The benefit of learning together with your friend is that you keep each other accountable and have meaningful discussions about what you're learning.

Courtlyn
Promotion and Events SpecialistOur participants tell us that taking this program together with their colleagues helps to share common language and accelerate impact.
We hope you find the same. Special pricing is available for groups.
The benefit of learning together with your friend is that you keep each other accountable and have meaningful discussions about what you're learning.
Courtlyn
Promotion and Events SpecialistBased on the information you provided, your team is eligible for a special discount, for Berkeley Marketing Analytics - Strategies to Optimize ROI starting on July 21, 2022 .
We’ve sent you an email with enrollment next steps. If you’re ready to enroll now, click the button below.
Have questions? Email us at group-enrollments@emeritus.org.Turn data into actionable insights to improve marketing performance
Enrolling in this program is the first step in your journey to alumni benefits.
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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.
Nearly three-quarters of Chief Marketing Officers plan to increase their investment in marketing analytics in the next year.
More than eight in ten brands fail to conduct customer behavior analysis, segment their audiences correctly, and personalize their offers.
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:
Completing this program will empower you to:
In just two months, the Marketing Analytics program will show you how to leverage the power of data to gain a competitive advantage.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
Download BrochureThe Marketing Analytics program features examples of well-known companies that have successfully applied the principles outlined in the program, including:
Learn how the online travel agency applied factor analysis to create a customer segmentation map and generate core customer insights.
Find out how the entertainment giant uses predictive modeling to retain customers who are likely to cancel their subscriptions in the following month.
Discover how the advertising technology company used marketing experimentation to monitor the effectiveness of its digital ad campaigns.
See how the supermarket chain made key business decisions in customer acquisition, development, and retention based on Customer Lifetime Value.
Learn how the fitness company used digital advertising analytics to customize potential customers' marketing communications experience.
See how the smart medical device developer set profit-maximizing pricing using survey-based approaches.
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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. Before coming to UC Berkeley, he served as Senior Research Fellow at the National University of Singapore and Assistant Professor of Economics at Johns Hopkins University. He was also a Visiting Scholar at Microsoft Research.
Prof. Jeziorski has delivered dozens of invited talks on marketing and economics. His numerous papers include "What Makes Them Click: Empirical Analysis of Consumer Demand for Search Advertising," published in the American Economic Journal: Microeconomics. He was Marketing Analytics Day Organizer for UC Berkeley's Summer Institute in Competitive Strategy from 2015 to 2017.
Prof. Jeziorski holds a PhD in Economic Analysis and Policy from the Stanford Graduate School of Business. He also has an MS in Mathematics and an MA in Economics from the University of Arizona. In addition, he has both an MA and a BA in Quantitative Methods and Information Systems from the Warsaw School of Economics.
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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. He studies how firms can leverage new digital technologies and integrate them into their marketing mix. The Faculty Director of the Fisher Center for Business Analytics at the Haas School, Prof. Katona was named a Marketing Science Institute Scholar awardee and was a Barbara and Gerson Bakar Faculty Fellow. He is Associate Editor of the journals Management Science and Marketing Science and serves on the editorial board of the International Journal of Research in Marketing. His many papers include "Democracy in Product Design: Consumer Participation in Differentiation Strategies," published in Quantitative Marketing and Economics, and "The Role of Search Engine Optimization in Search Rankings," co-authored with Ron Berman and published in Marketing Science.Before joining Berkeley Haas, Prof. Katona received his PhD in Management (Marketing) from INSEAD. He also holds a PhD in Computer Science and an MSc in Mathematics from Eotvos Lorand University, Hungary.
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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.
Among Prof. Critcher's affiliations are the Association for Consumer Research, the Society for Consumer Psychology, and the Society for Judgment and Decision Making. He has given dozens of invited talks and conference presentations, and his papers include "How Encouraging Niceness Can Incentivize Nastiness: An Unintended Consequence of Advertising Reform," coauthored with M.H. Jung and published in the Journal of Marketing Research.
Prof. Critcher holds a PhD in Psychology from Cornell University and an AB in Psychology from Yale University.
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
Berkeley resources
News and communication
Note: All benefits subject to change.
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.
Download BrochureNote: 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.
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.
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.
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.
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.
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.
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.
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:
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
The program fee is noted at the top of this program web page and usually referenced in the program brochure as well.
Yes, you can do the bank remittance in USD via wire transfer or debit card. Please contact your program advisor, or email us at learner.success@emeritus.org for details.
Yes! Please email us at learner.success@emeritus.org with the details of the program you are interested in, and we will assist you.
Please email learner.success@emeritus.org with your invoicing requirements and the specific program you’re interested in enrolling in.
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.
Yes, the program fee is inclusive of any taxes, except for GST for Singapore residents.
Please email us at learner.success@emeritus.org for assistance.
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.
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.
Flexible payment options available.