MBA in Data Driven Digital Marketing: your future is also in data!

Master, Innovate and Lead with Data

How to build, execute and optimize digital marketing strategies in a world increasingly full of data.

Made by the market to prepare you for the market

Partner companies that approve the MBA

4 pillars

Formatted to revolutionize the way you use data in marketing

STATISTIC

Master the essential mathematical foundations and understand the most effective applications of statistics in the marketing universe, identifying patterns and trends

STORYTELLING

Develop the ability to communicate impactful insights and stories through data, gaining the attention and engagement of your audience

TECHNOLOGY

Mastering the necessary management to coordinate tools and platforms that improve data collection, analysis and visualization

MARKETING

We explore various metrics, KPIs and techniques to review different areas, definitions and frameworks

Discover our course curriculum

Divided into 4 modules, the MBA in Data Driven Digital Marketing mixes theory and practice, filled with real cases, taught by professionals with vast experience and references in their subjects, in addition to opening doors for technical visits to large companies. The objective is for the student to complete the course knowing how to set up and execute digital marketing strategies that are truly capable of positively impacting companies' results.

BECOME AN EXPERT.

Course to improve knowledge in digital marketing, with doses of statistics, behavioral economics, definition and management of metrics, management tools and software, in addition to several practical cases.

YOU WILL LEARN ABOUT

• Data Driven Culture: pros and cons

• Digital marketing metrics
• Biases and decision-making process
• Data-based project generation and management tools
• Basic concepts in statistics
• Practical application of Data Driven Digital Marketing

DURATION

4 semesters

PERIOD

Wednesday (7pm-10pm)

Saturday (09h-12h | 13h-16h)

Start of classes in the 2nd Semester of 2023

Classes on alternate weekends

INVESTMENT

from R$ 1,250.00/month

FULL CHARGE

420 hours

FORMAT

Completely remote with live synchronous classes

MODULE 01

MODULE 02

MODULE 03

MODULE 04

MODULE 05

1. Introduction and Preparation

Fundamentals of Data Driven Marketing

Introduction to Data Driven, Decision Making and Biases
Google Sheets / Excel (study north)

Statistic

Statistics – Introduction, Measures of Central Tendency, Measures of Dispersion.
Statistics 2 – Critical analysis of results/statistical reports.
Statistics 3 – Trend and Probability applied to Marketing scenarios.
Probabilistic Sampling applied to market research.
Statistics 4 – Review of formulas for marketing statistics

2. Statistic

Descriptive Measures
Trend and Probability
Correlation

Charts, Funnels and Customer Journey

Types of charts
BPMN (Business Process Modeling Notation)
Target Audience, ICP and Persona
Funnel and Customer Journey
Consumer Behavior

2. Data Marketing

Metrics, KPI's and Essential Indicators

Concepts and differences Metrics, OKR, KPI and NSM
ecommerce metrics
Ad metrics
Content Marketing Metrics (include podcast)
Social Media Metrics and Influencers
Ad metrics
Conversion Rate Optimization (CRO)
ABM metrics
Product Metrics
Metrics for SAAS
Metrics for Applications
Sales metrics
CRM metrics (sales)
Conversational Metrics

Growth and Data Security Strategies

Defining metrics, OKR, KPI and NSM
Growth hacking
Data security (Privacy and LGPD)

3. Data Making

Data Management and Architecture

MVP – ETL Basics (Google Sheets + GPT)
Data Warehouse
ETL
Data Architecture and Planning

Predictive Analytics, Data Visualization

Predictive Models
Google Data Studio
Power BI

Competitive Analysis and Optimization

Analysis, bench and market intelligence
A/B Testing
Media Monitoring

4. Applying, creating, delegating and presenting

Investment and Performance Monitoring

Long-term performance analysis
Goal tracking, OKR, KPI and NSM
Media planning (How to put together a strategy? How much to invest in each digital media? (channel allocation); etc.)

Data Driven Project Management

Macro view of Data Driven Marketing and Sales
Scope of how to delegate a Data Driven project
Decision-making process using data driven

Future of Data Driven Marketing

Post-date planning
How to prepare for artificial intelligence (GPT Chat and the like)

5. Data Driven Marketing - From Planning to Launch

Final Practical Project

Embark on a digital transformation journey, applying all the knowledge acquired in the MBA to solve a real digital marketing challenge for a company of your choosing

Your options will be:

1 – The company where you work or are a partner, allowing you to directly contribute to its success.
2 – A client of yours, improving your professional relationship by presenting new solutions to the challenges they face.
3 – A candidate company that we will present, which is seeking analysis and solutions from qualified professionals like you.

This challenge will allow you to connect and structure the knowledge acquired, generating a deep and practical understanding of data-driven marketing.

2. Design and Visualization I

Fundamentals, criticism and redesign
Information design and visual perception
Data coding

3. Design and Visualization II

Matplolib and Seaborn
Adobe Illustrator
GIS/QGIS
Flourish and D3

3. Design and Visualization II

Tools for investigation and communication
Prototyping (HTML, JS and CSS)
Introduction to Matplotlib and Plotly

1. Storytelling: writing with data

Creating narratives with data
Data to inform, entertain and connect

2. Project Management

Agile methodologies for Journalism (Scrum and Kanban)
Use of digital tools (Trello, Asana, Todoist)

3. Entrepreneurship and Innovation

Ideation of projects for journalistic innovation
Fundraising strategies (announcements, financiers, etc.)

Our course curriculum

The MBA in Data Driven Digital Marketing is a cutting-edge course focused on developing programming, applicability and design knowledge, through practical learning based on research in journalism, data science, coding and digital development.

Module 1

Fundamentals of Data Driven Marketing

Introduction to Data Driven, Decision Making and Biases
Google Sheets / Excel (study north)

Charts, Funnels and Customer Journey

Types of charts
BPMN (Business Process Modeling Notation)
Target Audience, ICP and Persona
Funnel and Customer Journey
Consumer Behavior

Statistic

Statistics – Introduction, Measures of Central Tendency, Measures of Dispersion.
Statistics 2 – Critical analysis of results/statistical reports.
Statistics 3 – Trend and Probability applied to Marketing scenarios.
Probabilistic Sampling applied to market research.
Statistics 4 – Review of formulas for statistics in marketing

Module 2

Metrics, KPI's and Essential Indicators

Concepts and differences Metrics, OKR, KPI and NSM
ecommerce metrics
Ad metrics
Content Marketing Metrics (include podcast)
Social Media Metrics and Influencers
Ad metrics
Conversion Rate Optimization (CRO)
ABM metrics
Product Metrics
Metrics for SAAS
Metrics for Applications
Sales metrics
CRM metrics (sales)
Conversational Metrics

Growth and Data Security Strategies

Defining metrics, OKR, KPI and NSM
Growth hacking
Data security (Privacy and LGPD)

Module 3

Data Management and Architecture

MVP – ETL Basics (Google Sheets + GPT)
Data Warehouse
ETL
Data Architecture and Planning

Predictive Analytics, Data Visualization

Predictive Models
Google Data Studio
Power BI

Competitive Analysis and Optimization

Analysis, bench and market intelligence
A/B Testing
Media Monitoring

Module 4

Investment and Performance Monitoring

Long-term performance analysis
Goal tracking, OKR, KPI and NSM
Media planning (How to put together a strategy? How much to invest in each digital media? (channel allocation); etc.)

Data Driven Project Management

Macro view of Data Driven Marketing and Sales
Scope of how to delegate a Data Driven project
Decision-making process using data driven

Future of Data Driven Marketing

Post-date planning
How to prepare for artificial intelligence (GPT Chat and the like)

Module 5

Final Practical Project

Embark on a digital transformation journey, applying all the knowledge acquired in the MBA to solve a real digital marketing challenge for a company of your choosing

Your options will be:

1 – The company where you work or are a partner, allowing you to directly contribute to its success.
2 – A client of yours, improving your professional relationship by presenting new solutions to the challenges they face.
3 – A candidate company that we will present, which is seeking analysis and solutions from qualified professionals like you.

This challenge will allow you to connect and structure the knowledge acquired, generating a deep and practical understanding of data-driven marketing.

Professional Certifications

Upon completing our course, you will receive a complete certification that confirms your qualifications as a leading professional in Data Driven Digital Marketing.

Data Analyst

Certification in 1 year

Data Engineer

Certification in 1 year

ML Engineer

Certification in 1 year

Data Scientist

Certification in 1 year

Data Driven Digital Marketing

Full certification

Market testimony

“Marketing and Sales are disciplines that have changed a lot in recent years, but very few business schools and educational institutions have managed to keep up and train professionals at the level that the market demands. On the other hand, the mentors of this course have a history of success in the national marketing and sales ecosystem, with cases and awards that prove results. I believe that these connections, between the market, students and highly credible professionals, focused on results and sales, are differentiators for this MBA.”, says Luiz Lourenço, partner and director of RD Station.

Luiz Lourenço, partner and director of RD Station.

Your class day at IDP is like this.

There will be hours of individual study and live classes.

The entire format of the program was designed so that our students can exercise their interpersonal skills and be able to deal with the typical, everyday challenges of a Marketing Professional Specialist's career.

TEACHING METHODOLOGY

Learn from those who are a reference.

The team behind your course has experts in technology and education so that you have the best pedagogical support throughout your journey here!

Learn from those who are a reference.

The team behind your course has experts in technology and education so that you have the best pedagogical support throughout your journey here!

Albert Hayfaz

CEO and co-founder of VOOOZER, a reference company in Audio Marketing in the country, selected by Google for Startups as one of the most promising startups in 2019. Creator of the Audio Posts methodology, for 6 years he has been optimizing engagement, SEO and generation of leads from hundreds of companies, including: RD Station, iFood and Flash.

Rodrigo Nascimento

Author of the book “Marketing in the data era – The end of guesswork”, the first on data marketing in Brazil. Founder of the data marketing startup Buscar ID, he served more than 300 companies in his 8-year career in the sector – one of the largest in Brazil in data marketing according to SEMRush. He worked with brands such as Fundação Getúlio Vargas, Obabox, Rock Content, Méliuz, nima Educação, Drogaria Araujo and over 300 other companies.

Renata Catto

Business Director at SOAP | Specialized in Feminine, Conscious and Humanized Communication and Leadership | Speaker | Podcaster – Talk SOAP

Valdir de Jesus

PhD student and Master in Production Engineering from the Federal University of Minas Gerais. Consultant in Data Science, Business Intelligence and Project Management with more than 1,080,000 m2 managed. Specialist and consultant in Project Management in uncertain scenarios. Specialist in Project Management with Project by Microsoft.

Rafaella Martins

Digital Marketing Professional, bachelor in Advertising, dedicated to the data area and CRO – Conversion Rate Optimization -. She has worked in agencies since 2018 and currently holds the position of CRO and data coordinator at NP Digital Brasil, managing teams and experimentation projects (CRO) and data, structuring operational processes in the area and carrying out marketing training for companies. other product areas of the agency (SEO, Paid Media and Project Management). He is certified in Growth Hacking and Data Analytics, in addition to several extracurricular courses.

Root Earth

One of the pioneers in Growth in the country, with more than 15 years of experience in Marketing, Sales and Product. Elected as TOP50 Professionals and TOP20 Founders Hustlers by Gama Academy. Graduated in Advertising and Marketing from ESPM, Postgraduate in Business Management from BBI of Chicago, Specialist in Neuromarketing and Neurosales. Founding partner and Executive Director of Growth Office, applies her own methodologies that promote Business Growth Intelligence combined with the Science of Human Behavior. She works as a Consultant, Mentor, Speaker and MBA Teacher. It has already accelerated the growth of dozens of startups and corporations in Brazil and abroad.

Deborah Veras

With more than 18 years of experience in the commercial area, Débora worked for 13 years in a multinational in the Telecom market until she found herself in the tech market. Having worked for companies such as RD and ActiveCampaign, today he heads the partnerships area at MoEngage, a martech with more than 700 employees spread across 15 offices around the world. His expertise encompasses performance management, identifying market opportunities, negotiating contracts and establishing strategic commercial partnerships.

Fernando Ramos

Fernando is an experienced digital marketing professional, specialized in decision making based on data analysis. With an MBA from FIA-USP and Vanderbilt, he applied “data driven” strategies in companies such as Sky TV, Expedia (Head of Digital Marketing) and Rappi (currently Global Head of Merchandising), achieving exceptional results. His background includes leadership from Stanford University and project management from the University of California Santa Cruz. BSc in Information Systems from Mackenzie University.

Álvaro Magri

Bachelor and Master in Computer Science from the State University “Júlio de Mesquita Filho” São José do Rio Preto campus (2014-2020) in which he specialized in problem solving within the scope of Bioinformatics, dealing with large-scale data, as well as in high performance computing. University professor at UNESP and UNILAGO in the aforementioned city, focusing on new technologies and interdisciplinarity, with courses taught from health to engineering. It also plays a leading role in software development and management in the Conversational Marketing scenario.

Christiane Luckow

Partner and Head of Strategy at Estúdio Nub, graduated in Social Communication – Journalism from PUCRS and postgraduate in Strategic Marketing with an MBA from ESPM-Sul. He has worked in advertising agencies and, for 12 years, has worked with creative facilitation, scenario mapping, culture and branding with the aim of valuing one of a company's greatest assets: its brand.

João Sgarbi

He has worked for almost 20 years as a lawyer in highly complex cases. Graduated and post-graduated from Mackenzie, with specialization from PUC-SP and the University of Coimbra (Portugal), he also has a master's degree in philosophy and general theory of law from USP.

Oscar Sigaki

Engineer graduated from FEI and Postgraduate Professor in the Digital Marketing course at UMC. He has been responsible for performance marketing in projects such as Vivo, Smiles, Kroton, among others. Today, as a partner and CGO at Hubify, he is responsible for the Paid Media, SEO and Content areas.

Raphael Dyxklay

With 10 years of experience in the technology and innovation market, over the last few years he has worked on building three startups that became unicorns (Creditas, Olist and Loft) and founded companies in the human resources, education and finance sectors. Today he is the founder of Barte, a fintech that received more than R$20 million in investment from funds like VentureFriends and GFC (which were also at the beginning of companies like Facebook and Airbnb). In addition, he is a professor and speaker at the main technology events in the country.

Felipe Spina

Author of 3 books, CEO and co-founder of Maestro ABM Since 2003, helping people and companies over the Internet. Awarded as Digital Professional by ABRADi-SP in 2017. I participated in the first Growth Hacking team at RD Station, was Head of Growth and partner at the District and responsible for the first ABM (Account-Based Marketing) portal in Brazil.

SEE WHAT THE COORDINATOR HAS TO SAY

Check out in the video what the course coordinator and founder CEO of Hubify, Fábio Duran, has to say about the MBA.

Your path to IDP Tech School

1. Registration

2. Interview

3. Registration

Still have questions?

1. Is there any scholarship program for the MBA in Data Driven Digital Marketing program?

There is no scholarship program for the MBA. Speak to a consultant to find out more about payment possibilities.

2. What type of certificate will I receive after completing the MBA in Data Driven Digital Marketing?

IDP is a Higher Education Institution recognized and regulated by the MEC. The MBA in Data Driven Digital Marketing has the title of postgraduate . At the end of the course, the student will receive a postgraduate certificate registered with the MEC !

3. How long is the MBA in Data Driven Digital Marketing?

The MBA in Data Driven Digital Marketing is divided into modules, with a workload of 420 hours and a duration of 2 years.

Our courses were designed with a continuous flow of learning, practice, training and professional development.

Throughout this period, the student will follow immersive trails and glimpse the birth of a unique professional in the market!

4. What is the MBA in Data Driven Digital Marketing selection process like?

The first stage of the selection process for the MBA in Data Driven Digital Marketing consists of a curriculum analysis. If approved, the candidate will proceed to the final interview stage with our course coordinator.

The interviews will be carried out in a virtual format.

5. Do I need to have knowledge of programming or mathematics to enroll?

No! To enroll in the MBA in Data Driven Digital Marketing you only need to have completed higher education at undergraduate level.

The MBA in Data Driven Digital Marketing was developed for those professionals who want professional development in an area of technology and yet have little or no specific knowledge in programming or mathematics.

The Tech School will offer support material and prior study in the areas of mathematics and statistics. This way, you will make the most of your training.

6. What is the teaching model adopted for the MBA in Data Driven Digital Marketing?

The teaching model adopted for the MBA in Data Driven Digital Marketing is distance learning, remote, with synchronous classes and synchronous and asynchronous activities.

Therefore, it is important that the student participates in classes and carries out all the proposed activities to obtain a complete experience.

Our MBA was designed so that the student has an experience beyond theory. Our synchronous meetings include moments of class and assistive practice.

7. When will the synchronous moments be held?

Synchronous moments, classes and practice, will be held on Wednesdays
, from 7pm to 10pm and on Saturdays, from 9am to 12pm and from 1pm to 5pm. There will be two weekends of synchronous activities interspersed with a weekend without synchronous activities .

8. What are the payment plans?

Payment can be made in cash or in installments in up to 24 installments. Speak to a consultant to find out more.

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