Marketing Data Analysis and Visualization Fundamentals
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Marketing Data Analysis and Visualization Fundamentals
This course is part of Marketing Specialist Professional Certificate
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What you'll learn
Calculate mean, median, and mode to interpret marketing data.
Build Excel pivot tables and track KPIs in shared documents.
Pull and document web traffic metrics using analytics platforms.
Create charts in Tableau or Power BI to visualize campaign results.
Skills you'll gain
Tools you'll learn
Details to know
March 2026
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Build your Marketing 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 from Coursera
There are 9 modules in this course
Data-driven marketing starts with knowing how to collect, interpret, and present the right numbers. In this course, you'll build the foundational skills that modern digital marketing professionals use every day — from reading web traffic reports to creating charts that tell a story at a glance.
You'll get hands-on practice with industry-standard tools, including Excel pivot tables, Google Analytics 4, and data visualization platforms like Tableau and Power BI. Along the way, you'll learn how to define and track key performance indicators, distinguish between leading and lagging metrics, and structure performance data in tracking documents that keep teams aligned. Whether you're supporting a campaign, contributing to a weekly report, or preparing your first analytics dashboard, this course gives you the technical foundation and practical workflow skills to do the job with confidence. No prior analytics experience is required — just a willingness to work with real data and deliver results that matter.
You will learn fundamental statistical concepts essential for marketing analytics by understanding and defining mean, median, and mode in professional contexts.
What's included
2 videos1 reading1 assignment
2 videos•Total 10 minutes
- Why Statistical Foundation Matters in Marketing Analytics•3 minutes
- Calculating Central Tendency Measures in Marketing Contexts•7 minutes
1 reading•Total 8 minutes
- Foundations of Central Tendency for Marketing Analysis•8 minutes
1 assignment•Total 3 minutes
- Central Tendency Knowledge Check•3 minutes
You will learn Excel's pivot table functionality to transform raw marketing data into organized summaries that reveal actionable insights for data-driven decision making.
What's included
2 videos1 reading3 assignments
2 videos•Total 13 minutes
- Why Pivot Tables Transform Marketing Analytics•3 minutes
- Building Your First Marketing Pivot Table in Excel•9 minutes
1 reading•Total 7 minutes
- Understanding Pivot Table Components and Structure•7 minutes
3 assignments•Total 33 minutes
- Marketing Analytics Pivot Table Mastery Assessment•12 minutes
- Creating Marketing Dashboard Pivot Tables•18 minutes
- Pivot Table Application Knowledge Check•3 minutes
You will learn the foundational skill of identifying and documenting key analytics metrics from official technical resources, building the accuracy needed for reliable data interpretation and team communication.
What's included
2 videos1 reading2 assignments
2 videos•Total 9 minutes
- Analytics Documentation Mastery Changes Everything for Marketing Teams•3 minutes
- Navigate and Interpret Official Analytics Documentation •6 minutes
1 reading•Total 8 minutes
- Essential Analytics Metrics and Their Technical Definitions•8 minutes
2 assignments•Total 15 minutes
- Build Your Team's Analytics Metrics Reference Guide•12 minutes
- Analytics Metrics Definition Knowledge Check•3 minutes
You will develop systematic platform navigation skills to consistently retrieve standard web traffic performance data, enabling reliable marketing analysis and stakeholder reporting.
What's included
2 videos1 reading3 assignments
2 videos•Total 12 minutes
- The Data Retrieval Skills That Separate Marketing Professionals •3 minutes
- Essential Reports and Navigation Paths in GA4 and SEMRush •8 minutes
1 reading•Total 9 minutes
- Standard Web Traffic Data Types and Platform Organization•9 minutes
3 assignments•Total 31 minutes
- Web Traffic Data Retrieval and Analysis Project•15 minutes
- Hands-On Data Retrieval Practice: Building Your Systematic Workflow•13 minutes
- Platform Navigation and Data Retrieval Knowledge Check •3 minutes
You will learn the critical distinction between predictive and outcome-based metrics to enable proactive marketing strategy development.
What's included
2 videos2 readings2 assignments
2 videos•Total 11 minutes
- Why Leading vs. Lagging Indicators Transform Marketing Strategy •3 minutes
- Classification Framework for Marketing Performance Metrics •8 minutes
2 readings•Total 16 minutes
- Understanding Leading and Lagging Performance Indicators•8 minutes
- Strategic Guide: Identifying Leading and Lagging Indicators in Marketing Dashboards•8 minutes
2 assignments•Total 28 minutes
- Leading vs. Lagging Performance Indicators Documentation Assignment•25 minutes
- Leading vs. Lagging Indicators Knowledge Check•3 minutes
You will learn systematic data collection workflows that ensure accurate, timely population of marketing performance tracking documents using standardized procedures.
What's included
2 videos2 readings2 assignments
2 videos•Total 13 minutes
- Why Standardized Data Procedures Define Marketing Success•3 minutes
- Essential Components of Performance Tracking Documents •10 minutes
2 readings•Total 19 minutes
- Building Systematic Data Collection Workflows•10 minutes
- Professional Guide: Step-by-Step Data Collection from Multiple Marketing Platforms•9 minutes
2 assignments•Total 18 minutes
- Marketing Performance Tracking Mastery Assessment •15 minutes
- Data Collection Procedures Knowledge Check •3 minutes
You will develop foundational awareness of industry-standard BI tools used in marketing analytics and understand their core capabilities for transforming marketing data into visual insights.
What's included
2 videos2 readings2 assignments
2 videos•Total 9 minutes
- Why Marketing Teams Choose BI Tools Over Spreadsheets•3 minutes
- Core BI Platforms for Marketing Analytics •6 minutes
2 readings•Total 15 minutes
- BI Tool Selection Guide for Marketing Teams •8 minutes
- How to Recognize Common Business Intelligence (BI) Tools in Marketing Environments •7 minutes
2 assignments•Total 23 minutes
- BI Tool Recognition Practice Assignment•20 minutes
- BI Platform Recognition Knowledge Check•3 minutes
You will gain hands-on experience connecting data sources and creating functional bar charts using professional BI tools, demonstrating practical skills needed for marketing dashboard creation and performance reporting.
What's included
2 videos1 reading3 assignments
2 videos•Total 9 minutes
- From Data to Decisions - The Marketing Visualization Journey•3 minutes
- Connect Marketing Data and Build Your First Chart •6 minutes
1 reading•Total 7 minutes
- Data Visualization Tools: Connecting Data Sources and Creating Charts •7 minutes
3 assignments•Total 33 minutes
- Marketing Data Visualization Mastery Assessment•12 minutes
- Build Marketing Performance Dashboard Component•18 minutes
- Chart Creation Skills Validation•3 minutes
You will create a comprehensive marketing analytics report that integrates data analysis, web traffic insights, performance tracking, and data visualization skills. This project synthesizes spreadsheet analysis techniques with web analytics interpretation and business intelligence visualization to deliver actionable marketing insights.
What's included
3 readings1 assignment
3 readings•Total 80 minutes
- Why This Project Matters•10 minutes
- Project Requirements•10 minutes
- Assignment: Marketing Analytics Integration Report•60 minutes
1 assignment•Total 15 minutes
- Graded Quiz: Marketing Analytics Integration Report•15 minutes
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