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Data Science for Marketing
Intermediate Certificate
In today’s fast-paced digital economy, marketing success depends on data-driven insights. Unlock the power of data science for smarter marketing decisions.
The Data Science for Marketing Certificate equips professionals with the skills to analyze and interpret marketing data, optimize campaigns, and enhance strategic decision-making. This seven-session online program bridges the gap between data science and marketing, making it ideal for professionals looking to integrate analytics into their marketing strategies. Participants will gain hands-on experience with Python, statistical modeling, machine learning applications, and digital experimentation techniques tailored for marketing decision-making.
Designed with You in Mind
- Recommended Background
Basic Python proficiency (loading datasets, executing scripts, troubleshooting), fundamental statistics knowledge (central tendency, descriptive statistics), familiarity with marketing concepts and business challenges. - Career Advancement
This certificate is ideal for marketing professionals, business analysts, data professionals, product managers, and anyone focused on practical, real-world applications of data science. - Hands-on Learning
Throughout the program, you'll work with hands-on coding exercises and case studies to develop practical, data-driven marketing strategies. - Flexible & Online
Perfect for working professionals with a busy schedule. - Industry Expert Insights
Learn from top industry professionals in the world of data science for marketing.
What You’ll Learn
- Apply machine learning and statistical models to marketing analytics.
- Use Python for data analysis, segmentation, and forecasting.
- Conduct A/B testing and optimize marketing campaigns.
- Implement clustering techniques for customer segmentation.
- Translate data insights into actionable marketing strategies.
- Solve real-world challenges with industry-proven techniques like regression, ANOVA, and forecasting.
Meet Your Instructors
Obtin Zandian is a Data Scientist working in Marketing Analytics at Apple, where he applies machine learning, natural language processing, and forecasting to inform marketing strategy across multiple lines of business at the company. He holds a Master’s degree in Data Science from the University of San Francisco, and a Bachelor’s degree in Neuroscience from Boston University. His interdisciplinary background has allowed him to work in both industry and academia, where he can connect quantitative insights to real-world impact. Prior to his current role, Obtin worked as a Machine Learning Engineer at Numeraxial LLC, and as an undergraduate researcher in the Howe Lab and Computational Neuroscience & Vision Labs at Boston University. He is passionate about the practical application of data science in understanding behavior, influencing decision-making, and driving measurable impact across industries.
Course Information
Format: Online. Instructor-led sessions are conducted live via Zoom.
Schedule: Apr. 22 - Jun. 3, 2026, Wednesdays, 6 -9 p.m.
Weekly Commitment: Expect 5-7 hours per week, including live sessions (3 hours), assignments, and projects.
Recordings: Participants will have access to recorded sessions and resources.
Prerequisites: Familiarity with Python, statistics, & marketing concepts.
Continuing Education Units: 2
Cost: $1195 - $795 USF Alumni - $395 USF Students
Hands-on Curriculum
Learn fundamental skills and explore real-world applications. Our sessions cover a variety of topics, including A/B testing, analyzing datasets, predictive modeling, logistic regression, and machine learning.
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Session 1: Introduction to Data Science for Marketing
Gain an overview of how data science enhances marketing decision-making. Learn fundamental Python skills and explore real-world applications like A/B testing to optimize campaigns.
Session 2: Descriptive Statistics & Correlation Analysis
Analyze marketing datasets using descriptive statistics and correlation analysis. Understand how marketing variables interact and impact business performance.
Session 3: Regression Analysis for Marketing
Discover predictive modeling techniques using linear and multiple regression. Learn to forecast marketing outcomes such as sales and customer engagement.
Session 4: Logistic Regression for Customer Insights
Explore logistic regression applications in marketing, such as predicting customer churn and purchase likelihood. Understand how to classify marketing outcomes using probability models.
Session 5: Experimentation & A/B Testing in Marketing
Learn how to design and analyze A/B tests and apply ANOVA to measure campaign effectiveness. Conduct statistical tests to optimize marketing strategies.
Session 6: Customer Segmentation with Machine Learning
Use clustering techniques like K-means to segment customers based on behavioral data. Develop targeted marketing strategies based on customer personas.
Session 7: Forecasting & Final Project
Apply time-series forecasting methods to marketing planning and campaign optimization. Complete a final project analyzing a marketing dataset and presenting actionable insights.
Professional Certificates at the Data Institute
Proven Expertise
Since 2016, the Data Institute at the University of San Francisco has been a leader in delivering top-tier professional certificate programs. Backed by renowned faculty and industry experts, our programs are designed to empower professionals with the knowledge and skills to excel in their fields.
Cutting-Edge Curriculum
Stay ahead of industry trends with courses that focus on the most sought-after topics, including AI, data science, and graph neural networks. Our curriculum is continuously updated to reflect the latest advancements and best practices.
Hands-On Learning
Master practical skills by working on real-world projects, engaging in interactive instruction, and using state-of-the-art tools and techniques trusted by leading professionals.
Data Institute
101 Howard St. Suite 500
San Francisco, CA 94105
San Francisco, CA 94105
Hours
Mon-Fri, 9 a.m. - 5 p.m.