Loading...

Course Description

In this course, you will explore the growth and impact of increasing international and domestic (U.S.) investment in digital advertising. In detailing the two main approaches — display and sponsored search advertising — you’ll understand how most "free" media markets are actually “two-sided” markets, requiring platforms to satisfy two user groups in order to make a profit. You will become familiar with the critical metrics used to evaluate ad performance as you go hands-on to compute the ROI of various activities based on data provided within a scenario. From here, you will examine the need for multi-touch attribution and become aware of the intricacies of rules-based and data-based attribution. Finally, you will learn about randomized field experiments as a method for evaluating ad performance, as well as the pros and cons inherent in this approach.

You are required to have completed the following course or have equivalent experience before taking this course:

  • Exploring Data Sets With R

Faculty Author

Sachin Gupta

Benefits to the Learner

  • Compute metrics to evaluate the effectiveness of sponsored search advertising
  • Compute the return of ad dollars spent as a key bottom-line metric
  • Use rules-based attribution and data-based attribution to give credit to individual digital touch points using customer path data
  • Design and use randomized field experiments to measure advertising performance

Target Audience

  • Marketing professionals
  • Business analysts
  • Managers using data insights to make business decisions

Applies Towards the Following Certificates

Loading...
Enroll Now - Select a section to enroll in
Type
2 week
Dates
Dec 25, 2024 to Jan 07, 2025
Total Number of Hours
10.0
Course Fee(s)
Regular Price $999.00
Section Notes

IMPORTANT COURSE INFORMATION

  • For the best experience in this program, it is recommended to take these courses in the order in which they appear. This certificate program requires a basic understanding of statistics and Excel. If you have no experience in the statistical programming language R, please start your series with “Exploring Data Sets With R,” where basic R skills will be covered. 
  • This series includes a year of free access to Symposium! These events feature various live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing data science topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Type
2 week
Dates
Jan 08, 2025 to Jan 21, 2025
Total Number of Hours
10.0
Course Fee(s)
Regular Price $999.00
Section Notes

IMPORTANT COURSE INFORMATION

  • For the best experience in this program, it is recommended to take these courses in the order in which they appear. This certificate program requires a basic understanding of statistics and Excel. If you have no experience in the statistical programming language R, please start your series with “Exploring Data Sets With R,” where basic R skills will be covered. 
  • This series includes a year of free access to Symposium! These events feature various live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing data science topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Type
2 week
Dates
Mar 19, 2025 to Apr 01, 2025
Total Number of Hours
10.0
Course Fee(s)
Regular Price $999.00
Section Notes

IMPORTANT COURSE INFORMATION

  • For the best experience in this program, it is recommended to take these courses in the order in which they appear. This certificate program requires a basic understanding of statistics and Excel. If you have no experience in the statistical programming language R, please start your series with “Exploring Data Sets With R,” where basic R skills will be covered. 
  • This series includes a year of free access to Symposium! These events feature various live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing data science topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Type
2 week
Dates
Jun 11, 2025 to Jun 24, 2025
Total Number of Hours
10.0
Course Fee(s)
Regular Price $999.00
Section Notes

IMPORTANT COURSE INFORMATION

  • For the best experience in this program, it is recommended to take these courses in the order in which they appear. This certificate program requires a basic understanding of statistics and Excel. If you have no experience in the statistical programming language R, please start your series with “Exploring Data Sets With R,” where basic R skills will be covered. 
  • This series includes a year of free access to Symposium! These events feature various live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing data science topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Type
2 week
Dates
Sep 03, 2025 to Sep 16, 2025
Total Number of Hours
10.0
Course Fee(s)
Regular Price $999.00
Section Notes

IMPORTANT COURSE INFORMATION

  • For the best experience in this program, it is recommended to take these courses in the order in which they appear. This certificate program requires a basic understanding of statistics and Excel. If you have no experience in the statistical programming language R, please start your series with “Exploring Data Sets With R,” where basic R skills will be covered. 
  • This series includes a year of free access to Symposium! These events feature various live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing data science topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Type
2 week
Dates
Nov 26, 2025 to Dec 09, 2025
Total Number of Hours
10.0
Course Fee(s)
Regular Price $999.00
Section Notes

IMPORTANT COURSE INFORMATION

  • For the best experience in this program, it is recommended to take these courses in the order in which they appear. This certificate program requires a basic understanding of statistics and Excel. If you have no experience in the statistical programming language R, please start your series with “Exploring Data Sets With R,” where basic R skills will be covered. 
  • This series includes a year of free access to Symposium! These events feature various live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing data science topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Required fields are indicated by .