This spring, I had the incredible opportunity to teach MKTG 3345 – Web Analytics at Benedictine University—and what blossomed was something truly special.
My vision for the course was rooted in one goal: to help students understand how to interpret data and use it to build a purpose-driven, strategic marketing plan. I didn’t want them to simply memorize definitions or data formulas. I wanted them to walk away with the ability to take raw analytics and shape them into real, actionable insight—because that’s what the world of marketing demands today.
So, we paired rigorous textbook learning with real-world experience. That experience came from the fields – literally through our partnership with the amazing team at Homegrown Health Farms, a local sustainable farm committed to providing organic produce, raw dairy, and pasture-raised meats to our communities.
Planting the Foundation: What We Learned
Throughout the semester, we covered a wide range of topics:
-
KPIs and the structure of marketing data
-
Social media analytics and their place in broader digital strategy
-
SEO and keyword research
-
Email marketing metrics
-
Action analytics, GA4, and how AI is reshaping digital behavior
-
Aligning marketing metrics with larger business goals
Every student in the class earned their Google Analytics Certification and applied what they learned using tools like Meta insights, MailChimp, SE Ranking, and of course, Google Analytics.
🚜 Real Roots: Partnering with Homegrown Health Farms
Our class was granted access to real analytics by Sarah and Rachel, co-founders of Homegrown Health Farms. They shared data from several platforms—including Google Analytics, keyword tracking tools, email marketing results, and social media performance.
Our students identified key insights, like:
-
Email marketing had the highest conversion rates
-
The $35 co-op fee was an incredible value—but wasn’t being marketed effectively
-
The brand was leaning too heavily on video, with little evergreen content
-
Their SEO could be enhanced by focusing on higher-population areas nearby
Their final recommendation? Build a multi-channel marketing strategy that starts with a strong content foundation—like “day in the life” VLOGs, recipe features using their produce, and targeted messaging around their co-op benefits and microgreens (their signature product).
One student even took it a step further and visited the farm in person to capture content for the campaign.
🎤 The Harvest: Final Presentations That Delivered
When it came time for final presentations, every student stood tall—literally and figuratively. They spoke with confidence, clarity, and conviction. They presented data-driven strategies that reflected everything we covered throughout the semester.
And then there was that moment I’ll never forget: Sarah and Rachel’s reactions.
They were amazed—not just by the ideas, but by the structure and strategy behind them. They said, “We knew we needed to do more… but now we actually know where to start.” It was a win not just for the students, but for the farm and its future growth.
🌻 My Own Reflection: Growth All Around
It’s no secret that I’ve been in a bit of a low place lately. But this class—this group—lifted me up. They reminded me why I love what I do. Why I returned to Benedictine University, the place that shaped me back in 2006 when I earned my Bachelor’s, and again in 2018 when I completed my Master’s.
These students showed me what’s possible when education meets purpose. They were engaged from day one, respectful, curious, and kind. They came to class. They asked smart questions. They weren’t afraid to dive in.
And when they met with their client face-to-face and asked thoughtful, strategic questions—that was my full-circle moment. It reminded me of the eager student I once was.
Final Thoughts
MKTG 3345 wasn’t just a Web Analytics course. It was a collaborative, hands-on experience that bridged education, entrepreneurship, and community. It connected students to the real world in a way that was meaningful and impactful.
Thank you to Sarah and Rachel at Homegrown Health Farms for trusting us with your story and your data.
Thank you to my students, who proved that the classroom can be a place where strategy, heart, and creativity grow.
And thank you to Benedictine University, for allowing me the honor to sow seeds of success where I once stood as a student.
Fall 2025, we’re ready to grow again.
