Data Science for Marketers

Person at Laptop with Tools Around HimOver the past decade, marketing and advertising has undergone a drastic change from one based on interruption and repetition to one based on targeting and relevance. A world once dominated by ‘madmen’ now belongs to the ‘mathmen’.

In this course, we will build on the concepts learned in “Marketing Data & Analytics” by taking a deep dive into the management of data and how we can create analytical models to drive improved marketing performance.

We will look behind the curtain at the tools this new breed of ‘mathmen’ use to drive optimized marketing performance.

Key discussion topics will include:

  • Data management
  • The use of technology and marketing automation
  • Statistical techniques
  • Predictive modelling



By the end of this course, participants will be able to:

  • Understand different types of data, what sources are available and how it is structured
  • Understand how databases are built to provide usable data sets for marketing
  • Make sense of the different technologies that are available to help deliver effective marketing automation
  • Develop a working knowledge of the key statistical concepts that underlie modern marketing analytics
  • Gain an understanding of how marketing models are developed and utilized


***IMPORTANT NOTE – It is recommended that “Marketing Data and Analytics” be taken prior to this course.


Paul Tedesco

Paul Tedesco (MBA, DeGroote School of Business, McMaster University) has been an instructor in Marketing at the MBA and EMBA level for over 15 years. Paul’s area of focus is in the Data and Analytics area and he has been an instructor in Data and Analytics, Brand Management, Marketing Communications, and...
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  • Dates and Fees


    $825.00 + HST

    Receive 10% off when registering for 3 or 4 courses or 15% off when registering for 5 or more.

    All meals and parking included.

    Cancellation Policy

    Payment Policy

    Contact us for information about funding options.
  • Who Should Attend?

    This course is appropriate for those who have some previous knowledge of marketing measurement.

  • The Setting

    Classes are held at the:

    DeGroote School of Business
    Ron Joyce Centre
    4350 South Service Road
    Burlington, ON
    L7L 5R8

    The Ron Joyce Centre is easily accessible from the QEW and Go train service.

  • Learn More

    For more information, please contact Lynn Petruzzella at or by telephone at 905-525-9140 Ext. 20509.