Course completion certificate: Combining the latest research on changing consumer behaviors, available analytic tools and evolving roles of social media and marketing within organizations, this course will prepare you to: - Articulate the key features of the new Consumer Decision Journey (CDJ) and use it to set marketing strategy and budgets - Begin to build holistic marketing campaigns creating premium user experiences across the entire CDJ - Develop specific marketing strategies at each stage of the CDJ for consumers in different behavioral segments - Identify tactics that can help turn consumers into brand advocates - Measure spend effectiveness using metrics that matter - Decide what type of digital center of excellence (COE) may be right for your company - Bring analytics and creativity together in your marketing organization