York University School of Continuing Studies launches new program in digital marketing analytics

This blog was provided by our partners at the York University School of Continuing Studies.

This winter, the York University School of Continuing Studies will launch its new part-time Certificate in Digital Marketing Analytics. This program will help marketing professionals develop in-demand experience in data analytics tools and strategies. Over six months, students will engage in experiential lessons taught by digital marketing professionals and learn to analyze data for actionable insights, improving marketing strategies and their outcomes and driving business growth.

“In today’s fast-paced digital marketing landscape, data abundance presents challenges for those unable to extract meaningful insights. As the demand for data-savvy marketing professionals continues to rise, the York University School of Continuing Studies has introduced a crucial program for today’s digital marketers,” says Jason Rivarola, head of performance media and martech at a major Canadian retailer and program advisory council member for the Certificate in Digital Marketing Analytics. “This curriculum is crafted to bridge the divide between traditional marketing knowledge and cutting-edge data analysis, empowering students with vital skills to excel in the digital era. This program marks a pivotal step in demystifying data for marketers.”

There’s a growing demand for cross-disciplinary digital marketing professionals who can leverage the vast amounts of data an organization generates to optimize marketing strategies and results. In the Greater Toronto Area, the need for digital marketing analysts is surging, with job growth in this sector seeing a 28% annualized increase.

To remain competitive and progress to senior roles, marketing professionals should enhance their foundational analytics skills. With the rise of artificial intelligence (AI) and automation, the demand for individuals with advanced analytics expertise will grow even further.

“In our discussions with marketing leaders and employers, they have stressed the increasing importance data literacy plays in maximizing their marketing efforts and spending. The problem they are facing is many of their marketing teams don’t possess the advanced skills to drill into campaign data, while analytics teams don’t have the marketing expertise required to effectively action insights,” says Christine Brooks-Cappadocia, assistant vice president of continuing studies at York University. “This program will give professionals a comprehensive education in marketing and analytics with hands-on practice using analytics tools and techniques they can immediately use in their current roles.”   

The program’s curriculum was created in partnership with digital marketing experts. Students in this program will develop the knowledge and skills to:  

• Analyze consumer behaviour across marketing channels and apply insights to optimize marketing campaigns and initiatives
• Master data models to extract, analyze and interpret marketing data to make informed, strategic decisions
• Enhance the effectiveness and efficiency of marketing activities using marketing analytics techniques, including AI tools, data wrangling and experimentation methodologies

This one-of-a-kind program will feature a comprehensive capstone project that integrates concepts from each course, allowing learners to demonstrate their learning achievements and milestones.  

For more information on the Certificate in Digital Marketing Analytics launching in January 2025, visit the School of Continuing Studies webpage.

^[i] According to Lightcast data