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Data-Driven Marketing

Monday, June 26, 2017
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Course Description

This course will teach marketers how to use data to make better business decisions. Designed specifically for marketing and sales professionals without math, statistical, or analytic backgrounds, the course will focus on the types of data that marketers are most confronted with: social media, mobile applications, paid media, website analytics, and customer profiling data. By breaking down seemingly complex topics using easy-to-understand concepts and visualization techniques, students will learn how to collect, analyze, visualize, and even make predictions using data. These skills, when taken together, enable students to develop a core set of skills that can be used in virtually any marketing situation, whether creating a measurement strategy or identifying and targeting new customers. Course material is presented using online videos and supplemented with additional instructional how-to videos to help students learn the mechanics of dealing with data. Take-home assignments will aid in developing each student’s grasp of particular topics. By the end of the course, students will have learned how to collect, analyze, interpret, and visualize data as part of their ongoing decision-making process.

Students need a basic understanding of Microsoft Excel, which will be used outside of the weekly class sessions. A version of Microsoft Excel 2013 or newer is required. No prior technical or statistical background is necessary.


Angel Evan, Customer Insights and Analytics Consultant

Angel Evan has nearly twenty years of digital marketing experience, and his approach stems from joint studies in data mining and graphic design. He specializes in simplifying complex topics using jargon-free language and visual teaching methods.
Textbooks for this course:

There are no required textbooks; however, some fee-based online readings may be assigned.


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