Market Intelligence and Performance Analytics

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Overview

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This course builds the analytical capabilities needed to measure, interpret, and optimize marketing performance. You'll gain proficiency with essential tools, including Google Analytics 4, Excel pivot tables, Tableau, Power BI, Looker Studio, and BigQuery for data pipeline automation. By the end of this course, you'll be able to design research studies, build executive dashboards, perform regression analysis for attribution, and lead data-driven KPI reviews. These skills prepare you for marketing analyst, business intelligence, and performance marketing roles where data-informed decision-making drives competitive advantage. Who this is for: Marketing professionals, analysts, business strategists, and emerging leaders looking to leverage data for strategic decision-making. Basic spreadsheet skills are helpful but not required.

Syllabus

Create Quick Surveys

This module is for marketers, product managers, and entrepreneurs who need data-driven insights without a big research budget. Learn to design and launch effective surveys that deliver clear, actionable feedback in hours. You will master the distinction between qualitative and quantitative research, learning how leaders like Netflix use surveys to inform decision-making. Step by step, you will construct a well-designed survey, crafting clear questions to capture crucial data for market segmentation. By the end, you will confidently go from a business question to a live survey, gathering targeted market intelligence on demand.

Pivot Sales Data

This intermediate module is for marketers, sales coordinators, and analysts needing to analyze, not just view, raw data. The ability to summarize large datasets is critical, and this module demystifies one of Excel’s most powerful tools: the Pivot Table. You will learn to define "correlation" and then, in a hands-on workflow, take a standard sales CSV file and build a pivot table from scratch to summarize performance by region. You will gain the confidence to transform overwhelming data into a clear, actionable sales report for leadership and to understand what the numbers truly suggest.

Read GA4 Traffic

This intermediate module is for marketers and analysts looking to master traffic analysis in Google Analytics 4. Knowing where your audience comes from is essential for smart marketing. This module demystifies GA4 by focusing on core metrics. You will learn to differentiate between a "user" and a "session," navigate the interface to identify your top traffic channels, and interpret data through real-world examples from companies like HubSpot. By the end, you'll be able to produce a clear, concise traffic report and explain its implications, enabling you to deliver actionable insights and make smarter marketing decisions.

Track Key KPIs

This intermediate module is for aspiring brand managers and marketers who need to translate data into a clear story of brand health. Success is about knowing which numbers matter and what they're telling you. This module provides a practical guide to KPI tracking, helping you develop a repeatable system for monitoring performance. You will learn to define and identify critical brand KPIs—from Share of Voice to website sessions—and pull this data from platforms like Google Analytics 4 and social media dashboards. Through hands-on practice, you will build the skill of updating a weekly KPI tracker, ensuring you can deliver accurate reports.

Visualize BI Data

This intermediate module is for marketers and analysts looking to turn spreadsheets into compelling data stories. In a data-driven world, visualizing business metrics is crucial for communicating insights and influencing strategy. This module provides a hands-on introduction to Business Intelligence (BI) using Google Looker Studio. You will learn to connect a raw data source to the platform and build 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, turning raw numbers into an actionable story.

Drive Insightful Research

This intermediate module is for marketing and product professionals who want to master the end-to-end market research process. You will learn to design and execute a professional survey in SurveyMonkey, just as companies like LEGO and Airbnb do to inform strategic pivots. The module then guides you through one of the most critical research skills: synthesis. You will learn to combine primary survey data with secondary industry reports to build a robust narrative, culminating in a compelling insights deck that recommends specific, actionable product tweaks. You’ll leave with a repeatable framework for turning business uncertainty into data-driven action.

Visualize and Correlate Data

Can you prove the connection between ad spend and sales to optimize your budget? This hands-on module is for marketing professionals ready to make decisions with statistical confidence. It demystifies regression analysis, the process used by leading companies to determine true marketing ROI. 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 which channels to invest in and which to cut, transforming you from a data reporter into a strategic business advisor.

Unlock GA4 Insights

This intermediate module helps marketers and analysts measure what truly matters in GA4. Go beyond surface-level metrics to track specific user actions, like video views or form submissions, and connect them 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. You'll translate raw event data into a powerful cost-per-event analysis and generate an insights memo with clear, data-driven recommendations for budget reallocation, empowering you to prove campaign ROI and make smarter investment decisions.

Build BI Pipelines

This intermediate module is for data analysts, marketers, and BI professionals aiming to master automated data workflows. If you're ready to move beyond manual report building, this module is your next step. You'll learn to architect a robust pipeline that funnels data from ads, CRM, and web analytics into BigQuery. Using SQL, you will write transformation scripts, automate data refreshes with Cloud Functions, and build a live dashboard in Looker Studio. Crucially, you'll implement data-auditing processes to ensure accuracy. By the end, you'll have built a complete, automated BI pipeline that provides reliable, timely insights stakeholders can trust.

Forecast Sales with Power BI

This intermediate module is for business analysts, marketers, and data professionals aiming to master predictive sales forecasting. For those already familiar with Power BI, you'll 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 validating your model against actual results to deliver high-precision forecasts. By the end, you will have a powerful, reusable framework for making data-driven budget decisions that directly impact sales outcomes, turning you into a strategic forecasting expert.

Drive KPI Reviews

This intermediate module is for professionals who aim to lead impactful, data-driven performance conversations. Inspired by data-centric companies like Amazon and Netflix, you will learn to shift from reactive problem-solving to proactive decision-making. You will build a real-time KPI dashboard in a BI tool such as Tableau to give leaders instant visibility into business health. The module culminates in you leading a simulated monthly KPI review, where you'll diagnose performance gaps and present clear, actionable recommendations. You'll be equipped to transform standard meetings into high-stakes decision-making forums that drive accountability and results.

GenAI Literacy: AI-Assisted Data Analysis and Insights

This module introduces how generative AI tools can enhance the analytical skills you've developed throughout Long Course 4. You'll explore practical applications of data interpretation, insight summarization, and presentation development while learning to verify the accuracy of AI-generated analysis.

Marketing Performance Dashboard and Insights Report

This capstone project challenges you to synthesize all analytical skills from this long course into executive-ready deliverables. You'll build a comprehensive marketing performance dashboard and create an insights report that answers leadership's core question: how is marketing driving business results?