Marketing Data & Reporting Essentials

Transform raw marketing data into compelling visual stories that drive business decisions. This Short Course was created to help digital marketing professionals accomplish effective data visualization and reporting using Google's powerful Looker Studio platform. By completing this course, you'll be able to connect data sources, create professional time-series charts, and share actionable insights with your marketing team - skills you can apply immediately in your daily workflow. By the end of this course, you will be able to: Apply a reporting tool to create a basic time-series visualization Configure chart filters to focus on specific time periods Generate shareable reports for team collaboration This course is unique because it focuses on practical, hands-on implementation rather than theory, teaching you the exact steps marketing professionals use daily to monitor key metrics and communicate performance trends. To be successful in this project, you should have basic familiarity with marketing metrics and data concepts.

Did you know that marketers who use data-driven insights are 6x more likely to achieve their campaign goals? Imagine being able to prove which channels deserve more investment—and backing it up with data, not guesswork. This Short Course was created to help Digital Marketing professionals transform raw campaign data into actionable insights by analyzing performance metrics through pivot tables and interpreting time-series trends to optimize marketing channel strategies. By completing this course, you’ll be able to demonstrate mastery through hands-on creation of pivot tables from campaign transaction data, calculation of channel-specific performance metrics, and development of analytical commentary interpreting line chart trends that mirror real-world marketing reporting deliverables used for strategic budget allocation decisions. You will also be able to produce stakeholder-ready insights and summaries. By the end of this course, you will be able to: Apply spreadsheet functionalities to summarize and analyze campaign performance data Evaluate trends visualized in a line chart to derive meaningful insights This course is unique because it directly addresses critical workplace scenarios where digital marketers import sales CSV files, build pivot tables by marketing channel, compute average order value and revenue metrics, insert line charts to observe performance lifts, and write analytical commentary for stakeholder reporting. The skills acquired through this course will strengthen your career growth in data-driven marketing roles. To be successful in this project, you should have familiarity with Excel/Sheets, understanding of marketing campaign basics, and awareness of key business metrics.

Did you know that marketers who track campaign performance across all channels are 3x more likely to achieve higher ROI? Understanding where your traffic comes from—and how each channel performs—is key to smart marketing decisions. This Short Course was created to help professionals in this field master campaign tracking fundamentals across digital channels including email, social media, paid search, display advertising, and SMS marketing to optimize performance and demonstrate ROI. By completing this course, you will be able to identify core digital-marketing channels, measure their success using key performance metrics, and apply UTM tracking for precise campaign attribution—skills that empower you to make data-driven marketing decisions with confidence. By the end of this 2-hour long course, you will be able to: Recognize core digital-marketing channels and their primary performance metrics. Apply UTM parameters to URLs for campaign tracking. This course is unique because it brings together channel analysis and practical tracking techniques, helping you connect every marketing effort to measurable results that clearly demonstrate value and guide optimization. To be successful in this project, you should have: Basic digital marketing knowledge Familiarity with Excel or Google Sheets Understanding of website analytics concepts

Transform raw marketing data into powerful visual insights that drive decision-making. This Short Course was created to help digital marketing professionals accomplish rapid data visualization and chart creation for campaign analysis and performance reporting. By completing this course, you'll be able to identify industry-standard Business Intelligence tools and immediately start creating meaningful charts from your marketing data sources, enabling you to communicate findings effectively and make data-driven marketing decisions the very next day. By the end of this course, you will be able to: Recognize common Business Intelligence (BI) tools used for data analysis Apply data visualization tool functions to connect a data source and create a basic chart This course is unique because it focuses on speed and practical application – you'll move from concept to creation in just 90 minutes, building foundational skills that scale across multiple BI platforms. To be successful in this project, you should have a background in basic spreadsheet applications and digital marketing concepts.

In a world driven by data, the ability to extract meaningful insights is a critical skill. This course, Excel for Data Analysis: From Functions to Insights, is a beginner-friendly guide to transforming raw numbers into a compelling business story using one of the most powerful tools at your disposal: Microsoft Excel. You will move beyond basic data entry and master essential statistical functions, such as AVERAGE, MEDIAN, STDEV, and COUNTIF, to summarize complex datasets and uncover key performance metrics. But numbers alone don't tell the whole story. You will also learn the art of visual storytelling by applying conditional formatting to make your data pop, instantly highlighting trends, outliers, and areas needing attention. Through practical, real-world scenarios, from tracking sales performa nce to analyzing customer satisfaction (NPS) data, you will learn to choose the right tools to answer specific business questions. The course culminates in a hands-on project where you will analyze a dataset and build a summary report, demonstrating your ability to turn data into actionable insights with confidence.

Messy marketing data leads to inaccurate reporting, wasted budget, and poor business decisions. In this course, you’ll learn how to clean and validate marketing datasets so you can trust the numbers behind your campaigns. You’ll begin with the fundamentals of marketing data cleaning, including how to normalize UTM parameters, standardize inconsistent channel names, remove duplicate records, and fix whitespace and formatting issues that distort reporting. Using spreadsheet tools and basic SQL concepts, you’ll apply practical cleaning routines to realistic multi channel marketing datasets. Next, you’ll learn how to validate and reconcile conversion counts across platforms like GA4, Facebook Ads, and Salesforce CRM. You’ll explore why conversion numbers differ between systems and build validation workflows that identify discrepancies, calculate variance percentages, and establish a reliable source of truth for reporting. Through hands on labs and realistic scenarios from a fictional e-commerce brand, you’ll clean campaign datasets, build validation scripts, and investigate conversion discrepancies caused by attribution windows, tracking behavior, and duplicate events. By the end of the course, you’ll be able to prepare cleaner datasets for analysis, identify common marketing data quality issues, and validate reporting accuracy across platforms with confidence. This course is ideal for junior marketing analysts, digital marketers, and business professionals responsible for campaign reporting or marketing analytics.

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.

Before you analyze data, you need to know if you can trust it. In this course, you’ll learn how to assess the health of your marketing data using practical data profiling techniques. You’ll start by learning how to measure three key dimensions of data quality: completeness, uniqueness, and distribution. Using SQL and spreadsheet tools, you’ll calculate null rates, identify duplicate records, and analyze how values are distributed across key marketing fields like UTM parameters, user IDs, and timestamps. Then, you’ll move from analysis to action. You’ll learn how to interpret profiling results to identify the most important data issues, prioritize fixes based on business impact, and communicate findings clearly to stakeholders. You’ll also learn how to define data quality baselines, setting measurable standards that ensure your data is reliable over time. Through hands-on activities, you’ll work with real campaign datasets to generate profiling reports and develop remediation plans. By the end of the course, you’ll be able to confidently evaluate data quality, document issues, and support better decision-making with trustworthy data. This course is ideal for analysts, marketing analysts, and data professionals who want to improve data reliability and build confidence in their analysis. No prior experience is required, making the course accessible to learners who are new to data profiling and data quality assessment. By the end of the course, you’ll be able to confidently evaluate data quality, document issues, and support better decision-making with trustworthy data.