An introductory strategic communication course exploring data-driven decision-making using AI-driven methods for audience analysis. This course covers fundamental data channel metrics, basic statistics, and common constructs for interpreting and evaluating media consumption patterns. Students will learn how to apply AI throughout the semester to develop insights and enhance audience engagement strategies. Students will gain hands-on experience in analyzing data, visualizing data, and presenting recommendations. Students will also gain relevant industry certifications, as well as practical experience in a semester-long media analytics testing and optimization simulation.