Performance Analytics & Optimization

This course is part of Microsoft Go-To-Market Strategy Professional Certificate

Instructor: Microsoft

What you'll learn

Build dashboards visualizing impressions, clicks, MQLs, and pipeline value across channels using Power BI or Excel.
Analyze week-over-week KPI trends, identify drivers, and add narrative insights to guide stakeholder decisions.
Evaluate multi-channel journeys and apply attribution models to optimize CPA, CTR, ROI, and ROAS.
Conduct post-launch reviews, compare actual vs. forecast, and present insights with recommendations and hypotheses.

Skills you'll gain

Tools you'll learn

Details to know

Shareable certificate

Add to your LinkedIn profile

Assessments

14 assignments¹

AI Graded see disclaimer

Taught in English

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This course is part of the Microsoft Go-To-Market Strategy Professional Certificate

When you enroll in this course, you'll also be enrolled in this Professional Certificate.

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There are 7 modules in this course

Turn campaign data into clear, actionable decisions. In this course, you’ll build marketing dashboards using Power BI (or Excel) to visualize key metrics like impressions, clicks, MQLs, and pipeline value across channels. You’ll learn how to analyze week-over-week performance, identify meaningful variances, and translate data into narrative insights that guide stakeholder decisions.

The course then expands into multi-channel journey analysis, helping you understand how email, social, and webinar touchpoints contribute to pipeline growth. You’ll apply attribution models to evaluate channel efficiency using CPA, CTR, ROI, and ROAS, and make informed budget reallocation decisions. Finally, you’ll conduct a structured 30-day post-launch campaign review, comparing actual vs. forecast performance, identifying key drivers, and developing optimization recommendations. You’ll present your findings through a stakeholder-ready narrative, including actionable insights and testable hypotheses for future campaigns.

Dashboards turn raw data into decision-ready insights. This module teaches you to build marketing performance dashboards in Power BI, visualizing key metrics across channels in formats that stakeholders can quickly understand and act upon. In the real world, dashboards are used to track the Key Results and KPIs defined for campaigns, help monitor campaign performance, and ensure results align with business goals.

What's included

3 readings1 assignment

Dashboards become powerful when paired with interpretation. This module teaches you to analyze week-over-week variances in marketing KPIs, identify what drives changes, and add narrative annotations that help stakeholders understand the story behind the numbers.

What's included

2 readings3 assignments

Modern campaigns span multiple channels; understanding each one’s contribution is essential. This module teaches you to analyze multi-channel journey performance to inform campaign decisions, assessing how email, social, and webinar touchpoints work together to create MQLs and drive pipeline growth.

What's included

1 reading2 assignments

Contribution analysis helps you determine which channels contribute to conversion, while attribution models help you decide how to rank those channels; attribution turns broad channel data into clearly analyzed and weighed data to help drive budget decisions. This module teaches you to apply attribution logic to evaluate channel efficiency using CPA, CTR, ROI, and ROAS, then make budget reallocation recommendations that maximize pipeline return. Each metric works together to inform decisions about where to invest, reduce, or test budget allocation across channels.

What's included

2 readings3 assignments

Post-launch campaign reviews, transform campaign endings into learning beginnings. This module teaches you to conduct structured 30-day reviews that compare actual results against forecasts, identify performance drivers, and document insights that improve future campaigns.

What's included

2 readings2 assignments

Insights become valuable when translated into action. This module teaches you to transform post-launch performance findings into actionable recommendations and create stakeholder presentations that communicate outcomes, insights, and hypotheses for continuous improvement.

What's included

3 readings2 assignments

Demonstrate your analytics mastery with a comprehensive post-launch review. You'll use a Power BI or Excel dashboard starter template to build campaign visuals, compare actuals against forecast, analyze channel and segment performance, review attribution and efficiency metrics, make optimization recommendations, and create a concise executive presentation that communicates insights, risks, assumptions, and forward-looking hypotheses.