Advanced Marketing Analytics, Funnels, and Dashboarding

This course is part of Market Research Analyst Professional Certificate

Instructor: Professionals from the Industry

Access provided by Bertelsmann

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

Build interactive dashboards connecting GA4, CRM, and ad platforms.
Analyze conversion funnels to pinpoint drop-offs and hypothesize fixes.
Configure event tracking and evaluate marketing channel performance.
Visualize campaign trends and communicate insights to stakeholders.

Skills you'll gain

Tools you'll learn

Details to know

Shareable certificate

Add to your LinkedIn profile

Assessments

17 assignments¹

AI Graded see disclaimer

Taught in English

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Build your Data Analysis expertise

This course is part of the Market Research Analyst 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

Marketing decisions are only as strong as the data behind them. In this course, you'll build the analytical and technical skills to transform raw marketing data into clear, compelling insights that drive real business outcomes. Working across spreadsheets, business intelligence tools, and web analytics platforms, you'll learn to track user behavior, measure campaign performance, and visualize the full customer journey from first click to final conversion.

You'll connect data sources like GA4, Facebook Ads, and CRM systems to build interactive dashboards, configure custom event tracking, and analyze conversion funnels to identify exactly where—and why—users drop off. You'll also interpret time-series trends, evaluate marketing channel performance, and translate your findings into actionable recommendations for stakeholders. Designed for marketing professionals ready to move beyond surface-level reporting, this course equips you with the skills to make confident, data-driven decisions that improve campaign ROI and marketing effectiveness.

You will learn systematic funnel analysis techniques to identify conversion barriers and develop data-driven hypotheses about user behavior patterns.

What's included

2 videos1 reading2 assignments

2 videos Total 12 minutes

Systematic Funnel Analysis Framework and GA4 Integration 6 minutes
Step-by-Step Funnel Analysis in GA4 6 minutes

1 reading Total 8 minutes

User Behavior Patterns and Drop-off Identification Strategies 8 minutes

2 assignments Total 18 minutes

Comprehensive Funnel Analysis and Hypothesis Development 15 minutes
Funnel Analysis Knowledge Check 3 minutes

You will learn the technical skills to build comprehensive dashboards that integrate GA4, social media, and CRM data into unified business intelligence interfaces for strategic decision-making.

What's included

1 video2 readings3 assignments

1 video Total 8 minutes

Multi-Source Dashboard Principles and Integration Strategy 8 minutes

2 readings Total 18 minutes

Data Integration and Visualization Best Practices 10 minutes
Building Multi-Source Dashboards with Looker Studio 8 minutes

3 assignments Total 33 minutes

Create Comprehensive Multi-Source Marketing Dashboard 20 minutes
Dashboard Design and Integration Knowledge Check 3 minutes
Comprehensive Marketing Analytics Mastery Evaluation 10 minutes

You will learn the technical implementation of event tracking systems, focusing on GTM tag configuration for form submissions and external links, with systematic real-time validation processes to ensure data accuracy.

What's included

3 videos1 reading2 assignments

3 videos Total 14 minutes

Why Precise Event Tracking Drives Marketing Success 3 minutes
Event Tracking Fundamentals for Digital Marketers 6 minutes
Setting Up GTM Tags for Form Submissions 4 minutes

1 reading Total 8 minutes

GTM Configuration Essentials for Marketing Events 8 minutes

2 assignments Total 30 minutes

Configure Event Tracking Validation Process 15 minutes
Event Tracking Configuration Knowledge Check 15 minutes

You will learn systematic channel performance analysis using GA4 acquisition reports, attribution modeling, and strategic ranking methodologies to identify highest-converting marketing channels for data-driven budget allocation decisions.

What's included

4 videos1 reading3 assignments

4 videos Total 28 minutes

Why Strategic Channel Analysis Transforms Marketing ROI 4 minutes
Channel Evaluation Metrics and Attribution Models 10 minutes
Attribution Analysis Concepts for Marketing Decision-Making 8 minutes
Creating Channel Performance Reports in GA4 7 minutes

1 reading Total 7 minutes

GA4 Acquisition Reporting for Channel Analysis 7 minutes

3 assignments Total 33 minutes

Channel Ranking and Budget Allocation Analysis 18 minutes
Channel Performance Evaluation Knowledge Check 3 minutes
Marketing Channel Performance Analysis and Optimization 12 minutes

You will learn essential spreadsheet techniques to transform raw marketing campaign data into organized, analyzable formats using pivot tables and performance metrics calculations.

What's included

3 videos1 reading1 assignment

You will learn the interpretation of time-series marketing data through line chart analysis, distinguishing between meaningful business signals and random fluctuations to inform strategic marketing decisions.

What's included

3 videos1 reading2 assignments

3 videos Total 15 minutes

Visual Trend Analysis Drives Marketing Success 3 minutes
Line Chart Analysis Principles for Marketing Data 7 minutes
Creating and Interpreting Marketing Performance Line Charts 5 minutes

1 reading Total 8 minutes

Advanced Trend Analysis Methodologies for Marketing Optimization 8 minutes

2 assignments Total 18 minutes

Line Chart Trend Analysis Knowledge Check 3 minutes
Comprehensive Marketing Analytics and Strategic Optimization Assessment 15 minutes

You will learn the foundational skills of connecting marketing data sources to business intelligence platforms and creating interactive dashboard visualizations that reveal customer journey insights and conversion performance patterns.

What's included

3 videos1 reading1 assignment

3 videos Total 20 minutes

Marketing Dashboard Visualization Transforms Business Results 4 minutes
Essential Dashboard Components for Marketing Performance Tracking 9 minutes
Building Your First Marketing Funnel Dashboard in Power BI 7 minutes

1 reading Total 8 minutes

Business Intelligence Fundamentals for Marketing Analytics 8 minutes

1 assignment Total 3 minutes

Marketing Dashboard Fundamentals Assessment 3 minutes

You will develop advanced analytical skills to transform dashboard data into strategic insights, systematically identify high-impact optimization opportunities, and create actionable improvement plans that drive measurable marketing performance enhancements.

What's included

3 videos2 readings2 assignments

3 videos Total 23 minutes

Data-Driven Optimization Creates Competitive Marketing Advantage 4 minutes
Systematic Approach to Identifying Marketing Optimization Opportunities 10 minutes
Analyzing Marketing Performance Data to Uncover Optimization Opportunities 9 minutes

2 readings Total 18 minutes

Plan Your Marketing Data Visualization Strategy 8 minutes
Advanced Techniques for Customer Insight Generation and Action Planning 10 minutes

2 assignments Total 18 minutes

Performance Analysis and Optimization Strategy Assessment 3 minutes
Marketing Performance Optimization Mastery Assessment 15 minutes

You will create a comprehensive marketing performance analysis by integrating conversion funnel analysis, multi-channel performance evaluation, campaign data analysis, and interactive dashboard creation. This project synthesizes skills from advanced marketing data analysis to produce actionable insights that drive campaign optimization decisions.