Data-Driven Design for Digital Marketing and Social Media
Use data to develop and optimize creative assets
Spring 2022 Dates (Remote)
DDD 001: March 9 - April 27, 2022
Time: Every Wednesday, 6pm to 9pm EDT
Tuition: $1,440 - $1,600
Online Platform: Webex
Digital media and big data have transformed the branding, marketing, and advertising landscape as we know it. No longer can a creative team attribute their design choices to their instincts. When it comes to selling through work to clients, they expect customer data to drive their creative strategy at every level. In this new landscape where we know more about customers than ever before Data-Driven Design has quickly become an essential competency for brands. Analysts and designers alike are being tasked with creating content that is inspired by real people and real data. This class was created to train professionals to utilize data to develop, refine, and optimize their creative work across a campaign lifecycle; ultimately delivering timely, engaging content, and measurable results.
Over the course of 8 weeks, you’ll work in interdisciplinary teams to develop a book building case study across a campaign lifecycle. Through this process, you’ll learn to leverage social and digital analytics tools from defining measurable business goals to insight gathering and audience segmentation, to creative campaign development, to create A/B optimization tests. This class is taught by industry professionals and features a notable list of guest lecturers who’ll ground your learning in real-world expertise and knowledge.
This program is a Synchronous and Collaborative Remote Experiential Learning™ (SCREL™) Certificate Program. Unlike traditional distance and online learning models, SCREL enables real-time interactions between faculty, industry professionals. In addition, our intimate maximum class size of 14 students will enable in-depth discussions and exchange of ideas to maximize your learning experience and results.
This course is designed for professionals at all levels who want to learn how to use data to drive their design process, measure their work’s business impact, and target, test, and optimize content in real-time. Whether you're a trained designer who is unfamiliar with how to use data to inform your creative process or a trained analyst who is not quite fluent in design terminology and wants to learn to use data to drive business intelligence at your company -- this course is for you.
Technology Requirements: High-speed internet connection; a design-grade laptop or desktop computer that is capable of running the latest browser and streaming media; and built-in or external webcam and speakers.
What You Will Learn
- Learn how to map business goals to measurable social and digital metrics
- Learn how to use social analytics and search trends to inspire your design process and create timely, culturally relevant work
- Learn how to use data to create audience profiles and data-driven creative work
- Learn how to use data to inform channel activation plans
- Learn to set key performance metrics for your design work and how to measure its success
- Learn how to conduct A/B style testing and how to measure and optimize performance using social analytics simulator
What You Will Get:
A book-building case study that shows how you applied the core learnings across a campaign lifecycle from defining business goals and KPIs to insight gathering, to creative development, to going live, to A/B creative optimization tests and ultimately measuring success.
Meet Our Faculty
Vanessa Cameron Bidetti
Connections Strategy Director and Adjunct Faculty
Vanessa is a whole-brain thinker with a diverse background in audience insights, technology, and design thinking. She has expertise in creating innovative, customer-inspired content and experiences across channels. Vanessa also has an entrepreneurial spirit and maker mind. In 2015 she launched Tribespotted, a mobile trendspotting app (launched on the App Store in 2015.) For the past decade, Vanessa led connections planning on an array of integrated global teams on clients from Dell, to L’Oreal, to Chevrolet and Shiseido. From small and scrappy to big and complex companies Vanessa prides herself in creating strategic plans to right-size client needs and goals. Her hybrid background in business and design enables her to act as a bridge between strategic thinking and creative problem-solving. Vanessa loves digging into the data and is adept at partnering with business stakeholders and collaborating with all manner of makers and producers.
Jemal Gulum (Guest Lecturer)
Business Intelligence, Pebble Post
For nearly a decade Jemal's worked in the start-up trenches using data to drive business intelligence for brands big and small. He loves mixing methodologies and analytical tools and techniques to solve complex questions and business problems. His tenure in the advertising and now start-up industry has shaped his ability to drive meaningful, actionable insights for clients. Jemal specializes in helping businesses better understand their audiences' behaviors and mindsets from who they are, to where they are, to what they're doing. Jemal guides businesses to create relevant content and understand that measurement and performance ultimately determine whether a brand grows and adapts to change, or becomes irrelevant in the face of it. Regardless of the marketing challenge and climate Jemal prides himself in helping brands map out and navigate their course.
Chris Ee (Guest Lecturer)
Manager Analytics and Platforms, Verizon
Chris Ee started his career in search marketing, where he found that understanding people's online behaviors and putting numbers behind the "why" laid the foundation for brands to remain relevant in today's digital age. With over 10 years of digital experience across social, search, paid media, and consumer research, he aims to bridge the gap between paid, owned, and earned media and show that analytics isn't always boring.
Chris applied his analytics-driven approach for 5 Super Bowl war-rooms in real-time (and the one-of-a-kind 36-hour live-stream on Facebook.)
Some of his most notable work informed packaging for a major candy brand, which resulted in a 2% lift in sales for a category that had been declining 4% that year. Chris has also led global research projects with data-driven design being a central tenet for many of the clients he has worked on. His client roster includes Exxon Mobil, Mars (Snickers, Skittles, etc), Samsung, and the Empire State Building. He also has a passion for helping startups scale on the side.
- Certification from a world-renowned college
- Classes taught by top industry experts
- Our focus is on helping you transition or advance your career
- Our team-teaching methodology maximizes learning outcomes
- Curriculum Designed by award-winning educators
FIT’s SCREL programs were developed by award-winning faculty members from FIT’s Creative Technology & Design (CT&D) subject area and Center for Continuing and Professional Studies (CCPS). It provides a hands-on learning experience that simulates the workflow of online collaboration and global teamwork, which is becoming a standard in the contemporary creative industry.
Synchronous: Real-time remote lectures, demonstrations, and discussions for instant feedback and dynamic exchange of ideas.
Collaborative: Adaptation of industry-standard tools that enable real-time online collaboration and teamwork.
Experiential: Hands-on experiential and project-based learning in which students actively explore real-world problems and challenges and acquire a deeper understanding of the subject.
About the Center for Continuing and Professional Studies (CCPS)
FIT's CCPS offers credit and noncredit certificates and courses in fashion, business, design, technology, and marketing, to help you enter into or advance your career in the fashion and related industries. With short programs and flexible schedules, you can learn at a time and pace you can manage and afford.
About Creative Technology & Design (CT&D)
The CT&D program area was founded with a mission to elevate students’ understanding of advanced design concepts as well as their command of cutting-edge technology, CT&D at FIT provides a flexible curriculum and an empowering transdisciplinary learning environment. Our pedagogical goal is to nurture the next generation of creative technologists who will design digital products, platforms, and creative solutions that improve people’s lives.
CT&D Advisory Board
C.J. Yeh , Founder / Founder and Managing Partner, Cynda Media Lab
Christie Shin , Partner / Design Director, Cynda Media Lab
Paul Kim , Vice President of Strategy, North America HQ at Samsung Electronics
Allison Ceraso , President and Chief Experience Officer, Havas Health Plus
Marcin Ramocki , Chairman, MFA in Media Arts, New Jersey City University
Akiko Rokube , Creative Director, PwC Experience Center
Jennifer Bruno , Director of Product, Fusion Media Group
Ben Morejon , Creative Director, Anomaly