DMA: Data and Marketing Association
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Course Details

Marketing Analytics Certificate

If you don’t understand what your database is telling you, you’re doing your marketing in the dark. With this Certificate from DMA, you will know the sources, applications and techniques in data analysis and how it can empower you and benefit your business.

$479 non-members $799

There are currently no classes scheduled. If you are interested in learning about upcoming education opportunities, visit https://www.ana.net/schoolofmarketing

Course Description

There’s no doubt: data collection -- and analysis, assessment and use of that data -- is an invaluable and important tool, as invaluable and important as the sales results from your marketing campaigns.

And, if you don’t understand what’s in your database and what it’s telling you, you’re doing your marketing in the dark.

This certificate program will help you take a deeper dive into marketing analytics … what it can mean to you … what you can do with it … and how it can empower you.

The modular coursework for this certificate includes such topics as:

  • Data-Driven Analytics & Testing:
    • Knowing the types of data available to you
    • Understanding KPIs and their importance
    • Assessing, testing and focusing on productive channels
    • Using proper sampling techniques
    • Creating multivariate tests
    • Implementing other analytic approaches
  • Advanced Database Marketing:
    • Applying segmentation strategies
    • Employing data to select targets
    • Executing RFM analysis, CHAID analysis, cluster analysis
    • Using modeling to identify customer buying behaviors; and more
  • Web and Search Engine Marketing:
    • Summarizing search engines
    • Learning how search engines work
    • Using keywords
    • Implementing web optimization
    • Enhancing reputation
    • Developing content structure & optimization
    • Utilizing pay-per-click (PPC); and more
  • Advanced Measurement:
    • Measuring lifetime value (LTV), acquisition cost, ROI;
    • Using allowable acquisition cost (AAC) to maximize lead volume;
    • Applying multichannel metrics;
    • Connecting useful tests and experiment designs;
    • Implementing a unified customer view
  • Data Governance:
    • Learning the language & best practices;
    • Practicing good data governance;
    • Linking the relationship between brand, consumer trust and data governance;
    • Using influencers;
    • Socializing data governance within your enterprise; and
    • Making data governance an asset

*Recommended Pre-certificate Coursework
DMA recommends attending these two courses before registering for the Marketing Analytics Certificate: Database Marketing and Fundamental Measurement. The knowledge contained in these courses is fundamental to the advanced material in the certificate. You may have equivalent knowledge through your professional experience, and if so may not need the pre-certificate coursework. Be sure to review course descriptions to ensure your experience aligns with the base of knowledge required.

The Marketing Analytics Certificate modules are designed and led by nationally-recognized experts, ensuring that your learning experience will be the best possible.

Not only will you complete the program with increased knowledge of marketing analytics, but you’ll also be eligible to take the exam and obtain your certificate.

DMA Certificate & Certification programs set you ahead of the pack and get you one step closer to your professional goals.  Just imagine the pride you’ll feel when you receive your DMA Marketing Analytics Certificate.

Register today, and you’ll be on your way to being recognized in your department, company, and throughout your industry as an educated, serious professional … a person who works hard to stay current … one who will always do the best job possible … a leader ready at any time to take on new challenges.

Not sure a certificate is for you?

DMA offers a wide variety of options when it comes to professional development & continuing education in marketing. Click here for a full overview of what we offer.

Looking for even more training? Become a DMA Certified Marketing Professional and leverage your know-how into even greater insights. Talk to a team member today about becoming certified and how it can benefit your work and your career: 212.790.1440 or chat below!


Perry Drake
Professor of Digital and Social Media Marketing University of Missouri, St. Louis Read Biography »
Matt Bailey
President SiteLogic Read Biography »
Peg Kuman
Vice Chairman Relevate Read Biography »
Chuck McLeester
Direct/Relationship Marketing Strategist Measured Marketing LLC Read Biography »
Alan Weber
Principal Data to Strategy Group Read Biography »

Pay as you go:

  • Member – $99/Module + $49 Exam
    Non-Member – $149/Module + $99 Exam
    Click here to visit our on-demand course offerings.

Advanced Database Marketing

The Advance Database Marketing course focuses on advanced database techniques and analysis including detailed instruction on how to effectively use these techniques to identify, segment, and target an audience. The database marketing module will also teach how to accurately and cost-effectively reach intended recipients through advanced segmentation strategies and modeling techniques. You’ll get detailed instruction on effective use of database marketing in order to identify, profile, segment, target, and talk to your ideal audience.

Data-Driven Analytics & Testing

The testing and analytics of marketing campaigns provides better understanding as to why some campaigns work, while others don’t. This module gives participants specific, detailed guidance on how to use analytics to drive your business forward. Learn how to identify and use vital research resources, develop a sound testing framework for each medium you use, and using attribution models to overcome challenges such as multichannel touchpoints and multiple screens. You’ll get a “how-to” guide on effective research and testing techniques, plus a detailed explanation of how to test across different direct marketing channels and what metrics to utilize.

Advanced Measurement

In this module, you’ll go deeper with direct marketing math, as well as how to apply this new knowledge for your company’s benefit. All formulas and analytical methods are explained step-by-step with examples so you can understand the calculations and apply them yourself. Methods such as the two-step promotion planning and holistic measurement will help you take a deeper approach to metrics and measurement.

Web and Search Engine Marketing

In this jam-packed newly UPDATED online module you will learn how to navigate the Search Engine Marketing channel. The module overviews managing and developing effective paid search campaigns. Topics such as: SEO – search engine optimization, linking, PPC – pay-per-click and keywords will be covered in just the right amount of detail for you to be actionable and dramatically increase rankings for your site.

Data Governance

Good data governance encompasses the practices of privacy, security, data provenance and data stewardship. This module will cover the language and best practices of marketing data governance as well as will provide the understanding of the relationship between brand, consumer trust and data use practices. The 90 minute primer will prepare you to socialize data governance within your organization as well as better protect yourself from bad actors.

Are you just dying to attend one of DMA’s Education seminars this year, but you’re not sure how to convince your boss to let you attend? Try one of these approaches.

  • “I know budgets are tight, but this is an opportunity that pays for itself instantly. A single tip from any of the DMA seminar could pay for the costs of the whole training. I’ll be learning secrets from practicing experts and industry thought leaders.”
  • “I’ll become more proficient in industry best practices, as well as on the latest tactics and technologies in today’s ever‐evolving marketing landscape. From direct mail to data governance, social media to email marketing; the DMA has all of our needs covered.”

I can share what I learned after the seminar; maybe host a brown‐bag working lunch and present the team with all the new techniques, strategies, and ideas I’ll come back with. Combining my own notes and ideas with the session handouts provided by the DMA, I’ll have plenty of inspiration and information to share when I return. Besides… this’ll allow everyone to get trained all for the price of sending just one person; and the team will definitely appreciate the opportunity to find out about the latest strategies used by many of our competitors today.

Still presenting itself as a hard sell? Inform your boss that your course can go on their accomplishments at the end of the year for their review: “Trained staff to improve results!” This is a win/win.

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