Marketing Analytics Foundation
Keep adding new skills with 10,000+ programs for $239 (usually $399). Save now.
Marketing Analytics Foundation
This course is part of multiple programs.
Instructor: Anke Audenaert
127,612 already enrolled
Included with
Ask Coursera
2,356 reviews
Recommended experience
2,356 reviews
Recommended experience
What you'll learn
How data and its measurement inform a marketing action
Basic principles of marketing
How data is collected and the regulations around its collection
Skills you'll gain
Details to know
See how employees at top companies are mastering in-demand skills
Build your subject-matter expertise
- 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 4 modules in this course
This course lays the foundation of marketing analytics. You’ll learn the basic principles of marketing, the role data analysis plays in digital marketing and how data is collected and managed.
By the end of this course you will be able to: • Describe how marketers use data to inform campaign decisions • Describe the basic principles of marketing • Identify why data analysis matters in digital marketing • Implement the Meta pixel to capture data used to track visitor activity on a website • Explain how an API connects data captured offline to an online platform • Describe common platforms for online data management and evaluation • Navigate Google Analytics and Meta Ads Manager reports • Explain the significance of the privacy regulations that govern the online marketing space Regardless of your current marketing and analytics experience, this course will help you build a solid foundation for incorporating data into your marketing efforts. Learners should have basic internet navigation skills and be eager to participate.
This week you will learn the importance of data and analytics in marketing and how they inform marketing decisions. You’ll also be briefly introduced to basic marketing principles.
What's included
16 videos5 readings4 assignments
16 videos•Total 52 minutes
- Introduction to the Program•6 minutes
- Introduction to Marketing Analytics Course Overview•3 minutes
- Introduction to Anke Audenaert•2 minutes
- A Message from Meta•1 minute
- Careers in Marketing and Marketing Analytics•4 minutes
- Introduction: The Role of a Marketer•1 minute
- The Role of a Marketer•4 minutes
- Introduction: The Use of Analytics in Marketing•1 minute
- 5 Main Uses of Marketing Analytics•7 minutes
- Introduction: Analytics in Marketing - Application•1 minute
- Find Your Audience•4 minutes
- Planning and Forecasting•4 minutes
- Evaluate Advertising Effectiveness•3 minutes
- Optimize Your Marketing Strategy•4 minutes
- Optimize the Sales Funnel•4 minutes
- Weekly Review: Importance of Analytics in Marketing•2 minutes
5 readings•Total 50 minutes
- Marketing Analytics Foundation Syllabus•10 minutes
- Join the Meta Marketing Analytics Community!•10 minutes
- How to be Successful in this Program•10 minutes
- Community Guidelines•10 minutes
- The Future of Marketing is Data•10 minutes
4 assignments•Total 67 minutes
- Graded Quiz: Use Cases for Data in Marketing•30 minutes
- Review Your Community Knowledge•10 minutes
- Practice Quiz: Basic Principles of Marketing•15 minutes
- Practice Quiz: Uses of Analytics in Marketing•12 minutes
In week 2 you will gain an understanding of how data is collected and used in digital marketing. You will learn the difference between first, second and third party data and will get an overview of the Facebook pixel and its use.
What's included
15 videos2 readings3 assignments
15 videos•Total 70 minutes
- Introduction: What Data Do Marketers Use?•2 minutes
- Data Related to Offline Behavior•6 minutes
- Data Related to Online Behavior•7 minutes
- Understanding Sampled vs. Non-Sampled Data•6 minutes
- First-Party, Second-Party and Third-Party Data•7 minutes
- Introduction: Sources of Digital Data•1 minute
- How Online Interactions Generate Data•6 minutes
- Use of Browser Cookies•7 minutes
- Use of Tags or Pixels•6 minutes
- SDKs for Mobile Apps•4 minutes
- Connecting Data Through APIs•4 minutes
- Use of UIDs•6 minutes
- Introduction: Collecting Data for Marketing•1 minute
- Collecting Data for Marketing: An Example•6 minutes
- Weekly Review: Marketing Data Sources•2 minutes
2 readings•Total 20 minutes
- Marketing and Data Sets•10 minutes
- Implementing the Facebook Pixel, SDK and API•10 minutes
3 assignments•Total 65 minutes
- Graded Quiz: Data Sources•30 minutes
- Practice Quiz: Understanding Data Marketers Use•15 minutes
- Practice Quiz: Data Sources•20 minutes
This week you will learn how spreadsheets are used to visualize and analyze data for marketing. You will be introduced to Google Analytics and Facebook Ads Manager and how these tools are used to provide data for marketers to analyze.
What's included
12 videos4 readings9 assignments
12 videos•Total 42 minutes
- Introduction: Marketing Measurement and Analytics Tools•1 minute
- Spreadsheets in Marketing•6 minutes
- Visualization Tools in Marketing•3 minutes
- Introduction: Tools to Evaluate Digital Data•2 minutes
- Tools to Evaluate Website Data•5 minutes
- Understanding Google Analytics: Basics•5 minutes
- Evaluating Marketing outcomes with Google Analytics•5 minutes
- The Google Analytics Demo Account•1 minute
- Introduction: Tools for Evaluating Marketing Success•2 minutes
- Evaluating the Results of Marketing with Facebook Ads Manager•5 minutes
- Evaluating the results of marketing with Google Ads•4 minutes
- Weekly Review: Marketing Measurement and Analytics Tools•2 minutes
4 readings•Total 38 minutes
- Web Measurement Terminology•10 minutes
- Google Analytics Basics•8 minutes
- How to Access Google Analytics Account Data•10 minutes
- Advertising on Common Platforms•10 minutes
9 assignments•Total 140 minutes
- Graded Quiz: Marketing Measurement and Analytics Tools•30 minutes
- Practice Activity: Google Sheets Simulation•15 minutes
- Practice Quiz: Analyzing and Categorizing Data•15 minutes
- Practice Activity: Google Analytics Simulation 1•15 minutes
- Practice Activity: Google Analytics Simulation 2•10 minutes
- Practice Quiz: Google Analytics and Web Measurement•10 minutes
- Practice Activity: Facebook Ads Manager Simulation•15 minutes
- Practice Activity: Google Ads Report•15 minutes
- Practice Quiz: Facebook Ads Manager and Google Ads•15 minutes
In the final week you will learn about the regulations around gathering and using online data and consumer’s rights.
What's included
11 videos2 readings3 assignments1 discussion prompt
11 videos•Total 44 minutes
- Introduction: Data and Privacy•2 minutes
- Data Fuels Our Online Experience•4 minutes
- Consumers in the Data Driving Seat•8 minutes
- Introduction: Data and Privacy from the Advertisers Perspective•1 minute
- Data and the Responsible Advertiser•4 minutes
- The Advertising Ecosystem and the Role of Data•7 minutes
- Who Owns the Data and the Relationship with the User•4 minutes
- Introduction: Protection and Regulations•1 minute
- The Need for Data Protection•4 minutes
- Regulations to Protect Users and Their Data•7 minutes
- Weekly Review: Data and Privacy•2 minutes
2 readings•Total 20 minutes
- Exercise: Check your Data Settings in Facebook•10 minutes
- Industry Organizations and Privacy•10 minutes
3 assignments•Total 55 minutes
- Graded Quiz: Data and Privacy•30 minutes
- Practice Quiz: Consumers and Data•15 minutes
- Practice Quiz: Advertiser Ecosystem•10 minutes
1 discussion prompt•Total 10 minutes
- Share Your Thoughts!•10 minutes
Earn a career certificate
Add this credential to your LinkedIn profile, resume, or CV. Share it on social media and in your performance review.
Instructor
Explore more from Marketing
- Status: PreviewI
Illinois Tech
Course
- Status: Free TrialU
University of Illinois Urbana-Champaign
Course
- Status: Free TrialE
ESSEC Business School
Course
- Status: Free TrialO
O.P. Jindal Global University
Course
Why people choose Coursera for their career
Learner reviews
- 5 stars
83.40%
- 4 stars
13.20%
- 3 stars
2.16%
- 2 stars
0.76%
- 1 star
0.46%
Showing 3 of 2356
Reviewed on Dec 3, 2021
This course has taught me lessons like how to collect data, Marketing & Advertising policies and ethical ways for marketers to leverage consumer data for driving profits.
Reviewed on Nov 28, 2023
Excellent resource. As a professional who is a bit out of practice due to my current role, these foundations are essential for anyone seeking digital marketing expertise.
Reviewed on Apr 11, 2022
So far so good. I have learned a great deal about Marketing Analytics in just a month at my own convinient time.Great content and easy to understand. Good Job!
Frequently asked questions
To access the course materials, assignments and to earn a Certificate, you will need to purchase the Certificate experience when you enroll in a course. You can try a Free Trial instead, or apply for Financial Aid. The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.
When you enroll in the course, you get access to all of the courses in the Certificate, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile.
More questions
Financial aid available,