Marketing Analytics Foundation from Coursera

This course lays the foundation of marketing analytics. You’ll learn the basic principles of marketing, the role data analysis plays in digital marketing and how data is collected and managed.

By the end of this course you will be able to:

• Describe how marketers use data to inform campaign decisions

• Describe the basic principles of marketing

• Identify why data analysis matters in digital marketing

• Implement the Meta pixel to capture data used to track visitor activity on a website

• Explain how an API connects data captured offline to an online platform

• Describe common platforms for online data management and evaluation

• Navigate Google Analytics and Meta Ads Manager reports

• Explain the significance of the privacy regulations that govern the online marketing space

Regardless of your current marketing and analytics experience, this course will help you build a solid foundation for incorporating data into your marketing efforts.

Learners should have basic internet navigation skills and be eager to participate.

What's inside

Syllabus

The Importance of Analytics in Marketing

This week you will learn the importance of data and analytics in marketing and how they inform marketing decisions. You’ll also be briefly introduced to basic marketing principles.

Marketing Data Sources

In week 2 you will gain an understanding of how data is collected and used in digital marketing. You will learn the difference between first, second and third party data and will get an overview of the Facebook pixel and its use.

Marketing Measurement and Analytics Tools

This week you will learn how spreadsheets are used to visualize and analyze data for marketing. You will be introduced to Google Analytics and Facebook Ads Manager and how these tools are used to provide data for marketers to analyze.

Data and Privacy

In the final week you will learn about the regulations around gathering and using online data and consumer’s rights.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Teaches data analysis in digital marketing, which is standard in the industry

Provides a firm foundation for incorporating data into marketing campaigns

Examines Google Analytics and Meta Ads Manager, which are widely used in the industry

Develops an understanding of data privacy regulations, which are crucial in the online marketing space

Suitable for both beginners and those seeking to strengthen their marketing analytics foundation

Requires learners to have basic internet navigation skills, which most learners should already possess

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in Marketing Analytics Foundation with these activities:

Read Principles of Marketing by Philip Kotler

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Build a foundational understanding of fundamental concepts of marketing.

View An Instructor's Manual to H2H Marketing Case... on Amazon

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Read
Take notes
Complete chapter exercises

Use Google Analytics Academy Course

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Master the basics of Google Analytics through a structured and guided learning experience.

Browse courses on Data Analytics

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Enroll in the course
Watch video lectures
Complete practice exercises

Create a marketing strategy

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Develop a comprehensive written plan for executing a marketing campaign based on your learning

Browse courses on Marketing Plan

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Define your target audience
Set marketing goals
Develop marketing strategies
Create a marketing budget
Track and evaluate your results

Two other activities

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Participate in marketing competitions

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Challenge yourself and gain practical experience by participating in marketing competitions.

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Research marketing competitions
Choose a competition
Prepare your submission

Contribute to open source marketing projects

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Enhance your practical skills by contributing to real-world marketing projects on open source platforms.

Browse courses on Marketing Automation

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Identify open source marketing projects
Join the project community
Submit contributions

Career center

Learners who complete Marketing Analytics Foundation will develop knowledge and skills that may be useful to these careers:

Marketing Analyst

Marketing analysts use data analysis to help businesses understand their customers and make better marketing decisions. They collect, analyze, and interpret data to provide insights that can be used to improve marketing campaigns. This course helps those aspiring to become marketing analysts build a foundation in marketing analytics.

See salaries and explore the career path for Marketing Analyst

Digital Marketing Manager

A digital marketing manager specializes in using digital channels to market products and services. They use marketing analytics to track the performance of digital marketing campaigns and make data-driven decisions. This course helps build a solid foundation for those interested in becoming digital marketing managers.

See salaries and explore the career path for Digital Marketing Manager

Marketing Manager

A marketing manager's responsibilities include directing marketing campaigns and overseeing brand development. They analyze marketing data to understand trends and customer behavior, which help them make better decisions. Having a strong foundation in marketing analytics can be helpful for those who would like to work as marketing managers.

See salaries and explore the career path for Marketing Manager

Data Analyst

Data analysts collect, clean, and interpret data to help businesses make better decisions. They may work on projects related to marketing, finance, or operations. This course can help those interested in becoming a data analyst build a foundation in data analysis.

See salaries and explore the career path for Data Analyst

Market Researcher

Market researchers collect and analyze data about markets and customers. They use this information to help businesses make better decisions about product development and marketing. This course can help those interested in becoming market researchers build a foundation in marketing analytics.

See salaries and explore the career path for Market Researcher

Operations Research Analyst

Operations research analysts use data analysis to help businesses solve problems and improve their operations. They may work on projects related to marketing, finance, or operations. This course may be useful for those who would like to become operations research analysts.

See salaries and explore the career path for Operations Research Analyst

Business Analyst

Business analysts use data analysis to help businesses improve their operations and make better decisions. They may work on projects related to marketing, finance, or operations. This course may be useful for those who would like to become business analysts.

See salaries and explore the career path for Business Analyst

Data Scientist

Data scientists use data analysis to help businesses solve problems and make better decisions. They may work on projects related to marketing, finance, or operations. This course may be useful for those who would like to become data scientists.

See salaries and explore the career path for Data Scientist

Product Manager

Product managers are responsible for the development and marketing of products. They use data analysis to understand customer needs and make decisions about product features and marketing campaigns. This course may be useful for those who would like to become product managers.

See salaries and explore the career path for Product Manager

Machine Learning Engineer

Machine learning engineers use data analysis to develop and implement machine learning models. They may work on projects related to marketing, finance, or operations. This course may be useful for those who would like to become machine learning engineers.

See salaries and explore the career path for Machine Learning Engineer

Management Consultant

Management consultants provide advice to businesses on how to improve their operations. They may work on projects related to marketing, finance, or operations. This course can help those interested in becoming management consultants build a foundation in data analysis.

See salaries and explore the career path for Management Consultant

Financial Analyst

Financial analysts use data analysis to help businesses make investment decisions. They may work on projects related to marketing, finance, or operations. This course may be useful for those who would like to become financial analysts.

See salaries and explore the career path for Financial Analyst

Actuary

Actuaries use data analysis to help businesses assess and manage risks. They may work on projects related to marketing, finance, or operations. This course may be useful for those who would like to become actuaries.

See salaries and explore the career path for Actuary

Statistician

Statisticians use data analysis to help businesses understand data and make better decisions. They may work on projects related to marketing, finance, or operations. This course may be useful for those who would like to become statisticians.

See salaries and explore the career path for Statistician

Risk Analyst

Risk analysts use data analysis to help businesses identify and manage risks. They may work on projects related to marketing, finance, or operations. This course may be useful for those who would like to become risk analysts.

See salaries and explore the career path for Risk Analyst

Marketing Analytics Foundation

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