live online course


17 MAY 2022 - 23 JUN 2022
Successful marketing requires a delicate blend of art and science. Google’s Chief Analytics Evangelist, Kevin Hartman, will teach you to address the real problems your company faces through hands-on projects and personalized feedback. Kevin will share the unconventional and creative methods he uses to pull illuminating insights from data.
Growth driver

Dive in deep

Learn how to utilize your data and put the right tools to work for your specific needs, with guidance and support from the Chief Analytics Evangelist at Google.

Hands-on and interactive

This online course combines live lectures with 5 practical labs and direct feedback from Kevin on your projects. Hands-on work helps develop your step-by-step approach to planning, collecting, analyzing, and reporting data.

The next level in data
Kevin will help you master web analytics for data-driven decision making in marketing programs, media placement, and business strategy. He will show you how to use leading data processing techniques, like performing bulk downloads, tapping APIs, and scraping web pages. You’ll work with R and RStudio, mySQL, Google Trends, Google Analytics, Tweet Reach, LIWC, and Facebook Audience Insights.
Live labs and case studies
What sounds more effective: reading a set of instructions for data analysis or tackling actual business challenges? The answer is easy. Stop learning about effective analytics and start actually doing it, with an expert at your side.
Personalized feedback

Through the live classes and the lab work, Kevin will be available to answer your questions and provide personalized feedback on your projects. He’ll help you apply data analytics to the real-world challenges you confront daily. You will join a hand-selected community of data-driven professionals who share ideas, experience, and “peer review” support.

LinkedIn Profile
  • Chief Analytics Evangelist at Google
  • Over 20 years of experience as a devoted and artistic practitioner of data
  • Six-time winner of the Advertising Research Foundation Ogilvy Award
  • Oversaw the design of marketing insights and strategies behind campaigns that earned 5 Cannes Lions, 5 Effies, over 50 Tempos, and dozens of other awards.
  • Author of Digital Marketing Analytics: In Theory And In Practice (2020)
TUE (5/17) at 5 PM PST/8 PM EST
The State of Marketing Analytics Today

Explore the landscape of data analysis today, including key privacy issues at stake.

  • The ART+ SCIENCE mindset
  • Early history of analytics
  • Evolution of modern analytics
  • GDPR, ITP, data privacy

Assignment #01: Reflect on three roles of analysts. How do these connect with your current role and skills?

THU (5/19) at 5 PM PST/8 PM EST
The Channels of Brand-Consumer Relationships

Breakdown the go-to channels seasoned analysts use to empower data collection efforts.

  • Owned and operated properties
  • Online video and search
  • Display media
  • Social media
  • The Consumer Decision Journey

Assignment #02: Use McKinsey’s Consumer Decision Journey to complete the template provided in class. Outline the consumer experience for your industry or company.

TUE (5/24) at 5 PM PST/8 PM EST
The Science of Analytics

Get familiar with software tools used to find patterns in data – and learn to recognize the signs of a story.

  • Digital measurement
  • Analytics and data visualization tools
  • Digital marketing maturity

Assignment #03: Evaluate the marketing maturity of the company of your choice, using the assessment provided in class. Then, position your company on the BCG maturity model.

THU (5/26) at 5 PM PST/8 PM EST
Lab #1: Analyzing Data with Open Source Tools + Hygieia Case Study

Let's get practical! Use publicly available tools to identify new opportunities for an aging consumer packaged goods company.


Case study: What Does the Data Say? Hygieia Brands and Data Analysis Tools

Assignment #04: Investigate consumer reactions surrounding Peloton's controversial 2019 holiday commercial. Use Google Trends, Tweet Reach, LIWC, and Facebook Audience Insights to weigh in: was the commercial ultimately positive or negative for the brand?

TUE (5/31) at 5 PM PST/8 PM EST
Lab #2: Analyzing Data with Google Analytics + Google Merchandise Store Case Study

Use live Google Analytics data to explore and answer important questions about a real-world online merchant.


Case study: Google Merchandise Store. Creating Business Impact with Google Analytics

Assignment #05: Dig deeper into the Google Merchandise Store’s Google Analytics account dashboard. Use your findings to answer sophisticated questions for the business.

THU (6/2) at 5 PM PST/8 PM EST
The Art of Analytics, Part 1 + Carter Racing Case Study

Understand the critical role that planning plays in ensuring an effective, efficient, and bias-free data analytics project.

  • Navigating to your Big Idea
  • Planning for your analytics expedition
  • Getting your story straight
  • Identifying your business objective
  • Case study: Carter Racing

Assignment #06: Read the Bellabeat case study and choose one product to work with. Which of the six marketing objectives discussed in class best serves Bellabeat’s needs?

TUE (6/7) at 5 PM PST/8 PM EST
Lab #3: Planning For Analysis + Bellabeat Case Study

Work in small groups to create a data analysis plan that addresses Bellabeat's marketing challenge.


Case study: Where Should We Look? Bellabeat and Planning a Data Analytics Journey

Assignment #07: Use the Minto "top-down" or “bottom-up” approach to build an analytics project plan for your company. Your plan should include your hypothesis, 3+ key analysis questions, and 3+ data sources for each key question.

THU (6/9) at 5 PM PST/8 PM EST
The Art of Analytics, Part 2

Dive into how analysis projects are implemented! Learn sophisticated techniques to collect and analyze data.

  • Collecting data from everywhere
  • Preparing data for analysis
  • Analyzing for patterns and insights 

Assignment #08: Jump into the Python vs. R debate. Which tool is better for your organization? Why? Post your thoughts.

TUE (6/14) at 5 PM PST/8 PM EST
Lab #4: Analyzing Data + Netflix Case Study

Learn how to use tools including Google Sheets, SQL, and R to create manageable datasets.


Case study: What's the Next Big Thing? Netflix and Analyzing Data for Insights

Assignment #09: Use the techniques demonstrated in today’s lab to analyze a provided dataset for Netflix (or, alternatively, data from your own company). What trends and opportunities do you see? Make slides breaking down your analysis that help address the identified business challenge.

THU (6/16) at 5 PM PST/8 PM EST
Storytelling With Data

Discover the science behind good data visualization in order to tell actionable data stories to stakeholders.

  • Seeing pictures with your brain
  • Evaluation framework for visual presentations
  • Clarifying meaning with contrast and common chart elements
  • Refined execution and chart polish
TUE (6/21) at 5 PM PST/8 PM EST
Lab #5: Presenting Data Stories + Divvy Case Study

Use a sequence of tools – spreadsheets, dataviz software, and presentation software – to transform visually lacking charts. The end result of your work in this lab will be a client-ready, compelling data visualization.


Case study: Sophisticated, Clear, and Polished. Divvy and Data Visualization

Assignment #10: Use techniques and tools to produce a series of client-ready charts from a provided dataset for Divvy (or, alternatively, data from your own company) based on concepts introduced in today’s lab.

THU (6/23) at 5 PM PST/8 PM EST
The Future of Analytics + VLBA Case Study

Explore the nuanced ethical issues surrounding digital data in marketing today.

  • The promise of technology
  • Technology’s dark side
  • Course review
  • Case study: VLBA and the Ethics of Data Science
Final Project

In this final project, you'll bring the approaches, tools, and open sources of data learned in class to solve a business challenge for a real company.


Your task will be to conduct an end-to-end analysis for an Irish history podcast creator looking to take his product to the US market.


Using additional data sources provided by Kevin, your final deliverable will be data-based recommendations to the podcast team on how to capture a new market across the pond.

What our students say

Amber Friedeck republicPROMOS

"Kevin's ability to answer questions and help all students regardless of their company size is what I appreciate the most. We all have a different story as to why we are taking the class yet this class has highlighted our common goals to learn more and be enlightened by an industry leader. It's been an amazing learning experience and I'm happy to be a part of it. Thank you so much!"

Justin Velte Dave Creek Media

"Being able to apply the learnings to real world situations. After the first lessons with Kevin I had moments where I was applying those concepts at work the following day."

Blair Kerr OzTREKK educational services

"Digital Marketing Analytics is a well-structured course, starting with a more general overview and moving into lessons with concrete advice that can immediately be applied to my real-world job. The highlight of the course is Kevin as an instructor though! He's both approachable and knowledgeable as his enthusiasm for data and teaching shine through. Overall, an excellent experience!"

John Dietrich Custom Tattoo Design

"It's very informative and easy to follow"

Olivia Vangieri Crooked Media

"Very well structured with plenty of opportunities for application"

Michelle Gregg Progressive International

"Kevin is so great! He makes everyone feel like a part of a team and is receptive to everyone's questions. The information/coursework is also amazing! The lessons, resources, and homework is well thought out and I'm excited to put them to use in my own company!"

Marco Martinez Guerrero Ammega

"The instructor is very good at understanding our questions and his answers are always spot on. I also like a lot the fact that it is a live class and we can all interact. The content is also very good, I don't come from analytics at all and I find the content advance but accessible."

Edel Byrne

"I really liked the case studies. It gave me an opportunity to practice what we had learned in class and make sure I was understanding it"

First name
This is required field!
Last name
This is required field!
This is required field!
This is required field!
By registering and clicking “ENROLL”, you agree to our
Terms of Use, Privacy policy and Cookie Policy