Analytics, metrics, statistics, measurements—no matter what you call them, the ability to track data is one of the major business advantages of working in a digital environment. But it’s the analysis and understanding of those numbers that really drives business success.
The UBC/DAA Award of Achievement in Digital Analytics provides solid grounding in how to create and manage a digital analytics program to drive measureable business improvement.
- Delivered part time, 100% online
- Take courses at your own pace over a two-year period, or complete all four courses within five months with the Intensive Program
- 4 required courses
- Cost ranges from C$2,500 to C$2,900
- Discounted fees for DAA members
- After this program you will be able to apply your knowledge and skills to creating a blueprint for navigating digital analytics business opportunities and challenges you may encounter
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This award-winning program focuses on how to:
- analyze and understand the data generated by reporting tools
- make suggestions for improvements to the reports generated
- transform the information contained in these reports into actions the company can take to improve website visitor centricity and profitability.
Rather than step-by-step solutions, the program lays out the potential drivers of interactive behaviour and ways to examine them emphasizing critical thinking and discovery. Experience with a reporting tool is recommended before taking this program as the curriculum does not address the “hands-on” elements of working with a specific tool.
You will gain practical approaches to:
- assessing effective methods and diagnostic approaches used in digital analytics; weighing their pros and cons
- designing and tracking marketing or communication from initial entry into the website through to "conversion"
- optimizing conversions by analyzing website 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.
The UBC/DAA Award of Achievement in Digital Analytics is recipient of the Outstanding Non-Credit Program Award from the University Professional and Continuing Education Association (UPCEA). This award recognizes a program which is original in concept and approach and its contribution to the field of continuing education. In addition, the program has also been a recipient of the Canadian Association for University Continuing Education (CAUCE) Program Excellence Award.
Who It’s For
This program is designed for marketing and IT managers, including digital marketers, web/marketing analysts, project managers, web developers, information architects, systems and business analysts as well as IT, e-commerce, finance, marketing and sales professionals interested in digital analytics.
To date, there have been over 1,300 graduates from 60 countries.
Students who successfully complete the UBC/DAA Award of Achievement in Digital Analytics and take two additional courses from the University of California Irvine, Division of Continuing Education qualify for the Web Intelligence Certificate.
You can take the program in one of two ways: the part-time program or the intensive program. Part-time students register for courses at their own pace and have two years to complete the four courses in the program. The intensive program allows people to complete the four courses in a five-month period.
- is delivered 100% online over four weeks
- involves an average of six to 10 hours of study per week
- includes reading case studies and white papers, as well as completing online reading, online discussions, assignments and projects.
You are assessed based on assignments and individual projects that have scheduled completion dates.
The program's content is provided by the Digital Analytics Association (DAA), 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 does not guarantee CWA™ (Certified Web Analyst) certification, as hands-on experience is also required. Please see the Digital Analytics Association website for further details.
Register for the four courses at your own pace. You have two years to complete all courses in the program. The courses are listed in the recommended sequence.
|Introduction to Web Analytics*||4 weeks, online
(25 hours total)
|Web Analytics for Site Optimization||4 weeks, online
(25 hours total)
|Measuring Marketing Campaigns Online||4 weeks, online
(25 hours total)
|Creating and Managing the Analytical Business Culture||4 weeks, online
(25 hours total)
|Total - UBC/DAA Award of Achievement in Digital Analytics||16 weeks, online (100 hours total)||18 modules|
*Note: Introduction to Web Analytics is a recommended prerequisite for the other courses in the program.
If you have significant digital/web analytics experience, you may delay taking Introduction to Web Analytics, or substitute another approved course listed here, to complete the program requirements. You will need to submit a Prior Learning Assessment request form.
The following are current approved substitutions for Introduction to Web Analytics:
- Fundamentals of Business Analysis
- Project Management Fundamentals
- Program Management Governance
- Digital Readiness
- Digital ROI
If you have significant digital/web experience and are not interested in completing the full program, you may register for individual courses without having to submit a Prior Learning Assessment.
|Required Courses||Format(s)||Next Offering||More|
|Introduction to Web Analytics (IV201)||Online||
Feb 21-Mar 21, 2017
|Web Analytics for Site Optimization (IV203)||Online||
Mar 21-Apr 19, 2017
|Measuring Marketing Campaigns Online (IV204)||Online||
Jan 31-Feb 28, 2017
|Creating and Managing the Analytical Business Culture (IV202)||Online||
Feb 7-Mar 7, 2017
The Intensive Program enables you to complete the UBC/DAA Award of Achievement in Digital Analytics in a shorter time frame by taking all four courses within a five-month period. In addition to saving time, you also save $400 off the regular program fee.
We also have a:
Note: There are no changes or substitutions of courses allowed with the Intensive Program.
|Digital Analytics Intensive Program (IV205)||Online||January 25 - June 7, 2017||More|
|Digital Analytics: Deutsches Intensivprogramm (IV206)||Online||February 7 - June 23, 2017||More|
|Programa Intensivo en Analitica Digital (IV207)||Online||
March 13 - July 25,2017
Guides the design of the curriculum and one of the main authors of the online content:
- Jim Novo, Drilling Down Project and Digital Analytics Association, Managing Director of Education
UBC Continuing Studies' online tutors are business professionals experienced in online adult education who provide online instruction and guidance on a one-to-one and group basis. The online tutors guide and grade through email communication as well as online discussions, assignments and projects to make sure that you get the most out of your learning experience.
- ALT Brian
- ATCHISON Shane
- BATRA Anil
- BERRY Christopher
- BLAKELEY Robert
- BOSILEVAC Thomas
- BOYD Jacqui
- BROCK Vicky
- BURBY Jason
- CARLOS Sean
- CLIFTON Brian
- DAINOW Brandt
- EISENBERG Bryan
- FERNANDEZ Steve
- GRAY Aaron
- HADLEY Loren
- HASHEMI Brian
- HENRY Ethan
- HOUSTON Ian
- HUMPHRYS Jim
- INAN Hurol
- KAUSHIK Avinash
- KING Jane
- LEE Ed
- LI June
- LIEB Wayne
- LIVERSEDGE Steven
- LLEWELLYN Marianne
- MAGEE Gordon
- MAKIMAA Kelly
- MALLEY Wendi
- MANSO Austion
- MARZOLA Marcelo
- MCBETH Brice
- MCFADDEN Chris
- MCGLYNN Marianne
- MORTENSEN Dennis
- PARISH Cathy Callaway
- PAVACH Lee
- PHILYAW Ben
- RALLS Brandon
- SECARA Bogdan
- SEMAC Michael
- SHAFFER Jay
- STANSBURY John
- STERNE Jim
- TOLL Matthew
- TOMZ Brian
- VAN NESS Paul
- WEIDNER Jeff
- WIGGINS Andrea
Part-time course fees are paid on a course-by-course basis at C$725 each (C$640 for DAA members). The total program fee is C$2,900.
The Intensive Program Package costs C$2,500 for all four courses (C$2,400 for DAA members).
The DAA member discount applies to individual professional and corporate DAA members and requires a coupon code obtained through the membership section of the DAA website. Find out more about discounts and special program offers.
All students are expected to possess strong written and spoken Business English skills for participation in one-on-one interactions, group work, presentations, projects and assignments and in electronic communications. Non-Native English speakers may be required to demonstrate proficiency in English by submitting the results of language proficiency tests and may also be subject to an interview prior to admittance. Find out more about acceptable tests and minimum scores.
Registrations are accepted on a first-come, first-served basis and can be made online or by contacting our office at +1-604-822-1420. In order to register for courses online you'll first need to create an account in a few short steps. Once your account is created just login to register at any point in the future. Introduction to Web Analytics is recommended as a foundation for all other digital analytics courses. Having difficulty registering? Contact Us.
Note: Once a session is full, no waitlist or further registrations are accepted. Please check our website often for last-minute seat cancellations and additional sessions.
For students taking part-time courses, once you have completed and passed the four required courses, submit the Graduation Request form to receive your Award of Achievement.
For students taking the Intensive Program, you are not required to submit a Graduation request form. Your Award of Achievement is issued upon successful completion of the program.