Channel & Performance Analysis

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Overview

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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.

Syllabus

Paid Media: Analyze Channel Performance

Learn how to look beneath the surface of top-level ad metrics. You will develop the skills to audit cross-channel data and pinpoint exactly where your budget is driving value and where it is being wasted.

Paid Media: Optimize Budget Allocation

Move from analysis to action. Learn how to strategically shift budget between campaigns using marginal performance trends to ensure every dollar is working as hard as possible.

SEO: Evaluate Search Visibility

This module enables you to interpret SEO performance data to evaluate search visibility and uncover traffic growth opportunities. You will work with Search Console metrics such as impressions, clicks, CTR, and average position to identify where rankings are translating into traffic and where visibility is being lost. The module also focuses on practical SEO analysis workflows, including CTR gap analysis and keyword prioritization, rather than abstract SEO theory. By the end, you will be able to audit search visibility data, identify underperforming keywords, and recommend targeted optimizations that improve organic traffic outcomes.

SEO: Prioritize Growth Improvements

This module enables you to use SEO performance data to prioritize content and technical improvements that drive measurable organic growth. You will evaluate content gaps, competitor opportunities, and technical SEO issues using structured prioritization frameworks such as impact versus effort analysis. The module also emphasizes decision-making workflows that help analysts determine which fixes to address first, why they matter, and how success should be measured. By the end, you will be able to build a practical SEO growth roadmap that aligns optimization efforts with business impact and resource constraints.

CRM: Track the Lead Lifecycle

This module enables you to analyze CRM pipeline data to track lead progression, identify conversion bottlenecks, and evaluate customer lifecycle movement from first contact to closed deal. You will work with core CRM metrics such as MQLs, SQLs, conversion rates, and pipeline velocity to understand where leads are advancing, stalling, or being lost. The module also focuses on practical pipeline diagnostics using leaky bucket analysis, funnel reporting, and velocity tracking rather than abstract CRM terminology. By the end, you will be able to calculate stage-to-stage conversion rates, identify the highest-impact pipeline bottlenecks, and communicate actionable CRM insights tied to revenue outcomes.

CRM: Personalize with Insights

This module enables you to use CRM data to build audience segments and design personalized marketing automation workflows that improve engagement and retention. You will define dynamic customer segments using fields such as lead score, purchase history, and engagement recency, then apply those insights to trigger targeted automation sequences. The module also emphasizes practical workflow design concepts, including trigger conditions, sequential actions, suppression rules, and exit criteria using tool-agnostic CRM logic. By the end, you will be able to design data-driven personalization workflows, create meaningful customer segments, and align CRM messaging strategies with customer lifecycle behavior and business goals.

Project Module: Channel Performance Review

Traffic going up while cost per acquisition rises is one of the most common, and most misdiagnosed, problems in performance marketing. The numbers look healthy on the surface, but somewhere in the funnel, spend is leaking. This project module places learners in the role of a Performance Marketing Manager at EcoStream, an eco-friendly subscription service, tasked with finding that leak before the next budget cycle closes. Rather than auditing each channel in isolation, learners work across paid media, SEO, and CRM pipeline data simultaneously — identifying where ad spend is generating clicks that never convert, which organic keyword opportunities are being left on the table, and at which pipeline stage leads are consistently stalling. The culminating deliverable is a $20,000 budget reallocation proposal that must trace every dollar moved back to a specific finding, not a general assumption about channel performance. By the end of this module, you will be able to conduct a cross-channel performance audit, identify channel-specific bottlenecks with data-backed evidence, and produce a financially grounded reallocation recommendation that connects paid media, SEO, and CRM findings into a single, defensible strategy.