When you think about what data analysts and data scientists do on a day-to-day basis, you might have a general understanding of the types of conclusions they make, but how do they arrive at those conclusions? The statistical programming language R is widely used in data science; understanding the basics of how it works can help you manipulate and visualize data in a quick, flexible manner, and it may improve your communication with data scientists on your team.

In this course, you will explore the basics of statistical programming and develop R skills. As you hone your ability to use commands in R, you’ll combine those basic skills to complete more complex tasks, such as data manipulation and visualization. Finally, you’ll examine how to repeat tasks in R, which makes it easier to manipulate large data sets. This course involves many hands-on coding exercises to help you gain confidence in your newfound programming skills.

System requirements: This course contains a virtual programming environment that does not support the use of Safari, tablets, or mobile devices. Please use Chrome or Firefox on a computer for this course.

Designing and introducing new products or services to the market is a risky business; it is important to understand that most new products will fail. At the same time, this process is the lifeblood of many businesses. So how can that risk be mitigated to gain competitive advantage?

In this course, you will discover how to design a conjoint study and quantify the value that consumers place on product attributes and their levels. This customer preference data can give you an edge when it comes to designing, positioning, and pricing new products or services.

In this course, you will examine how to use statistics, economics, and econometrics to structure and build marketing mix models using aggregate marketing data. Taking into consideration both controllable and uncontrollable factors as predictor variables, you’ll explore how to explain marketing outputs such as sales volumes.

Using this data, you will determine optimal (i.e., profit-maximizing) pricing then take a step back to analyze the reasonableness of your prices. Finally, you’ll discover how to account for the persistent effects of marketing within your marketing mix models, which will provide you with a full, accurate picture of how effective your marketing activities truly are.

In this course, you will explore the growth and impact of increasing international and domestic (U.S.) investment in digital advertising. In detailing the two main approaches — display and sponsored search advertising — you’ll understand how most “free” media markets are actually “two-sided” markets, requiring platforms to satisfy two user groups in order to make a profit.

You will become familiar with the critical metrics used to evaluate ad performance as you go hands-on to compute the ROI of various activities based on data provided within a scenario. From here, you’ll examine the need for multi-touch attribution and become aware of the intricacies of rules-based and data-based attribution. Finally, you’ll explore randomized field experiments as a method for evaluating ad performance, along with the pros and cons inherent in this approach.

Symposium sessions feature two days of live, highly interactive virtual Zoom sessions that will explore today’s most pressing topics. The Marketing Symposium offers you a unique opportunity to engage in real-time conversations with peers and experts from the Cornell community and beyond. Using the context of your own experiences, you will take part in reflections and small-group discussions to build on the skills and knowledge you have gained from your courses.

Join us for the next Symposium, in which we’ll share experiences from across the industry, inspiring real-time conversations about best practices, innovation, and the future of marketing work. You will support your coursework by applying your knowledge and experiences to some of the most pressing topics and trends in the marketing field. By participating in relevant and engaging discussions, you will discover a variety of perspectives and build connections with your fellow participants from across the industry.

All sessions are held on Zoom.

Future dates are subject to change. You may participate in as many sessions as you wish. Attending Symposium sessions is not required to successfully complete any certificate program. Once enrolled in your courses, you will receive information about upcoming events. Accessibility accommodations will be available upon request.

eCornell Online Workshops are live, interactive 3-hour learning experiences led by Cornell faculty experts. These premium short-format sessions focus on AI topics and are designed for busy professionals who want to gain immediately applicable skills and strategic perspectives. Workshops include faculty presentations, breakout discussions, guided hands-on practice, and downloadable resources.

The AI Workshops All-Access Pass provides you with unlimited participation for 6 months from your date of purchase. Whether you choose to attend one workshop per month, or several per week, the All-Access Pass will allow you to customize your AI journey and stay on top of the latest AI trends.

Workshops cover a range of cutting-edge AI topics applicable across industries, hosted by Cornell faculty at the forefront of their fields. Whether you are just getting started with AI, seeking to build your AI skillset, or exploring advanced applications of AI, Workshops will provide you with an action-oriented learning experience for immediate application in your career. Sample Workshops include:

  • Work Smarter with AI Agents: Individual and Team Effectiveness
  • Leading AI Transformation: Bigger Than You Imagine, Harder Than You Expect
  • Using AI at Work: Practical Choices and Better Results
  • Search & Discoverability in the Era of AI
  • Don’t Just Prompt AI – Govern it
  • AI-Powered Product Manager
  • Leverage AI and Human Connection to Lead through Uncertainty

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How It Works

“
This journey has been incredibly rewarding, and I am proud of the knowledge and skills I've gained, which I am eager to apply in my marketing career. From understanding consumer behavior to developing digital strategies, this program has given me the tools to drive innovation in the marketing world. I’ve learned so much, and I’m looking forward to leveraging this expertise in future projects and collaborations.
‐ Yana K.
Yana K.

Frequently Asked Questions

Modern demand marketing produces an enormous trail of data across channels, campaigns, and customer touchpoints, but growth only happens when you can convert that data into decisions you can defend. Cornell’s Demand Marketing Certificate helps you move from reporting results to designing analyses that explain what is working, why it is working, and what to do next.

In this certificate program from Cornell’s Johnson Graduate School of Management at the SC Johnson College of Business, you will build foundational capability in statistical programming with R and apply it to core, high-value marketing analytics problems. You’ll work with methods used in data-driven marketing to measure customer preferences, improve product positioning, evaluate channel performance, use attribution models to inform budget decisions, and develop marketing mix models to guide ROI-focused planning.

If you want stronger marketing ROI decisions, practical R-based analytics skills, and a repeatable approach to measuring and optimizing demand, you should choose Cornell's Demand Marketing Certificate.

Many online marketing analytics options are either video first and self-directed or narrowly focused on tool clicks without showing you how to make defensible business decisions. Cornell’s Demand Marketing Certificate is designed to help you build decision-ready analysis, supported by a human-centered learning model. You will be guided by an expert facilitator that provides feedback on your work, keeps you accountable, and improves your ability to apply what you learn.

Cornell’s Demand Marketing Certificate also stands out for its emphasis on methods that connect marketing activity to outcomes. You will use R as a foundation then apply marketing analytics approaches such as attribution, conjoint analysis for preference measurement, and marketing mix modeling, so your outputs can inform budget allocation, positioning decisions, and ROI improvement.

Plus, by enrolling in the Demand Marketing Certificate, you get two years of access to Marketing Symposium featuring two days of live, highly interactive virtual Zoom sessions that will explore today’s most pressing topics, giving you a unique opportunity to engage in real-time conversations with peers and experts from the Cornell community and beyond.

Enrolling in this certificate also provides you with a 6-month All-Access Pass to eCornell's live online AI Workshops, interactive sessions led by world-class Cornell faculty that combine Ivy League insight with practical applications for busy professionals. Each 3-hour Workshop features structured instruction, guided practice, and real tools to build competitive AI capabilities, plus the opportunity to connect with a global cohort of growth-oriented peers. While AI Workshops are not required, they enhance certificate programs through:

  • Integrating AI perspectives across most curricula
  • Responding to emerging AI developments and trends
  • Offering direct engagement with Cornell faculty at the forefront of AI research

Cornell’s Demand Marketing Certificate is built for professionals who need to make stronger marketing investment decisions using data, not just dashboards. The program is a strong fit if you are responsible for pipeline or revenue performance and want to improve how you measure, attribute, and optimize demand across channels.

You should consider the Demand Marketing Certificate if you are:

  • A marketing professional who wants to quantify performance, improve ROI, and communicate recommendations with more confidence
  • A business analyst partnering with marketing, growth, or commercial teams and looking to apply analytics methods to real marketing decisions
  • A manager who uses data insights to make business decisions and wants a more rigorous approach to measurement and budget allocation

To be set up for success in Cornell’s Demand Marketing Certificate, you should already have a basic understanding of statistics and Excel. If you are new to R, the program guidance recommends starting with coursework that covers basic R skills before moving into more advanced marketing applications.

In Cornell’s Demand Marketing Certificate, you can expect project work that mirrors the kinds of analysis a demand marketing or growth team uses to make budget and optimization decisions. You will apply R-based analysis and marketing measurement methods to produce outputs you can use to explain results and recommend next steps.

You will complete projects such as:

  • Analyzing marketing or customer data in R to answer a practical business question and communicate findings clearly
  • Designing a structured approach to measuring advertising effectiveness using the scientific method
  • Building an attribution-based analysis to connect sales outcomes to specific marketing channels and inform budget allocation
  • Using conjoint analysis to measure consumer preferences and interpret the implications for product positioning
  • Developing a marketing mix model to support smarter resource allocation and ROI-focused planning

Across Cornell’s Demand Marketing Certificate, the emphasis stays on turning analysis into decisions, so you practice not only the methods but also the judgment needed to translate results into actions stakeholders can support.

Cornell’s Demand Marketing Certificate equips you to turn marketing data into defensible decisions that improve how you measure performance, allocate budget, and optimize ROI.

After completing the Demand Marketing Certificate, you will be prepared to:

  • Optimize spend in paid search advertising
  • Measure advertising effectiveness and efficiency using the scientific method
  • Make budget allocation decisions by attributing sales outcomes to specific marketing channels
  • Use conjoint analysis to measure and interpret consumer preferences
  • Analyze data using R
  • Develop marketing mix models

What truly sets eCornell apart is how our programs unlock genuine career transformation. Learners earn promotions to senior positions, enjoy meaningful salary growth, build valuable professional networks, and navigate successful career transitions.

Cornell's Demand Marketing Certificate is delivered through our Mentored Learning format and consists of 4 courses requiring approximately 10 to 12 hours of study for each, or 46 hours of coursework in total. You have up to 6 months to complete all necessary components, though you may finish in fewer than 6 months depending on your schedule. The program allows you to follow an individualized structured learning agenda with a flexible approach that includes interaction and project feedback with your expert facilitator. You'll also complete graded projects that let you apply learning concepts to on-the-job situations.

Throughout the Demand Marketing Certificate program, your expert facilitator provides personalized feedback on all projects and will invite you to optional 1:1 mentoring sessions as you progress. This guided approach allows you to ask questions and receive support as you apply marketing measurement and optimization methods to real-world business challenges.

Reliable marketing optimization starts with measurement discipline, not just more data. Cornell’s Demand Marketing Certificate helps you build a rigorous approach to evaluating performance so you can separate signal from noise and make changes that are tied to outcomes.

You will learn how to measure advertising effectiveness and efficiency using the scientific method then connect results to ROI-focused recommendations. Along the way, you’ll strengthen your ability to analyze data in R and apply marketing analytics methods that inform what to scale, what to fix, and how to explain the rationale to stakeholders.

Because Cornell’s Demand Marketing Certificate also emphasizes marketing mix models and channel-level attribution, you will gain multiple lenses for evaluating effectiveness, which is especially useful when performance is spread across several campaigns and platforms.

Attribution becomes valuable when it changes how you allocate spend, not just how you report results. Cornell’s Demand Marketing Certificate is built to help you connect sales outcomes to marketing activity so you can make more confident, evidence-based budget decisions.

You will explore attribution models that link outcomes to specific marketing channels and use that analysis to inform budget allocation. You’ll also build complementary skills in R-based analysis and marketing mix modeling, which helps you triangulate performance and make more practical recommendations when multiple channels contribute to demand.

The result is a more complete measurement toolkit for answering questions like where incremental budget is most likely to drive results and which channels are under- or over-credited in your current reporting.

When you need to make choices about positioning, features, or offers, preference measurement can reduce guesswork. Cornell’s Demand Marketing Certificate includes conjoint analysis so you can quantify consumer trade-offs and translate preference data into marketing decisions.

You will learn how to use conjoint analysis to measure and interpret consumer preferences, and you’ll connect those insights to practical questions like optimizing product positioning. Combined with the Demand Marketing Certificate’s broader focus on data-driven marketing strategy and R-based analysis, you build the ability to move from customer data to concrete go-to-market recommendations.