Faculty of Social Sciences

Sagicor Cave Hill School of Business and Management

Short Courses

Digital Marketing Analytics

Registration is Open

Measure, Optimise, Win: Marketing Analytics for Real Results.

Marketing has moved from impressions to impact. Customer journeys now zigzag across channels, third-party cookies are fading, and AI is rewriting how attention is won. Boards want proof, not vanity metrics. Digital Marketing Analytics puts you in the driver’s seat of performance so you can show, with clarity, what fuels revenue, loyalty, and long-term growth. In this programme you’ll cut through data clutter, lock onto metrics that matter, and link every marketing dollar to measurable outcomes. You’ll master campaign attribution, customer lifetime value, predictive insight, and conversion optimisation. You’ll harness AI for automated testing, real-time dashboards, and hyper-personalised engagement, using machine learning models and next-gen segmentation to turn signals into strategy. You won’t just read reports, you’ll lead with them. Walk away with a board-ready playbook tailored to your organisation, reusable frameworks to optimise campaigns, and the storytelling skills to make data land with decision-makers. This is about action, application, and impact, giving you the confidence to drive smarter decisions, faster.

Programme Objectives

On successful completion of the programme, you will be able to:

  • Identify and track high-impact digital marketing metrics that directly influence revenue, customer retention, and campaign ROI.
  • Evaluate the effectiveness of digital channels using data-driven insights to optimise allocation across social, search, mobile, and e-commerce platforms.
  • Apply multi-touch attribution and customer lifetime value models to optimise marketing spend and demonstrate measurable business impact.
  • Develop dashboards and reporting frameworks that translate complex data into board-ready insights.
  • Use predictive analytics and segmentation techniques to forecast customer behaviour and personalise marketing strategies.
  • Integrate analytics into decision-making workflows, ensuring marketing strategies are responsive to changing customer behaviour and market dynamics.
  • Design data-driven campaign strategies that integrate performance, compliance, and ethical considerations.
  • Communicate actionable insights effectively to influence decision-making across teams and executive leadership.

 

At a Glance

Course Duration:

March 10 – April 16, 2026

Times:

Tuesdays and Thursdays, 5:30 - 8:30 PM AST

Certificate Awarded:

Professional Development Certificate of Competence

Cost:

US $2,350.00 US $1,645.00
Register and pay 50% by January 31, 2026 and receive 30% OFF!

Registration Deadline:

Modality:

Online

Contact Us Today


Direct Contacts

Wanda Monrose
wanda.monrose@uwi.edu

Additional Information

Programme Curriculum

Marketing Analytics in the Age of Data Wars

  • From Surface-level Metrics to Decision Intelligence
  • Building a Data-Driven Marketing Organisation
  • Marketing Beyond Cookies: Building Trust through Data Transparency

The Metrics That Matter

  • Customer Acquisition Cost (CAC) and Customer Lifetime Value (CLV)
  • Multi-Touch Attribution vs Last-Click Myth
  • Marketing ROI, ROAS, and Incrementality Testing

Digital Channel Deep Dive: Social, Search and E-Commerce

  • Social Listening and Engagement Analytics (TikTok, LinkedIn, Meta)
  • Paid Media Optimisation with AI Bidding
  • SEO/SEM Analytics for Competitive Advantage
  • E-Commerce Funnel Analytics (Shopify, Amazon, D2C Platforms)

Predictive and AI-Driven Marketing Analytics

  • Forecasting Demand and Churn with Predictive Modelling
  • Next-Best-Offer Engines and Hyper-Personalisation
  • Generative AI in Customer Segmentation and Content Optimisation

Turning Data into Strategy

  • Data Storytelling and Visualisation for Professionals
  • Connecting Analytics to Brand Health and Long-Term Equity
  • Building Analytics-Driven Growth Strategies

How You Will Learn

  • Live interactive sessions with global experts
  • Hands-on labs with real-world/simulated data sets
  • Case studies from global and regional organisations
  • Simulations and peer-learning to apply insights in real time
  • Access to a toolkit of dashboards, templates, and frameworks

 

What You Will Take Away

  • A digital marketing analytics playbook tailored to your organisation’s goals, ready to implement immediately.
  • Frameworks for campaign optimisation that link marketing activity directly to measurable business outcomes.
  • Dashboard and reporting templates designed to turn raw data into insights executives trust.
  • Data storytelling techniques that make complex analytics clear, persuasive, and boardroom-ready.
  • Practical skills in attribution, customer lifetime value, and predictive analytics to inform smarter decisions.
  • An evidence-driven approach to marketing strategy that moves beyond gut instinct and surface-level metrics.

Who Should Attend

  • Marketing Leaders and Managers responsible for campaign performance, ROI, and growth strategies
  • Digital, Growth, and Performance Marketers seeking to elevate their analytics capabilities and make data-driven decisions
  • Brand, Product, and Customer Experience Managers who need to link marketing analytics to business outcomes
  • Marketing Analysts and Insights Professionals aiming to translate complex data into actionable recommendations
  • Business Consultants and Strategists helping clients optimise marketing spend and customer engagement
  • CMO Aspirants and Senior Executives who want to integrate analytics into strategic planning and boardroom decision-making
  • Entrepreneurs and Small Business Owners looking to maximise marketing impact with limited resources
  • Data and Analytics Professionals who want to apply their skills to marketing performance, attribution, and customer behaviour analysis.

All notification of cancellations, deferrals, and substitutions must be received in writing. Please submit your request via e-mail to schsbmopen@cavehill.uwi.edu

CANCELLATIONS

  • The Sagicor Cave Hill School of Business and Management (SCHSBM) reserves the right to make changes to any printed or online information on short courses, instructors, or course information; or cancel any short course due to under-subscription or circumstances beyond its control.
  • Delegates will be notified at least seven (7) days before the start of any course that must be cancelled.
  • Fees for short courses cancelled by the SCHSBM will be refunded in full.
  • The SCHSBM will not be liable for any loss, damages or other expenses that result from course cancellations.

REFUNDS

Due to the costs incurred for program preparation and administration any cancellations received 30 days or less from the program start date are subject to fees as described below. For programs with a virtual component, the start date will be considered the first day of live learning.

Written notice of cancellation received by SCHSBM Refund
30 days or more before the start of the specific course 100% of course fees.
29 to 15 days before the start of the specific course 50% of course fees.
14 days or less before the start of the specific course No refund

Sagicor Cave Hill School of Business and Management
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