Use Data to Influence Marketing Decisions
Next start date:
September 27, 2018
Note: This program was previously titled Certificate in Digital Marketing Analytics.
Today’s businesses and organizations are inundated with customer data, but drawing actionable conclusions from it can be a challenge. That’s why companies are looking for marketers with cutting-edge analytical skills, professionals who can process and analyze that data and use it to create effective marketing campaigns.
In this three-course certificate program you’ll learn the ins and outs of becoming a data-driven marketer. We’ll investigate data collection processes and how to extract, parse and interpret the information. You’ll also examine best practices for communicating the results to decision makers. Discover how to turn marketing data into business insights that boost the bottom line.
▸ Related Article: Hot Jobs: Digital Marketing Analyst
Marketing professionals who want detailed training in digital analytics tools and methodologies.
If you're not a native English speaker, you’ll need to have at least basic English language skills to enroll. To learn more, see English Language Proficiency Requirements.
To enroll, international students must have a visa that permits study in the United States. This program does not enable students to obtain or maintain F-1 visa status. For more information, see Admission Requirements for International Students.
You must have access to a computer, and we recommend a high-speed internet connection.
You earn the certificate by adhering to the program's attendance policy and successfully completing all required courses. For more information, see Earning the Certificate.
Instructor Ben Brubaker discusses the importance of data in marketing today and the tools and skills students learn in the Certificate in Marketing Analytics.
The curriculum includes training and support for obtaining your Google Analytics certification by the completion of the program.
Complete the courses listed below to earn the certificate. You may be able to take individual courses without enrolling in the certificate program; check the course pages for details.
Marketing Data Landscape & Tools
Digital Marketing Measurement Methods
Drawing Insight from Data
Certificate in Marketing Analytics
Approved by the UW Foster School of Business.
View this program's advisory board.
Each of our programs uses an advisory board to review content, guide design and recommend updates to ensure the program remains current as the field of study evolves. By tapping the minds of the top thinkers, doers and leaders in the field, we offer a transformational learning experience. The following individuals serve as the advisory board for this program.
Brian Behunin, Senior Manager, Digital Analytics & Optimization, Premera
Jennifer Buchanan, Digital Insights Lead, Deloitte Digital
Patrick Byers, Owner, Outsource Marketing
Jessica Evans Fark, VP Digital, Edelman
Travis Giffen, Principal Solutions Consultant, Marketing Cloud, Adobe
Lia Godoy, Senior Analytics Manager, Marchex
Robert Gubas, Senior Director, Global Integrated Marketing, Concur
Doug Hunt, Chief Marketing Strategist, Catalysis
Kristina Kledzik, Acquisition Marketing Manager, Rover
Andrea Mathews, Executive VP, Loyalty Strategy, REI
Ryan Metzger, Director of Growth Marketing, Madrona Venture Group
Malia Morrison, Director of Professional Programs, UW Continuum College
Julie Storer, Group Account Director, Deloitte Digital
Carrie Woolman, Director of Analytics & Targeting, The Hacker Group
“The program was great because there were other people who were in career transition, like I was, and really pivoting into a brand new world. So it was a great way for me to network with other people.”
Attend classes part time at one of our convenient locations in the Puget Sound region. You’ll engage face to face with your classmates and instructors as part of a highly interactive curriculum. Learn More »
Download the application form (PDF)
Complete your application and submit the materials listed in step 1, along with your $50 nonrefundable application fee.
We’re currently accepting applications and will be reviewing them in the order they’re received. We’ll accept applications until two weeks before the first class meeting or until the program fills, whichever comes first.
We’ll contact you within two weeks of receiving your application materials to let you know if you’ve been accepted to the program.
If you’re accepted, we’ll send you details about your first-term course, including information on how to register and pay your course fees. Payment is due no later than two days before your first class.
With the exception of the one-time application fee, certificate program fees are charged on a quarterly basis. Payment is due when you register.
Course fees do not include any costs for class materials such as textbooks and software.
Drops, Withdrawals & Refunds
Senior Director, Data & Analytics, Seattle Wunderman Network
Vice President of Marketing and Analytics, Tomorrow Ideas
If you’re thinking about heading back to school, you’re probably also wondering how you’ll pay for it. To help you figure that out, we’ve put together a list of ways to help fund your education.
These analysts use data to help organizations figure out the right message, moment and method to communicate with customers. Learn about this key role and the skills needed for the job.
Discover how to make, and defend, critical business decisions by applying powerful data analysis tools and statistical techniques to large-scale data sets.
Examine ways to organize and derive meaning from vast amounts of data by using visual presentation tools and techniques. Develop your ability to make data make sense for everyone.
Discover how to leverage various digital marketing channels to produce measurable results. Explore fundamental concepts for creating and managing impactful digital content.
Hone your marketing skills and tactics as you learn to determine customer needs and use this information to direct your product decisions, distribution, branding and marketing channel approach.
Learn about key marketing concepts and terminology, with an emphasis on understanding and addressing customer needs. Explore the advantages of various marketing strategies.
Work with a team to complete a marketing plan that addresses the challenges of a real client in the Puget Sound region. Present detailed marketing recommendations to the client.