Certification in Digital Marketing Analytics (fall 2023)

The FCS is excited to again partner with the Financial Marketing Institute (FMI) on the launch of a new semester for its Certification program in Digital Marketing Analytics. The full program comprises three virtual courses:

  • Digital Analytics 1Optimizing User Experience Using Website and Mobile
  • Digital Analytics 2Optimizing Social Media, Digital Display and Paid Search
  • Email Marketing for Financial Marketers

Each course consists of:

  • Two live 90-minute workshop classes
  • Course video(s)
  • Curated notes by the professor for the course
  • Discussion board
  • Quiz

Each class is taught by Roy Wollen, a professor at Northwestern University’s Medill School of Integrated Marketing Communications, where he teaches Marketing Metrics, B2B Marketing, and Digital Analytics. Roy is also a Lead Strategist and a member of the Advisory Faculty at the Financial Marketing Institute.

The program has been organized by FMI President Frank Dudley, also a professor at Northwestern Medill, where he teaches courses in Modern Marketing Management, Marketing Strategy, Digital Marketing, Media and Innovation, and Influencer Marketing. Frank has created and presented research-based events for both FCS New York and FCS Chicago in the past.

Each course is priced at $995, with FCS Members discounted to $950. FCS Corporate Members enjoy a further discount and pay only $895 per employee for each course. (Corporate Members should contact FCS Admin Coordinator Marisa Jago to receive the discount.)

You can choose to enroll in each course separately or enroll in all three and receive a 10% discount.

Professionals successfully completing all three courses will earn a Certification in Digital Marketing Analytics from The Financial Media Institute.


Digital Analytics 1 – Optimizing User Experience Using Website and Mobile

Dates: November 13 and November 20

Time: 12:00 – 1:30 pm EST

Financial marketers rely on website and mobile experiences to attract new customers, share information and nurture existing customers. This course covers how to optimize digital experiences via the website and mobile channels to position brands as experts and get noticed. The course will provide examples and techniques to analyze and optimize effectiveness of customer engagement in these channels.

Digital Analytics 2 – Optimizing Social Media, Digital Display and Paid Search

Dates: November 27 and December 4

Time: 12:00 – 1:30 pm EST

Social media and influencers are some of the most effective digital marketing applications. This course shows financial marketers how to envision a social media and earned media presence and measure its ROI. Paid digital media is a way to achieve scale, but given its cost, analytics is even more important to prove its value.

Email Marketing for Financial Marketers

Dates: December 11 and December 18

Time: 12:00 – 1:30 pm EST

Email is still a workhorse to financial marketers due to its addressable nature, low cost, and high ROI. But it’s easy to fall into the trap of over-emailing and wearing out your email subscribers. The goal of this class is to be able to define world-class email marketing and set up a measurement plan that starts with opens & clicks, but goes beyond, to building long-term relationships.


For more information, please email FMI at [email protected].