Marketing Analytics and Measurement

Professionals interested in the program should have at least two years of work experience in marketing, communications, business development, or related fields or an interest in pivoting into an analytics field. The majority will already have an undergraduate degree, and some may have advanced degrees. Professionals may currently be marketing coordinators, brand managers, digital marketers, or business analysts with a focus on marketing; or they may be seeking growth in their current roles or more strategic positions within marketing and analytics.

• High Demand for Data-Driven Marketing: As marketing becomes more data-driven, companies need professionals skilled in analyzing data to measure campaign effectiveness, understand customer behavior, and make strategic decisions.
• Short Timeframe with Focused Learning: A 5-week course allows students to quickly gain essential marketing analytics skills without a long-term commitment. The 2-hour weekly format makes it manageable for working professionals or full-time students.
• Upskilling for Career Advancement: Many marketing professionals lack advanced analytics skills. With businesses shifting towards data-driven decision-making, having expertise in marketing analytics significantly boosts employability and career prospects. The course can offer practical, hands-on experience in analyzing marketing data, making it highly valuable for students to gain competitive advantage in the job market
• Growing Popularity of Digital Marketing: As more businesses function solely online, this will make them more marketable in the digital age.
• Diverse Industry Applicability: Marketing analytics is applicable across various industries—tech, retail, healthcare, finance, etc. This broad applicability increases the course’s appeal to a wide range of students.

Week 1: Introduction to Marketing Analytics and Measurement 

Lecture 1: Introduction to Marketing Analytics 

• Overview of Marketing Analytics
• Leveraging Marketing Data for Analysis

Lecture 2: Customer Journey & Marketing Measurement 

• Customer's Buying Journey
• Key KPI’s and Marketing Measurement

Week 2: Data Fundamentals & Marketing Channels: Offline Media, Display, and Video Analytics

Lecture 3: Data Fundamentals

• Data Structure
• Data Cleansing and Best Practices

Lecture 4: Offline, Digital Display & Video Advertising

• Types of digital advertising
• Key performance metrics for digital ads
• Case study: Analyzing display ads performance

Week 3: Social Media Marketing Analytics

Lecture 5: Social Media Marketing Analytics 

• Overview of social media platforms
• Social Media KPI’s and Reporting

Lecture 6: Email Marketing 

• Email marketing & KPI’s 

Week 4: Email Marketing & Paid Search Analytics

Lecture 7: Paid Search / Website Analytics

• Introduction to paid search advertising platforms
• Key KPI metrics for paid search campaigns

Lecture 8: Marketing Analytics Tools

Week 5: Data Visualization and Data Storytelling

Lecture 9: Data Visualization & Data Storytelling

• Data Visualization Best Practices
• Crafting data stories that drive business action

Assignments: Quizzes

Final: Case Study

• Apply the concepts from the course to analyze a real-world marketing case
• Present findings, insights, and recommendations based on data

Are there course materials?

There are no required textbooks for the course, but there will be readings suggested by faculty.

Do I get a grade for the course?

While there is no grade given, you will participate in a team project to put learnings from class lectures into practice for real-world digital brands. This class project will culminate in presentations during the last class.

What is the class size?

Class size will be limited to 22 students.

What is the difference between a certificate and a certification?

A certificate is earned after completion of a course or a series of courses. Certificates are usually awarded by a training provider or an educational institution. Certification typically includes an experience, an educational component and requires passing an exam. Certifications are awarded by governmental and/or professional agencies and often require recertification to remain certified.

Janaki Soni is a Marketing Analytics Manager at CDW, an instructor for Marketing Analytics at DePaul University, and an adjunct professor at Loyola University. A strategic marketing leader with cross-industry experience, she specializes in multi-channel marketing, strategy and execution, and transforming data into actionable insights to drive ROI.

Janaki holds a BS in Management Information Systems and an MBA from DePaul University.