Overview
Every click, visit, and conversion creates data, but turning that information into better marketing decisions takes the right skills. As artificial intelligence reshapes how organizations analyze performance and personalize experiences, marketers need a practical, responsible approach to analytics and AI adoption.
In this course, you’ll explore digital marketing analytics, website tracking, privacy considerations, campaign metrics, reporting, and data-informed strategy. You’ll use Google Analytics 4 and examine pixels, tags, UTM codes, A/B testing, artificial intelligence tools, customer segmentation, and user experience.
This live online micro-credential course combines discussions, research activities, case studies, and applied assignments. You’ll identify website analytics tools, analyze Google Analytics 4 metrics, prepare a stakeholder report, compare AI tools, and assess opportunities to enhance user experience.
By course completion, you’ll be prepared to interpret marketing data, communicate performance insights, select analytics and AI tools for different needs, and recommend informed improvements to digital strategies and customer experiences.
This course is ideal if you:
- work in marketing and want stronger analytics and reporting capabilities
- create content and want to make more data-informed decisions
- own a business and need clearer insight into digital performance
- are new to marketing analytics or AI and want a practical foundation.
There are no prerequisites for this course.
Upon successful completion of this course, you’ll be able to:
- examine the role of digital analytics in marketing
- identify tools for analytic tracking in digital marketing
- track digital marketing data results using analytics
- design a digital marketing strategy using analytics
- prepare a report for digital marketing
- compare and contrast AI tools for digital marketing
- assess current and potential future AI adoptions for the User Experience (UX).
To request a course outline, contact ConEdAdvising@sait.ca.
Upcoming dates
Select an available section and add it to your cart. When you're ready, proceed to check out to sign into your student account and complete your registration.
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Register early!
- We recommend registering at least three weeks before the course section start date to support course planning and help ensure a smooth start to your course.
- Course sections require minimum enrollment and may be rescheduled or cancelled two weeks before the start date.
- Registration closes seven days before the start date for on-campus, online scheduled and blended courses, and three days before the start date for online self-paced courses.
After you've completed this course
Upon successful completion of this course, you'll be able to self-print a proof of completion document from your Continuing Education student account.
Micro-credential
SAIT Micro-credentials develop practical skills aligned to current industry standards and include competency-based testing. Earning a SAIT Technical Skills Micro-credential demonstrates to employers that you have the required competencies — combining knowledge, skills and abilities — to get the job done. Learn more.
Students who complete this course with a final grade of A- (80%) or higher will earn the Micro-credential and receive a shareable digital badge that validates their achievement.
Costs
Textbook and reading list
Included in the purchase of this course, you’ll receive access to online course content in Brightspace (D2L).
Technology
To be successful in this course, you’ll need:
- Access to your own computer or laptop with standard hardware/software requirements
- Functional webcam and microphone
- Internet access.
Though not required, a second monitor or additional device may be helpful during live online sessions.
You'll use free versions of Google Analytics 4 and various online AI tools. You'll need an active personal Google Account with linked email (preferably Gmail) to access Google Analytics 4.
Financial support
Financial opportunities are available to help pay for your course fees. Learn more about how to reduce your education or training costs with available awards, bursaries, loans and grants, including the Canada Alberta Productivity Grant.
Applicable certificates
This course applies to the following certificate programs:
- Certification type
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Certificate of Completion
Train your team
Interested in group training opportunities for this course? Tell us about your organization's needs, and one of our training consultants will contact you within one business day.
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Oki, Âba wathtech, Danit'ada, Tawnshi, Hello.
SAIT is located on the traditional territories of the Niitsitapi (Blackfoot) and the people of Treaty 7 which includes the Siksika, the Piikani, the Kainai, the Tsuut’ina and the Îyârhe Nakoda of Bearspaw, Chiniki and Goodstoney.
We are situated in an area the Blackfoot tribes traditionally called Moh’kinsstis, where the Bow River meets the Elbow River. We now call it the city of Calgary, which is also home to the Métis Nation of Alberta.