About the Course
In this course, you will develop the skills to effectively harness data analytics to optimize marketing performance and drive revenue. You will learn how to segment and size markets, deploy more effective cross-selling and upselling strategies, and forecast sales and customer lifetime value.
By the end of the course, you will be able to leverage predictive analytics to identify the right customers, market to them effectively, and develop more impactful marketing campaigns to accelerate business growth.
After completing the course, you will be able to:
Analyze, interpret, and leverage data to target the right audience.
Segment audiences effectively to optimize contact strategies.
Measure the impact and effectiveness of marketing campaigns.
Predict future customer purchases and forecast Customer Lifetime Value (CLV).
Use marketing-applied predictive analytics to inform strategic decision-making across functions such as marketing, operations, and finance.
- Apply predictive analytics to real business challenges for practical experience.
Participants who successfully complete the course will receive credentials certifying completion from the University of Chicago, including a digital badge, and become part of the UChicago network.
Learners will need a basic proficiency in Excel to apply course learnings, and a professional-level PowerPoint presentation will be required for the final project.
Career Outlook
Data and predictive analytics have become crucial for businesses aiming to drive growth, optimize strategy, and outpace competition. This demand calls for data-savvy marketing professionals who can turn cross-functional insights into action and translate complex data into measurable results.
$156
kThe median annual pay for advertising, promotions, and marketing managers in the United States.
Source: U.S. Bureau of Labor Statistics
#6
The ranking of market research analyst in U.S. News and World Report’s 2025 Best Business Jobs.
Source: U.S. News
$10.9
BWhat the Global Marketing Analytics market is predicted to reach by 2030.
Source: Marketresearch.com
- Business Intelligence Expert
- Chief Marketing Officer (CMO)
- Customer Insights and Analytics Consultant
- Customer Relationship Manager
- Director of Business Intelligence
- Director of Data Strategy
- Market Research Analyst
- Marketing Analytics Manager
- Marketing Manager
- Predictive Analytics Consultant
- Predictive Analytics Manager
- Vice President of Business Analytics
Meet Your Instructor
Dave Cameron, MSc
Data and Marketing Analytics Expert
Dave Cameron has over twenty-five years of experience in data science and predictive analytics. He takes a strategic and pragmatic approach to solving challenging data problems, balancing learning and innovation with efficiency and automation.
The University of Chicago Approach to Online Learning
Our online learning programs are crafted with your specific needs in mind. 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.
