Marketing Analytics Certificate Program

There’s no doubt: data collection -- and analysis, assessment and use of that data -- is an invaluable and important tool, as invaluable and important as the sales results from your marketing campaigns.

And, if you don’t understand what’s in your database and what it’s telling you, you’re doing your marketing in the dark.

This certificate program will help you take a deeper dive into marketing analytics … what it can mean to you … what you can do with it … and how it can empower you.

Who is this Certificate Program For?

Junior, middle, and senior marketer levels – all those interested in marketing analytics.

Certificate Program Outline

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Course: Advanced Database Marketing

The Advance Database Marketing course focuses on advanced database techniques and analysis including detailed instruction on how to effectively use these techniques to identify, segment, and target an audience. The database marketing course will also teach how to accurately and cost-effectively reach intended recipients through advanced segmentation strategies and modeling techniques. You’ll get detailed instruction on effective use of database marketing in order to identify, profile, segment, target, and talk to your ideal audience.

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Course: Data-Driven Analytics & Testing

The testing and analytics of marketing campaigns provides better understanding as to why some campaigns work, while others don’t. This course gives participants specific, detailed guidance on how to use analytics to drive your business forward. Learn how to identify and use vital research resources, develop a sound testing framework for each medium you use, and using attribution models to overcome challenges such as multichannel touchpoints and multiple screens. You’ll get a “how-to” guide on effective research and testing techniques, plus a detailed explanation of how to test across different data-driven marketing channels and what metrics to utilize.

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Course: Advanced Measurement

In this course, you’ll go deeper with direct marketing math, as well as how to apply this new knowledge for your company’s benefit. All formulas and analytical methods are explained step-by-step with examples so you can understand the calculations and apply them yourself. Methods such as the two-step promotion planning and holistic measurement will help you take a deeper approach to metrics and measurement.

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Course: Web and Search Engine Marketing

In this jam-packed newly UPDATED online course you will learn how to navigate the Search Engine Marketing channel. The course overviews managing and developing effective paid search campaigns. Topics such as: SEO – search engine optimization, linking, PPC – pay-per-click and keywords will be covered in just the right amount of detail for you to be actionable and dramatically increase rankings for your site.

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Course: Data Governance

Good data governance encompasses the practices of privacy, security, data provenance and data stewardship. This course will cover the language and best practices of marketing data governance as well as will provide the understanding of the relationship between brand, consumer trust and data use practices. The 90 minute primer will prepare you to socialize data governance within your organization as well as better protect yourself from bad actors.

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Assessment: Marketing Analytics

Estimated Length of Completion

Approximately 8-9 hours

Recommended Pre-Certificate Coursework: The following courses are recommended as pre-work to prepare you for the Marketing Analytics Certificate Program: Database Marketing and Fundamental Measurement. The knowledge contained in these courses is fundamental to the material in the certificate program. You may have equivalent knowledge through your professional experience, and if so may not need the pre-certificate coursework. Be sure to review course descriptions to ensure your experience aligns with the base of knowledge required.

Note: When you register for a Certificate or Certification Program you will automatically be registered for all the Courses listed in the Program.  All Courses in the Program will only be available through the Certificate or Certification Program listed in your Enrollments on the learning portal where you access your on-demand training. You will not see the individual Courses listed in your Enrollments on the learning portal, nor will you be able to register for them individually once enrolled in a Certificate or Certification Program that includes them.

Registration Pricing

Client-Side Tier Platinum Tier Gold Tier Silver Tier Individual Nonmember
Registration
Registration Client-Side Tier $0 Platinum Tier $0 Gold Tier $299 Silver Tier $399 Individual $699 Nonmember N/A

Instructors

trainer

Alan Weber

Principal, Data to Strategy Group

Alan Weber is the current Principal of Data to Strategy Group, the past President of the Kansas City Direct Marketing Association; past President of the University of Missouri at Kansas City (UMKC) Alumni Board, and was a Community Member of the UMKC Board of Trustees. Alan is the recipient of The 2008 Alumni Achievement Award from the Henry W. Bloch School of Business and past President of the Bloch Alumni Advisory Committee. He was a member of the first technology panel for the National Endowment for the Arts and was chosen as the 2004 KCDMA Direct Marketer of the Year.

Alan is the author of three books: Event Driven Marketing (Racom, 2010), co-authored with Egbert Jan van Bel and Ed Sanders (both of the Netherlands); Data-Driven Business Models (Thomson-Southwest, 2005); and co-author of Desktop Database Marketing (NTC Business Books, 1997). Alan’s articles have been published in various magazines, including Target Marketing, DM News, and Catalog Age.

Alan has been a member of the Adjunct Faculty at UMKC (where he teaches marketing in the EMBA, graduate, and undergraduate programs) since 2006. He is occasionally an Adjunct Lecturer at Kansas University, where he has taught graduate courses in database marketing in the School of Journalism since 2006. He has trained direct marketers across North America and in The Netherlands, UK, and South America.

Alan has spoken at many conferences, such as “CRM in 1 Day” in Ede, Netherlands and the IDM in Chicago. He has conducted sessions for The International Institute of Marketing Research, Henry Stewart Conference Studies, Total Technology Training, National Seminars, various regional Direct Marketing Associations and has lectured at NYU and CMSU.

Alan earned an MBA from the Bloch School of Business at the UMKC, with an emphasis in Direct Marketing. He also earned a Professional Certificate in Nonprofit Fund Raising through the Midwest Center for Nonprofit Leadership at the Bloch School of Public Administration. Alan also holds a bachelor’s degree in Industrial Management from the Krannert School of Management at Purdue University.

Alan brings a thorough understanding of theory into practice. He has broad experience in database marketing, sales, and service, working in both large and small companies as well as for non-profit organizations. Before founding the Data to Strategy Group, he was President of the Marketing Analytics Group, and was Vice President, Database Marketing for J. Schmid & Associates.

 

 


trainer

Perry Drake

Professor of Digital and Social Media Marketing

University of Missouri, St. Louis

Perry Drake is currently the Professor of Digital and Social Media Marketing at the University of Missouri in St. Louis. Prior to this role, he was an Assistant Professor of Integrated Marketing at New York University for 14 years.

Perry has been responsible for creating some of the very first courses dealing in web analytics, social media analytics and SAS data mining certifications at the university level. In addition, he was among the first faculty to use Adobe Site catalyst in the classroom.


trainer

Matt Bailey

President, SiteLogic

Matt Bailey:

Since 1998, Matt has taught at over 1,000 companies, conferences and workshops. He is one of the highest rated speakers world-wide for his ability to communicate complex information in a practical, humorous way.

Matt is a first-generation search engine marketer, having started out by building websites to market his commercial real estate business in 1996. With a background in Journalism and Marketing, Matt quickly adapted his education to the internet and applied it to develop successful online marketing strategies.

After having sold his first venture, Matt worked as a software engineer and then built online marketing departments at two agencies. Starting his own training and consulting company in 2006 (SiteLogic), Matt quickly developed an impressive client roster that includes: Google, Hilton International, Eaton, Gerber Life, Experian, Disney/ABC/ESPN, American Greetings, Toys ‘R Us, Johnson & Johnson, DMA, P&G, Hewlett-Packard, Travel Weekly and Los Cabos Tourism.

  • Taught Google employees how to understand and use Google Analytics
  • Consults with Experian on how to present data
  • Developed online marketing training for both Proctor and Gamble and Johnson & Johnson.
  • Presented analytics methodologies to Disney, ABC & ESPN
  • Teaches Online Marketing certification for DMA

They all agree: Matt Bailey successfully dismantles the complexity of online marketing into practical, understandable concepts.

Matt has a passion for education and helping to develop online marketing professionals. He does this through his teaching as Adjunct Faculty at Rutgers University. As part of this passion, he also produces online training video curriculum for Market Motive, The Data-driven Marketing Association and Lynda.com.

He is the author of Internet Marketing: An Hour a Day (2011), and Wired to be Wowed (Fall 2014).


trainer

Chuck McLeester

Direct/Relationship Marketing Strategist, Measured Marketing LLC

Chuck McLeester is a marketing strategist and analyst with experience in a variety of categories including healthcare/pharmaceuticals, financial services, pet products, travel/hospitality, and publishing. He spent several years as a client-side direct marketer before moving to the agency side 25 years ago. His areas of expertise include direct marketing, relationship marketing and digital marketing. He has created groundbreaking online and offline relationship marketing programs for consumer and pharmaceutical brands for Johnson & Johnson, The Iams Company, Procter & Gamble, and many other clients. A thought leader in the area of measurement and metrics, Chuck developed many innovative response analysis techniques. He has been a featured speaker at the Data-driven Marketing Association’s annual conference for the past 15 years in addition to his numerous other speaking engagements.

 

 


trainer

Senny Boone

General Counsel, SVP, Compliance & Ethics, DMA division of ANA

As the internal General Counsel for the DMA division of the ANA, Ms. Boone leads the organization’s efforts in ethics, compliance and best practices for the data-driven marketing community. She has over 25 years of communications law experience spanning the range of marketing and fundraising issues. She manages Board-level Committees on DMA’s ethical guidelines, the policing of members’ compliance with the guidelines, and reviews best practices with marketing practitioners. She leads educational efforts on topics of interest on corporate & social responsibility, and works with DMA members on marketing and fundraising compliance. Since 2002, Boone leads the DMA’s Nonprofit Federation (DMANF) of nearly 400 nonprofit organizations and fundraisers before Congress, state and federal regulatory bodies to protect charitable speech. Since 2012 she helps oversee the DMA’s Email Experience Council, an organization of responsible email marketing practitioners. Prior to DMA Boone worked on behalf of newspaper publishers on media policy and communications law issues at the National Newspaper Association.

Boone has a Juris Doctor from Catholic University in Washington, D.C. and a B.A. in Journalism cum laude from Temple University in Philadelphia, Pennsylvania. She is an adjunct professor on marketing ethics at Georgetown University’s School of Continuing Studies. She is a member of the District of Columbia Bar & New Jersey Bar.

Mrs. Boone was honored as a “Top Woman in Fundraising” by Fundraising Success Magazine in 2006. She resides in Southern Maryland with her husband and daughter. Boone is a classically trained ballet dancer.


trainer

Lisa Shosteck

Accountability Managing Consultant, DMA Privacy Shield Program Administrator

Director, Email Experience Council, DMA division of ANA

Lisa is a senior marketing privacy and compliance professional with over 15 years of experience. She works with dedicated volunteers on the DMA’s Committee on Ethical Business Practice Enforcement to educate, mediate and enforce DMA Guidelines. Lisa works to promote ethical business standards by providing learning and networking opportunities in the marketing community; developing industry and consumer compliance and educational tools that comply with applicable federal laws, regulations and Guidelines; and crafting strategic initiatives designed to reinforce consumer confidence in the power of industry to self-regulate effectively.

In addition, she administers the DMA Privacy Shield Program and serves as the Director, for DMA’s email marketing arm -- the Email Experience Council. EEC’s mission is to promote the effective and ethical use of email marketing through thought leadership, education, networking and advocacy. She oversees the EEC Board and Subcommittees that serve under the Board to set and execute priority projects while managing member and sponsor benefits; EEC’s website; event promotions and email communications including the bi-weekly EEC e-newsletter.