COURSE DESCRIPTION
The Marketing Analytics course is a comprehensive twelve-week program designed to equip students with the skills to measure, analyze, and optimize marketing performance using real data. This course bridges the gap between marketing strategy and data-driven decision-making, preparing students for roles where campaigns are judged on measurable results, not guesswork.
The course begins with the fundamentals of marketing metrics and key performance indicators (KPIs), including reach, engagement, conversion rate, customer acquisition cost, and return on ad spend. Students learn how to set up tracking correctly before analyzing any data.
In the early weeks, students work hands-on with Google Analytics and Google Tag Manager to track website and campaign performance, learning to build custom reports and dashboards that turn raw traffic data into actionable insight.
As the course progresses, students explore social media and paid advertising analytics across platforms such as Meta Ads Manager and Google Ads, learning to interpret ad performance data and optimize budgets for better ROI.
Midway through the course, students are introduced to customer segmentation and cohort analysis, learning how to group audiences by behavior and value so that marketing spend can be targeted more effectively rather than treating every customer the same.
Students then move into A/B testing and experimentation, learning how to design and interpret marketing experiments so that decisions about creative, pricing, or channel strategy are backed by evidence.
The course concludes with a capstone project where students build a full marketing analytics dashboard for a real or simulated business, presenting insights and data-backed recommendations exactly as they would to a marketing manager.
CERTIFICATION
The Marketing Analytics course is designed to build practical, job-ready analytics skills for marketing roles. Over twelve weeks, students progress from basic metrics literacy to building complete performance dashboards and running data-backed campaign experiments.
LEARNING OUTCOMES
– Understanding of core marketing KPIs and how to select the right metrics for a given campaign goal.
– Practical proficiency with Google Analytics and Google Tag Manager for tracking website and campaign performance.
– Ability to read and optimize paid advertising performance data from Meta Ads Manager and Google Ads.
– Skills in customer segmentation and cohort analysis to target marketing spend more effectively.
– Experience designing and interpreting A/B tests to support data-driven marketing decisions.
– Ability to build and present a complete marketing analytics dashboard for a real business scenario.
Through this course, students gain the analytical foundation needed to take on marketing roles that require measuring campaign performance and turning data into clear, actionable recommendations.
