Marketing Analytics - Strategies to Optimize ROI

Turn data into actionable insights to improve marketing performance

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Course Date

STARTS ON

January 18, 2023

Course Duration

DURATION

2 months, online
4-6 hours per week

Course Fee

Enrolling in this program is the first step in your journey to alumni benefits.
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Make Marketing Analytics Work for You

Marketing professionals are investing more in analytics than ever before, and yet far too few are getting the results they want. Many lack the training and skills necessary to conduct meaningful marketing analytics—the kind that will provide legitimate insights and drive up ROI.

In this program, you will explore the principles and strategies of a data-driven approach to marketing and how to apply those in the real world. Drawing on real-world use cases from companies like Netflix and Booking.com, you will explore the four steps for analytics mastery and gain the confidence to implement innovative marketing analytics initiatives in your organization.

73%

Nearly three-quarters of Chief Marketing Officers plan to increase their investment in marketing analytics in the next year.

SOURCE: Gartner

81%

More than eight in ten brands fail to conduct customer behavior analysis, segment their audiences correctly, and personalize their offers.

SOURCE: Forbes

Who Is This Program For?

Today's marketing professionals spend a lot of time comparing the performance of different campaigns and product lines, trying to root out inefficiencies and identify underperformers. They understand that analytics are key to improving ROI, yet many lack the skills and training to leverage analytic tools, models, and frameworks to produce actionable insights.

Using real-world case studies featuring successful companies, the Marketing Analytics program fills those gaps. This program is designed primarily for:

  • Marketing and digital marketing managers who want to upskill and improve their marketing ROI by using the latest tools—without having to depend on an analytics team.
  • Analysts who want to develop better models and algorithms to draw marketing insights, and also specialize in marketing related applications of analytics, such as recommendation engines, customer segmentation, ROI optimization and more.
  • Product and business managers who want a deeper understanding of customer behavior, and to use those insights to improve product iterations, boost profitability, and develop marketing best practices.
  • Brand managers who want to take a more data-backed, scientific approach to branding initiatives and communication, gain insights on their customers’ preferences and profiles, and thus create brands that are able to earn loyal customers.

Key Takeaways

Completing this program will empower you to:

  • Make informed marketing decisions based on analytics
  • Apply analytic tools, models, and frameworks to optimize marketing ROI
  • Leverage analytics and experimentation to gain a competitive advantage
  • Develop marketing strategy for customer acquisition, development, and retention
  • Create innovative marketing analytics initiatives in your organization

Program Topics

In just two months, the Marketing Analytics program will show you how to leverage the power of data to gain a competitive advantage.

Module 1:

Introduction to Marketing Analytics: How to Unleash the Power of Data

Learn the principles of Marketing Analytics and how to apply them in the real world through a fundamental marketing measurement called Customer Lifetime Value. Once you determine how valuable a customer is to a company throughout the entire consumer lifecycle, from acquisition to development to retention, you can use that insight to guide marketing and product decisions at each step of the customer journey.

Module 2:

Predictive Models for Marketing Analytics

Learn how to use predictive modeling, the fastest growing branch of marketing analytics and the basis of modern business intelligence systems. We will show you how to execute two fundamental predictive models and build your own predictive models to generate marketing insights.

Module 3:

Customer Segmentation and Targeting

We explore factor analysis, a broadly applicable data consolidation tool that is key to marketing research and customer segmentation and targeting. By considering two cases in parallel—one from Charles Schwab and one from Booking.com—we learn how factor analysis helps create a customer segmentation map, generate core customer insights, and serve as a foundation for your marketing strategy.

Module 4:

Personalized Targeting and Recommendation Systems

Using big data, we apply marketing analytics for targeting and personalization. Our hands-on approach leverages actual data and shows you how to build a targeting and recommendation system that incorporates real-time location data from mobile devices for targeting.

Module 5:

Pricing Analytics

We explain the basics of pricing, including different ways it is established and what makes an ideal price. Using data collected for a technology startup, we delineate best practices for using survey methods to generate a price—a particularly valuable tool when preparing a product launch. We also look at a versatile pricing tool called conjoint analysis.

Module 6:

Marketing Experimentation

We reveal the key tool for marketing measurement: A/B testing or experimentation. A case study in digital advertising provides a real-world introduction to this topic. Proceeding step by step, from the design phase through implementation to the evaluation of an actual A/B test, this case study delves into the major issues to consider when running experiments and prepares you to set up your own A/B test.

Module 7:

Digital Advertising Analytics

We examine the most important concepts and metrics in digital advertising, including various payment methods, programmatic advertising, auctions, and quality scores. Learn about key challenges digital marketers face as they attempt to further customize individuals' marketing communications experience.

Module 8:

Strategic Outlook in Marketing Analytics

To ensure a successful implementation of your marketing analytics initiatives, we will illustrate how to build a strong analytics team, again using actual success stories. We will also show you how to recognize the limitations of marketing analytics, including common pitfalls in managing a marketing analytics project, and outline strategies to avoid them.

Module 1:

Introduction to Marketing Analytics: How to Unleash the Power of Data

Learn the principles of Marketing Analytics and how to apply them in the real world through a fundamental marketing measurement called Customer Lifetime Value. Once you determine how valuable a customer is to a company throughout the entire consumer lifecycle, from acquisition to development to retention, you can use that insight to guide marketing and product decisions at each step of the customer journey.

Module 5:

Pricing Analytics

We explain the basics of pricing, including different ways it is established and what makes an ideal price. Using data collected for a technology startup, we delineate best practices for using survey methods to generate a price—a particularly valuable tool when preparing a product launch. We also look at a versatile pricing tool called conjoint analysis.

Module 2:

Predictive Models for Marketing Analytics

Learn how to use predictive modeling, the fastest growing branch of marketing analytics and the basis of modern business intelligence systems. We will show you how to execute two fundamental predictive models and build your own predictive models to generate marketing insights.

Module 6:

Marketing Experimentation

We reveal the key tool for marketing measurement: A/B testing or experimentation. A case study in digital advertising provides a real-world introduction to this topic. Proceeding step by step, from the design phase through implementation to the evaluation of an actual A/B test, this case study delves into the major issues to consider when running experiments and prepares you to set up your own A/B test.

Module 3:

Customer Segmentation and Targeting

We explore factor analysis, a broadly applicable data consolidation tool that is key to marketing research and customer segmentation and targeting. By considering two cases in parallel—one from Charles Schwab and one from Booking.com—we learn how factor analysis helps create a customer segmentation map, generate core customer insights, and serve as a foundation for your marketing strategy.

Module 7:

Digital Advertising Analytics

We examine the most important concepts and metrics in digital advertising, including various payment methods, programmatic advertising, auctions, and quality scores. Learn about key challenges digital marketers face as they attempt to further customize individuals' marketing communications experience.

Module 4:

Personalized Targeting and Recommendation Systems

Using big data, we apply marketing analytics for targeting and personalization. Our hands-on approach leverages actual data and shows you how to build a targeting and recommendation system that incorporates real-time location data from mobile devices for targeting.

Module 8:

Strategic Outlook in Marketing Analytics

To ensure a successful implementation of your marketing analytics initiatives, we will illustrate how to build a strong analytics team, again using actual success stories. We will also show you how to recognize the limitations of marketing analytics, including common pitfalls in managing a marketing analytics project, and outline strategies to avoid them.

Capstone Project: The two-month Marketing Analytics program culminates with a capstone project in which you will create a slide deck that outlines the four steps necessary to implement an innovative marketing analytics initiative at your organization.

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Case Studies

The Marketing Analytics program features examples of well-known companies that have successfully applied the principles outlined in the program, including:

Booking.com

Learn how the online travel agency applied factor analysis to create a customer segmentation map and generate core customer insights.

Netflix

Find out how the entertainment giant uses predictive modeling to retain customers who are likely to cancel their subscriptions in the following month.

Rocket Fuel

Discover how the advertising technology company used marketing experimentation to monitor the effectiveness of its digital ad campaigns.

Safeway

See how the supermarket chain made key business decisions in customer acquisition, development, and retention based on Customer Lifetime Value.

TRX

Learn how the fitness company used digital advertising analytics to customize potential customers' marketing communications experience.

Xtrava

See how the smart medical device developer set profit-maximizing pricing using survey-based approaches.

Program Faculty

Faculty Member Przemyslaw Jeziorski

Przemyslaw Jeziorski

Associate Professor, Marketing, UC Berkeley and Haas School of Business

An accomplished researcher who specializes in quantitative marketing and industrial organization, Prof. Jeziorski has been with the Haas School of Business since 2012. He developed a successful UC Berkeley MBA elective covering topics in marketing analytics, including targeting, churn management, causal analysis, machine learning, and experiment design... More info

Faculty Member Zsolt Katona

Zsolt Katona

Cheryl and Christian Valentine Associate Professor, Marketing, UC Berkeley and Haas School of Business

Prof. Katona has been at Berkeley Haas since 2008, when he joined the faculty as an Assistant Professor of Marketing. His research focuses on online marketing strategy, networks, and social media... More info

Faculty Member Clayton R. Critcher

Clayton R. Critcher

Joe Shoong Chair of Business | Associate Professor, Marketing, UC Berkeley and Haas School of Business

The Director of the Haas Behavioral Lab and a PhD Field Advisor in Marketing, Prof. Critcher has been at Berkeley Haas since 2010. As a social psychologist, he researches how people make judgments and decisions in economic and social situations... More info

Participant Testimonials

"It is great to have the content split into modules and bite-sized videos, with quizzes and assignments. It clearly shows what you can expect to learn each week while allowing you to finish each module at your own pace."

— Sakura Wang, Operational Planning Specialist, E Sky Land

"It is valuable to have guest speakers who are leaders in excellent enterprises, and who tell you how they apply marketing analytics in the real world."

— Felipe Barrera Castro, Pricing Analytics Manager, BCP

"The core topics for these modules and how every assignment is linked back to application in my organisation, making it very relatable and implementable."

— War War Ye Myint, Marketing Manager, FLOW - Ethical Credit Management

"I felt that all explanations of the key points were very thorough and easy to understand. I also appreciate all the extra resources and reading material."

— Jennifer Allman, Manager, Product Marketing, ConnectiveRx

"Hard to name just one thing but I enjoyed learning about easy to deploy analytics tools and when & how to apply them within established marketing frameworks such as customer lifecycle & STP."

— Dmitry Tulba, Senior Global Strategy & Insights Manager, William Grant & Sons

"Practical topics and teaching methods. I enjoyed the combination of learning tools to help us get through this course."

— Vanitha, Global Lead, Modular Content & Insights, Multichannel Excellence & Operations, Novo Nordisk

Path to Alumni Benefits

Enrolling in the Marketing Analytics program is your first step toward the Certificate of Business Excellence. You will have access to a private global network of more than 41,000 UC Berkeley alumni in more than 80 countries, along with exclusive benefits available only to UC Berkeley alumni who have completed the Certificate of Business Excellence:

Networking and events

  • Join local alumni chapters or clubs in your region
  • Participate in the annual Berkeley Haas Alumni Conference
  • Attend select Berkeley Haas and Berkeley Executive Education Networking events open to the COBE community

Berkeley resources

  • Activate an @haas.executivealumni.berkeley.edu email forwarding address
  • Enjoy a 30% discount on eligible programs after completion of your COBE program
  • Gain online access to the Long Business Library and other university databases

News and communication

  • A one year complimentary digital subscription to California Management Review
  • Berkeley Haas Alumni newsletter
  • Berkeley Haas Alumni Jobs e-Newsletter featuring job postings from distinguished employers
  • Haas Insights offering the latest research and thought leadership from industry speakers and faculty

Note: All benefits subject to change.

Certificate

Example image of certificate that will be awarded after successful completion of this program

Certificate

Get recognized! Upon successful completion of the program, UC Berkeley Executive Education grants a verified digital certificate of completion to participants. Participants must complete 80 percent of the required activities including a capstone project (if any) to obtain the certificate of completion. This program also counts toward a Certificate of Business Excellence.

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Note: This program results in a digital certificate of completion and is not eligible for degree credit/CEUs. After successful completion of the program, your verified digital certificate will be emailed to you in the name you used when registering for the program. All certificate images are for illustrative purposes only and may be subject to change at the discretion of UC Berkeley Executive Education.

Cerficate of business exellence seal

This program counts toward a Certificate of Business Excellence

Curriculum Days: Two days

Pillar(s): Entrepreneurship & Innovation / Strategy & Management

A UC Berkeley Certificate of Business Excellence gives individuals the opportunity to create a personal plan of study structured by our four academic pillars. Participants will earn a mark of distinction with certification from a world-class university, and enjoy the flexibility of completing the program in up to three years.

Learn more

FAQs

  • How do I know if this program is right for me?

    After reviewing the information on the program landing page, we recommend you submit the short form above to gain access to the program brochure, which includes more in-depth information. If you still have questions on whether this program is a good fit for you, please email learner.success@emeritus.org, and a dedicated program advisor will follow-up with you very shortly.


    Are there any prerequisites for this program?

    Some programs do have prerequisites, particularly the more technical ones. This information will be noted on the program landing page, as well as in the program brochure. If you are uncertain about program prerequisites and your capabilities, please email us at learner.success@emeritus.org for assistance.


    Note that, unless otherwise stated on the program web page, all programs are taught in English and proficiency in English is required.


    What is the typical class profile?

    More than 50 percent of our participants are from outside the United States. Class profiles vary from one cohort to the next, but, generally, our online certificates draw a highly diverse audience in terms of professional experience, industry, and geography — leading to a very rich peer learning and networking experience.


    What other dates will this program be offered in the future?

    Check back to this program web page or email us at learner.success@emeritus.org to inquire if future program dates or the timeline for future offerings have been confirmed yet.

  • How much time is required each week?

    Each program includes an estimated learner effort per week. This is referenced at the top of the program landing page under the Duration section, as well as in the program brochure, which you can obtain by submitting the short form at the top of this web page.



    How will my time be spent?

    We have designed this program to fit into your current working life as efficiently as possible. Time will be spent among a variety of activities including:



    • Engaging with recorded video lectures from faculty
    • Attending webinars and office hours, as per the specific program schedule
    • Reading or engaging with examples of core topics
    • Completing knowledge checks/quizzes and required activities
    • Engaging in moderated discussion groups with your peers
    • Completing your final project, if required

    The program is designed to be highly interactive while also allowing time for self-reflection and to demonstrate an understanding of the core topics through various active learning exercises. Please contact us at learner.success@emeritus.org if you need further clarification on program activities.



    What is it like to learn online with the learning collaborator, Emeritus?

    More than 250,000 professionals globally, across 80 countries, have chosen to advance their skills with Emeritus and its educational learning partners. In fact, 90 percent of the respondents of a recent survey across all our programs said that their learning outcomes were met or exceeded.

    A dedicated program support team is available 24/5 (Monday to Friday) to answer questions about the learning platform, technical issues, or anything else that may affect your learning experience.


    How do I interact with other program participants?

    Peer learning adds substantially to the overall learning experience and is an important part of the program. You can connect and communicate with other participants through our learning platform.

  • What are the requirements to earn the certificate?

    Each program includes an estimated learner effort per week, so you can gauge what will be required before you enroll. This is referenced at the top of the program landing page under the Duration section, as well as in the program brochure, which you can obtain by submitting the short form at the top of this web page. All programs are designed to fit into your working life.

    This program is scored as a pass or no-pass ; participants must complete the required activities to pass and obtain the certificate of completion. Some programs include a final project submission or other assignments to obtain passing status. This information will be noted in the program brochure. Please contact us at learner.success@emeritus.org if you need further clarification on any specific program requirements.


    What type of certificate will I receive?

    Upon successful completion of the program, you will receive a smart digital certificate. The smart digital certificate can be shared with friends, family, schools, or potential employers. You can use it on your cover letter, resume, and/or display it on your LinkedIn profile. The digital certificate will be sent approximately two weeks after the program, once grading is complete.


    Can I get the hard copy of the certificate?

    No, only verified digital certificates will be issued upon successful completion. This allows you to share your credentials on social platforms such as LinkedIn, Facebook, and Twitter.


    Do I receive alumni status after completing this program?

    No, there is no alumni status granted for this program. In some cases, there are credits that count toward a higher level of certification. This information will be clearly noted in the program brochure.


    How long will I have access to the learning materials?

    You will have access to the online learning platform and all the videos and program materials for 12 months following the program start date. Access to the learning platform is restricted to registered participants per the terms of agreement.

  • What equipment or technical requirements are there for this program?

    Participants will need the latest version of their preferred browser to access the learning platform. In addition, Microsoft Office and a PDF viewer are required to access documents, spreadsheets, presentations, PDF files, and transcripts.


    Do I need to be online to access the program content?

    Yes, the learning platform is accessed via the internet, and video content is not available for download. However, you can download files of video transcripts, assignment templates, readings, etc. For maximum flexibility, you can access program content from a desktop, laptop, tablet, or mobile device.

    Video lectures must be streamed via the internet, and any livestream webinars and office hours will require an internet connection. However, these sessions are always recorded, so you may view them later.

  • Can I still register if the registration deadline has passed?

    Yes, you can register up until seven days past the published start date of the program without missing any of the core program material or learnings.


    What is the program fee, and what forms of payment do you accept?

    The program fee is noted at the top of this program web page and usually referenced in the program brochure as well.

    • Flexible payment options are available (see details below as well as at the top of this program web page next to FEE).
    • Tuition assistance is available for participants who qualify. Please email learner.success@emeritus.org.

    What if I don’t have a credit card? Is there another method of payment accepted?

    Yes, you can do the bank remittance in the program currency via wire transfer or debit card. Please contact your program advisor, or email us at learner.success@emeritus.org for details.


    I was not able to use the discount code provided. Can you help?

    Yes! Please email us at learner.success@emeritus.org with the details of the program you are interested in, and we will assist you.


    How can I obtain an invoice for payment?

    Please email learner.success@emeritus.org with your invoicing requirements and the specific program you’re interested in enrolling in.


    Is there an option to make flexible payments for this program?

    Yes, the flexible payment option allows a participant to pay the program fee in installments. This option is made available on the payment page and should be selected before submitting the payment.


    How can I obtain a W9 form?

    Please email us at learner.success@emeritus.org for assistance.

  • What is the policy on refunds and withdrawals?

    You may request a full refund within seven days of your payment or 14 days after the published start date of the program, whichever comes later. If your enrollment had previously been deferred, you will not be entitled to a refund. Partial (or pro-rated) refunds are not offered. All withdrawal and refund requests should be sent to admissions@emeritus.org.



    What is the policy on deferrals?

    After the published start date of the program, you have until the midpoint of the program to request to defer to a future cohort of the same program. A deferral request must be submitted along with a specified reason and explanation. Cohort changes may be made only once per enrollment and are subject to availability of other cohorts scheduled at our discretion. This will not be applicable for deferrals within the refund period, and the limit of one deferral per enrollment remains. All deferral requests should be sent to admissions@emeritus.org.

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Flexible payment options available. Learn more.