Analytic Applications for Marketers

Course Code:

Successful brands today require a well-balanced blend of art and science. This course introduces students to the science of (web) analytics while casting a keen eye toward the artful use of numbers found in the digital space. The goal is to provide marketers with the foundation needed to apply data analytics to real-world challenges they confront daily in their professional lives. Students will learn to identify the analytic methods and tools right for their specific needs, understand valid and reliable ways to collect, analyze, and visualize data; and utilize data in decision making for their agencies, organizations or clients.