Data Marketing & Analytics

Earners of this badge are able to: • Understand the fundamental principles, concepts, and terminology associated with data and marketing analytics, • apply their knowledge on how to use resources to collect and analyze data to improve customer experience, social engagement, and mobile practices, • Predict future trends based on past data analyses, and • Practice effectively communicating marketing strategies using visualizations of data.

Earner of this badge are able to: • Understand the principles of data-driven Customer Segmentation, Targeting, and Positioning (STP) and how it impacts data and customer analytics, • Comprehend the crucial role of customer/digital analytics in supporting the success of the customer experience and used data analytics to predict customer behavior, • Apply k- means clustering to identify key customer segments, • Act on assigning and measuring customer analytics throughout the customer journey, • Develop a data-driven persona leveraging both internal and external data research while applying customer personas to specific marketing strategies and activities, • Utilize their insights on the advantages and disadvantages of AI-generated and automated customer persona software, and • Use data analytics to predict customer behaviour.

Earners of this badge are able to: • Understand the fundamentals of design thinking and several other design principles • Explore different data visualization frameworks and developed data dashboards • Identify appropriate charts, graphs, and visual elements used for data visualization, • Effectively visualize data to communicate marketing and business strategies and get stakeholder buy-in • Apply several visual and design concepts and frameworks to create and visualize stories, and ultimately convey compelling stories, and • Understand the importance of ethics and uncertainty when using data visualization

Earners of this badge are able to: • Understand the foundational concepts behind Marketing Intelligence and Optimization of data, • Gather and use existing internal and external data while ensuring its safe and ethical management, • Work towards optimizing marketing activities to better achieve organizational objectives and competitive advantage, • Understand A/B Testing methodology and other specific tools for discipline • Act on insights gained in how artificial intelligence, machine learning, and natural language processing are impacting marketing intelligence and performance optimization, and • Employ strategies to help organizations perform more effectively and securely through data governance

Earners of this certificate are able to: • Understand the fundamental principles, concepts, and terminology associated with data and marketing analytics, • Employ tools and techniques to collect, interpret, and leverage customer data to build successful strategic and tactical marketing campaigns, • Apply data visualization and storytelling practices to effectively communicate and sell strategies to achieve stakeholder buy-in, • Apply adaptive and agile approaches to improve upon your marketing processes, • Work towards optimizing an organization’s marketing performance and bottom line, and • Translate vast amounts of customer data into meaningful business insights and actionable decisions.