May 10 - July 18, 2021

Final Assignment:
July 19- July 25, 2021

Blair Smith
Member: $1,395
Non-Member: $1,895


Online Course Overview

Digital Analytics is a 10-week online course designed for anybody working in marketing who wants to develop their skills as an analytic-minded marketer. This includes marketing professionals from aspiring managers to director-level, marketing consultants, small business owners and entrepreneurs.

This Digital Analytics course will take you through the fundamentals of data analytics for a manager–the analytics process, data sources and types, analysis methods, data storytelling and reports, and continuous improvement. Additionally, you will be able to apply the fundamentals to analyze and evaluate different digital marketing activities based on the objectives from brand building to performance.  

Throughout this course you will be provided with the processes, frameworks, and tools to make you feel more confident in your marketing decisions and investments.  The CMA is proud to offer this industry-leading course so you can continue to develop your capacity as a 21st century marketing professional. You won’t become a data scientist–that’s a completely different job­–but you will be a better data consumer.

Are you ready to satisfy your analytic curiosity and to challenge both your critical thinking and creative thinking as a marketer by exploring the possibilities of digital marketing analytics?


Course Objectives

Upon successful completion of this course, you should be able to: 

  1. Describe the characteristics and skills required of the modern, analytic-minded marketer
  2. Explain how fundamental concepts of data and analysis are used in the analytics process for marketing
  3. Demonstrate how to apply the data analytics process from initial question to reporting using data storytelling techniques and tools
  4. Assign metrics specific to a marketing communication objective for different online communication formats and online media platforms 
  5. Perform different types of measurement and analysis for digital marketing using analysis software and tools
  6. Evaluate the results of a digital marketing strategy based on the marketing communication objective


CMA’s certificate program courses are designed to build on the skills and knowledge of marketing practitioners. Individuals must have at least two years of experience in a marketing-related role to take this course. The instructor will assume that students have a foundational understanding of marketing strategy and marketing communication planning–specifically with digital communication and online media platforms. 


You will be required to set up and use the free version of Google Analytics connected to the publicly-available Google Merchandise Store demo account to do website analytics in this course. If you’re new to Google Analytics it might be helpful for you to complete the free online Google Analytics for Beginners course from the Google Analytics Academy.

Additionally, you will be required to use the Slidedoc® communication format in this course. Templates in Microsoft PowerPoint will be provided. If you’re new to Slidedocs® it might be helpful for you to read about it from the creators of the Slidedoc® at Duarte.


This course will transform what you think about analytics–it’s demanding, but very rewarding.

Each session is comprised of video-based lessons, supporting resources and an analysis-related assignment. The time required for the course will vary depending on your learning style. You are likely to invest 4-6 hours each week to complete the course work. There are five (5) individual analysis assignments, a collection of weekly challenges to complete and discuss, and a final analytics project. All coursework must be completed in the required timeframe.  Learners must achieve a final overall mark of 60% in order to qualify for a certificate pass.

Internet Requirements

You will require a minimum upload bandwidth of 5mbps to stream our course videos, which are 1080p. Please ensure you have access to high-speed internet for the duration of the course


Course Outline

Session 1: The Analytic-Minded Marketer

  • Characteristics of the modern marketer
  • Steps of the analytics process
  • Tensions of marketing analytics

Session 2: Digital Marketing Planning and Measurement


  • Connecting business and marketing goals
  • THE marketing communication objectives
  • Categories of marketing metrics


  • Digital marketing planning and measurement model
  • The SMART objective
  • Essential math for marketing
  • Marketing ROI

Session 3: All About the Data

  • Being data-savvy
  • Data sources and types for digital marketing
  • Data quality

Session 4: Analysis Methods for Marketing

  • Descriptive analytics and predictive analytics
  • Statistical analysis methods
  • Marketing attribution
  • Pitfalls of analysis

Session 5: Continuous Experimentation

  • Culture of growth
  • Business experiments (and the Scientific Method)
  • A/B testing

Session 6: Data Storytelling

  • Beyond reporting to data storytelling
  • Data visualization
  • The Slidedoc

Session 7: Measuring and Analyzing: Awareness

  • Why brand awareness matters as a marketing communication objective 
  • How to measure brand awareness for digital marketing
  • Think critically about analyzing and evaluating brand awareness 

Session 8: Measuring and Analyzing: Audience

  • Why audience matters as a marketing communication objective 
  • How to measure your audience for digital marketing
  • Think critically about analyzing and evaluating your audience

Session 9: Measuring and Analyzing: Engagement

  • Why engagement matters as a marketing communication objective 
  • How to measure engagement for digital marketing
  • Think critically about analyzing and evaluating engagement

Session 10: Measuring and Analyzing: Conversion

  • Why conversion matters as a marketing communication objective 
  • How to measure conversions for digital marketing
  • Think critically about analyzing and evaluating conversions 


Blair Smith
Blair Smith believes marketing is an essential literacy for the 21st century; and he is committed to designing better marketing learning. He is a marketing professor and learning experience designer

Blair is head of the Digital Media Marketing postgraduate program and full-time professor of marketing at George Brown College. He consults as a learning experience designer to the Canadian Marketing Association; and Blair has also worked with other clients to facilitate seminars and speak about brand building using digital marketing, marketing analytics, content marketing and social media marketing.

Prior to shifting his career to learning experience design for marketing, Blair worked in brand marketing across industries with organizations from global publicly traded to national not-for-profit. The common thread was working with organizations that wanted a business-minded marketer who was consumer-obsessed, and who understood how digital marketing communication worked.

Certificate Course Cancellation Policy

Cancellation of enrollment must be received in writing (e-mail is acceptable) no later than 14 days before the start date of the course. An amount of 10% of the course fee (incl. HST) will be deducted to meet administration costs, and the remainder will be refunded. Registrations cancelled within 14 days of the course start date will NOT be refunded; however, another participant may be substituted to attend in place of the original registrant. Please contact Rebecca Worsfold, Online Courses Coordinator, at