Marketing Analytics Foundation

Grow your skills with Coursera Plus for $239/year (usually $399). Save now.

Marketing Analytics Foundation

This course is part of multiple programs.

Instructor: Anke Audenaert

121,561 already enrolled

Included with

Learn more

4 modules

Gain insight into a topic and learn the fundamentals.

2,335 reviews

Beginner level

Recommended experience

Flexible schedule

1 week at 10 hours a week

Learn at your own pace

98%

Most learners liked this course

4 modules

Gain insight into a topic and learn the fundamentals.

2,335 reviews

Beginner level

Recommended experience

Flexible schedule

1 week at 10 hours a week

Learn at your own pace

98%

Most learners liked this course

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

Tools you'll learn

Details to know

Shareable certificate

Add to your LinkedIn profile

Assessments

19 assignments

Taught in English

See how employees at top companies are mastering in-demand skills

Learn more about Coursera for Business

logos of Petrobras, TATA, Danone, Capgemini, P&G and L'Oreal

Build your subject-matter expertise

This course is available as part of

When you enroll in this course, you'll also be asked to select a specific program.

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

Review Your Community Knowledge 10 minutes
Practice Quiz: Basic Principles of Marketing 15 minutes
Practice Quiz: Uses of Analytics in Marketing 12 minutes
Graded Quiz: Use Cases for Data in Marketing 30 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

Practice Quiz: Understanding Data Marketers Use 15 minutes
Practice Quiz: Data Sources 20 minutes
Graded Quiz: Data Sources 30 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

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
Graded Quiz: Marketing Measurement and Analytics Tools 30 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

Practice Quiz: Consumers and Data 15 minutes
Practice Quiz: Advertiser Ecosystem 10 minutes
Graded Quiz: Data and Privacy 30 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

Instructor ratings

(758 ratings)

Anke Audenaert

Offered by

Explore more from Marketing

Illinois Tech
Social Media Marketing Analytics
Course
University of Illinois Urbana-Champaign
Applying Data Analytics in Marketing
Course
ESSEC Business School
Foundations of marketing analytics
Course
O.P. Jindal Global University
Digital Marketing Analytics
Course

Why people choose Coursera for their career

Felipe M.

Learner since 2018

"To be able to take courses at my own pace and rhythm has been an amazing experience. I can learn whenever it fits my schedule and mood."

Jennifer J.

Learner since 2020

"I directly applied the concepts and skills I learned from my courses to an exciting new project at work."

Larry W.

Learner since 2021

"When I need courses on topics that my university doesn't offer, Coursera is one of the best places to go."

Chaitanya A.

"Learning isn't just about being better at your job: it's so much more than that. Coursera allows me to learn without limits."

Learner reviews

5 stars
83.34%
4 stars
13.27%
3 stars
2.18%
2 stars
0.72%
1 star
0.47%

Showing 3 of 2335

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 Oct 24, 2022

Loved this course! its very easy to follow and unserdstand. its clear and the instructor speaks clearly and slowly. i learned so much in such a short period!

View more reviews

Open new doors with Coursera Plus

Unlimited access to 10,000+ world-class courses, hands-on projects, and job-ready certificate programs - all included in your subscription

Learn more

Advance your career with an online degree

Earn a degree from world-class universities - 100% online

Explore degrees

Join over 3,400 global companies that choose Coursera for Business

Upskill your employees to excel in the digital economy

Learn more

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.