Marketing Analytics Course: Strategies for Driving Business Results

The global market for marketing analytics is projected to grow by more than $3 billion during the next few years, especially as organizations face mounting pressure to drive digital marketing results. Business leaders who understand and quickly use data to make strategic business decisions about products, pricing, and their target market will succeed in keeping their products or services competitive.

This marketing data analytics course is designed to provide leaders with a deep understanding of marketing metrics used to make strategic decisions across product management, brand awareness, advertising, communications, and other key functions.

In this program, you will gain strategies to better understand your customers, to measure marketing ROI, and to optimize marketing spend. You will learn about the impact of artificial intelligence and other emerging technologies on the industry, as well as the changing regulatory landscape around the use of consumer data that impacts companies.

Through hands-on activities, data simulations, and case studies, participants in this marketing analytics course will gain a high-level, practical understanding of marketing analytics to become savvy data-driven leaders.

Benefits of a Marketing Analytics Course

This marketing analytics course will guide you in developing a roadmap to understand who your customers are, what they want from your product, and where to focus your growth strategy.

This course aims to help participants:

• Develop a greater understanding of marketing analytics to lead stronger business decision making
• Build confidence in using consumer data to make decisions regarding product R&D, pricing, and promotional strategy
• Evaluate the impact of data-driven technologies such as machine learning and AI on marketing
• Employ an ethical approach with consumer data in context of complex data privacy initiatives
• Understand how to position a brand for growth using marketing data
• Use data to tell a story to shareholders, upper management, customers, and employees

Upon completion, you will earn a Certificate of Completion from the Harvard Division of Continuing Education.

Who Should Take a Marketing Analytics Course?

This marketing analytics program is for marketing professionals and market researchers who want to understand marketing metrics, how to apply them in real-world situations, and to understand emerging data-driven concepts.

This course is also beneficial for business leaders with responsibility for driving growth and making key strategic decisions within their organizations. Directors and senior leaders who wish to learn how to use marketing data to drive business results will also benefit.

It is recommended that participants have some foundational knowledge of marketing to fully engage in the program.

Note: This is not a data science class and will not cover coding or marketing mix modeling.

Curriculum

This marketing analytics program is designed to cover multiple learning objectives through interactive class sessions, case analysis, and small group exercises, so you get the most out of the program.

Specifically, the program curriculum will focus on:

• Learning key marketing metrics that all leaders should know, from return on ad spend to conversions.
• Understanding markets with data
• Exploring data ethics in the context of consumer privacy
• Discussing new developments in AI tools and strategy
• Communicating marketing metrics to stakeholders
• Identifying three key frameworks for leading change using marketing metrics within organizations of all sizes
• Using data for brand positioning
• Managing Customer Lifetime Value