For those with some experience with data and ready to take their skills to the next level.
A practical, application‑driven series that helps participants use digital data to understand consumer behavior, diagnose marketing performance, and make insight‑driven strategic decisions. The course blends marketing strategy, analytics frameworks, and hands‑on analysis across major digital channels, preparing participants to think critically and communicate findings with clarity.
Participants move beyond reporting “what happened” to explaining why it happened and what to do next, using real datasets, industry tools, and structured diagnostic techniques. Minimal prior digital marketing experience needed.
About the Instructor
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Trish BabbAdjunct Professor,
Boston University
Ms. Babb began her career in advertising at BBDO/NY, serving as an account executive on award-winning campaigns for Visa and Pepsi. She later transitioned to client-side marketing, holding leadership roles across globally recognized consumer brands including Hasbro, Play-Doh, Playskool, Sam Adams, Coors,
Viacord, USPS, and LoJack.
She brings a proven track record in brand management, digital marketing, and global product development in a number of industries, with a particular focus on translating consumer data into actionable insights.
She holds a BS from Boston University’s College of Communication and an MBA from Thunderbird School of Global Management. She currently serves as an Adjunct Professor at BU’s Questrom School of Business and is a faculty lead for the Digital Business Institute, where she advises MBA teams on external consulting engagements.