Business Analytics: Marketing Data

Course details

How can you turn marketing data into meaningful insights that drive smarter business decisions and long-term success? In this course, join instructor and marketing analytics consultant Nichelle Halstrom as she shares practical, real-world use cases utilizing free tools like Google Analytics 4, Google Search Console, Google Tag Manager, and Looker Studio. Upon completing this course, you'll be equipped with the skills you need to connect metrics to business goals, evaluate campaign ROI, resolve common data discrepancies, and build sustainable dashboards that support multiple business audiences.

Learning objectives
Link analytics for business goals to common KPIs.
Identify and fix common data errors and discrepancies.
Build dashboards within Looker Studio and Google Analytics 4.
Apply user segmentation to analyze web data and improve campaign targeting.
Set up scalable reporting using automation tools.
Analyze data within Google Search Console, Google Analytics 4, Google Tag Manager, and Looker Studio.
Integrate multiple tools within common MarTech stacks.
Leverage modern marketing tools and concepts to stay on top of data trends.

Concepts

Introduction

Grow your business with marketing data

Build a Marketing Analytics Strategy

Align marketing goals with KPIs
Build a marketing analytics framework
Segment and analyze user types in GA4

Optimize Your Marketing Technology Stack

Integrate your marketing technology stack
Set up custom tracking in Google Tag Manager
Troubleshoot and fix tracking issues
Build a reporting infrastructure backend

Build Dashboards and Reports for Marketing Analytics

Connect data sources and visualize in Looker Studio
Build self-serve marketing dashboards
Blend multiple data sources in Looker Studio
Use GA4 Explore reports for quick insights

Measure, Analyze, and Optimize Marketing Performance

Measure and report on marketing ROI
Analyze search data with Google Search Console
Identify marketing trends and performance insights

Apply Advanced Marketing Analytics Techniques

Implement privacy and consent standards in tracking
Import offline conversions into ad platforms
Use predictive analytics to build marketing audiences

Conclusion

Drive smarter marketing strategies with data