Marketing Analytics Foundation

Marketing Analytics Foundation

This course is part of multiple programs.

Instructor: Anke Audenaert

129,083 already enrolled

Included with

4 modules

Gain insight into a topic and learn the fundamentals.

2,350 reviews

Beginner level

Recommended experience

Flexible schedule

1 week at 10 hours a week

Learn at your own pace

98%

Most learners liked this course

4 modules

Gain insight into a topic and learn the fundamentals.

2,350 reviews

Beginner level

Recommended experience

Flexible schedule

1 week at 10 hours a week

Learn at your own pace

98%

Most learners liked this course

What you'll learn

How data and its measurement inform a marketing action
Basic principles of marketing
How data is collected and the regulations around its collection

Skills you'll gain

Category: Data Capture
Category: Data Collection
Category: Data Integration
Category: Law, Regulation, and Compliance
Category: Analytics
Category: Data Analysis
Category: Online Advertising
Category: Digital Marketing
Category: Data-Driven Marketing
Category: Information Privacy
Category: Marketing
Category: Advertising
Category: Web Analytics
Category: Marketing Analytics

Tools you'll learn

Category: Facebook
Category: Google Analytics
Category: Digital Marketing Tools
Category: Meta Ads Manager
Category: Application Programming Interface (API)

Details to know

Shareable certificate

Add to your LinkedIn profile

Assessments

19 assignments

Taught in English

Build your subject-matter expertise

This course is available as part of

When you enroll in this course, you'll also be asked to select a specific program.

Learn new concepts from industry experts
Gain a foundational understanding of a subject or tool
Develop job-relevant skills with hands-on projects
Earn a shareable career certificate

There are 4 modules in this course

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.

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.

What's included

16 videos5 readings4 assignments

16 videosTotal 52 minutes

Introduction to the Program6 minutes
Introduction to Marketing Analytics Course Overview3 minutes
Introduction to Anke Audenaert2 minutes
A Message from Meta1 minute
Careers in Marketing and Marketing Analytics4 minutes
Introduction: The Role of a Marketer1 minute
The Role of a Marketer4 minutes
Introduction: The Use of Analytics in Marketing1 minute
5 Main Uses of Marketing Analytics7 minutes
Introduction: Analytics in Marketing - Application1 minute
Find Your Audience4 minutes
Planning and Forecasting4 minutes
Evaluate Advertising Effectiveness3 minutes
Optimize Your Marketing Strategy4 minutes
Optimize the Sales Funnel4 minutes
Weekly Review: Importance of Analytics in Marketing2 minutes

5 readingsTotal 50 minutes

Marketing Analytics Foundation Syllabus10 minutes
Join the Meta Marketing Analytics Community!10 minutes
How to be Successful in this Program10 minutes
Community Guidelines10 minutes
The Future of Marketing is Data10 minutes

4 assignmentsTotal 67 minutes

Graded Quiz: Use Cases for Data in Marketing30 minutes
Review Your Community Knowledge10 minutes
Practice Quiz: Basic Principles of Marketing15 minutes
Practice Quiz: Uses of Analytics in Marketing12 minutes

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.

What's included

15 videos2 readings3 assignments

15 videosTotal 70 minutes

Introduction: What Data Do Marketers Use?2 minutes
Data Related to Offline Behavior6 minutes
Data Related to Online Behavior7 minutes
Understanding Sampled vs. Non-Sampled Data6 minutes
First-Party, Second-Party and Third-Party Data7 minutes
Introduction: Sources of Digital Data1 minute
How Online Interactions Generate Data6 minutes
Use of Browser Cookies7 minutes
Use of Tags or Pixels6 minutes
SDKs for Mobile Apps4 minutes
Connecting Data Through APIs4 minutes
Use of UIDs6 minutes
Introduction: Collecting Data for Marketing1 minute
Collecting Data for Marketing: An Example6 minutes
Weekly Review: Marketing Data Sources2 minutes

2 readingsTotal 20 minutes

Marketing and Data Sets10 minutes
Implementing the Facebook Pixel, SDK and API10 minutes

3 assignmentsTotal 65 minutes

Graded Quiz: Data Sources30 minutes
Practice Quiz: Understanding Data Marketers Use15 minutes
Practice Quiz: Data Sources20 minutes

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.

What's included

12 videos4 readings9 assignments

12 videosTotal 42 minutes

Introduction: Marketing Measurement and Analytics Tools1 minute
Spreadsheets in Marketing6 minutes
Visualization Tools in Marketing3 minutes
Introduction: Tools to Evaluate Digital Data2 minutes
Tools to Evaluate Website Data5 minutes
Understanding Google Analytics: Basics5 minutes
Evaluating Marketing outcomes with Google Analytics5 minutes
The Google Analytics Demo Account1 minute
Introduction: Tools for Evaluating Marketing Success2 minutes
Evaluating the Results of Marketing with Facebook Ads Manager5 minutes
Evaluating the results of marketing with Google Ads4 minutes
Weekly Review: Marketing Measurement and Analytics Tools2 minutes

4 readingsTotal 38 minutes

Web Measurement Terminology10 minutes
Google Analytics Basics8 minutes
How to Access Google Analytics Account Data10 minutes
Advertising on Common Platforms10 minutes

9 assignmentsTotal 140 minutes

Graded Quiz: Marketing Measurement and Analytics Tools30 minutes
Practice Activity: Google Sheets Simulation15 minutes
Practice Quiz: Analyzing and Categorizing Data15 minutes
Practice Activity: Google Analytics Simulation 115 minutes
Practice Activity: Google Analytics Simulation 210 minutes
Practice Quiz: Google Analytics and Web Measurement10 minutes
Practice Activity: Facebook Ads Manager Simulation15 minutes
Practice Activity: Google Ads Report15 minutes
Practice Quiz: Facebook Ads Manager and Google Ads15 minutes

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

What's included

11 videos2 readings3 assignments1 discussion prompt

11 videosTotal 44 minutes

Introduction: Data and Privacy2 minutes
Data Fuels Our Online Experience4 minutes
Consumers in the Data Driving Seat8 minutes
Introduction: Data and Privacy from the Advertisers Perspective1 minute
Data and the Responsible Advertiser4 minutes
The Advertising Ecosystem and the Role of Data7 minutes
Who Owns the Data and the Relationship with the User4 minutes
Introduction: Protection and Regulations1 minute
The Need for Data Protection4 minutes
Regulations to Protect Users and Their Data7 minutes
Weekly Review: Data and Privacy2 minutes

2 readingsTotal 20 minutes

Exercise: Check your Data Settings in Facebook10 minutes
Industry Organizations and Privacy10 minutes

3 assignmentsTotal 55 minutes

Graded Quiz: Data and Privacy30 minutes
Practice Quiz: Consumers and Data15 minutes
Practice Quiz: Advertiser Ecosystem10 minutes

1 discussion promptTotal 10 minutes

Share Your Thoughts!10 minutes

Earn a career certificate

Add this credential to your LinkedIn profile, resume, or CV. Share it on social media and in your performance review.

Instructor

Instructor ratings

(761 ratings)

Anke Audenaert

Offered by

Why people choose Coursera for their career

Felipe M.

Learner since 2018

"To be able to take courses at my own pace and rhythm has been an amazing experience. I can learn whenever it fits my schedule and mood."

Jennifer J.

Learner since 2020

"I directly applied the concepts and skills I learned from my courses to an exciting new project at work."

Larry W.

Learner since 2021

"When I need courses on topics that my university doesn't offer, Coursera is one of the best places to go."

Chaitanya A.

"Learning isn't just about being better at your job: it's so much more than that. Coursera allows me to learn without limits."

Learner reviews

5 stars
83.43%
4 stars
13.13%
3 stars
2.15%
2 stars
0.76%
1 star
0.50%

Showing 3 of 2350

Reviewed on Mar 5, 2022

Fantastic course to start me off on my way to getting the Facebook Marketing Analytics Specialization. I really enjoyed it and feel like I have learned a lot already.

Reviewed on Jul 15, 2023

A great way to kickstart a learning journey in Marketing Analytics with well-designed and interesting interactive course materials. Worth subscribing and will recommend it to others!

Reviewed on Feb 22, 2022

This course is informative, engaging, and well put together. The instructor is easy to follow and helps move students through lessons with ease.

Frequently asked questions

To access course materials, assignments, and earn a Certificate, you'll need to purchase the Certificate experience when you enroll in a course. Eligible learners may also have the option to start with a Free Trial. Some courses may also offer a Full Course, No Certificate option. This lets you access course materials, submit required assessments, and receive a final grade, but you won't be able to earn or purchase a Certificate.

When you enroll in the course, you get access to all of the courses in the Certificate, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile.