Big Data in Marketing
Dig deeper into your customer data to elevate your marketing efforts.
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At a Glance
- Enrollment:
- Open Enrollment
- Length:
- Eight weeks
Unlock the power of information—from customer acquisition to life-stage management.
The University of Chicago’s online Big Data in Marketing course will equip you with core conceptual frameworks and practical tools for managing, exploring, analyzing, and activating existing and emerging data streams.
Designed For
This course is designed for junior, mid-level, and senior marketing professionals and anyone interested in enhancing their knowledge and aptitude with marketing data.
Learning Objectives to Become a Big Data-Driven Marketer
In this eight-week course, you will learn to work with big data as an indispensable marketing tool to improve customer loyalty and engagement, optimize performance, make pricing decisions, and more.
After completing the course, you will be able to:
- Deploy strategic alignment and actions to accelerate company strategy.
- Leverage your knowledge of the marketing data ecosystem to amplify strategy and support use cases.
- Identify and develop strategic inputs into a marketing data strategy and plan.
- Earn a credential certifying completion from the University of Chicago and become part of the UChicago network.
Big Data in Marketing Curriculum
You will learn to:
- Identify and evaluate various types of marketing data, including emerging sources and attributes.
- Align marketing data strategy to key business goals and develop KPIs to assess business impact.
- Explain how marketing data can be utilized to address company-specific use cases and business objectives.
- Evaluate data governance standards for consumer consent compliance and regulation.
Online Format Features
- Self-paced interactive learning modules with a variety of engaging learning activities, assignments, and resources.
- Live sessions that bring you, your peers, and your instructor together to learn collaboratively about the current state of the field, engage with real-world problems, and explore authentic solutions.
- Continuous support from your instructional assistant, who will accompany you on your journey through the content, answer your questions, and provide feedback on your work.
Weekly Course Schedule
Examine data as the fuel for business transformation, learn about qualitative (descriptive) and quantitative (numeric) data classification, and define and explore marketing data.
Learn about marketing data strategy fundamentals—milestones, measurements, and KPIs, impacts and operations, processes, and change.
Examine the sources of marketing data—internal (e.g., CRM, loyalty cards, mobile, and websites) and external (e.g., aggregators, compliers, and marketplaces). Identify types of big data for marketers. Evaluate sources for alignment to strategy (building requirements).
Explore marketing data use cases. Learn about Proof of Concept (POC) and POC that meets key objectives (analytics, audience activation, and customer service improvements). Test and evaluate results.
Review key data regulations by industry and the framework of key laws such as the CCPA, CCPR, and GDPR. Consider what is next and why it is important.
Learn about managing consumer consent and permissioning, framing a standards and use agreement, establishing data agreements and terms, and managing customization and special requests.
Learn how to develop both business requirements for data management and future-state architecture. Explore scoping pricing models and costs.
Explore topics such as internal teams, partners and service providers, platforms (Customer Data Platform, Data Management Platform, and identity management), and channels (Facebook, Google, Yahoo, etc.).
Earn a Credential in Big Data
After successful completion of this course, participants will receive credentials certified by the University of Chicago including a digital badge to recognize their achievement.
Meet Your Instructor
Our highly trained instructors are courageous thinkers and passionate leaders who leverage years of industry expertise and up-to-date knowledge of terminology, tools, and trends to deliver an unparalleled learning experience. Through their rigorous discourse, cross-disciplinary collaboration, and field-shaping contributions, they create practical solutions and pioneering innovations that enrich our world.
This instructor teaches this course regularly. Please speak to your enrollment advisor if you wish to know who the current teacher is.
Edward Ramsey, BSc
Founder and Principal Consultant at 444 Ignite
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...
Career Outlook
Amassing and analyzing swathes of data affords marketers a deeper look into customer patterns. In the last few years, 90 percent of all the data that currently exists was created. The big data explosion has led to new marketing research and strategy approaches. Diverse positions abound within this rapidly evolving field, especially in digital marketing, e-commerce, and multichannel marketing.
The average base salary for a marketing data analyst in the United States.
The number of bytes of data that are created daily.
The anticipated growth in marketing research analysis positions by 2030.
Potential Job Titles in Big Data-Driven Marketing
- Big Data Engineer
- Big Data Marketing Manager
- Business Intelligence Analyst
- Chief Marketing Officer
- CRO Specialist
- Customer Insights Analyst
- Digital Marketing Director
- Digital Marketing Engineer
- Growth Marketer
- Marketing Data Analyst
- Marketing Research Analyst
- Marketing Strategy Planner
- Pay-Per-Click (PPC) Manager
- SEO Specialist
Of Interest
Consumer Behavior and Marketing Strategy
Drive business growth through deeper consumer understanding.