Course Description

Digital media and big data have transformed the branding, marketing, and advertising landscape as we know it. No longer can a creative team attribute their design choices to their instincts. When it comes to selling through work to clients, they expect customer data to drive their creative strategy at every level. In this new landscape where we know more about customers than ever before Data-Driven Design has quickly become an essential competency for brands. Analysts and designers alike are being tasked with creating content that is inspired by real people and real data. This class was created to train professionals to utilize data to develop, refine, and optimize their creative work across a campaign lifecycle; ultimately delivering timely, engaging content, and measurable results. Over the course of 8 weeks, you’ll work in interdisciplinary teams to develop a book building case study across a campaign lifecycle. Through this process, you’ll learn to leverage social and digital analytics tools from defining measurable business goals to insight gathering and audience segmentation, to creative campaign development, to create A/B optimization tests. This class is taught by industry professionals and features a notable list of guest lecturers who’ll ground your learning in real-world expertise and knowledge.


This course may be offered in-person, remotely, or online; please click each available section to view more details.

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