May 4 - July 12, 2020

Final Assignment:
July 13 - July 19, 2020

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


Online Course Overview

Digital Analytics is a 10-week online course designed to help marketers become more data-savvy, not data scientists.

By empowering you to become a data consumer, this course will enable you to feel more confident in your marketing decisions and investments. Get inspired to generate hypotheses, to analyze results and to determine if your data makes sense in the context of your business environment.

The Digital Analytics course is built on a strategic marketing planning foundation by demonstrating a goals-and-objectives-based approach. We’ll attempt to create a clearer path between what you planned to happen vs. what actually happened across different marketing communications activities. Also, share your findings (while respecting privacy concerns) with your peers in this interactive learning environment.

Tap into your analytic curiosity and enhance your marketing skills by exploring the possibilities of digital analytics!


Course Objectives

At the end of participating in this course, you should be able to:

  • Explain some of the current challenges and opportunities that marketers face with digital analytics
  • Develop a digital marketing and measurement model with clear goals, SMART objectives and key performance indicator (KPI) metrics
  • Conduct social media listening for brand and competitive insight
  • Identify the relevant metrics for different marketing goals across the media mix–which includes owned, shared, paid, earned and mobile
  • Apply basic attribution model to more effectively track a marketing communication campaign
  • Create a compelling marketing analytics report with data insights and visualization

  • Interaction with a marketing expert
  • Latest technologies
  • Recorded videos with synchronized PowerPoint presentations
  • Discussion boards for collaboration
  • Technical Support

  • Anywhere and anytime access
  • Flexible to suit your schedule
  • No travel time
  • Interactive learning experience
  • Online Certificate in Digital Analytics awarded upon successful completion of all course requirements


Course Requirements:

CMA’s certificate program courses are designed to build on the skills and knowledge of marketing practitioners. Individuals must have at least one year of experience in a marketing-related role to take this course. The instructor will assume that students have a foundational understanding of the principles of marketing. Students must achieve a final overall mark of 60% in order to qualify for a certificate pass.

Note: This course will count towards the prerequisite requirements necessary to enroll in the Chartered Marketer Program


This course is demanding, but very rewarding. Each session is comprised of a video-based multimedia presentation and a discussion question, assignment or quiz. The time required for the course will vary depending on your learning style. You are likely to invest 3 - 6 hours per week. If you wish to pursue a particular element in depth, there are additional resources - articles and videos - which may require additional time. You will be required to complete 4 individual assignments, discussion questions, 1 quiz and a final assignment. Students will be given one week to complete the final assignment. 


CMA’s Digitial Analytics Online Certificate course consists of instructor recorded videos, synchronized PowerPoint presentations and discussion boards. Throughout the 10-week course students will be required to complete and submit an assignment, discussion post or quiz each week. This course also includes four live interactive webinars, during which students have the opportunity to engage with fellow students and to ask direct questions to the instructor.

The following is a general outline of the course content.

Session 1: Foundation for Analytics Success

  • Demystifying what marketing is
  • THE essential skill for the 21st century marketer
  • Challenges for marketing analytics
  • Moving from data to insight
  • The benefit of failure

Session 2: Planning for Digital Marketing and Measurement

  • Getting familiar with GOST
  • Defining the fundamental goals of marketing
  • Being SMART with your objectives
  • Considerations for selecting key metrics
  • A model for digital marketing planning and measurement

Session 3: Essential Tools for Planning and Analysis

  • Conducting a marketing audit
  • The rise of micro-moments in the consumer journey
  • The marketing funnel
  • Segmenting the audience
  • Doing small tests
  • Introduction to Google Analytics
  • Introduction to Facebook for Business
  • Other marketing technology solutions

Session 4: Social Listening and Monitoring

  • Getting familiar with social listening and monitoring
  • Essential KPIs for listening and monitoring
  • Introduction to Google Trends
  • Introduction to Social Mention
  • A social listening analysis example
  • Tips for your social listening and monitoring

Session 5: Analysis for the Awareness Goal

  • Getting familiar with Awareness as a marketing goal
  • Essential KPIs for Awareness
  • A Google Analytics website analysis
  • A Facebook advertising analysis
  • Tips for analyzing Awareness

Session 6: Analysis for the Acquisition Goal

  • Getting familiar with Acquisition as a marketing goal
  • Essential KPIs for Acquisition
  • A Google Analytics website analysis
  • A Facebook advertising analysis
  • Tips for analyzing Acquisition

Session 7: Analysis for the Engagement Goal

  • Getting familiar with Engagement as a marketing goal
  • Essential KPIs for Engagement
  • A Google Analytics website analysis
  • A Twitter content analysis
  • Tips for analyzing Engagement

Session 8: Analysis for Conversion and Retention Goals

  • Getting familiar with Conversion as a marketing goal
  • Essential KPIs for Conversion
  • Getting familiar with Retention as a marketing goal
  • Essential KPIs for Retention
  • A Google Analytics website analysis
  • Tips for analyzing Conversion and Retention

Session 9: Marketing Program Measurement

  • Getting familiar with marketing program measurement
  • Tracking campaigns using link tags
  • Measuring results through attribution
  • A hypothetical campaign for Google’s Merchandise Store
  • Introduction to Dashboards in Google Analytics
  • Introduction to website behaviour tracking with Hotjar

Session 10: Insights, Data Visualization and Reporting

  • Gathering the right information
  • Uncovering compelling insights
  • Bringing the data to life
  • Tools for data visualization and infographics
  • Working towards data democratization

Final Assignment


Blair Smith
Learning Experience Designer and Facilitator | Strategic Marketing Planner

Blair is a self-professed marketing nerd; motivated by a simple goal–to help people become better versions of themselves. He does this by designing and facilitating learning experiences to demystify marketing that enable people to act more confidently as marketers. Blair’s craft involves a unique mashup drawing from core principles of human-centred design, strategic marketing, authentic learning and innovation.

As a learning experience (LX) designer, Blair strives to create best-in-class marketing courses, lessons and workshops for the modern adult learner. He has designed learning content for both in-person and online delivery at George Brown College and the Canadian Marketing Association. Blair’s goal is to cut through the buzzwords, clickbait and jargon to focus on the essential topics in marketing today. His areas of interest are marketing strategy and analytics, content marketing, social media and personal branding.

As a facilitator, Blair’s true love of marketing is brought to life in his fun, interactive sessions that encourage exploration of the subject and application that build deeper learning. He has facilitated workshops for George Brown College, Region of Peel, NewCo Festival and Evergreen Canada. To date, he has enabled hundreds of people to become more confident strategic marketers, content creators and social media specialists.

Blair’s regular 9-to-5 role is Professor of Marketing and Digital Media to post-graduate marketing students at George Brown College. He has a breadth of marketing experience with organizations such as General Mills, Evergreen Canada, PEAK Adventure Travel, Merit Travel Group, Startup Canada and various Government of Canada departments. Over the course of his career, he has won awards for mentoring, marketing innovation and content marketing.

Blair earned a B.A.(Hons.) in Mass Communication from Carleton University, and an M.B.A. in Marketing and Strategy from the Macquarie Graduate School of Management (MGSM).

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