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Course Description

Marketing professionals must demonstrate their ability to analyze, understand, and use data. In this course, you will use a variety of analytics tools (with a focus on Google Analytics) to interpret and present data.

Course Outline

  • Aligning measurement with strategic objectives
  • Measurement methodologies and tools for different digital marketing channels
  • Overview of analytics tools: what to use when and how to use the most important tools
  • Insights from data: customer profiles and segments
  • Conversion funnels and goals and conversion optimization
  • Attribution methods, models and how to put an attribution system in place
  • When and how to merge online and offline data
  • Basic introduction to Google analytics and Google tag manager

Notes

PLEASE NOTE:

  • When you register for this course, you also will be registered automatically into the required Advanced Excel for Data Analytics workshop.
  • All students must bring a laptop to class (in-person sections)

 

Applies Towards the Following Certificates

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Enroll Now - Select a Section

Section Title
Digital Marketing Analytics
Type
Discussion
Days
M
Time
6:00PM to 9:00PM
Dates
Jan 05, 2026 to Feb 23, 2026
Schedule and Location
View Details
Contact Hours
18.0
Location
Delivery Options
In Person  
Course Fee(s)
Registration Fee non-credit $719.00
Instructors

Section Notes

Students will interact with instructors and other students in-person and through SMU's Learning Management System (Canvas). 

Students will receive individualized communication with further instructions to help you prepare for class.

Section Title
Digital Marketing Analytics
Type
Live Sessions
Days
M
Time
6:00PM to 9:00PM
Dates
May 11, 2026 to Jun 22, 2026
Schedule and Location
View Details
Contact Hours
18.0
Location
Delivery Options
Live Online  
Course Fee(s)
Registration Fee non-credit $719.00
Instructors

Section Notes

Students will interact with instructors and other students through Zoom and SMU's Learning Management System (Canvas). To maximize classroom instruction and your learning experience, we encourage the use of video and audio devices during the Zoom meeting, if available.

Students will receive individualized communication with further instructions to help you prepare for class.

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