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Marketing Data and Performance Measurement

Coursera via Coursera

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Details

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Provider

Coursera
Pricing

Paid Course
Languages

English
Certificate

Certificate Available
Effort

9 weeks, 1 hour a week
Sessions

Self-Paced
Level

Beginner
Subtitles

English

Found in

Part of

Product Marketing Manager with AI Professional Certificate

Overview

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Modern product marketers must understand how to validate marketing data, analyze campaign performance, and communicate insights that support strategic business decisions. In this course, learners will build analytical skills for evaluating web traffic, campaign attribution, conversion performance, and marketing ROI. Learners will work with marketing analytics dashboards and web analytics platforms to segment audiences, identify traffic anomalies, validate live campaign data, and optimize conversion funnels. The course also introduces attribution modeling techniques that help marketers evaluate the impact of different marketing channels. In addition, learners will build visual dashboards and campaign reports designed to communicate performance insights to marketing teams and stakeholders. By the end of this course, learners will be able to monitor data fidelity, analyze customer behavior, optimize campaigns using conversion insights, and present marketing performance using clear data visualizations. Tools explored include Google Analytics 4 (GA4), marketing dashboards, attribution models, data visualization workflows, and reporting frameworks.

Syllabus

Live Marketing Data: Audience Segmentation & Profile Analysis

Learners will master the foundational skill of dividing website traffic into meaningful audience segments by analyzing demographic, behavioral, and traffic source data in Google Analytics to identify profile misalignments between actual visitors and target customer profiles that waste marketing budget.

Live Marketing Data: Real-Time Data Validation & Quality Monitoring

Learners will master the essential skill of validating real-time marketing data quality by calculating variance against historical baselines and analyzing cross-metric patterns in Google Analytics to detect tracking failures, bot traffic, and referral spam before making costly budget allocation decisions based on flawed analytics.

Marketing Campaigns: Apply Visual Project Management Techniques

Learners will master visual project management fundamentals by creating structured campaign workflows with clear timelines, task assignments, and stakeholder collaboration.

Marketing Campaigns: Evaluate Sprint Performance and Identify Key Learnings

Learners will master sprint retrospective techniques to systematically analyze campaign performance, extract actionable insights, and implement process improvements for future marketing initiatives.

Optimize Campaigns: Analytics-Driven Campaign Alignment

Learners will master the systematic process of using Google Analytics model comparison tools to analyze user behavior patterns and align marketing campaigns with specific market demand phases for optimal targeting and performance.

Optimize Campaigns: Cross-Channel Attribution Evaluation

Learners will master comprehensive attribution frameworks to evaluate true campaign effectiveness across multiple channels, quantify cross-channel impact beyond simple last-click analysis, and develop data-driven budget reallocation strategies.

Analyze Marketing Data: Master Spreadsheet Analysis for Campaign Performance

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

Analyze Marketing Data: Interpret Marketing Trends Through Visual Analysis

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

Project Module: Marketing Performance Dashboard and Report

his module focuses on building a complete Marketing Performance Portfolio that simulates real-world responsibilities of a marketing analyst in a direct-to-consumer (DTC) company. Learners work with marketing data to validate its accuracy, analyze conversion behavior through funnel exploration, design an executive-level KPI dashboard, and make a data-driven recommendation for budget allocation. The module emphasizes four core skills: data verification, funnel analysis, dashboard design for executive decision-making, and ROI justification using attribution models. By the end of the project, learners produce a polished slide deck that communicates performance insights clearly to non-technical stakeholders and supports strategic marketing decisions with evidence-based reasoning.