Brand Equity, Analytics & Marketing Intelligence

Coursera via Coursera Specialization

Go to class Write review

Overview

Coursera Flash Sale

40% Off Coursera Plus for 3 Months!

Grab it

Brand Equity, Analytics & Marketing Intelligence is a hands-on program for marketers and analysts who want to connect measurement to real business decisions. You’ll learn to read and interpret GA4 traffic, configure custom events with Google Tag Manager, and translate event data into campaign ROI and cost-per-event insights. You’ll also build practical BI reporting skills in Looker Studio and Tableau, strengthen spreadsheet analysis with pivot tables, and create forecasting and scenario models in Power BI—without needing to write complex code. Beyond performance data, you’ll develop market research capability by designing surveys, synthesizing findings with secondary research, and turning results into clear recommendations. You’ll practice brand stewardship by updating a visual identity kit and measuring brand health with survey-based metrics like NPS. Throughout the program, you’ll focus on communicating clearly: writing insights memos, producing concise reports, and leading KPI reviews that drive action.

Syllabus

Course 1: Read GA4 Traffic
Course 2: Unlock GA4 Insights
Course 3: Visualize BI Data
Course 4: Drive Insightful Research
Course 5: Build BI Pipelines
Course 6: Forecast Sales with Power BI
Course 7: Pivot Sales Data
Course 8: Track Key KPIs
Course 9: Strengthen Brand Equity
Course 10: Visualize and Correlate Data
Course 11: Drive KPI Reviews
Course 12: Create Quick Surveys

Courses

0 reviews
1 hour 42 minutes
View details

Forecast Sales with Power BI is an intermediate course for business analysts, marketers, and data professionals aiming to master predictive sales forecasting. This course is for you if you're already familiar with the Power BI interface and want to move beyond basic reports to build dynamic models that project quarterly sales based on different media spend scenarios. You'll get hands-on experience creating "what-if" parameters, designing interactive scenario slicers, and, most importantly, validating your model against actual results. Through practical labs and real-world case studies from companies like Nestlé and Coca-Cola, you will learn to refine your model’s variables, stress-test its accuracy, and deliver forecasts with a precision of ±5%. By the end of this course, you will have a powerful, reusable framework for making data-driven budget decisions that directly impact sales outcomes. As a prerequisite, learners should have a foundational understanding of data concepts and be comfortable navigating the Power BI interface.
0 reviews
2 hours 1 minute
View details

"Build BI Pipelines" is an intermediate course designed for data analysts, marketers, and business intelligence professionals aiming to master the flow of data from source to insight. If you're looking to graduate from manual report building and embrace scalable automation, this course is your next step. You'll learn to architect a robust pipeline that funnels data from critical sources like ads, CRM, and web analytics directly into Google's BigQuery. Leveraging the provided prerequisites of basic SQL and data concepts, you will develop hands-on skills in writing transformation scripts, automating data refreshes using Cloud Functions, and building a live, interactive dashboard in Looker Studio. More importantly, you will learn to implement rigorous data-auditing processes to ensure the data is not just present, but fresh and accurate. By the end of this course, you will have built a complete, automated BI pipeline, transforming you from a data user into a data enabler who provides reliable, timely insights that stakeholders can trust.
0 reviews
1 hour 16 minutes
View details

This course is for marketers, product managers, and entrepreneurs who need to make data-driven decisions without a large research budget. In a world of constant change, the ability to quickly gather and understand customer feedback is a critical advantage. This course provides the essential skills to design and launch effective surveys that deliver clear, actionable insights in hours, not weeks. You will learn to distinguish between qualitative and quantitative research, understanding when to explore the "why" and when to measure the "how many." We'll explore how industry leaders like Netflix and Starbucks use simple surveys to drive multi-million dollar decisions and maintain customer loyalty. Step-by-step, you will learn to construct a well-designed survey using a common digital tool, focusing on crafting clear questions and capturing the demographic data that is crucial for market segmentation. By the end of this course, you will be able to move from a business question to a live survey with confidence, empowering you to gather targeted market intelligence on demand.
0 reviews
1 hour 31 minutes
View details

Drive Insightful Research: From Surveys to Strategic Recommendations is an intermediate course for marketing and product professionals who want to master the end-to-end market research process. This course goes beyond theory, teaching you how to gather consumer sentiment and translate it into concrete product strategies that drive business impact. You will learn to design and execute a professional 15-question survey in SurveyMonkey, crafting questions that uncover high-value insights, just as companies like LEGO and Airbnb do to inform their strategic pivots. The course then guides you through one of the most critical and often overlooked skills in research: synthesis. You will learn to combine primary survey data with secondary industry reports to build a robust, defensible narrative. The culmination of your work will be a compelling, 10-slide insights deck that doesn't just present data but uses it to recommend specific, actionable product tweaks. To succeed, learners should have a basic understanding of marketing principles and comfort with data concepts (e.g., averages, percentages). By the end of this course, you’ll have a repeatable framework for turning business uncertainty into data-driven action.
0 reviews
1 hour 14 minutes
View details

Drive KPI Reviews: From Dashboards to Decisions is an intermediate course for professionals who want to lead impactful, data-driven performance conversations. In today’s fast-paced business environment, success depends on moving from reactive problem-solving to proactive decision-making. This course teaches you how to build the tools and lead the discussions that make that shift possible. Inspired by the rigorous, data-driven cultures at companies like Amazon and Netflix, you will learn to construct a real-time KPI dashboard in a BI tool like Tableau. You won't just learn to display data; you'll learn to design a dashboard that gives leaders instant visibility into business health across key funnel, brand, and financial metrics. The course culminates in you leading a simulated monthly KPI review, where you'll identify lagging indicators, diagnose performance gaps, and present clear, actionable recommendations. This course requires a familiarity with business metrics but no prior Tableau experience. By the end, you'll be equipped to transform a standard meeting into a high-stakes decision-making forum that drives accountability and results.
0 reviews
1 hour 10 minutes
View details

Pivot Sales Data is a focused, intermediate course for marketers, sales coordinators, and aspiring analysts who need to move beyond viewing raw data to actively analyzing it. In today's data-driven world, the ability to quickly summarize large datasets is a critical competency. This course demystifies one of Excel’s most powerful tools: the Pivot Table. You will start by grounding yourself in a core statistical concept, learning to define what "correlation" is and, just as importantly, what it isn't. From there, you’ll dive into a hands-on, practical workflow that mirrors a real-world business request. You'll learn how to take a standard monthly-sales.csv file, import it into Excel, and build a pivot table from scratch to instantly summarize sales performance by region. By the end of this 90-minute course, you will not only understand the theory behind spotting data relationships but will also have the confidence to use pivot tables to transform rows of overwhelming data into a clear, actionable sales report for leadership. The true value of data analysis lies in clearly communicating what the numbers suggest and what they do not.
0 reviews
1 hour 7 minutes
View details

Read GA4 Traffic: From Users to Channels is a hands-on, intermediate course for marketers and analysts looking to master the fundamentals of traffic analysis in Google Analytics 4. In a digital world overflowing with data, knowing exactly where your audience comes from isn't just useful—it's essential for smart marketing and sustainable growth. This course demystifies GA4 by focusing on the core metrics and reports that matter most. You will start by building a solid foundation, learning to differentiate between a "user" and a "session"—a critical distinction for accurate reporting. From there, you'll dive into a GA4 demo account to navigate the interface with confidence and identify your top-three traffic acquisition channels. Through practical, real-world examples from companies like The New York Times and HubSpot, you will learn not just how to find the data, but how to interpret and communicate its significance. By the end of this course, you will be able to produce a clear, concise traffic report and explain its implications, proving you can deliver actionable insights from GA4. Reading traffic data is not an end goal; it’s the first step in making smarter marketing decisions.
0 reviews
52 minutes
View details

Track Key KPIs is an intermediate course designed for aspiring brand managers and marketers who need to translate data into a clear story of brand health. In today's data-driven landscape, success isn't just about big ideas; it's about knowing which numbers matter and what they're telling you. This course provides a clear, practical guide to the essential discipline of KPI tracking. Forget sifting through endless dashboards. This course is for professionals who want to develop a repeatable, efficient system for monitoring performance. You will learn to define and identify critical brand KPIs—from Share of Voice to website sessions—and confidently pull this data from essential marketing platforms like Google Analytics 4 and social media dashboards. Drawing lessons from the data-obsessed cultures at companies like Netflix and Coca-Cola, you'll see how consistent tracking informs winning strategies. Through hands-on practice, you will build the core operational skill of updating a weekly KPI tracker, ensuring you can deliver accurate, timely reports that build stakeholder trust and drive smart decisions.
0 reviews
1 hour 36 minutes
View details

Unlock GA4 Insights: Custom Events & Campaign ROI is an intermediate course designed for marketers and analysts who want to move beyond surface-level metrics and measure what truly matters. Standard analytics can tell you who visits your site, but this course teaches you how to track the specific actions they take, like watching a video or submitting a form, and connect those actions directly to your marketing spend. Using Google Tag Manager and GA4, you will learn to configure, validate, and track custom events that align with your business goals. The course focuses on practical application, showing you how to translate raw event data into a powerful cost-per-event analysis. You will learn to generate a professional insights memo that not only reports on performance but provides clear, data-driven recommendations for budget reallocation. This course requires a basic understanding of the GA4 interface and fundamental digital marketing concepts, but no coding experience is necessary. By the end, you'll be equipped to prove the ROI of your campaigns and make smarter investment decisions. Furthermore, analytics creates value only when measurement leads to confident decisions and action.
0 reviews
1 hour
View details

Visualize BI Data: From Raw Data to Insightful Reports is an intermediate-level course designed for marketers, analysts, and anyone looking to turn spreadsheets into compelling data stories. In today's data-driven world, the ability to clearly visualize business metrics is a crucial skill for communicating insights and influencing strategy. This course provides a practical, hands-on introduction to the world of Business Intelligence (BI) using a leading, free-to-use platform: Google Looker Studio. You will start by understanding the core purpose of BI and learn how powerful platforms like Looker Studio and Power BI are democratizing data for teams at companies like Spotify and Etsy. The course will then guide you step by step through connecting a raw data source (a CSV file) to Looker Studio and building your first insightful visualization: a bar chart to track monthly brand search volume. You will not only build the report but also learn how to interpret the trends you uncover. The course requires a basic familiarity with spreadsheet concepts, but no prior BI experience is needed. By the end, you will be able to transform raw numbers into a clear, shareable, and professional report that brings data to life.
0 reviews
1 hour 42 minutes
View details

You know sales are up, and you know you're spending on ads—but can you prove the connection and optimize your budget for maximum impact? Visualize and Correlate Data is a hands-on course for marketing professionals ready to move beyond simple reporting and make decisions with statistical confidence. This course demystifies the process used by leading companies to determine the true ROI of every marketing dollar: regression analysis. You will learn to design dashboard mockups that tell a clear story, interpret complex statistical outputs, and translate your findings into a data-driven budget proposal. By the end, you'll be able to confidently recommend the channels to invest in and which to cut, transforming you from a data reporter into a strategic business advisor.