Digital Marketing

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Certificate Overview:
Professional Certificate in Digital Marketing

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.

A man and a woman discussing a chart

About the Certificate Program:

This certificate program will provide you with the skills and training you need to leverage analytic tools, frameworks, and models to create impactful marketing content, optimize web analytics, improve online presence, as well as produce actionable insights, make informed, analytics-based marketing decisions, and promote innovative marketing initiatives within your organization.

The certificate explores the following topics:

consumer behavior

Consumer Behavior and Marketing Strategy

Understand the consumer and motivate the behavior that drives business success and learn how marketing analytics can be a powerful tool for inquiry and the development of marketing initiatives.

web analitics

Web Analytics

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.

data driven content marketing

Data-Driven Content Marketing

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.

predective analysis

Predictive Analytics for Marketing

Learn how to analyze data, estimate campaign effectiveness, segment and size markets, and use predictive modeling to forecast customer lifetime value.

Icono Big Data Maketing

Big Data in Marketing

Understand the complexities in the application of big data in marketing to drive individualized experiences and gain a five-step framework to address and improve customer engagement through data-driven marketing.

After completing the Certificate, 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, MSc
Dave Cameron, MScData and marketing analytics expert
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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.
Edward Ramsey, BSc
Edward Ramsey, BScFounder and Principal Consultant of 444 Ignite
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Edward Ramsey, founder and principal consultant of 444 Ignite, has over twenty-five years of experience in advertising, media, and marketing services. As a senior executive at a multibillion-dollar marketing services company, Ramsey leads enterprise initiatives to innovate services, grow revenue, build new technologies, and drive business transformation. Moreover, he successfully delivers analytics applications at scale, drives advertising and marketing performance, and makes business impact—monetizing new data products and growing incremental revenue. Ramsey has spent the last seven years leading digital transformation initiatives, including ad tech merger and acquisition (M&A) activity, launching new data products, integrating new digital channels, and expanding analytics capabilities and services.
His experience consulting with the Top 100 advertisers enables him to leverage insights and expertise available to only a few in this space. Because of his deep domain knowledge, he is frequently sought out to speak at industry events, and his work has been published in several industry publications.

Tracy Samantha Goodheart, MSc
Tracy Samantha Goodheart, MScFounder of Socially Authentic Data-Driven Content Marketing
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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. Tracy Samantha Goodheart went on to serve as the founding editorial director of Chicago Now, the ground-breaking blog network owned by Tribune Publishing. She also established the company’s nationwide digital education program. Tracy Samantha 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.

George Davidson, MBA
George Davidson, MBAFounder of The Lantern
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George Davidson is the founder of The Lantern, a boutique consulting firm focused on insights-driven marketing strategy. He has extensive experience in strategic market research, devoting his career to guiding boards and C-suites, including those with iconic traditional and emerging brands, on analytics, research, and insights. He has also served as a non-executive director, chair of an Audit Committee, and member of a Remuneration Committee. Davidson earned his MBA from Leeds 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.

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

Admissions Process


Candidacy Fee:

Pay the candidacy fee (non-refundable) and fill out the application form.



Receive a call for an interview with our admissions team.​



Our Admission Committee will inform you of the final decision*.

*(2 business days max)

The University of Chicago Approach to Online Learning-img-CEU

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.

Why the University of Chicago?-Tower-img-