UBC/DAA Award of Achievement in Digital Analytics

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The UBC/DAA Award of Achievement in Digital Analytics program teaches you how to create and manage a digital analytics program, optimize the effectiveness of site content, customer support initiatives, and the usability of the interface and navigational structure.

The award-winning program focuses on how to analyze and understand the data generated by digital analytics reporting tools, to make suggestions for improvements to the reports generated, and to transform the information contained in these reports into actions the company can take to improve website visitor centricity and profitability.

Experience with a web analytics reporting tool is recommended, before taking the courses, as the curriculum does not address the "hands on" elements of working with a specific tool.

The program's content is provided by the Education Committee of the Digital Analytics Association (formerly the Web Analytics Association), consisting of industry professionals, and guided by experienced administrators of adult education programs.

Note: Taking the UBC/DAA Award of Achievement in Digital Analytics courses do not guarantee a student will become certified, as hands-on experience is also required for Certification. Please see the Digital Analytics Association website for further details.

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Benefits

The aim of the program is to give you a “blueprint” for navigating any digital analytics measurement problem you may encounter. Rather than teach step by step solutions, many of which ultimately fail to be the best solutions for your business problem, the program lays out the potential drivers of interactive behavior and multiple proven ways to examine them. This approach ensures this education on interactive measurement will be durable and relevant no matter what comes next.

By taking the UBC/DAA Award of Achievement in Digital Analytics program participants receive practical approaches to:

  • assessing effective methods and diagnostic approaches used in web analytics, weighing their pros and cons
  • designing and tracking marketing or communication from initial entry into the web site through to the desired sale or action (known as a "conversion")
  • optimizing conversions by analyzing web site content for enabling, supportive or confusing messages
  • applying the concepts of participation marketing and visitor segmentation to determine how different markets are responding to your content, leading to conversions
  • analyzing click and navigation patterns to determine the best product or service mix as well as identify profit centres.

Who Should Take this Program?
This program is designed for marketing and IT managers involved in the development and deployment of Internet initiatives, including interactive marketers, web/marketing analysts, project managers, web developers, information architects, consultants, systems and business analysts as well as the corporate executives in IT, e-commerce, finance, marketing and sales. The program also benefits anyone preparing for the Certified Web Analyst (CWA) exam offered through the Digital Analytics Association (DAA).

There have been 830 graduates from 40 countries (as of August 2013) of the UBC/DAA Award of Achievement in Digital Analytics program. Read more about what our alumni are saying about the program.

Information Webinar
Learn more about the field of Digital Analytics, the industry outlook, and job opportunities from a panel of industry experts and program administrators in this informational webinar.

Curriculum

The UBC/DAA Award of Achievement in Digital Analytics is delivered comprehensively in four 100% online part-time courses. Each course is run over approximately four weeks and participants should plan to spend an average of six to ten hours per week in each course reading case studies and white papers as well as completing online reading, online discussions and independent study. Assessments are based on assignments and individual projects that have scheduled completion dates.

Learn more about online learning.

Required Courses
To obtain a UBC/DAA Award of Achievement in Digital Analytics, you must complete all four required courses. These courses may also be taken individually.

Experience with a web analytics reporting tool is recommended, before taking the courses, as the curriculum does not address the "hands on" elements of working with a specific tool.

Program Format Options
The UBC/DAA Award of Achievement in Digital Analytics can be taken in one of two ways: regular part-time or the intensive program package.

Regular Part-Time
Students register for the four courses at their own pace and have two years to complete all courses in the program. The four courses are in the recommended sequence below.

Required Courses Length/Format Modules Upcoming Offerings  
Introduction to Web Analytics* 4 weeks, online
(25 hours total)
4 modules Apr 22-May 21
May 20-Jun 17
Jun 17-Jul 15
Jul 15-Aug 12
More
Web Analytics for Site Optimization 4 weeks, online
(25 hours total)
4 modules Apr 29-May 28
May 27-Jun 24
Jun 24-Jul 22
Jul 22-Aug 19
More
Measuring Marketing Campaigns Online 4 weeks, online
(25 hours total)
5 modules May 13-Jun 10
Jun 17-Jul 15
More
Creating and Managing the Analytical Business Culture 4 weeks, online
(25 hours total)
5 modules Apr 15-May 13
May 27-Jun 24
Jul 8-Aug 5
More
Total - UBC/DAA Award of Achievement in Digital Analytics 16 weeks, online (100 hours total) 18 modules

Course fees are paid on a course-by-course basis at $710 CAD each ($640 for DAA members). The total program fee is $2,840 CAD.

*Note: This introductory course is a required course of the UBC/DAA Award of Achievement in Digital Analytics program and a recommended prerequisite for the other courses. If you have significant web analytics experience and feel it might not be necessary for you to take this introductory course as a prerequisite, you may delay taking this course or substitute another approved course in its place.

If you choose to bypass the Introduction to Web Analytics Course, you will need to make up the 25 hours with another UBC Continuing Studies course selection to complete the program requirements. The following courses are eligible to be used as a substitution for the Introduction to Web Analytics:

Intensive Program Package
For people wishing to complete the UBC/DAA Award of Achievement in Digital Analytics in a shorter time frame, the intensive program package offers all four courses within a five month period. In addition to saving time, you also save $300 off the regular program fee. There are limited spaces the intensive program, and it is offered twice per year. Find out more.

Required Courses Length/Format Modules Upcoming Offerings  
Intensive Program Package 16 weeks,
online (100 hours total)
18 modules Sep 10, 2014-Feb 4, 2015 More

The Intensive Program Package is priced at $2,500 CAD for all four courses ($2,400 for DAA members).

We also have a German-language version of the Intensive Program Package available.

Note: there are no changes or substitutions of courses allowed to the Intensive Program Package.

Note: Once a session is full, no waitlist or further registrations will be taken. Please check our website often for last-minute seat cancellations and additional sessions. Courses fill very quickly, so please register as soon as possible to reserve your space. Registrations are taken on a first-come, first-served basis.

Note: Students who successfully complete the UBC/DAA Award of Achievement in Digital Analytics only need to take two more courses from the University of California Irvine, Extension in order to receive the Certificate in Web Intelligence. Find out more.

Details and Fees

Format
Each course:

  • is delivered online over four weeks
  • involves an average of six to ten hours of study per week
  • includes reading case studies and white papers, as well as completing online reading, online discussions, assignments and projects.

Learn more about online learning.

Program Fees
Course fees are paid on a course-by-course basis at $710 CAD each ($640 for DAA members). The total program fee is $2,840 CAD.

The Intensive Program Package is priced at $2,500 CAD for all four courses ($2,400 for DAA members).

The Digital Analytics Association (DAA) Member discount applies only to Professional and Corporate DAA members and requires a coupon code obtained through the membership section of the DAA website. Find out more on discounts and special program offers.

Instructors

Instructor
Guides the design of the curriculum and one of the main authors of the online content:

  • NOVO Jim, Drilling Down Project and Digital Analytics Association, Managing Director of Education

Associate Instructors
Subject matter experts and contribute to the curriculum in their area of expertise:

  • ALT Brian, Marketingexperiments.com
  • ATCHISON Shane, Zaaz
  • BATRA Anil, ZeroDash1
  • BERRY Christopher, Co-Chair Research Committee, Digital Analytics Association
  • BLAKELEY Robert, WebMD.net
  • BOSILEVAC Thomas, WebTrends
  • BOYD Jacqui, Acceleration - Digital Marketing
  • BROCK Vicky, Highland Business Research
  • BURBY Jason, ZAAZ
  • CARLOS Sean, Antezeta
  • CLIFTON Brian, Omega Digital Media Ltd.
  • DAINOW Brandt, Think Business Services Ltd
  • EISENBERG Bryan, Future Now
  • FERNANDEZ Steve, Coremetrics
  • GRAY Aaron, WebTrends
  • HADLEY Loren, L. Hadley and Associates, LLC
  • HASHEMI Brian, Crutchfield Corporation
  • HENRY Ethan, Eloqua Corp.
  • HOUSTON Ian, Visioactive, LLC
  • HUMPHRYS Jim, W.L. Gore and Associates Inc.
  • INAN Hurol, Hurol Inan Consulting
  • KAUSHIK Avinash, Intuit Inc, Kaushik's Blog
  • KING Jane, King680@comcast.net
  • LEE Ed, Web Analytics Gateway
  • LI June, ClickInsight Corp.
  • LIEB Wayne, Acceleration - Digital Marketing
  • LIVERSEDGE Steven, ICEtracks.com
  • LLEWELLYN Marianne, Omniture
  • MAGEE Gordon, Drs. Foster & Smith
  • MAKIMAA Kelly, Idea Integration
  • MALLEY Wendi, Idea Integration / Idea II
  • MANSO Austion, WebTrends
  • MARZOLA Marcelo, Predicata-Interactive Communications Intelligence
  • MCBETH Brice, IBM Surfaid Analytics
  • MCFADDEN Chris, Discovery Communications
  • MCGLYNN Marianne, McGlynn Consulting
  • MORTENSEN Dennis, Index Tools Inc.M.
  • PARISH Cathy Callaway, Fry Inc.
  • PAVACH Lee, ForeSee Results
  • PHILYAW Ben, Digitaria
  • RALLS Brandon, WebTrends
  • SECARA Bogdan, NetBridge
  • SEMAC Michael, Legal Helpers
  • SHAFFER Jay, Wine.com
  • STANSBURY John, Coremetrics
  • STERNE Jim, Target Marketing of Santa Barbara
  • TOLL Matthew, TESSCO Technologies
  • TOMZ Brian, IBM Surfaid Analytics
  • VAN NESS Paul, Physicians Laboratories Inc.
  • WEIDNER Jeff, Illinois State University
  • WIGGINS Andrea, Enlighten

Online Tutors
UBC Continuing Studies' online tutors are business professionals experienced in online adult education. They are charged with the online instruction and guidance of students on a one-to-one and group basis. The online tutors guide and grade through continuous email communication as well as online discussions, assignments and projects to make sure that you get the most out of your learning experience.

How to Register

Courses may be taken individually or applied toward the award of achievement program. Participants who register for courses at their own pace must complete all four courses in the program within two years in order to be granted the UBC/DAA Award of Achievement in Digital Analytics. Participants who register for an Intensive Program Package will be granted the UBC/DAA Award of Achievement in Digital Analytics upon successful completion of the program.

 

UBC/DAA Award of Achievement in Digital Analytics

Digital Analytics Information Webinar

Digital Analytics Information Webinar Learn more about the field of Digital Analytics by viewing this informational webinar.

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