic and pragmatic approach to solving challenging data problems by balancing learning and innovation with efficiency and automation. He earned an MSc in Applied Statistics from Ohio State and a BSc in Applied Mathematics in Computer Science from the University of Detroit Mercy.

Philippe Geyskens
Philippe Geyskens, PhD
Marketing Analytics Expert

As a data and analytics expert, Philippe Geyskens harnesses big data to extract insights that tie marketing spend to business result. A digital expert, Geyskens brings over twenty years of experience leading analytic teams across quantitative marketing projects for Fortune 500 companies such as Allstate, General Motors, Sears, and TJ Maxx, ranging from market mix modeling and multi-channel attribution to CRM analytics. Geyskens holds an MBA from Northwestern University’s Kellogg School of Management and a PhD in Civil Engineering from the K.U. Leuven in Belgium. He was also awarded the Belgian government’s Medal for the Performing Arts.

tracy schmidt goodheart
Tracy Samantha Goodheart, MSc
Data-Driven Content Marketing

Tracy Samantha Goodheart is the founder of Socially Authentic, a personal marketing company. Trained as a journalist, she began her career as the youngest reporter at time magazine, where she covered the rise of social media and developed new methods for reporting breaking news. Goodheart went on to serve as the founding editorial director of ChicagoNow, the groundbreaking blog network owned by Tribune Publishing. She also established the company’s nationwide digital education program. Goodheart later led the global social media strategy for Crain Communications, publisher of titles like Advertising Age, Crain’s, Investment News, and Modern Healthcare. As a marketing and communications consultant, she designed successful digital strategies for brands in many sectors, including finance, healthcare, media, performing arts, philanthropy, and technology. She is also the marketing chair of Big Shoulders Ensemble, Chicago’s new conductorless orchestra.

Stephen Hersh
Stephen Hersh, MA
Consumer Behavior and Marketing Strategy

Stephen Hersh was senior vice president and strategy director at Leo Burnett Advertising, where he worked in market research and strategic planning for twenty-three years. He also served as head of account planning at the interactive marketing agency Leapnet (formerly Quantum Leap). Before that, he worked as strategy director for Ammirati Puris Lintas Advertising and as an account planner at Mullen Advertising. Hersh has a consulting practice that provides market research and marketing strategy for large and small companies and start-ups. His areas of expertise include brand strategy, message communication strategy, qualitative and quantitative survey research, psychoanalytic theory, and the application of social science to marketing and social problems.
In addition to his position as an adjunct instructor for the University of Chicago and his consulting work, Hersh teaches Consumer Insight as a lecturer in Northwestern University’s Integrated Marketing Communications Program at the Medill School. Prior to that, he was the adjunct lecturer of Consumer Behavior in the Kellogg Graduate School of Management at Northwestern University.
Hersh is currently engaged in conducting survey research on health and welfare issues in the US indigenous community as an affiliate at the Center for Native American and Indigenous Research at Northwestern University.
Hersh is the co-author of several peer-reviewed publications in the areas of psychiatric diagnosis and treatment and neuropsychology. He has an MA in psychology from Northwestern University.

Career Outlook

The US Bureau of Labor Statistics projects that overall employment for advertising, promotions, and marketing managers will grow at the rate of 10% each year over the next eight years, creating 31,100 new jobs. Significant new growth areas include digital marketing, multichannel marketing, and e-commerce—positions that did not exist in the early 2000s.

To succeed, marketing professionals need to immerse themselves in the digital world. Digital spending continues to increase exponentially, and technical and analytical skills have become the key to employability.

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Potential Job Titles for Marketing Professionals

  • E-Commerce Specialist 
  • Insights Analyst 
  • Marketing Analyst 
  • Marketing Data Analyst 
  • Marketing Director 
  • Marketing Manager 
  • Marketing Research Analyst 
  • Predictive Analyst 
  • Predictive Analytics Consultant
  • Predictive Analytics Specialist 
  • Social Media Coordinator 
  • Strategic Planner 
  • Web Analyst 
  • Web Developer
  • Web Specialist 
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The University of Chicago Approach to Online Learning

Our online learning programs are crafted with your specific needs in mind.

Certificate programs combine e-learning with live, interactive sessions to strengthen your skill set while maximizing your time. We couple academic theory and business knowledge with practical real-world application.

Through online learning sessions, you will have an opportunity to grow your professional network and interact with University of Chicago instructors and your classmates.

Why the University of Chicago?

Becoming a member of the University of Chicago community means gaining access to world-class instructors and a cohort of curious, diverse individuals.

Through a firm grounding in core principles and a rigorous approach to problem-solving, our teaching method—the Chicago Approach—will give you the tools you need to make sense of complex data and turn ideas into impact.

Certificate participants will receive a certificate of completion.

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