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Jon Nelson, a representative of Delsys Inc, teaches a class.

Make More Informed Marketing Decisions

Data-Driven Marketing

Maximize your digital marketing efforts and discover new technologies and techniques to harness the power of data. In the St. Thomas Data-Driven Marketing program, learn to capture, interpret and use data to make more informed, effective digital marketing strategies.

Marketing efforts can be expensive. How do you measure whether your results justify the investment? The St. Thomas Data-Driven Marketing program teaches you to unlock the power of data, to build more successful digital marketing strategies. Learn the ins and outs of marketing data measurement, including how to collect, analyze and report on the data. You’ll also explore how to use data insights to optimize digital campaigns.

Gain hands-on experience with what you learn in class by participating in a team project. Small class sizes create a collaborative learning environment and help you build your network of fellow business leaders. After the program, continue learning through over 10 hours of online instructional video content from the instructor to deepen your knowledge of Google Analytics.

Sessions are held on the downtown Minneapolis campus, and parking is available within one block.


Abbey Welle

Program Manager
Phone Number
(651) 962-4616
A young man looks at his phone. 

Is This Program Right for You?

This program is ideal for experienced marketers looking to increase their understanding of marketing measurement. If you’re just starting out in the world of digital marketing, considering completing Digital Marketing Fundamentals prior to this program.

You would benefit from the Data-Driven Marketing program if your job includes:

  • Website optimization
  • CRM management
  • Marketing channel strategy or optimization
  • Customer insights, market research or lead generation
  • Measurement strategies
  • Media mix optimization
  • Content marketing, email marketing, search marketing, social media marketing or mobile marketing

Benefits of This Program

Gain Customer Insights.

Marketing your product or service starts with an understanding of your customers. Use tools to discover what they want and what motivates them to engage with your company.

Measure the Effectiveness of your Marketing Tactics.

Learn to use customer insights data to choose which marketing tactics to continue, discontinue or add to your promotional strategy.

Use Data Insights to Plan your Marketing Strategy.

With consumer insights and data, plan the right marketing mix to reach your business goals. Use this information to help promote your plan to stakeholders.

Understand Google Analytics.

Learn how to use the most popular source of digital analytics data.

Confidently Communicate Your Data Insights.

Understand how to use marketing analytics and effectively communicate results to your organization’s leadership.

Prepare for the Google Analytics IQ Exam.

Completing this program prepares you to take the Google Analytics IQ Exam, if you choose to do so.

Gain a New Network of Professional Peers,

which you can turn to for support and advice long after the program ends.

Jeff Sauer, instructor with the University of St. Thomas' Opus College of Business, outlines the importance and need for the Data Driven Marketing program.

Executive Education: Data Driven Marketing

Learn more about Data Driven Marketing from The University of St. Thomas Executive Education instructor Jeff Sauer. This program will teach you how to use Google Analytics to your advantage and how to measure digital marketing tactics, helping you to make better business decisions.


Bounce rate, sessions, users, tracking codes, cookies, page views...when you look at your web analytics, do these terms confuse you? If so, you’re not alone. Explore the terminology used by Google Analytics and similar tools.

Learn how a well-designed model can help:

  • Define your objectives
  • Develop an action plan
  • Establish key performance indicators (KPIs)

Before you can measure and interpret your results, you need to understand the tools. Google Analytics is one of the most widely used analytics tools, with about 80% market share. It’s also free and powerful. Dig into how to use Google Analytics to:

  • Understand what is and is not working
  • Gain insights into your audience
  • Tell your customer story
  • Forecast future results
  • Build a case with data for further investment of marketing dollars

You’ve set your goals. You know how to measure results. Now, discover how to improve and explain your work. Learn about Conversion Rate Optimization--what it means and how to use it. And learn to choose the right visuals to tell the most compelling version of your data’s story.

As a marketer, you know your customers may interact with your brand multiple times before buying. Google Analytics can help measure each touch point, but how do you put it all together?

  • Explore different models used to understand the full user journey
  • Discuss the pros and cons of each model
  • Discover which model works best for your business

Whether you’re building a new website or testing new features, understanding how your customer is interacting with your site is important. In this module, learn:

  • What can be tested?
  • How and when to perform user testing
  • Tools for user testing and where to find more information

Once you’ve created a solid marketing plan, how do you get buy-in from the decision-makers at your company? Learn how to use data to tell an effective story, and make a persuasive argument to your team.

You've learned all about measuring digital marketing efforts. Now, apply this information to an in-class project with real data. This work will allow you to get feedback from classmates and the program instructor on your digital marketing approach. With this hands-on practice, you'll be ready to hit the ground running at work.

As a bonus, you’ll have access to 12 hours of online learning modules created by Jeff Sauer, the program instructor and digital marketing expert. This online program will go through Google Analytics strategies (beginner, intermediate and advanced). It will also prepare you for the Google Analytics Individual Qualification (GAIQ) exam, if you choose to take it.

Courtney Smallbeck headshot.

Using Data Analytics to Connect People

Being a Director of Marketing is no small feat, so Courtney Smallbeck enlists the help of Executive Education at St. Thomas.
Using Data Analytics to Connect People

Take the Next Step

St. Thomas Executive Education programs give you cutting-edge, practical knowledge and real-world skills you can apply at work the very next day. Gain the tools and techniques to be a more effective, strategic leader.
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