Bad data leads to bad decisions. Mismatched conversion counts, uncleaned campaign datasets, and reports built on spreadsheets that break at scale cost marketing teams credibility and budget. This program teaches you how to fix that from the ground up.
Marketing Data & Reporting Essentials is an intermediate program designed for junior marketing analysts, digital marketers, marketing operations professionals, and business analysts who want to build a rigorous, end-to-end marketing data skill set. Across ten focused courses, you will master the complete marketing data and reporting workflow: tracking digital marketing channels with UTM parameters, cleaning and validating campaign datasets, profiling data quality, querying marketing data with SQL and AI tools, designing star and snowflake data models with KPI frameworks, analyzing campaign performance with pivot tables, creating charts and dashboards in Excel and Looker Studio, visualizing data using BI tools, and building stakeholder-ready marketing reports.
You will work with tools including SQL, Excel, Google Sheets, Looker Studio, Power BI, Tableau, and GA4 throughout, applying hands-on techniques to realistic e-commerce and digital marketing scenarios. By the end of the program, you will be equipped to collect, clean, model, analyze, and report marketing data with the accuracy and clarity that data-driven marketing roles demand.
Applied Learning Project
Throughout this program, you will complete hands-on projects that reflect real marketing analytics workflows. You will apply UTM parameters to campaign URLs & measure channel performance metrics across email, paid search, & social. You will clean campaign datasets by normalizing UTM fields, removing duplicates, & reconciling conversion counts across GA4, Facebook Ads, and Salesforce. You will profile data quality by computing null rates and uniqueness metrics, and use SQL & AI tools to join marketing data tables and validate campaign-level queries. You will design a star schema data model & build a KPI framework mapping business objectives to measurable metrics. You will build pivot tables and line charts to analyze campaign performance & write stakeholder-ready analytical commentary. You will create time-series visualizations in Looker Studio & connect data sources in BI tools to produce shareable reports. Each project produces a portfolio-ready marketing analytics artifact.
