Course Description

The ability to analyze, understand, and use your data has become a fundamental component of the marketing profession and nowhere is it more prevalent than digital. Using a variety of analytics tools but with a focus on Google Analytics you will learn:

  • 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
  • Google analytics and google tag manager


When you register for this course you will be automatically registered into the required workshop "Advanced Excel for Data Analytics".  This workshop will be held on a Saturday from 9am-4pm.

All students must bring a laptop to class


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