Marketing Analytics Certificate Program | School of Marketing | ANA

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.

Learning Experience

This program includes courses with a narrated PowerPoint slide presentation format and are partially interactive. Active course participation is limited and includes assessments, minimal or no knowledge checks, activities, or resources/tools. See each course outline for more details.

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

This 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 provide a better understanding of why some campaigns work, while others don’t. This course gives participants specific, detailed guidance on how to use analytics to drive their business forward. Learn how to identify and use vital research resources, develop a sound testing framework for each medium you use, and use attribution models to overcome challenges, such as multichannel touchpoints and multiple screens. You’ll discover effective research and testing techniques, plus 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: Search Engine Marketing

In this jam-packed 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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Assessment: Marketing Analytics

Estimated Length of Completion

Approximately 6-7 hours. This timing reflects basic run time, but seat time varies by user and could be significantly longer.

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.

The following course in this program was slightly re-designed on January 5th, 2023.
• Data-Driven Analytics and Testing

The following course in this program was slightly re-designed on June 3rd, 2021.
•Search Engine Marketing (formerly Web & Search Engine Marketing)

The following course in this program was removed on July 31st, 2020
•Data Governance in the Era of Big Data

The following courses in this program were last updated on October 31st, 2019.

• Advanced Database Marketing
• Data-Driven Analytics and Testing
• Advanced Measurement
• Web and Search Engine Marketing

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 Client-Side Tier $0 Platinum Tier $0 Gold Tier $199 Silver Tier $299 Individual $399 Nonmember $399



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, U.K., 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 M.B.A. 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 nonprofit 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.


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

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


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 health care/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.