Regular Course Fee:



5 modules (11 hours) over 12 weeks


All year round


Online (self-paced)

More Info & How to Apply:

micro‑[email protected]

In Partnership With

Interested in developing your analytical skills even further? Are you ready to take the next step and open doors to new opportunities in your career?

Our brand-new Data and Web Analytics Micro-Credential by the Digital Marketing Institute is tailor-made for those who are already analytically-minded or working in a position as such and are eager to upgrade their skills for an ever-evolving digital world.

With a focus on career-ready learning delivered through a blend of essential reading, case studies from companies like Spotify, Netflix and Salesforce, and useful toolkits, this course will quickly make you familiar with the core principles and best practices in web analytics and data management.

Each course includes:

  • Cutting Edge Content
  • Interactive Learning
  • Performance Support and ‘Readiness’
  • Quick Reads
  • Toolkits and Templates
  • Soft Skills
  • Relevant Technical Skills

Who is it for?

  • Web Analytics Analysts
  • Web Analytics Managers, Analytics Managers, Head of Analytics
  • Web Developers and Web Designers
  • E-Commerce Managers, Head of E-Commerce, E-Commerce Directors

Content Outline

Here’s what you can expect with you enrol in the DMI Data and Web Analytics micro-credential.

  • 5 interactive modules
  • 11 hours of self-paced learning content over 12 weeks
  • Practical toolkits and templates
  • Associate level certification upon successful completion of the course content and an online multiple-choice exam

Key Skills and Competencies You Will Gain

  • Collecting and Processing Data
  • Data Cleansing
  • Data Analysis and Forecasting
  • Problem Solving
  • Data Security
  • Presentation Skills
  • Visualizing and Reporting Data
  • Agile Thinking

There are five modules in this program:

Uncover the insight behind your data. This module brings you through data basics and how to get the most out of the data you already have at your fingertips.

Knowledge Gain:

  • Understanding Data and Analytics Fundamentals
  • Best Alternatives to Google Analytics
  • Big Data and Data Mining
  • Machine Learning, AI, Analysis Types and Forecasting

Tool Walkthroughs:

  • Google Analytics
  • Moz
  • Google Search Console
  • Facebook Ads Management and Facebook Business Manager
  • Facebook Insights
  • LinkedIn Campaign Manager for LinkedIn Analytics

Case Study: 

  • Spotify
  • Expert Insights:
  • Some Inspiring Uses of AI in Digital Marketing

Learn how to manage, store and use data in a way that keeps customer privacy at the heart of your business.

Knowledge Gain:

  • Preparing and Managing Data
  • Agile Thinking
  • Adaptability in the Workplace

Case Studies:

  • Salesforce
  • Slack

Expert Insights:

  • The Risks with Digital
  • Privacy in the Age of Alexa

Good data management in underpinned by secure, compliant data gathering and management. Demonstrate best practice to your customers and web visitors using the GDPR and CCPA learnings below.

Knowledge Gain:

  • Laws and Guidelines
  • Get Ready for the California Consumer Privacy Act (CCPA)
  • Key Concepts of GDPR
  • GDPR Enforcement: How the 2019 Google Fine Made a Statement
  • Preparing Your Business for GDPR

Case Study:

  • Netflix

Expert Insights:

  • Brian Lavery (AccuWeather) on Data and GDPR

Your email database is one of your biggest assets. Nurture it, segment it and use it creatively to deliver high impact digital marketing results that dramatically improve your ROI.

Knowledge Gain:

  • Managing Email Data
  • Growing an Email Subscriber Database
  • Practical Guide to Email Marketing Metrics

Case Study:

  • The Skimm


  • Practical Guide to the Top Email Marketing Automation Tools
  • Email and Social Media ROI Calculator

Present and summarize the key findings contained in your data. Learn how creative visualization and presentation can help share a wider understanding of what your data is telling you.

Knowledge Gain:

  • Reporting, Visualization and Presenting Data
  • Improving Your Presentation Skills
  • The Best Analytics Tools for Digital Marketing
  • Enhancing Your Problem-Solving Skills
  • Data-Driven Reporting


  • Practical Techniques to Help Analyse Data Using MS Excel
  • Funnel Conversion Reporting
  • Master Your Presentations

Case Study: 

  • Analytics and Harnessing Customer Intelligence with Drinkaware

Expert Insights:

  • Excel Magic
  • Hands-on with Analytics

Pearson Vue Exam

DMI uses the Pearson VUE test centre network which has over 5,200 centres in 180 countries. This means that you can take your exam anywhere in the world and that the experience stays consistent and high quality for everyone.

About the Digital Marketing Institute

A digital specialist, The Digital Marketing Institute offers the most widely taught set of certification standards in digital marketing and selling for learners, educators and industry. With 100,000 members across the globe, the Digital Marketing Institute has trained more professionals to a single education standard than any other certification body.

All Digital Marketing Institute certifications are reviewed and validated by the esteemed Industry Advisory Council (IAC), comprised of the world’s largest and most influential brands.

The Council works to set the skills agenda and address the global digital skills shortage. By providing expert review and recommendations on a regular basis, the IAC ensures that each certification is designed and refreshed to equip professionals with the latest and most in-demand digital skills needed to thrive in today’s digitally driven economy.

Armed with a Digital Marketing Institute certification, graduates gain the digital knowledge and skills to drive success in their career and organization.

Visit DMI’s website at

Industry Advisory Council

The Industry Advisory Council (IAC) represents the world’s largest and most influential brands. A digital powerhouse, the Industry Advisory Council contributes to the development of internationally recognized standards supporting digital marketing and digital selling education for individuals, educators and organizations.

Meeting on a bi-yearly basis, Council members work with the Digital Marketing Institute to define the skills agenda and address the global digital skills shortage. Through review and discussion of syllabi, the Council ensures that Digital Marketing Institute certifications are aligned with the digital economy’s most in-demand digital needs and skillsets.

The IAC has an independent chair and members from the digital industry, educators, employers, recruitment specialists and policy makers.

The Industry Advisory Council includes experts from:

How to Apply:

For more information about the Data and Web Analytics Micro-Credential, or to register, email micro‑[email protected]