Marketing Data and Analytics

Man Looking at Charts and Working on LaptopOver 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 look at the science behind getting the right message to the right customer at the right time in the right channel. We will look at the elements of analytics that help us understand what has happened, why it has happened, what will happen next, and what we should do to make what we want to happen… happen. Visualizing and communicating key findings will be an important focus done through presentations, discussions and real world case studies.

Key discussion topics will include:

  • Marketing Measurement & Digital Metrics
  • Predictive Analytics & Machine Learning
  • Data Visualization of Key Marketing Models
  • Social Media Research and utilizing Big Data
  • Marketing Segmentation
  • Data mining

Learning Outcomes:

  • Understand the power and potential applications of the fast-evolving field of data and analytics marketing
  • Define the stages of analytics implementation, understand the requirements and capabilities at each stage
  • Develop a working knowledge of key data and analytics concepts including big data, predictive modelling and data visualization
  • Analyze the outcomes of different marketing activities to deliver meaningful insights and real-time optimization
  • Gain an understanding of today’s most talked about topics including Social media, Machine learning and artificial intelligence

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

    Day 1: Tuesday, April 10, 2018

    Day 2: Thursday, April 12, 2018

    8:30 a.m. – 4:30 p.m.

    1 course (2 days) = $1,695
    3 courses (6 days) = $4,322.25
    (discount of 15%)

    Price includes:

    • Parking
    • Breakfast, lunch, snacks, and beverages
    • All program materials

    Cancellation Policy

    Payment Policy

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

    This course is for anyone that wants to build a deeper understanding how data analytics is revolutionizing business, and how to lead the transformational process of becoming a data-driven organization. There are no prerequisites to enroll in these courses.

  • 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 petruzl@mcmaster.ca or by telephone at 905-525-9140 Ext. 20509.

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