Marketing Analytics - Strategies to Optimize ROI
Enrolling in this program is the first step in your journey to alumni benefits.
Learn More
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.
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
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
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 deve...
Cheryl and Christian Valentine Professor of Marketing, UC Berkeley and Haas School of Business
Prof. Katona has been at Berkeley Haas since 2008, when he joined the faculty as a Professor of Marketing. His research focuses on online marketing strategy, networks, and soc...
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 ...
Participant Testimonials
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% 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.
Successful completion of this program fulfills two curriculum days (minimum requirement of 17 curriculum days) towards the UC Berkeley Certificate of Business Excellence (COBE).Learn more on how it works here.
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.
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.
FAQs
Didn't find what you were looking for? Write to us at learner.success@emeritus.org or Schedule a call with one of our Program Advisors or call us at +1 864 668 8832 (US) / +44 121 387 3504 (UK) / +65 3129 7057 (SG)
Early registrations are encouraged. Seats fill up quickly!
Flexible payment options are available.
Starts On