Overview

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As marketing data grows, spreadsheets break down. In this course, you’ll learn how to design structured data models that support accurate, scalable reporting across campaigns, channels, and customer data. You’ll begin by understanding how data models solve common problems like inconsistent reporting and duplicated data. You’ll learn the difference between fact and dimension tables, and how to design star and snowflake schemas that organize marketing data for efficient analysis. Next, you’ll apply these concepts to build your own marketing data model. You’ll define tables, primary and foreign keys, and relationships that connect campaign performance, customer data, and channel activity into a single, reliable system. You’ll also learn how to translate business goals into measurable outcomes by building a KPI framework. Using a funnel-based approach, you’ll map objectives like awareness, conversion, and retention to specific metrics, data sources, and targets, ensuring every report answers a clear business question. By the end of this course, you’ll be able to design data models that scale with your organization and create KPI frameworks that turn raw data into actionable insights. These skills are essential for analysts working in marketing analytics, business intelligence, and data-driven organizations.

Syllabus

Data Models: Architect Marketing Schemas

In this module, you will explore how fact tables and dimension tables organize campaign, channel, geography, and audience data into reliable reporting models that replace fragile flat-file workflows. The module focuses on schema design fundamentals, primary and foreign keys, normalization, and semantic layers that standardize KPI calculations across dashboards. You will build a complete star schema capable of connecting ad spend, sessions, conversions, and CRM revenue into a unified reporting environment. By the end, you will create structured marketing schemas that support scalable, multi-channel analytics and explain the tradeoffs between star and snowflake approaches for marketing reporting use cases.

KPI Frameworks: Map Objectives to Metrics

This module enables you to design KPI frameworks that connect marketing objectives directly to measurable business outcomes across the funnel. The module emphasizes distinguishing vanity metrics from value metrics and building KPI matrices that stakeholders can interpret consistently without ambiguity. You will also create a multi-stage KPI framework for a product launch campaign that aligns business goals, reporting definitions, and performance targets into a structured dashboard planning system. By the end, you will be able to build technically implementable KPI frameworks that support trustworthy reporting, campaign optimization, and executive decision-making.