Professional Education
Business and Management
| Online

Marketing Analytics for Leaders

Learn to leverage data to improve marketing efforts and drive them forward to achieve business goals

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Marketing Analytics Hero

At a Glance

Type
Professional Education
Enrollment
Open Enrollment
Duration
8 weeks
Format
Online
Cost
$2,500
Enroll

The University of Chicago’s eight-week Marketing Analytics for Leaders course will prepare you to take advantage of the possibilities of the use of data to enhance strategies and achieve better results.

The course will give you the skills and tools to review and analyze data and will provide strategic recommendations on positioning, pricing, and target audiences to drive growth.

Designed For

Designed for marketers, managers, and leaders who wish touse data analytics to improve their organization's marketing strategy. Although previous marketing experience is preferred, this course will benefit anyone interested in advancing their analytical acumen, as well as those who would like to pursue or transition into marketing leadership positions.

Marketing analytics helps collect and strengthen data from across all marketing channels. This information is key to improving marketing efforts and driving them forward to achieve business goals. Understanding data and analytics-related principles, strategies, and tools will help you reach your own learning goals and contribute more effectively to your business.

From the fundamentals of marketing analytics to building a data-driven culture within your organization, this course prepares you to take advantage of the exciting possibilities arising from the use of data to enhance strategies and achieve better results.

After completing the course, you will be able to: 

  • Apply your new skills and tools to review and analyze data.
  • Leverage data to improve marketing and financial results.
  • Present strategic recommendations on positioning, pricing, and target audiences to drive growth.
  • Play an active role in creating a data-driven culture for your organization.
Register for Marketing Analytics at the University of Chicago

Are you ready to leverage data and take your marketing to the next level?

Learn how organizations incorporate data-driven marketing analysis to improve outcomes.

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Online Learning Course Structure

  • Eight weeks in length
  • Weekly, self-paced, interactive learning modules and assignments are time-sensitive and should be completed by the set deadlines
  • Synchronous sessions and live question and answer sessions 
  • Mentors will provide continuous support and encourage a dynamic and positive learning environment

Learning Objectives

  • Understand the core principles of data analytics and the connection with marketing strategies 
  • Leverage data to create strategic competitive advantages
  • Apply data-driven strategies to lead marketing and organizational initiatives
  • Improve understanding of customers through insights and analysis 
  • Communicate and act on results through data storytelling
  • Find, extract, organize, and describe data to support decision-making

Weekly Schedule

Introduction to Marketing Analytics

| Module 1

Become familiar with analytics and its impact on business outcomes, including qualitative vs. quantitative data, differentiation of data types and categories, and the analytics-based decision-making process.

Framing the Problem

| Module 2

Define the problem to be solved and explore problem statements and the SCQ(A) Framework. Explore previous findings, marketing analytics techniques, and data sources.

Solving the Problem—Modeling and Collection 

| Module 3

Learn about data vs. metrics, the components of data modeling and data quality; collections including sources, storage, and types; and data quantity and the importance of statistical significance.

Solving the Problem—Analysis and Diving into Customer Data

| Module 4

Learn about the 4Ps of marketing analytics (product, position, price, and promotion), the consumer journey, and assessing customer relationships with the brand.

Solving the Problem—Analysis, Tests, and Models to Assess and Invest

| Module 5

Learn about regression analysis, causation vs. correlation, types of marketing tests and when to use them, the fundamentals of marketing mix modeling, and A/B testing vs. multivariate testing.

Communicating and Acting on Results—Data Storytelling

| Module 6

Learn how to develop a data story, revisit the A in the SCQ(A) Framework, and learn to work with data charts and data visualization, and create compelling presentations using persuasive PowerPoint storytelling.

Building a Data-Driven Culture

| Module 7

Learn about the organizational stages of data maturity, the best practices for creating a data-driven culture, data governance structure, and data governance model heading.  

The Future of Data Analytics

| Module 8

Learn about data and ethics including privacy, security, and emerging laws; emerging technology like voice and AI; and changes involving people and processes.

Meet Your Instructors

Philippe Geyskens, Digital Marketing and Integrated Communications instructor

Philippe Geyskens, MBA, PhD

Business leader at the intersection of data, analytics and tech

As a data and analytics expert, Philippe Geyskens harnesses big data to extract insights that tie marketing spending to business results. He has over twenty years of experience leading analytic teams across quantitative marketing projects ranging from market mix modeling and multi-channel attribution to CRM analytics for Fortune 500 companies such as Allstate, General Motors, Sears, and TJ Maxx. Philippe holds an MBA from Northwestern University’s Kellogg School of Management and a PhD in civil engineering from KU Leuven in Belgium. He has been awarded the Belgian Government Medal for the Performing Arts.

 

Course(s)

Bridget Sheehan

Bridget Sheahan, MBA, CFA

VP of Analytics and Insights, Valassis Communication

Bridget Sheahan works as the VP of Analytics and Insights at Valassis Communications, a global media and marketing services company. Her role entails leading the analytics services, data innovation, and data science teams. Prior to this role at Valassis, Sheahan held a number of analytics-related positions, including serving as Executive Director of Client Analytics. Before joining Valassis, she was the director of pricing and marketing analytics at the Learning Care Group.

She holds a BA from Colgate University and an MBA from the University of Pittsburgh’s Katz Graduate School of Business.

 

Career Outlook

The US Bureau of Labor Statistics projects that overall employment for advertising, promotions, and marketing managers will grow at the above-average rate of 8.1%, creating 26,000 new jobs over the next eight years. 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.

$ 141 k

The median pay for advertising, promotions, and marketing managers in the US

# 9

The ranking of Market Research Analyst in US News and World Report’s 2021 Best Business Jobs

14 %

The CAGR of the marketing analytics market over the next five years

Potential Job Titles for Marketing Analytics Professionals

  • Account Manager
  • Advertising Manager
  • Business Analyst
  • Business Development Analyst
  • Digital Brand Manager
  • Digital Marketing Analyst
  • Market Research Analyst
  • Marketing Analyst
  • Marketing Data Analyst
  • Marketing Manager
  • Promotions Manager

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