Advertising media professionals today have an unprecedented amount of data available to assist them in making decisions and the aptitude to effectively utilize this information represents a significant strategic advertising advantage. The purpose of this course is to help students develop their data analysis skills using various approaches such as data mining, audience segmentation, and media intelligence reporting. The course will begin with a comprehensive survey of media research sources and culminate with students analyzing multiple types of data to compile a professional research report. Ultimately, the goal is to enhance the student’s ability to understand and evaluate media data.