Marketing Data Analysis and Visualization Fundamentals

This course is part of Market Research Analyst Professional Certificate Professional Certificate

Instructor: Professionals from the Industry

9 modules

Gain insight into a topic and learn the fundamentals.

Beginner level

Recommended experience

8 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

8 hours to complete

Flexible schedule

Learn at your own pace

What you'll learn

Calculate mean, median, and mode to interpret marketing data.
Build Excel pivot tables and track KPIs in shared documents.
Pull and document web traffic metrics using analytics platforms.
Create charts in Tableau or Power BI to visualize campaign results.

Skills you'll gain

Tools you'll learn

Details to know

Shareable certificate

Add to your LinkedIn profile

Assessments

19 assignments¹

AI Graded see disclaimer

Taught in English

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Build your Marketing expertise

This course is part of the Market Research Analyst Professional Certificate Professional Certificate

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

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 from Coursera

There are 9 modules in this course

Data-driven marketing starts with knowing how to collect, interpret, and present the right numbers. In this course, you'll build the foundational skills that modern digital marketing professionals use every day — from reading web traffic reports to creating charts that tell a story at a glance.

You'll get hands-on practice with industry-standard tools, including Excel pivot tables, Google Analytics 4, and data visualization platforms like Tableau and Power BI. Along the way, you'll learn how to define and track key performance indicators, distinguish between leading and lagging metrics, and structure performance data in tracking documents that keep teams aligned. Whether you're supporting a campaign, contributing to a weekly report, or preparing your first analytics dashboard, this course gives you the technical foundation and practical workflow skills to do the job with confidence. No prior analytics experience is required — just a willingness to work with real data and deliver results that matter.

You will learn fundamental statistical concepts essential for marketing analytics by understanding and defining mean, median, and mode in professional contexts.

What's included

2 videos1 reading1 assignment

You will learn Excel's pivot table functionality to transform raw marketing data into organized summaries that reveal actionable insights for data-driven decision making.

What's included

2 videos1 reading3 assignments

2 videos Total 13 minutes

Why Pivot Tables Transform Marketing Analytics 3 minutes
Building Your First Marketing Pivot Table in Excel 9 minutes

1 reading Total 7 minutes

Understanding Pivot Table Components and Structure 7 minutes

3 assignments Total 33 minutes

Creating Marketing Dashboard Pivot Tables 18 minutes
Pivot Table Application Knowledge Check 3 minutes
Marketing Analytics Pivot Table Mastery Assessment 12 minutes

You will learn the foundational skill of identifying and documenting key analytics metrics from official technical resources, building the accuracy needed for reliable data interpretation and team communication.

What's included

2 videos1 reading2 assignments

2 videos Total 9 minutes

Analytics Documentation Mastery Changes Everything for Marketing Teams 3 minutes
Navigate and Interpret Official Analytics Documentation 6 minutes

1 reading Total 8 minutes

Essential Analytics Metrics and Their Technical Definitions 8 minutes

2 assignments Total 15 minutes

Build Your Team's Analytics Metrics Reference Guide 12 minutes
Analytics Metrics Definition Knowledge Check 3 minutes

You will develop systematic platform navigation skills to consistently retrieve standard web traffic performance data, enabling reliable marketing analysis and stakeholder reporting.

What's included

2 videos1 reading3 assignments

2 videos Total 12 minutes

The Data Retrieval Skills That Separate Marketing Professionals 3 minutes
Essential Reports and Navigation Paths in GA4 and SEMRush 8 minutes

1 reading Total 9 minutes

Standard Web Traffic Data Types and Platform Organization 9 minutes

3 assignments Total 31 minutes

Hands-On Data Retrieval Practice: Building Your Systematic Workflow 13 minutes
Platform Navigation and Data Retrieval Knowledge Check 3 minutes
Web Traffic Data Retrieval and Analysis Project 15 minutes

You will learn the critical distinction between predictive and outcome-based metrics to enable proactive marketing strategy development.

What's included

2 videos2 readings2 assignments

2 videos Total 11 minutes

Why Leading vs. Lagging Indicators Transform Marketing Strategy 3 minutes
Classification Framework for Marketing Performance Metrics 8 minutes

2 readings Total 16 minutes

Understanding Leading and Lagging Performance Indicators 8 minutes
Strategic Guide: Identifying Leading and Lagging Indicators in Marketing Dashboards 8 minutes

2 assignments Total 28 minutes

Leading vs. Lagging Performance Indicators Documentation Assignment 25 minutes
Leading vs. Lagging Indicators Knowledge Check 3 minutes

You will learn systematic data collection workflows that ensure accurate, timely population of marketing performance tracking documents using standardized procedures.

What's included

2 videos2 readings2 assignments

2 videos Total 13 minutes

Why Standardized Data Procedures Define Marketing Success 3 minutes
Essential Components of Performance Tracking Documents 10 minutes

2 readings Total 19 minutes

Building Systematic Data Collection Workflows 10 minutes
Professional Guide: Step-by-Step Data Collection from Multiple Marketing Platforms 9 minutes

2 assignments Total 18 minutes

Data Collection Procedures Knowledge Check 3 minutes
Marketing Performance Tracking Mastery Assessment 15 minutes

You will develop foundational awareness of industry-standard BI tools used in marketing analytics and understand their core capabilities for transforming marketing data into visual insights.

What's included

2 videos2 readings2 assignments

2 videos Total 9 minutes

Why Marketing Teams Choose BI Tools Over Spreadsheets 3 minutes
Core BI Platforms for Marketing Analytics 6 minutes

2 readings Total 15 minutes

BI Tool Selection Guide for Marketing Teams 8 minutes
How to Recognize Common Business Intelligence (BI) Tools in Marketing Environments 7 minutes

2 assignments Total 23 minutes

BI Tool Recognition Practice Assignment 20 minutes
BI Platform Recognition Knowledge Check 3 minutes

You will gain hands-on experience connecting data sources and creating functional bar charts using professional BI tools, demonstrating practical skills needed for marketing dashboard creation and performance reporting.

What's included

2 videos1 reading3 assignments

2 videos Total 9 minutes

From Data to Decisions - The Marketing Visualization Journey 3 minutes
Connect Marketing Data and Build Your First Chart 6 minutes

1 reading Total 7 minutes

Data Visualization Tools: Connecting Data Sources and Creating Charts 7 minutes

3 assignments Total 33 minutes

Build Marketing Performance Dashboard Component 18 minutes
Chart Creation Skills Validation 3 minutes
Marketing Data Visualization Mastery Assessment 12 minutes

You will create a comprehensive marketing analytics report that integrates data analysis, web traffic insights, performance tracking, and data visualization skills. This project synthesizes spreadsheet analysis techniques with web analytics interpretation and business intelligence visualization to deliver actionable marketing insights.