Optimize Campaigns & SEO Using Analytics Data

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

Instructor: Hurix Digital

Access provided by Xavier School of Management, XLRI

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 videos Total 10 minutes

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

1 reading Total 10 minutes

Understanding Behavioral Data Fundamentals for Marketing Analytics 10 minutes

2 assignments Total 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 videos Total 20 minutes

Validation Methodologies for Marketing Intelligence Accuracy 5 minutes
Google Analytics Insights System Audit Walkthrough 3 minutes
Advanced System Evaluation Techniques for Marketing Intelligence 12 minutes

1 reading Total 6 minutes

Automated Insight Systems: Components and Evaluation Framework 6 minutes

3 assignments Total 18 minutes

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

Why Traffic Forecasting Transforms Marketing Strategy 3 minutes
Understanding Regression Analysis for Traffic Prediction 6 minutes
Building Your First Traffic Forecasting Model in Python 3 minutes

1 reading Total 5 minutes

Statistical Modeling Fundamentals for Marketing Analytics 5 minutes

1 assignment Total 3 minutes

Traffic Forecasting Fundamentals Knowledge Check 3 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 videos Total 15 minutes

Why Data Validation Prevents Million-Dollar Marketing Mistakes 3 minutes
Understanding Data Variance and Quality Assurance in Marketing Analytics 9 minutes
Implementing Automated Data Validation with Python 3 minutes

2 readings Total 10 minutes

Data Quality Framework for Marketing Analytics Validation 6 minutes
Building Variance Analysis Systems with Python and SQL 4 minutes

2 assignments Total 20 minutes

Forecast and Validate Your Marketing Traffic 15 minutes
Data Validation & Variance Analysis Knowledge Check 5 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 videos Total 15 minutes

Why Keyword Data Analysis Drives Marketing Success 3 minutes
Understanding Keyword Performance Metrics and Analysis Framework 6 minutes
Step-by-Step Keyword Performance Analysis Workflow 6 minutes

1 reading Total 7 minutes

Advanced Analytics Integration for Keyword Performance Insights 7 minutes

2 assignments Total 18 minutes

Comprehensive Keyword Performance Analysis and Optimization Strategy 15 minutes
Keyword Performance Analysis Knowledge Check 3 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 videos Total 18 minutes

Why Technical SEO Creates Competitive Advantage 4 minutes
Schema Markup Types and Implementation Methods 9 minutes
Implementing Schema Markup and Metadata Optimization 5 minutes

1 reading Total 10 minutes

Metadata Optimization and Structured Data Fundamentals 10 minutes

3 assignments Total 47 minutes

Optimize SEO - Keywords & Schema 20 minutes
Advanced Schema Implementation and Technical SEO Optimization Project 20 minutes
Technical SEO Implementation Knowledge Check 7 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 videos Total 13 minutes

Why Market Demand Alignment Matters for Campaign ROI 3 minutes
Understanding Google Analytics Model Comparison Framework 5 minutes
Implementing GA Model Comparison Tools 5 minutes

3 readings Total 21 minutes

Market Demand Phases and Analytics Segmentation 8 minutes
How-to Guide: Strategic Campaign Alignment Analysis 10 minutes
Video: Setting Up Campaign Alignment Analysis in Google Analytics 3 minutes

2 assignments Total 17 minutes

Model Comparison and Campaign Alignment Knowledge Check 5 minutes
Create Market Demand Phase Analysis Report 12 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 video Total 7 minutes

GA Attribution Model Configuration and Analysis 7 minutes

2 readings Total 20 minutes

Multi-Touch Attribution Models and Cross-Channel Analysis 10 minutes
How-to Guide: Strategic Campaign Alignment Analysis 10 minutes

4 assignments Total 65 minutes

Comprehensive Attribution Framework Development 17 minutes
Attribution Model Analysis Knowledge Check 3 minutes
Automated Marketing Insight Systems: Validation and Optimization Strategies 15 minutes
Automated Marketing Insight Systems: Validation and Optimization Strategies 30 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.