Optimize Campaigns & SEO Using Analytics Data

This course is part of Google Analytics: Data-Driven Marketing Mastery with AI Specialization

Instructor: Professionals in the Industry

Access provided by Camara de Comercio Exterior

9 modules

Gain insight into a topic and learn the fundamentals.

Beginner level

Recommended experience

9 hours to complete

Flexible schedule

Learn at your own pace

9 modules

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.

Skills you'll gain

Tools you'll learn

Google Analytics

Details to know

Shareable certificate

Add to your LinkedIn profile

Assessments

20 assignments¹

AI Graded see disclaimer

Taught in English

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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

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.

You will learn to segment behavioral data to uncover conversion patterns, apply regression analysis for traffic forecasting, implement technical SEO improvements, and evaluate cross-channel campaign performance. No coding experience is required—you will gain practical skills in statistical analysis, keyword research, and performance optimization that apply directly to real marketing challenges. By the end of this course, you will confidently validate automated insights, identify high-impact content opportunities, calculate correlations between user actions and conversions, and present data-driven recommendations that support budget decisions. These skills help marketers move from executing campaigns to driving strategic growth.

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

3 videosTotal 10 minutes

Why Behavioral Analytics Transforms Marketing Success 2 minutes
Statistical Correlation Analysis for Marketing Insights 4 minutes
Creating Conversion Funnel Visualizations in Google Analytics4 minutes

1 readingTotal 10 minutes

Understanding Behavioral Data Fundamentals for Marketing Analytics 10 minutes

2 assignmentsTotal 14 minutes

Build Comprehensive Conversion Funnel Analysis Report 10 minutes
Behavioral Data Analysis Knowledge Check 4 minutes

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

3 videosTotal 20 minutes

Validation Methodologies for Marketing Intelligence Accuracy 5 minutes
Google Analytics Insights System Audit Walkthrough3 minutes
Advanced System Evaluation Techniques for Marketing Intelligence 12 minutes

1 readingTotal 6 minutes

Automated Insight Systems: Components and Evaluation Framework 6 minutes

3 assignmentsTotal 18 minutes

Complete Automated System Audit and Optimization Project 12 minutes
Automated System Evaluation Knowledge Check 4 minutes
Course Mastery Assessment: Marketing Data Analysis and System Evaluation 2 minutes

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

3 videosTotal 12 minutes

Why Traffic Forecasting Transforms Marketing Strategy3 minutes
Understanding Regression Analysis for Traffic Prediction6 minutes
Building Your First Traffic Forecasting Model in Python3 minutes

1 readingTotal 5 minutes

Statistical Modeling Fundamentals for Marketing Analytics5 minutes

1 assignmentTotal 3 minutes

Traffic Forecasting Fundamentals Knowledge Check3 minutes

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

3 videosTotal 15 minutes

Why Data Validation Prevents Million-Dollar Marketing Mistakes3 minutes
Understanding Data Variance and Quality Assurance in Marketing Analytics9 minutes
Implementing Automated Data Validation with Python3 minutes

2 readingsTotal 10 minutes

Data Quality Framework for Marketing Analytics Validation6 minutes
Building Variance Analysis Systems with Python and SQL4 minutes

2 assignmentsTotal 20 minutes

Data Validation & Variance Analysis Knowledge Check5 minutes
Forecast and Validate Your Marketing Traffic15 minutes

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

3 videosTotal 15 minutes

Why Keyword Data Analysis Drives Marketing Success3 minutes
Understanding Keyword Performance Metrics and Analysis Framework6 minutes
Step-by-Step Keyword Performance Analysis Workflow6 minutes

1 readingTotal 7 minutes

Advanced Analytics Integration for Keyword Performance Insights7 minutes

2 assignmentsTotal 18 minutes

Comprehensive Keyword Performance Analysis and Optimization Strategy15 minutes
Keyword Performance Analysis Knowledge Check3 minutes

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

3 videosTotal 18 minutes

Why Technical SEO Creates Competitive Advantage4 minutes
Schema Markup Types and Implementation Methods9 minutes
Implementing Schema Markup and Metadata Optimization5 minutes

1 readingTotal 10 minutes

Metadata Optimization and Structured Data Fundamentals10 minutes

3 assignmentsTotal 47 minutes

Advanced Schema Implementation and Technical SEO Optimization Project20 minutes
Technical SEO Implementation Knowledge Check7 minutes
Optimize SEO - Keywords & Schema20 minutes

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

3 videosTotal 13 minutes

Why Market Demand Alignment Matters for Campaign ROI3 minutes
Understanding Google Analytics Model Comparison Framework5 minutes
Implementing GA Model Comparison Tools5 minutes

3 readingsTotal 23 minutes

Market Demand Phases and Analytics Segmentation8 minutes
How-to Guide: Strategic Campaign Alignment Analysis10 minutes
Setting Up Campaign Alignment Analysis in Google Analytics5 minutes

2 assignmentsTotal 17 minutes

Create Market Demand Phase Analysis Report12 minutes
Model Comparison and Campaign Alignment Knowledge Check5 minutes

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

1 videoTotal 7 minutes

GA Attribution Model Configuration and Analysis 7 minutes

2 readingsTotal 20 minutes

Multi-Touch Attribution Models and Cross-Channel Analysis10 minutes
How-to Guide: Strategic Campaign Alignment Analysis10 minutes

4 assignmentsTotal 65 minutes

Comprehensive Attribution Framework Development 17 minutes
Attribution Model Analysis Knowledge Check 3 minutes
Automated Marketing Insight Systems: Validation and Optimization Strategies15 minutes
Automated Marketing Insight Systems: Validation and Optimization Strategies30 minutes

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.