AI Marketing Analytics

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Advance your marketing analytics skills by learning to transform raw campaign data into reliable insights, executive-ready dashboards, and data-backed optimization strategies. In this advanced certificate, you'll build the technical and analytical capabilities needed to work with complex marketing datasets across channels, platforms, and customer journeys. You'll learn how to clean and validate marketing data, write SQL queries to extract campaign-level metrics, and design KPI frameworks that align with business goals. You'll build dashboards in Looker Studio, analyze paid media, SEO, CRM, cohort, segment, and attribution data, and apply A/B testing and forecasting methods to improve marketing decisions. Throughout the program, you'll work with tools commonly used by marketing analysts: SQL, Excel, Looker Studio, GA4, CRM exports, Google Ads, Meta Ads, Search Console, attribution models, and GenAI-supported analytics workflows. You'll complete hands-on projects simulating real marketing analytics responsibilities — from auditing messy campaign data to developing a full campaign optimization strategy. This program is designed for marketing professionals, digital marketers, performance managers, and analysts who already understand marketing fundamentals and want to strengthen their technical analytics toolkit. By the end, you'll have portfolio-ready work demonstrating your ability to prepare data, analyze performance, communicate insights, and recommend action.

Syllabus

Course 1: Data Preparation & Infrastructure
Course 2: Business Intelligence & Visualization
Course 3: Channel & Performance Analysis
Course 4: Audience & Attribution Analytics
Course 5: Advanced Optimization & Experimental Design

Courses

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Move beyond reporting and learn how to optimize marketing performance using experimentation, forecasting, and advanced analytics workflows. In this course, you’ll design A/B tests, evaluate statistical significance, create forecasting models, and use GA4 insights to improve campaign execution and measurement quality. You’ll learn how to structure meaningful A/B tests with clear hypotheses, success metrics, sample-size planning, and evaluation criteria. You’ll also create forecasting models that project future campaign performance and budget requirements using historical marketing data and trend analysis. In addition, you’ll analyze GA4 implementations to identify tracking gaps, troubleshoot instrumentation issues, and improve campaign attribution accuracy. Throughout the course, you’ll use optimization frameworks to recommend tactical and strategic marketing improvements across multiple channels. By the end of the course, you’ll be able to execute data-driven optimization strategies that combine experimentation, forecasting, and analytics into actionable marketing recommendations.
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Understand how audiences behave across the customer journey and learn how to measure the impact of marketing touchpoints more accurately. In this course, you’ll use cohort analysis, segmentation techniques, and attribution models to uncover patterns in user behavior and evaluate marketing effectiveness across channels. You’ll learn how to build and interpret cohort analyses to measure retention, churn, and lifetime value over time. You’ll also compare audience segments using behavioral, demographic, and acquisition data to identify high-value customer groups and conversion opportunities. In addition, you’ll evaluate multiple attribution models—including first-click, last-click, linear, and data-driven attribution—to understand how channels contribute to conversions throughout the customer journey. By the end of the course, you’ll be able to analyze audience behavior, improve reporting accuracy, and make smarter budget allocation decisions using attribution insights.
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Learn how to transform marketing data into dashboards, reports, and visual stories that support better business decisions. In this course, you’ll build data models and KPI frameworks that connect marketing objectives to measurable outcomes while learning how to design dashboards that are accurate, visually clear, and useful for stakeholders. You’ll use Looker Studio and spreadsheet tools to create interactive reports that combine data from platforms such as GA4, Google Ads, and CRM exports. Along the way, you’ll learn dashboard design principles, data visualization best practices, and storytelling techniques that help communicate insights effectively to executive audiences. You’ll also evaluate dashboard usability, compare alternative visual layouts, and refine reports based on stakeholder feedback. By the end of the course, you’ll be able to create professional marketing dashboards, automate recurring reporting workflows, and present data in ways that support strategic marketing decisions.
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Develop the analytical skills needed to evaluate marketing performance across paid media, SEO, and CRM channels. In this course, you’ll learn how to analyze campaign efficiency, identify performance bottlenecks, and connect marketing activity to customer engagement and conversion outcomes. You’ll explore paid media analytics using metrics such as ROAS, CPA, and conversion trends while learning how to identify high-performing audience segments and inefficient spend. You’ll also work with SEO analytics data from platforms like Google Search Console to evaluate search visibility, traffic trends, and content opportunities. In addition, you’ll use CRM analytics techniques to track lead progression, analyze lifecycle stages, and identify opportunities for segmentation and marketing automation. By the end of the course, you’ll be able to interpret cross-channel performance data and recommend data-driven improvements to campaign strategy and audience engagement.
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Build the technical foundation required for modern marketing analytics workflows. In this course, you’ll learn how to prepare, clean, validate, and structure marketing data so it can be trusted for reporting and decision-making. You’ll work with campaign exports, CRM records, web analytics data, and marketing performance datasets while learning how to identify inconsistencies, normalize UTM conventions, and remove duplicate or incomplete records. You’ll also learn how to use SQL to extract and combine marketing-relevant data from multiple sources, enabling you to create campaign-level metrics and performance summaries. In addition, you’ll evaluate data quality using profiling techniques that help identify gaps, anomalies, and reporting risks before they affect business decisions. By the end of the course, you’ll be able to create repeatable data-cleaning workflows, validate marketing datasets across platforms, and prepare reliable datasets for dashboarding, analysis, and optimization projects.