Overview

Marketing decisions are only as strong as the data behind them. In this course, you'll build the analytical and technical skills to transform raw marketing data into clear, compelling insights that drive real business outcomes. Working across spreadsheets, business intelligence tools, and web analytics platforms, you'll learn to track user behavior, measure campaign performance, and visualize the full customer journey from first click to final conversion. You'll connect data sources like GA4, Facebook Ads, and CRM systems to build interactive dashboards, configure custom event tracking, and analyze conversion funnels to identify exactly where—and why—users drop off. You'll also interpret time-series trends, evaluate marketing channel performance, and translate your findings into actionable recommendations for stakeholders. Designed for marketing professionals ready to move beyond surface-level reporting, this course equips you with the skills to make confident, data-driven decisions that improve campaign ROI and marketing effectiveness.

Syllabus

Conversion Funnel Analysis - Foundation

You will learn systematic funnel analysis techniques to identify conversion barriers and develop data-driven hypotheses about user behavior patterns.

Interactive Dashboard Creation - Core Application

You will learn the technical skills to build comprehensive dashboards that integrate GA4, social media, and CRM data into unified business intelligence interfaces for strategic decision-making.

Configure Event Tracking for Key User Interactions

You will learn the technical implementation of event tracking systems, focusing on GTM tag configuration for form submissions and external links, with systematic real-time validation processes to ensure data accuracy.

Evaluate Marketing Channel Performance

You will learn systematic channel performance analysis using GA4 acquisition reports, attribution modeling, and strategic ranking methodologies to identify highest-converting marketing channels for data-driven budget allocation decisions.

Master Spreadsheet Analysis for Campaign Performance

You will learn essential spreadsheet techniques to transform raw marketing campaign data into organized, analyzable formats using pivot tables and performance metrics calculations.

Interpret Marketing Trends Through Visual Analysis

You will learn the interpretation of time-series marketing data through line chart analysis, distinguishing between meaningful business signals and random fluctuations to inform strategic marketing decisions.

BI Marketing Dashboard Creation

You will learn the foundational skills of connecting marketing data sources to business intelligence platforms and creating interactive dashboard visualizations that reveal customer journey insights and conversion performance patterns.

Performance Insight Analysis

You will develop advanced analytical skills to transform dashboard data into strategic insights, systematically identify high-impact optimization opportunities, and create actionable improvement plans that drive measurable marketing performance enhancements.

Project: Advanced Marketing Analytics, Funnels, and Dashboarding

You will create a comprehensive marketing performance analysis by integrating conversion funnel analysis, multi-channel performance evaluation, campaign data analysis, and interactive dashboard creation. This project synthesizes skills from advanced marketing data analysis to produce actionable insights that drive campaign optimization decisions.