Graduate Certificate in Marketing Analytics

Develop your analytical skills for cutting-edge campaign practices with a marketing analytics course. Learn to drive innovation as a marketer and achieve smarter, more effective use of company resources.

Students acquire advanced analytical expertise for data-rich environments. Analyse consumer behaviour and use social media to produce data-driven insights. You'll be positioned to skilfully apply software and tools.

What Do You Study?

Marketing analytics is a specialised branch of data analytics where you use data for insights into decisions connected with marketing activities. It is quite simply the application of data analysis in marketing.

Students study data analysis, statistical modelling, and analytical techniques that are useful for marketers. Through case studies, datasets, and selected tools, you learn skills to solve advertising, promotion and sales problems. The graduate certificate is a four-subject course that forms part of a larger Master of Marketing Analytics program

The discipline goes beyond evaluating campaign performance. For instance, students may learn to leverage customer management data to understand consumer behaviour and enhance campaign targeting. They may also analyse big data to help design social media marketing campaigns.

Study Marketing Analytics Online

Designed for working professionals, this online course allows you to develop advanced marketing analytics skills while maintaining a full-time job. Using flexible hours, participants complete a single subject in each study period.

How Hard is Marketing Analytics?

Getting into the analysis side of marketing is a smart move because (a) there's a shortage of skilled professionals and (b) data analysis skills are incredibly valuable. Some marketers are hesitant to engage in technical tasks, creating opportunities for those willing to learn data analysis.

Based on our experiences and observations of the industry, learning marketing analytics is relatively easy and doesn't take up too much time. Plus, the job itself is rewarding and low-stress.

The main challenge is often the initial hesitation people feel towards diving into a technical field. However, tools like Google Analytics and Ahrefs are user-friendly and intuitive for the most part, making them accessible. Most of the work doesn't rely on the analyst performing sophisticated mathematics but rather on knowing which tools to use and how to interpret and communicate results.

Related: What is Marketing Analytics? 10 Examples

How to Become a Marketing Analyst

How do I become a marketing analyst in Australia? One option is to begin as a data analyst and then gain experience in digital marketing. This approach capitalises on your analytical skills and enables their application to consumer data and insights. It is advisable to do undergraduate studies in analytics, statistics, and information technology, with some marketing units included.

An alternative pathway is to establish a marketing career and then enhance your analytical skills with postgraduate study. An undergraduate business degree with marketing and relevant analytics, statistics, or programming subjects can provide a solid foundation.

Irrespective of the pathway, a postgraduate course in analytics, such as the grad cert offered by UNSW Online, is highly advantageous.

Related: How to Become a Business Analyst in Australia