Digital Analytics

College-Approved Certificate (5 courses) Part-time Online
Program Code: 1820X07PWO Academic Year: 2016/2017

This program is listed under the following fields of study:

Our Program

As investments in online channels continue to grow, businesses are increasingly looking for quantifiable results that maximize returns from digital initiatives. As a result, digital analytics has become a dynamic and innovative field of strategic importance. In this online College Certificate program, learners explore the measurement, collection, analysis and reporting of Internet data for the purposes of optimizing Web, Social Media and Mobile channels. Learners gain a broad perspective by going above and beyond clickstream data to investigate complementary research methodologies that shed light on the complete customer experience.

Through case-studies, online discussions and assignments, learners develop a solid understanding of the metrics and tools at their disposal to identify actionable insight, optimize an organization's online user experience and digital marketing campaigns and influence customer-focused change within an organization.

Graduates deliver value to the business by transforming data into insights geared to helping digital leaders make more informed decisions and may find employment within government agencies, consulting and private sector company functions responsible for managing and optimizing online customer experiences and digital marketing initiatives. Graduates may also work as self-employed entrepreneurs in the digital analytics industry.

To qualify for this certificate, you must complete the program within two years.

Success Factors

This program is well-suited for students who:

  • Are analytical and are problem solvers.
  • Have an investigative and inquisitive mindset.
  • Have familiarity with online user experience design and digital marketing strategies.
  • Are knowledgeable of business principles.

Your Career

Graduates may pursue career opportunities such as digital marketing managers, web analysts, online user experience professionals and digital product managers. Graduates may also work as self-employed entrepreneurs in the digital analytics industry.

Fees & Expenses

Fees for part-time programs are charged on a course-by-course basis and are published on each individual course page. For questions related to fees, please call the Registrar's Office at 613-727-0002.

Graduation Fee

Once you have completed all the courses in the program, it is the responsibility of the student to contact the Registrar's Office to obtain a certificate/diploma application. A graduation fee of $40 will be charged when the application is submitted. When your certificate/diploma application has been approved, you will be invited to Spring or Fall Convocation.

Admission Requirements

College Eligibility
  • Ontario Secondary School Diploma (OSSD) or equivalent, OR
  • Mature Student status (19 years of age or older and without an OSSD).
College Eligibility
  • Ontario Secondary School Diploma (OSSD) or equivalent, OR
  • Mature Student status (19 years of age or older and without an OSSD).


  • Available flexible delivery options allow students the opportunity to complete the program within as little as two terms or as long as two years.
  • This program is recommended for individuals with professional backgrounds in fields, such as digital marketing, business analysis, e-commerce and web development, and who are proficient in computer and Internet usage.

Program Progression

As per policy AA39: Program Progression and Graduation Requirements when students are admitted to a program, they are assigned to the Program of Study that aligns with their start date. If a student takes a break for two or more consecutive terms the Program of Study is reset to align with the current version (when studies are resumed). For more information please contact your Program Coordinator.

CCOL Academic Planner

The Academic Planner provides registered part-time students in the Centre for Continuing and Online Learning (CCOL) the ability to declare into a program of study. The Academic Planner outlines successfully completed courses to date, as well as courses that need to be completed in order to meet graduation requirements. It is therefore, essential that all part-time students in CCOL declare to their program of study, allowing administrators to plan course offerings. The tool is available on ACSIS, located under 'Continuing Education' on the left-hand toolbar.

Additional Information

For more information, please contact Susan Murphy, Program Coordinator, at or 613-727-4723 ext. 2928.


Online:Online Learning   
HoursCourse NameWinterSummer
DAT210045.0Digital AnalyticsOnline Learning Online Learning
DAT210145.0Web and Mobile Analysis TechniquesOnline Learning Online Learning
MKT212045.0Marketing Campaign Analysis TechniquesOnline Learning Online Learning
MKT212145.0User Behaviour ResearchOnline Learning Online Learning
BUS213045.0Strategic AnalyticsOnline Learning Online Learning


DAT2100 Digital Analytics

In today's multichannel business environment, understanding how customers interact with digital touchpoints is critical to the success of an organization. Using a practical, vocation-oriented approach, learners develop a thorough understanding of the digital analytics landscape, from data collection methodologies and tools to the limitations imposed by technology and privacy matters. Learners identify which metrics best measure web, mobile, social and marketing channels and how to use each one to gain insights into customer experience.

DAT2101 Web and Mobile Analysis Techniques

Turning data into insights is the secret to being a great digital analyst. Learners develop valuable investigative analysis techniques to identify customer experience shortfalls with the goal of developing actionable optimization recommendations. Through hands-on exercises, learners adapt the art and science of digital analysis to website content, eCommerce, mobile, social, site search and Search Engine Optimization (SEO) in order to provide answers to business questions.

MKT2120 Marketing Campaign Analysis Techniques

Today's marketer is presented with an ever-growing number of ways to target and reach the digital consumer. Measuring the business value of interactions across offline and online channels is a constant challenge. Learners measure the customer's multichannel journey, focusing on what happens beyond the click. Through real-life scenarios, learners become familiar with the myriad of acquisition and retention-based marketing channels - from email, display advertising and Paid Search, to social media and multichannel tactics - and then apply digital analytics concepts to measure, report, analyze and help marketers understand a campaign's business performance.

MKT2121 User Behaviour Research

Beyond the world of clickstream data lies an array of user experience research methods that bring a wealth of knowledge on the complete customer experience, moving beyond the what and shedding light on the why. Learners develop and use personas to aid in website design and optimization. Learners use A/B and multivariate techniques, while recognizing the benefits of shifting decision-making power to customers. Research methods including usability studies, card sorting, heuristic evaluations, ethnographic research and surveys are examined to broaden learners' knowledge of how to measure and improve the digital experience.

BUS2130 Strategic Analytics

The success of a digital analytics program is contingent on the web analyst's ability to align measurement efforts to business objectives and effectively communicate digital insights across various levels of an organization. Learners create relevant and actionable key performance indicators that align digital analytics to business objectives, and integrate analytics within digital development and business decision-making processes. Key organizational challenges and solutions for fostering an analytics culture are explored, focusing on the development of stakeholder communication strategies to drive customer experience improvements.