Data-driven marketing is essential for turning insights into measurable business growth. This course teaches you to analyze user behavior, forecast traffic trends, optimize SEO, and improve campaign ROI using Google Analytics and attribution models.
Optimize Campaigns & SEO Using Analytics Data
Optimize Campaigns & SEO Using Analytics Data
This course is part of Google Analytics: Data-Driven Marketing Mastery with AI Specialization
Instructor: Hurix Digital
Included with
Gain insight into a topic and learn the fundamentals.
Beginner level
Recommended experience
9 hours to complete
Flexible schedule
Learn at your own pace
What you'll learn
Analyze marketing data to uncover conversion patterns, validate automated insights, and calculate correlations between user behavior and KPIs.
Apply regression analysis to forecast traffic trends, evaluate data variance, and measure seasonal campaign impact with statistical validation.
Optimize SEO performance through keyword analysis, metadata refinement, structured data implementation, and data-driven content improvements.
Details to know
Shareable certificate
Add to your LinkedIn profile
Recently updated!
February 2026
Taught in English
See how employees at top companies are mastering in-demand skills
Build your subject-matter expertise
This course is part of the Google Analytics: Data-Driven Marketing Mastery with AI Specialization
When you enroll in this course, you'll also be enrolled in this Specialization.
- 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 9 modules in this course
You will learn the fundamentals of behavioral data analysis, learning to segment user datasets, identify conversion patterns, and calculate statistical correlations that drive marketing optimization decisions.
What's included
3 videos1 reading2 assignments
You will learn the systematic evaluation of automated marketing intelligence systems, learning to validate alert accuracy, assess insight quality, and optimize monitoring rules for reliable, actionable marketing intelligence.
What's included
3 videos1 reading3 assignments
You will learn the foundational skills of statistical forecasting by learning regression analysis techniques and applying them to real marketing traffic data to predict future performance and isolate seasonal campaign impacts.
What's included
3 videos1 reading1 assignment
You will learn systematic data validation techniques by learning to identify and analyze discrepancies between real-time and historical analytics data, ensuring data integrity for reliable marketing decisions.
What's included
3 videos2 readings2 assignments
You will learn systematic keyword performance analysis by examining metrics across multiple analytics platforms to uncover high-impact content optimization opportunities.
What's included
3 videos1 reading2 assignments
You will learn technical SEO implementation by applying metadata optimization strategies and implementing structured data schemas that drive measurable improvements in search rankings and rich snippet appearances.
What's included
3 videos1 reading3 assignments
You will learn the systematic process of using Google Analytics model comparison tools to analyze user behavior patterns and align marketing campaigns with specific market demand phases for optimal targeting and performance.
What's included
3 videos3 readings2 assignments
You will learn comprehensive attribution frameworks to evaluate true campaign effectiveness across multiple channels, quantify cross-channel impact beyond simple last-click analysis, and develop data-driven budget reallocation strategies.
What's included
1 video2 readings4 assignments
You will be introduced to core marketing analytics concepts using Google Analytics data to evaluate basic campaign performance. You’ll explore how common marketing activities influence website traffic, user behavior, and conversions. Through hands-on analysis, you’ll learn to interpret essential metrics and connect them to real business outcomes. The focus is on practical, beginner-friendly analytics rather than complex modeling. You’ll build confidence in using data to answer everyday marketing questions. By the end, you’ll be able to translate simple analytics insights into clear, actionable marketing decisions.
What's included
4 readings1 assignment
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
Offered by
Explore more from Marketing
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."
Open new doors with Coursera Plus
Unlimited access to 10,000+ world-class courses, hands-on projects, and job-ready certificate programs - all included in your subscription
Advance your career with an online degree
Earn a degree from world-class universities - 100% online
Join over 3,400 global companies that choose Coursera for Business
Upskill your employees to excel in the digital economy
Frequently asked questions
Yes, this course is designed for marketing professionals who want to add data-driven optimization skills without needing coding expertise. While basic Google Analytics familiarity is helpful, all courses teach analytical concepts from the ground up with practical, hands-on application.
You'll gain practical skills with Google Analytics for behavioral analysis and attribution modeling, regression analysis tools for traffic forecasting, Google Search Console for keyword research and SEO insights, and structured data implementation for technical SEO. You'll also learn to validate data quality and evaluate automated insight systems.
This course prepares you for roles requiring data-driven marketing optimization, including Digital Marketing Analyst, SEO Specialist, Campaign Optimization Manager, Marketing Data Analyst, and Performance Marketing Specialist. The skills you'll gain—statistical analysis, attribution modeling, and conversion optimization—are increasingly essential for mid-level and senior marketing positions.
More questions
Financial aid available,
¹ Some assignments in this course are AI-graded. For these assignments, your data will be used in accordance with Coursera's Privacy Notice.