Marketing Data and Performance Measurement

This course is part of Product Marketing Manager with AI Professional Certificate Professional Certificate

Instructor: Professionals from the Industry

Access provided by Saudi Aramco Technical Services Professional Academy

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

Validate live marketing data and monitor campaign performance.
Analyze conversion funnels and audience behavior patterns.
Build dashboards and visualizations for marketing reporting.
Evaluate marketing ROI using attribution and analytics models.

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 Product Marketing Manager with AI 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

Modern product marketers must understand how to validate marketing data, analyze campaign performance, and communicate insights that support strategic business decisions. In this course, learners will build analytical skills for evaluating web traffic, campaign attribution, conversion performance, and marketing ROI. Learners will work with marketing analytics dashboards and web analytics platforms to segment audiences, identify traffic anomalies, validate live campaign data, and optimize conversion funnels. The course also introduces attribution modeling techniques that help marketers evaluate the impact of different marketing channels. In addition, learners will build visual dashboards and campaign reports designed to communicate performance insights to marketing teams and stakeholders. By the end of this course, learners will be able to monitor data fidelity, analyze customer behavior, optimize campaigns using conversion insights, and present marketing performance using clear data visualizations. Tools explored include Google Analytics 4 (GA4), marketing dashboards, attribution models, data visualization workflows, and reporting frameworks.

Learners will master the foundational skill of dividing website traffic into meaningful audience segments by analyzing demographic, behavioral, and traffic source data in Google Analytics to identify profile misalignments between actual visitors and target customer profiles that waste marketing budget.

What's included

2 videos1 reading1 assignment

Learners will master the essential skill of validating real-time marketing data quality by calculating variance against historical baselines and analyzing cross-metric patterns in Google Analytics to detect tracking failures, bot traffic, and referral spam before making costly budget allocation decisions based on flawed analytics.

What's included

3 videos1 reading3 assignments

3 videosTotal 20 minutes

When Good Data Goes Bad6 minutes
Data Validation Methods and Metrics9 minutes
Validating Real-Time Data in Google Analytics4 minutes

1 readingTotal 8 minutes

Understanding Data Validation Fundamentals8 minutes

3 assignmentsTotal 43 minutes

Hands-On Activity: Real-Time Data Validation Challenge10 minutes
Knowledge Check: Data Validation3 minutes
Comprehensive Data Validation Assessment30 minutes

Learners will master visual project management fundamentals by creating structured campaign workflows with clear timelines, task assignments, and stakeholder collaboration.

What's included

2 videos2 readings2 assignments

2 videosTotal 5 minutes

Why Visual Project Management Transforms Marketing Campaigns3 minutes
Campaign Workflow Design and Task Organization2 minutes

2 readingsTotal 20 minutes

Visual Project Management Fundamentals for Marketing Teams8 minutes
Visualize Your First Marketing Campaign Workflow: A How-To Guide12 minutes

2 assignmentsTotal 18 minutes

Hands-On Activity: Create a Complete Campaign Project Board15 minutes
Visual Project Management Mastery Check3 minutes

Learners will master sprint retrospective techniques to systematically analyze campaign performance, extract actionable insights, and implement process improvements for future marketing initiatives.

What's included

2 videos1 reading3 assignments

2 videosTotal 13 minutes

Sprint Retrospectives Transform Marketing Team Performance4 minutes
Performance Metrics and Goal Evaluation Techniques10 minutes

1 readingTotal 10 minutes

Sprint Retrospective Fundamentals for Marketing Teams10 minutes

3 assignmentsTotal 36 minutes

Hands-On Activity: Conduct a Comprehensive Sprint Retrospective18 minutes
Sprint Retrospective Mastery Assessment3 minutes
Marketing Campaign Performance Evaluation and Improvement Planning15 minutes

Learners will master 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

Hands-On Activity: Create Market Demand Phase Analysis Report12 minutes
Model Comparison and Campaign Alignment Knowledge Check5 minutes

Learners will master 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

Hands-On Activity: 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

Learners will master 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

Learners will master 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 videosTotal 15 minutes

Visual Trend Analysis Drives Marketing Success 3 minutes
Line Chart Analysis Principles for Marketing Data7 minutes
Creating and Interpreting Marketing Performance Line Charts5 minutes

1 readingTotal 8 minutes

Advanced Trend Analysis Methodologies for Marketing Optimization8 minutes

2 assignmentsTotal 18 minutes

Line Chart Trend Analysis Knowledge Check3 minutes
Comprehensive Marketing Analytics and Strategic Optimization Assessment15 minutes

his module focuses on building a complete Marketing Performance Portfolio that simulates real-world responsibilities of a marketing analyst in a direct-to-consumer (DTC) company. Learners work with marketing data to validate its accuracy, analyze conversion behavior through funnel exploration, design an executive-level KPI dashboard, and make a data-driven recommendation for budget allocation. The module emphasizes four core skills: data verification, funnel analysis, dashboard design for executive decision-making, and ROI justification using attribution models. By the end of the project, learners produce a polished slide deck that communicates performance insights clearly to non-technical stakeholders and supports strategic marketing decisions with evidence-based reasoning.