With a duration of 5 weeks, delivered fully online, the program combines asynchronous sessions — including videos, explanatory materials, and practical exercises — with weekly live sessions dedicated to discussion, Q&A, and hands‑on workshops focused on applying analytical methodologies.

Participants have 24/7 access to the NOVA IMS Data.On platform, ensuring maximum flexibility and enabling them to apply the learning directly to their professional context throughout the program.

• Managers and leaders aiming to integrate data and advanced metrics into their organization’s marketing strategy.
• Marketing, communication, and sales professionals who need to strengthen analytical skills to optimize campaigns and decision‑making.
• Professionals seeking to keep pace with digital transformation, adopting evidence‑based and insight‑driven approaches.
• Team members who want to explore practical analytics applications, improving performance and uncovering new opportunities for growth.

This program is particularly suitable for those looking for a clear, practical, and accessible introduction to marketing analytics, without requiring prior technical expertise.

Strategic focus
Participants learn how to integrate data analytics into their organization’s marketing strategy, identifying improvement opportunities across the entire funnel and understanding the critical success factors for the effective implementation of analytical models.

Total flexibility
Asynchronous content combined with synchronous sessions ensures autonomy and continuous support.

NOVA IMS excellence
Faculty with both academic and professional and applied experience in data-driven marketing, embedded in an institution that features researchers recognized among the Top 2% Scientists worldwide.

Valued certification
Upon completion, participants receive an official certificate and 2 academic ECTS credits, strengthening their professional development.

• Understand the fundamental concepts of marketing analytics and distinguish between key methods, metrics, and models used to support decision‑making.
• Identify opportunities to create value through data, aligning advanced analyses with the organization’s strategic objectives.
• Support marketing decisions with a critical and informed perspective, accurately interpreting metrics, indicators, and analytical outputs.
• Contribute to digital transformation initiatives in marketing, ensuring an ethical, responsible, and effective use of data.
• Strengthen their professional profile, gaining highly sought‑after skills in a market increasingly driven by evidence and measurable results.

The program equips professionals to lead with confidence in a marketing landscape powered by analytical intelligence, strategic precision, and continuous optimization.

This course prepares participants to use data and analytical methodologies to define strategies, understand consumer behavior and maximize the effectiveness of digital campaigns.

The program is composed of five structured modules, combining online synchronous sessions with asynchronous materials that encourage autonomous, practical learning based on real marketing cases.

The focus is on equipping participants with a solid understanding of how data and artificial intelligence can generate value, increase efficiency and drive results across the entire marketing funnel.

Through the analysis of real cases, they are introduced to key metrics for monitoring performance, testing hypotheses and continuously optimizing digital strategies.

The objective is to build a practical and applied foundation on how data can enhance digital campaign performance.

Participants learn how to segment audiences, interpret engagement and conversion metrics, and align social media actions with the brand’s overall strategy.

The objective is to master analytical methodologies to enhance impact and efficiency across social platforms.

Case studies are analyzed to demonstrate the real impact of AI in decision‑making and improved operational efficiency.

The objective is to integrate AI in a practical way to improve creativity, segmentation and performance.

Participants analyze how these tools support campaign personalization, improve customer experience and generate actionable insights.

The objective is to use data from consumer technologies to support better marketing decisions.

Participants learn to use tools such as face reader and eye tracking to evaluate campaigns and optimize communication based on audience response.

The objective is to apply neuroscientific data to develop more effective and emotionally relevant marketing campaigns.

Throughout the program, participants will:

1. Understand the fundamental concepts of Marketing Analytics
   Master the core principles of analytics, including essential metrics, predictive models and methodologies for data collection and interpretation, gaining a clear, accessible and practical view of how analytics supports digital marketing.
   
   
2. Explore key data‑driven technologies applied to marketing
   Learn about use cases and tools that optimize campaigns, personalize content, enhance segmentation and drive performance across different digital channels.
   
   
3. Integrate analytics and artificial intelligence into marketing strategy
   Understand how data can support strategic decisions, increase marketing ROI, create competitive advantage and transform how organizations engage with consumers.
   
   
4. Identify critical factors for the effective implementation of analytical methodologies
   Recognize challenges such as data quality, metric selection, result interpretation, ethics and privacy, developing best practices for responsible, evidence‑based adoption.
   
   
5. Develop a critical perspective on the impact of data and AI on the future of marketing
   Reflect on emerging trends, such as generative AI, intelligent automation, neuromarketing and advanced personalization, understanding how these technologies shape the evolution of marketing and the digital transformation of organizations.