On July 9, York University's School of Continuing Education announced the launch of a new certificate course in Digital Marketing Analytics. The six-month program will help professionals develop in-demand skills in digital marketing analytics by learning how to analyze data for actionable insights to improve marketing strategies and their outcomes. The program will launch in January 2025 and is currently accepting enrollments.
“In today's fast-changing digital marketing environment, data overload poses a challenge for anyone unable to derive meaningful insights. As the demand for data-savvy marketing professionals continues to grow, York University's School of Continuing Learning has introduced a critical program for today's digital marketer,” said Jason Rivarola, head of performance media and marketing technology for a major Canadian retailer and program advisory board member for the Digital Marketing Analytics Certificate. “The curriculum is designed to bridge the gap between traditional marketing knowledge and cutting-edge data analytics, providing students with the essential skills to excel in the digital age. This program is a critical step in demystifying data for marketers.”
As marketing strategies become more digital channel-driven, leaders are seeking multidisciplinary experts who can leverage the wealth of data these efforts generate. As a result, digital marketing analytics roles are on the rise in Canada, with employment in the Greater Toronto Area experiencing annual growth of 28 percent.I.
All marketing professionals can make the most of their organization's data by upgrading their foundational analytical skills and advance into more senior roles. Upcoming trends in artificial intelligence (AI) and automation will drive demand for professionals with advanced analytical skills.
“In our discussions with marketing leaders and employers, they emphasized the increasing importance of data literacy in maximizing marketing efforts and spend. The problem they face is that many marketing teams don't have the advanced skills to dig into campaign data, while analytics teams don't have the marketing expertise needed to effectively execute on insights,” said Christine Brooks Cappadossia, assistant vice president for Continuing Education at York University. “This program provides professionals with a comprehensive education in marketing and analytics, providing them with hands-on practice with analytical tools and techniques that they can immediately use in their current job roles.”
The curriculum for this program was developed in partnership with digital marketing experts. Students in this program will gain the following knowledge and skills:
- Understand marketing metrics, KPIs, and analytics tools to measure campaign performance and effectiveness
- Analyze consumer behavior across marketing channels and apply the insights to optimize your marketing campaigns and efforts.
- A master data model to extract, analyze, and interpret marketing data to make informed strategic decisions
- We use marketing analytics techniques such as AI tools, data wrangling, and experimentation techniques to increase the effectiveness and efficiency of your marketing efforts.
- We explain marketing analytics models such as multi-touch attribution (MTM), marketing-mix modeling (MMM), recency, frequency, monetary value (RFM) analysis, and the BCG Growth Matrix to derive actionable insights and drive innovation.
This unique program is highly experiential and features a comprehensive capstone project that integrates concepts from each course, allowing learners to demonstrate learning outcomes and milestones. Instructors in senior-level digital marketing roles bring real-world expertise and insight to every course.
For more information on the Digital Marketing Analytics Certificate, launching in January 2025, please visit the School of Continuing Education webpage.
I According to Lightcast data:
