Performance Optimization & Analytics

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Provider

Coursera
Pricing

Paid Course
Languages

English
Certificate

Certificate Available
Effort

11 weeks, 1 hour a week
Sessions

Self-Paced
Level

Beginner
Subtitles

English

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Overview

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Learn how to move beyond basic campaign launches and start using data to improve results. In this course, you will classify marketing content by buyer journey stage, segment your audiences based on behavior and demographics, and design and execute A/B tests to find what resonates. You will work in HubSpot and Mailchimp to generate reports, identify optimization opportunities, and ensure your automated sequences maintain brand compliance. By the end of this course, you will be able to: map content to buyer journey stages and identify content gaps; build dynamic audience segments for personalized targeting; execute A/B tests on email subject lines, copy, and send times; analyze campaign performance reports to drive optimization decisions; and audit automated sequences for brand and compliance standards. This course includes a project focused on optimizing a real campaign scenario using segmentation and testing.

Syllabus

Buyer Journeys and Classify Content: Understanding Buyer Journey Stages

Learners will explore the fundamental buyer journey framework and identify how customers progress through awareness, consideration, and decision stages.

Buyer Journeys and Classify Content: Applying Content Classification Framework

Learners will implement systematic content classification using buyer journey stages to audit existing marketing materials and create organized content strategies.

Automate, Evaluate, and Optimize Email Marketing: Email Automation Setup and Testing

Learners will master the technical execution of email automation by building multi-part sequences with personalization tokens and conducting comprehensive quality assurance testing.

Automate, Evaluate, and Optimize Email Marketing: Performance Evaluation and Optimization

Learners will develop systematic approaches to analyzing email campaign performance using industry benchmarks and implementing data-driven optimization strategies.

Segmentation: Behavioral and Demographic

Effective personalization begins with understanding which audience characteristics actually influence engagement and conversion behavior. This module introduces practical segmentation approaches based on demographic, psychographic, and behavioral data within modern email marketing workflows. You will explore how marketers use engagement patterns to shape targeting decisions and build audience groups that support more relevant communication strategies. Through hands-on work in Klaviyo, the module emphasizes operational segmentation design rather than abstract customer theory. By the end of this module, you will be able to analyze audience engagement patterns and create segmentation criteria that support targeted lifecycle marketing campaigns.

Segmentation: Dynamic Patterns

Static audience lists quickly become outdated in fast-moving marketing environments where customer behavior changes continuously. This module focuses on dynamic segmentation strategies that automatically adapt to subscriber activity, profile updates, and engagement signals across HubSpot and Klaviyo. You will examine how ″always-on″ segmentation supports scalable personalization and more responsive lifecycle marketing workflows. The module emphasizes practical implementation and audience management processes used in real marketing operations. By the end of this module, you will be able to create and manage dynamic audience segments that update automatically based on behavioral and profile-based conditions.

Segmentation: Profile-Based Rules

Modern segmentation workflows rely on profile-level data to create more precise targeting and lifecycle personalization strategies. This module introduces profile-based segmentation rules, including customer properties, logic conditions, and engagement criteria used to organize audiences for targeted campaigns. You will apply segmentation logic within Klaviyo and HubSpot while evaluating how profile attributes influence campaign relevance and automation decisions. The module emphasizes structured decision-making and scalable audience management practices across lifecycle marketing workflows. By the end of this module, you will be able to configure profile-based segmentation rules that support dynamic targeting and personalized customer engagement strategies.

Testing: Methodology and Setup

Effective email optimization begins with structured testing rather than assumptions about what audiences might prefer. This module introduces the practical foundations of A/B testing, including variable selection, test structure, audience control, and setup workflows used in lifecycle marketing campaigns. You will explore how marketers design reliable tests for audience groups, subject lines, content, and timing decisions, then apply those concepts directly in Mailchimp through a hands-on testing workflow. The module emphasizes disciplined experimentation and operational decision-making over isolated campaign tactics. By the end of this module, you will be able to configure and launch structured email A/B tests aligned to specific campaign objectives.

Testing: Significance and Strategy

Running an A/B test is only valuable if marketers can accurately interpret the results and determine whether observed differences are meaningful. This module helps marketers move beyond surface-level metrics by focusing on statistical significance, result interpretation, and practical analysis techniques used to evaluate email performance tests. You will practice identifying statistically meaningful differences, spotting performance patterns, and deciding whether a result supports optimization, further testing, or no change. By the end of this module, you will be able to assess email testing outcomes for statistical significance and identify actionable insights that support campaign improvement.

Testing: Subject Line, Content and Timing Variables

High-performing lifecycle campaigns rely on systematic testing strategies that prioritize the variables most likely to influence engagement and conversion outcomes. This module focuses on evaluating testing plans across subject lines, email content, and send timing while balancing operational constraints and marketing objectives. You will explore how different variables affect subscriber behavior and practice designing optimization strategies within Klaviyo and Mailchimp environments. The module emphasizes structured experimentation planning and practical workflow integration across lifecycle marketing operations. By the end of this module, you will be able to evaluate and recommend testing approaches that improve lifecycle campaign performance through data-informed optimization decisions.

Project Module: Optimizing Campaign Performance

Understanding why a campaign underperforms is only half the challenge — knowing how to fix it in a structured, evidence-based way is what separates analytical thinking from analytical action. This project module places learners in the role of a Performance Analyst for a subscription-based coffee brand, tasked with transforming a generic, untargeted newsletter into a lifecycle-aligned asset. Rather than rebuilding from scratch, learners work through the three pillars of professional campaign optimization: behavioral segmentation, A/B test design, and lifecycle mapping. Each deliverable builds on the last, requiring learners to think not just about individual improvements but about how audience definition, experimentation strategy, and customer journey positioning form a coherent, implementable plan. By the end of this module, you will be able to define a behavior-based audience segment, design two structurally valid A/B tests with appropriate metrics and decision rules, and map a marketing asset to its correct stage within the customer lifecycle.