Marketing Analytics

• Marketers
• Marketing and business analysts
• Managers using data insights to make business decisions

• Marketing Analytics Certificate from Cornell’s SC Johnson College of Business
• 65 Professional Development Hours (6.5 CEUs)

In today’s digital age, customer data is everywhere and growing at a rate faster than ever before. Organizations try to collect as much data as they can about their current and prospective customers, such as purchase history and online and mobile activity, among many other data points.

This certificate program offers a unique approach to marketing analytics, with a primary focus on customer lifetime value, which is one of the most important pillars of customer analytics and management.

Throughout the courses, you will examine how CLV can be used to guide marketing decisions and manage customer acquisition, retention, and development – all of which are critical for the management and allocation of resources in any organization. You will also explore two additional pillars of analytics and management: testing analytics and predictive modeling, both of which can improve the effectiveness of marketing programs and productivity. Finally, you will evaluate the ways organizations can create value for their customers, manage customer-centric change, and drive profitable growth.

Throughout the journey, you will gain the analytical competency required to act on customer information and discover how to leverage that information strategically. More importantly, you will develop confidence working with analytics and managing multiple frameworks, which will put you in a great position to dive deeper into the world of analytics on your own.