Data & Analytics | Learn With The AMA https://www.ama.org/topics/data-and-analytics/ The Essential Community for Marketers Thu, 26 Feb 2026 21:14:03 +0000 en-US hourly 1 https://wordpress.org/?v=6.9.1 https://www.ama.org/wp-content/uploads/2019/04/cropped-android-chrome-256x256.png?fit=32%2C32 Data & Analytics | Learn With The AMA https://www.ama.org/topics/data-and-analytics/ 32 32 158097978 Maximize Google Ads: From Campaign Setup to High-ROI Growth https://www.ama.org/events/virtual-training/maximize-google-ads-from-campaign-setup-to-high-roi-growth/ Mon, 23 Feb 2026 19:42:33 +0000 https://www.ama.org/?post_type=ama_event&p=217657 Smarter Google Campaigns: Turning Clicks Into Business Growth This session gives marketers a clear, practical roadmap for creating profitable Google Ads campaigns without wasting ad spend. We’ll break down modern best practices, including audience targeting, campaign structure, conversion tracking, and creative optimization. Attendees will learn how to interpret performance data, identify inefficiencies, and make adjustments […]

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Smarter Google Campaigns: Turning Clicks Into Business Growth

This session gives marketers a clear, practical roadmap for creating profitable Google Ads campaigns without wasting ad spend. We’ll break down modern best practices, including audience targeting, campaign structure, conversion tracking, and creative optimization.

Attendees will learn how to interpret performance data, identify inefficiencies, and make adjustments that drive measurable results. The session blends strategic thinking with real-world examples to clarify Google Ads and empower marketers to run smarter, more effective campaigns. Participants will walk away with actionable steps they can implement immediately.

Online | April 23, 2026 | 10:00 a.m. – 12:00 p.m. CT

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Key Takeaways

  • Structure Google Ads campaigns for clarity, control, and efficiency.
  • Choose the right keywords, match types, and audiences for your goals.
  • Write better ads that improve quality score and drive qualified clicks.
  • Set up conversion tracking correctly so you can trust your data.
  • Analyze performance and implement optimizations that reduce wasted spend and boost ROI.

Select your quantity below to register

Maximize Google Ads: From Campaign Setup to High-ROI Growth (Apr 2026)

Non-Member

$199.00

Member

$149.00

Qty


Get 10% off pricing by purchasing 3 or more tickets for your group or team!
Users will be assigned once the purchase is complete.

Are you an AMA Professional Certified Marketer®️? This training is worth 2 Continuing Education Units (CEUs) to maintain your PCM®️ certification.

AMA Members Get the Best Pricing

Not only do members get discounts on training like this, but they also receive exclusive content, downloadable tools, unlimited access to AMA Journals, membership in networking communities and more.

Join & SAVE

Training Backed By Research

AMA training is unique because of its data-backed approach. The AMA Competency Model Framework identifies the most impactful skills marketers need to advance their careers. It’s based on our research with more than 1,000 marketing professionals and academic leaders.

Learn More

AMA Event Policies

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]]> 217657 Google Analytics Bootcamp https://www.ama.org/events/bootcamp/google-analytics-bootcamp-june2026/ Fri, 06 Feb 2026 21:04:14 +0000 https://www.ama.org/?post_type=ama_event&p=222059 GA4 Level-Up: A Hands-On Analytics Workshop for Marketers Are you getting the most from your Google Analytics? Is your account set up properly? Do you know which of your marketing activities have the most impact?In this three-hour bootcamp, our expert speaker will show you how to maximize the value of your GA4 account. We’ll take […]

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GA4 Level-Up: A Hands-On Analytics Workshop for Marketers

Are you getting the most from your Google Analytics? Is your account set up properly? Do you know which of your marketing activities have the most impact?

In this three-hour bootcamp, our expert speaker will show you how to maximize the value of your GA4 account. We’ll take you step-by-step through setup and go into the deeper analysis where the real value is hiding.

Plus we’ll go a bit deeper and introduce you to new features and methods in how GA4 explorations show the top paths to action.

You’re just a few short hours away from finding the nuggets that will make you a better marketer. Be prepared to level-up your digital marketing expertise. The truth is waiting to be discovered in your Analytics.

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Online | June 2, 2026 | 12:30 p.m. – 4:00 p.m. Central Time (includes 30 min break)

Key Takeaways

  • How GA4 collects data and its accuracy
  • Navigating the UX: The two reports and two features you’ll use 80% of the time
  • Campaign tracking basics (UTMs that don’t break reports)
  • Engagement indicators that correlate with performance
  • Measuring traffic sources and campaigns beyond the click

Select your quantity below to register

Google Analytics Bootcamp (June 2026)

Non-Member

$299.00

Member

$249.00

Qty


Get 10% off pricing by purchasing 3 or more tickets for your group or team!
Users will be assigned once the purchase is complete.

Are you an AMA Professional Certified Marketer®️? This training is worth 3 Continuing Education Units (CEUs) to maintain your PCM®️ certification.

AMA Members Get the Best Pricing

Not only do members get discounts on training like this, but they also receive exclusive content, downloadable tools, unlimited access to AMA Journals, membership in networking communities and more.

Join & SAVE

Training Backed By Research

AMA training is unique because of its data-backed approach. The AMA Competency Model Framework identifies the most impactful skills marketers need to advance their careers. It’s based on our research with more than 1,000 marketing professionals and academic leaders.

Learn More

AMA Event Policies

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]]> 222059 Building a Marketing Strategy in the Age of AI https://www.ama.org/events/virtual-training/building-a-marketing-strategy-in-the-age-of-ai/ Fri, 16 Jan 2026 15:59:27 +0000 https://www.ama.org/?post_type=ama_event&p=218996 From Strategy to Systems: How Modern Marketing Actually Delivers Traditional marketing playbooks of the past are no longer working. The infusion of AI didn’t just speed marketing up but collapsed the distance between strategy and execution. The marketing leaders who win aren’t the ones with the best frameworks. They’re the ones who’ve learned to train […]

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From Strategy to Systems: How Modern Marketing Actually Delivers

Traditional marketing playbooks of the past are no longer working. The infusion of AI didn’t just speed marketing up but collapsed the distance between strategy and execution.

The marketing leaders who win aren’t the ones with the best frameworks. They’re the ones who’ve learned to train systems, meet modern customer expectations, and deliver real-time outcomes.

Led by Marc Sirkin (former CEO, Third Door Media; advisor to CMOs navigating GTM resets), this session shows you how to build marketing strategy that actually delivers.

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You’ll learn:
> Why the old strategy playbook is broken (and what comes next)
> The new operating model: From plans to trained systems
> The SPOT → BUILD → TEST → SCALE framework in action
> Real examples: Sales enablement, content, GTM execution
> How to start training your systems

Online | April 21, 2026 | 10:00 a.m. – 12:00 p.m. Central Time

Key Takeaways

  • Why marketing strategy fails to execute. Diagnose the real gap between strategy and delivery
  • The new operating system for marketing execution. How modern marketing teams collapse the distance between strategy and results using the SPOT → BUILD → TEST → SCALE framework
  • How AI changes what execution means. Where AI actually moves the needle vs. where it creates noise (and how to tell the difference)
  • How to design and deliver pilots that deliver. Build focused experiments that produce measurable outcomes in 30-60 days without organizational drama
  • Tools and templates you can use immediately. Walk out with validation frameworks, knowledge base structures, and execution systems ready to deploy

Select your quantity below to register

Building a Marketing Strategy in the Age of AI (April 2026)

Non-Member

$199.00

Member

$149.00

Qty


Get 10% off pricing by purchasing 3 or more tickets for your group or team!
Users will be assigned once the purchase is complete.

Are you an AMA Professional Certified Marketer®️? This training is worth 2 Continuing Education Units (CEUs) to maintain your PCM®️ certification.

AMA Members Get the Best Pricing

Not only do members get discounts on training like this, but they also receive exclusive content, downloadable tools, unlimited access to AMA Journals, membership in networking communities and more.

Join & SAVE

Training Backed By Research

AMA training is unique because of its data-backed approach. The AMA Competency Model Framework identifies the most impactful skills marketers need to advance their careers. It’s based on our research with more than 1,000 marketing professionals and academic leaders.

Learn More

AMA Event Policies

The post Building a Marketing Strategy in the Age of AI appeared first on American Marketing Association.

]]> 218996 Interpreting and Presenting Your Social Media Analytics https://www.ama.org/events/virtual-training/interpreting-and-presenting-your-social-media-analytics-may2026/ Tue, 21 Oct 2025 15:58:30 +0000 https://www.ama.org/?post_type=ama_event&p=209372 Extract More Meaningful Social Insights When it comes to social media analytics, it is easy to get caught up in all of the metrics and forget about the story. What are the metrics telling you and how can and should you use this information to guide your future planning and decisions? In this session, learn […]

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Extract More Meaningful Social Insights

When it comes to social media analytics, it is easy to get caught up in all of the metrics and forget about the story. What are the metrics telling you and how can and should you use this information to guide your future planning and decisions?

In this session, learn how to effectively analyze social media data and extract meaningful insights to better communicate key findings in a clear, concise, and actionable manner to your various stakeholders.

Online | May 6, 2026 | 10:00 a.m. – Noon CT

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Key Takeaways

  • Learn how to review social media metrics to identify the key trends, insights, and actionable recommendations based on the stories you want to tell
  • Explore strategies for translating social media data into actionable insights and recommendations that drive business growth and inform marketing strategy and decision-making
  • Understand how to tailor social media analytics presentations to different stakeholders and audience segments, focusing on relevant metrics and insights that align with their interests, priorities, and decision-making needs.

Select your quantity below to register

Interpreting and Presenting Your Social Media Analytics (May 2026)

Non-Member

$199.00

Member

$149.00

Qty

Join as a group or team! Get 10% off regular pricing by purchasing 3 or more tickets! Users will be assigned once the purchase is complete.

Who Should Attend?

  • Digital Marketing and Social Media Specialists/Managers
  • Marketing Coordinators/Managers involved in social media campaigns

Pre-Requisites

  • Existing experience with social media analytics
  • Will not cover basic metrics (likes, shares, etc.) or setting up a report

AMA Members Get the Best Pricing

Not only do members get discounts on training like this, but they also receive exclusive content, downloadable tools, unlimited access to AMA Journals, membership in networking communities and more.

Join & SAVE

Are you an AMA Professional Certified Marketer®️? This training is worth 2 Continuing Education Units (CEUs) to maintain your PCM®️ certification.

Training Backed By Research

AMA training is unique because of its data-backed approach. The AMA Competency Model Framework identifies the most impactful skills marketers need to advance their careers. It’s based on our research with more than 1,000 marketing professionals and academic leaders.

Learn More

AMA Event Policies

The post Interpreting and Presenting Your Social Media Analytics appeared first on American Marketing Association.

]]> 209372 Certificate in Marketing Data & Analytics https://www.ama.org/on-demand/certificate-in-marketing-data-analytics/ https://www.ama.org/on-demand/certificate-in-marketing-data-analytics/#respond Thu, 26 Feb 2026 20:59:40 +0000 https://www.ama.org/?post_type=ama_courses&p=225473 Course Overview The Certificate in Marketing Data & Analytics provides the grounding that all marketers need in understanding, collecting, and analyzing data. Four courses delve into practical skills and real-world applications in the areas of data literacy and analytics, with a strong focus on marketing and website analytics. This certificate offers marketing professionals the foundational […]

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  • Certificate in Marketing Data & Analytics

    This certificate offers marketing professionals the foundational skills and essential tools needed to manage data responsibly and make data-driven decisions that optimize marketing efforts. These self-paced courses offer a variety of interactive exercises, selected readings, real-world applications, and assessments.

    Certificate Program | 4 Courses | 9.5 Hours

    $335

    Get Started

    Hosted by MindEdge. You will leave ama.org to make this purchase.

Course Overview

The Certificate in Marketing Data & Analytics provides the grounding that all marketers need in understanding, collecting, and analyzing data. Four courses delve into practical skills and real-world applications in the areas of data literacy and analytics, with a strong focus on marketing and website analytics.

This certificate offers marketing professionals the foundational skills and essential tools needed to manage data responsibly and make data-driven decisions that optimize marketing efforts. These self-paced courses offer a variety of interactive exercises, selected readings, real-world applications, and assessments.

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Upon successful completion of all courses in this certificate, you can download and print a Certificate of Completion to showcase your achievement.

Learning Format

This self-paced certificate program offers an assortment of interactive exercises, selected readings, and self-assessments.

Enroll today

Courses Included in This Certificate

This course is designed to help learners develop a solid understanding of the basic concepts and techniques that they will encounter as practitioners in the web analytics field. Topics of major concern that are discussed in Module 1 include a summary of web analytics concepts and important terms, along with the organizations and personnel who use web analytics.

The course defines key performance indicators and discusses how they are chosen and implemented. A discussion of segmentation follows, with strategies for how to categorize website visitors. Students will also learn how to plan and assess website business strategies using web analytics. In Module 2, learners will explore reporting and dashboards as they relate to web analytics.

Students will gain an understanding of how to plan for and design dashboards and how qualitative research offers deeper business insights. In addition, students will learn how to conduct split and multivariate testing, and implement web analytics best practices.

Professionals in all industries rely on data to make decisions. By including data in your decision-making process, you can remove some of the guesswork that comes from relying solely on instincts and experience. This course will introduce you to the world of data analysis by exploring the Davenport-Kim three-stage model for quantitative analysis.

You will learn about different analytical methods, data quality and management, and visual representations of data. You will also explore research standards and best practices, as well as challenges that may arise as you analyze data. This course will provide you with information you can use to better understand data and its importance in the business world.

Marketing relies on information and data. Successful marketers need to understand, and be comfortable using, data tools and applying analysis. This course will build your foundational understanding of data, from basic concepts to more advanced practices in collection and interpretation. You’ll explore essential topics including collection tools, statistical interpretation, qualitative data analysis, and critical principles of reliability, validity, and accuracy.

Through interactive activities, you’ll develop practical skills and learn how to ensure that your data is both trustworthy and responsibly managed. This course empowers learners to work with data in any context, making informed marketing decisions based on sound analytical principles.

Understanding marketing analytics is crucial to a successful marketing strategy. In this course, you will learn how to build robust measurement frameworks for evaluating marketing campaigns and achieving strategic goals. You’ll explore essential measurement tools, learn how your organization can use measurement to improve, and leverage both free and paid analytics tools to measure program effectiveness.

Through real-life case studies and interactive activities, you’ll learn to design meaningful metrics and tell compelling stories with data to drive decision-making. This course equips marketers with the analytical skills needed to demonstrate impact and continuously optimize their marketing efforts.

Prove your skills! When you finish this course, you’ll get a certificate of completion to show your current boss and future employers your commitment to keeping your knowledge up-to-date.

Are you an AMA Professional Certified Marketer®️? This training is worth 9.5 Continuing Education Units (CEUs) to maintain your PCM®️ certification.

Other Programs and Resources

On-Demand Course Refund Policy: You may request a refund up to 7 days from the purchase date. The registration fee will only be refunded if less than 10% of each course has been completed.

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]]> https://www.ama.org/on-demand/certificate-in-marketing-data-analytics/feed/ 0 225473 Foundations of Marketing Analytics https://www.ama.org/on-demand/foundations-of-marketing-analytics/ https://www.ama.org/on-demand/foundations-of-marketing-analytics/#respond Thu, 26 Feb 2026 18:35:02 +0000 https://www.ama.org/?post_type=ama_courses&p=225399 About the Course Understanding marketing analytics is crucial to a successful marketing strategy. In this course, you will learn how to build robust measurement frameworks for evaluating marketing campaigns and achieving strategic goals. You’ll explore essential measurement tools, learn how your organization can use measurement to improve, and leverage both free and paid analytics tools […]

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  • Foundations of Marketing Analytics

    Learn to design meaningful metrics and tell compelling stories with data to drive decision-making. This course equips marketers with the analytical skills needed to demonstrate impact and continuously optimize their marketing efforts.

    Beginner | 3 Hours | 10 modules

    $149 for non-members | $99 for members

    REGISTER NOW

About the Course

Understanding marketing analytics is crucial to a successful marketing strategy. In this course, you will learn how to build robust measurement frameworks for evaluating marketing campaigns and achieving strategic goals.

You’ll explore essential measurement tools, learn how your organization can use measurement to improve, and leverage both free and paid analytics tools to measure program effectiveness. Through real-life case studies and interactive activities, you’ll learn to design meaningful metrics and tell compelling stories with data to drive decision-making.

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This course equips marketers with the analytical skills needed to demonstrate impact and continuously optimize their marketing efforts.

You will gain access to this course for 90 days from purchase date.

Register Now

Foundations of Marketing Analytics (On-Demand)

Non-Member

$149.00

Member

$99.00

What You’ll Learn

  • Explain how a theory of change informs measurements
  • Explain how to develop and implement an evaluation framework
  • Describe how a small organization can use measurement to improve
  • Describe the advantages and disadvantages of KPIs
  • Explain the importance of measuring your campaign’s effectiveness and list the major performance metrics
  • Explain the steps of creating a strategic plan based on data analytics
  • Explain the steps of creating a story-based presentation of data

AMA Members Get the Best Pricing

Not only do members get discounts on training like this, but they also receive exclusive content, downloadable tools, unlimited access to AMA Journals, membership in networking communities and more.

Join & SAVE

Related Tools and Programs

Are you an AMA Professional Certified Marketer®️? This training is worth 3 Continuing Education Unit (CEU)s to maintain your PCM®️ certification.

On-Demand Course Refund Policy: You may request a refund up to 7 days from the purchase date. The registration fee will only be refunded if less than 10% of each course has been completed.

The post Foundations of Marketing Analytics appeared first on American Marketing Association.

]]> https://www.ama.org/on-demand/foundations-of-marketing-analytics/feed/ 0 225399 Data Visualization & Storytelling https://www.ama.org/on-demand/data-visualization-storytelling/ https://www.ama.org/on-demand/data-visualization-storytelling/#respond Mon, 06 Oct 2025 19:45:06 +0000 https://www.ama.org/?post_type=ama_courses&p=207677 What You’ll Learn Are you an AMA Professional Certified Marketer®️? This training is worth 1 Continuing Education Units (CEUs) to maintain your PCM®️ certification. About the Course Communicating data is completely different from (and entirely the same as) communicating other types of information. It’s different, in that there are best practices for how to talk […]

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  • Data Visualization & Storytelling

    Leave this workshop thinking differently about how to communicate with data and armed with some tangible techniques to do so immediately.

    Beginner | 1 Hour | 6 Modules

    $79 for non-members | FREE for members

    Buy This Course

What You’ll Learn

  • Strategies for creating memorable and effective communications for your organization
  • Creating narratives that connect with any audience, particularly when communicating “up” to leadership
  • Neuroscience and psychology behind how your audience will receive your visual displays
  • Information hierarchy and data visualization best practices

You will gain access to this course for 90 days from purchase date.

Data Visualization & Storytelling (On-Demand)

Non-Member

$79.00

Member

$0.00

Are you an AMA Professional Certified Marketer®️? This training is worth 1 Continuing Education Units (CEUs) to maintain your PCM®️ certification.

About the Course

Communicating data is completely different from (and entirely the same as) communicating other types of information. It’s different, in that there are best practices for how to talk about and visualize data that is different from talking about and visualizing other things.

But it’s the same, in that you need to remember that just because what you’re communicating is numbers, that doesn’t mean the audience isn’t still a bunch of humans who just need to understand what’s important. And guess what, it’s not “the data” that’s important. It’s the insights in the data.

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You will leave this workshop thinking differently about how to communicate with data and armed with some tangible techniques to do so immediately.

AMA Members Get the Best Pricing

Not only do members get discounts on training like this, but they also receive exclusive content, downloadable tools, unlimited access to AMA Journals, membership in networking communities and more.

Join & SAVE

Related Courses

On-Demand Course Refund Policy: You may request a refund up to 7 days from the purchase date. The registration fee will only be refunded if less than 10% of each course has been completed.

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]]> https://www.ama.org/on-demand/data-visualization-storytelling/feed/ 0 207677 Navigating Google Analytics 4 (GA4) https://www.ama.org/on-demand/google-analytics-ga4/ https://www.ama.org/on-demand/google-analytics-ga4/#respond Wed, 10 Sep 2025 18:49:00 +0000 https://www.ama.org/?post_type=ama_courses&p=124316 What You’ll Learn Are you an AMA Professional Certified Marketer®️? This training is worth 3 Continuing Education Units (CEUs) to maintain your PCM®️ certification. About the Course Google Analytics provides marketers with metrics, reports, and tools for measuring audience data and user behavior, and is one of the most widely used web analytics tools on […]

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  • Navigating Google Analytics 4 (GA4)

    Google Analytics provides marketers with metrics, reports, and tools for measuring audience data and user behavior. This course will give you a basic overview of Google Analytics, ranging from account setup to platform navigation and performance maximization.

    Beginner | 3 Hours | 25 Modules

    $129 for non-members | $99 for members

    Buy This Course

What You’ll Learn

  • Basic concepts of Google Analytics, including its role as a web analytics and data collection platform
  • Differences between dimensions and metrics and how they are used to analyze web traffic
  • Key Google Analytics metrics and explain how each plays a role in measuring digital marketing efforts
  • Importance of tracking codes and how it relates to the Google tag and Google Tag Manager
  • Difference between an event and a conversion and how each plays a role in understanding the target audience
  • Audiences, segments, filters, and comparisons and how each impacts the data collection process
  • Using Google Analytics for content publishing, B2B marketing, and ecommerce

You will gain access to this course for 90 days from purchase date.

Navigating Google Analytics 4

Non-Member

$129.00

Member

$99.00

Are you an AMA Professional Certified Marketer®️? This training is worth 3 Continuing Education Units (CEUs) to maintain your PCM®️ certification.

About the Course

Google Analytics provides marketers with metrics, reports, and tools for measuring audience data and user behavior, and is one of the most widely used web analytics tools on the market. The data collected through Google Analytics can be used to improve and adjust marketing campaigns.

Skill Level: Beginner

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Skills You’ll Gain

Google Analytics 4 Website Analytics Data Insights

AMA Members Get the Best Pricing

Not only do members get discounts on training like this, but they also receive exclusive content, downloadable tools, unlimited access to AMA Journals, membership in networking communities and more.

Join & SAVE

About Our Learning Partner

This course is hosted by our approved learning partner, MindEdge, whose mission is focused on helping adults learn the fundamentals and master the skills needed to succeed personally and professionally.

Related Courses

  • Beginner | 5 Hours

    This course introduces the different types of decisions made in an organizational setting, why quantitative analytics is important, and how data quality can affect decision-making.

  • Beginner | 3.5 Hours

    Optimize your website visitor journey and purchase funnel by understanding your web analytics and implementing best practices based on insights.

  • Beginner | 1 Hour

    This course will sift through the buzzwords and identify the most important aspects of data, how to visualize that data and how to interpret those visualizations strategically to help your organization.

The post Navigating Google Analytics 4 (GA4) appeared first on American Marketing Association.

]]> https://www.ama.org/on-demand/google-analytics-ga4/feed/ 0 124316 Certificate in Marketing Foundations https://www.ama.org/on-demand/certificate-in-marketing-foundations/ https://www.ama.org/on-demand/certificate-in-marketing-foundations/#respond Thu, 17 Jul 2025 19:35:06 +0000 https://www.ama.org/?post_type=ama_courses&p=200352 Course Overview The Certificate in Marketing Foundations provides an overview of the fundamental aspects of modern marketing. Courses focus on practical skills and real-world applications in the areas of marketing strategy, branding and content, marketing channels and technology, and marketing data and analytics. Learning Format This self-paced certificate program offers an assortment of interactive exercises, […]

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  • presentation

    Certificate in Marketing Foundations

    The Certificate in Marketing Foundations provides an overview of the fundamental aspects of modern marketing. Courses focus on practical skills and real-world applications in the areas of marketing strategy, branding and content, marketing channels and technology, and marketing data and analytics.

    Beginner | Certificate Program | 15 hours

    $330

    Get Started

    Hosted by MindEdge. You will leave ama.org to make this purchase.

Course Overview

The Certificate in Marketing Foundations provides an overview of the fundamental aspects of modern marketing. Courses focus on practical skills and real-world applications in the areas of marketing strategy, branding and content, marketing channels and technology, and marketing data and analytics.

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Learning Format

This self-paced certificate program offers an assortment of interactive exercises, selected readings, and self-assessments.

Enroll today

Courses Included in This Certificate

Marketing has become vital to the success of an organization in today’s competitive world. This course provides an introduction to marketing and marketing planning, and addressing the definition of marketing, the marketing mix (the Four Ps), the strategic importance of marketing, and customer values and satisfaction. The course continues into topics of marketing planning including market research, pricing, distribution, and targeting.

This course offers an introduction to content marketing, a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience. With an emphasis on key concepts, definitions, and metrics, the course examines ways that marketers can tailor their content to meet the specific needs of potential customers as they travel through the sales funnel. Learners will explore how content is used to build brand awareness and establish the brand as a trusted source of expert advice.

This course is designed to help learners develop a solid understanding of the basic concepts and techniques that they will encounter as practitioners in the web analytics field. Topics of major concern that are discussed in Module 1 include a summary of web analytics concepts and important terms, along with the organizations and personnel who use web analytics. The course defines key performance indicators and discusses how they are chosen and implemented. A discussion of segmentation follows, with strategies for how to categorize website visitors.

Students will also learn how to plan and assess website business strategies using web analytics. In Module 2, learners will explore reporting and dashboards as they relate to web analytics. Students will gain an understanding of how to plan for and design dashboards and how qualitative research offers deeper business insights. In addition, students will learn how to conduct split and multivariate testing, and implement web analytics best practices.

As consumers increasingly turn to the digital marketplace of the Internet, organizations recognize that they can better reach and connect with their customers, clients, or prospects through digital marketing. There are many benefits to effective digital marketing including improved brand perception, more efficient lead generation, and better customer satisfaction levels. That can translate into the sale of more products and services. Creating a digital marketing strategy is crucial to meeting the marketing goals of the organization. This course offers a step-by-step introduction to the process of creating such a strategy, with an emphasis on key concepts, definitions, and metrics.

Prove your skills! When you finish this course, you’ll get a certificate of completion to show your current boss and future employers your commitment to keeping your knowledge up-to-date.

Are you an AMA Professional Certified Marketer®️? This training is worth 15 Continuing Education Units (CEUs) to maintain your PCM®️ certification.

About Our Learning Partner

This course is hosted by our approved learning partner, MindEdge, whose mission is focused on helping adults learn the fundamentals and master the skills needed to succeed personally and professionally.

Other Learners Also Took

  • On-Demand Training

    Learn the impact of AI systems and how to leverage these tools to perform marketing tasks such as persona development, search engine optimization (SEO), and content generation and personalization.

  • On-Demand Training (Free for members)

    Listening is a multifaceted skill with various layers designed to comprehensively gauge and appreciate a customer’s needs and their ultimate objectives.

  • Certification

    This 16-hour online self-paced course will guide you through key areas of marketing, equipping you with the knowledge you need to take the PCM® Marketing Management exam – which is included!

On-Demand Course Refund Policy: You may request a refund up to 7 days from the purchase date. The registration fee will only be refunded if less than 10% of each course has been completed.

The post Certificate in Marketing Foundations appeared first on American Marketing Association.

]]> https://www.ama.org/on-demand/certificate-in-marketing-foundations/feed/ 0 200352 Introduction to Business Analysis https://www.ama.org/on-demand/intro-to-business-analysis/ https://www.ama.org/on-demand/intro-to-business-analysis/#respond Mon, 24 Mar 2025 19:54:26 +0000 https://www.ama.org/?post_type=ama_courses&p=190520 What You’ll Learn Are you an AMA Professional Certified Marketer®️? This training is worth 25 Continuing Education Units (CEUs) to maintain your PCM®️ certification. About the Course Business analysis is the discipline of identifying business needs and requirements and designing and executing solutions to business problems. This introductory course provides a wide-ranging overview of the […]

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  • Introduction to Business Analysis

    This course considers the place of business analysis and product development life cycles within the greater scheme of project life cycle management. While this course is not officially or directly aligned as an exam prep course, it contains sufficient content that can be used as a resource for individuals preparing for the PMI-PBA or IIBA-CBAP certification exams.

    Beginner | 25 Hours

    $699 for non-members | $599 for members

    Buy This Course

What You’ll Learn

  • Explain the general concepts of business analysis and its strategic importance
  • Discuss the role of the business analyst in different organizations and identify skills needed
  • Describe the concept of requirements and identify the various types of analysis
  • Create a needs assessment and roadmap to the future state
  • Analyze current capabilities, design future state options, and recommend the best option for implementation
  • Identify and engage with stakeholders to prepare them for the transition to the future state
  • Define requirements elicitation and outline the elicitation process
  • Employ analysis tools and techniques to refine requirements in order to validate, verify, and prioritize requirements and essential product information
  • Manage changes, linkages, and dependencies related to requirements
  • Evaluate the solution to determine business value and the product’s fitness for release

You will gain access to this course for 180 days from purchase date.

Introduction to Business Analysis

Non-Member

$699.00

Member

$599.00

Are you an AMA Professional Certified Marketer®️? This training is worth 25 Continuing Education Units (CEUs) to maintain your PCM®️ certification.

About the Course

Business analysis is the discipline of identifying business needs and requirements and designing and executing solutions to business problems. This introductory course provides a wide-ranging overview of the principles and concepts of business analysis, with a focus on the following six areas: needs assessment, stakeholder engagement, requirements elicitation, requirements analysis, requirements tracing and monitoring, and solution evaluation.

This course covers the common stages of a business analysis project and describes common terminology and tools and techniques utilized by a business analyst. It provides subject matter expert testimony by business analysis practitioners on important topics related to successfully completing business analysis activities.

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AMA Members Get the Best Pricing

Not only do members get discounts on training like this, but they also receive exclusive content, downloadable tools, unlimited access to AMA Journals, membership in networking communities and more.

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About Our Learning Partner

This course is hosted by our approved learning partner, MindEdge, whose mission is focused on helping adults learn the fundamentals and master the skills needed to succeed personally and professionally.

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