Marketing Analytics: Use Insights for Impact empowers learners to measure, interpret, and communicate the effectiveness of digital marketing campaigns using data-driven insights. This course helps students understand how analytics transforms raw data into actionable strategies that support smarter marketing decisions. Through hands-on practice, learners explore how to collect and analyze performance data, identify key performance indicators (KPIs), and use storytelling techniques to communicate results in clear, persuasive ways.
By examining real-world marketing scenarios, learners discover how analytics informs budgeting, goal setting, and strategic planning. They gain practical experience with tools that track campaign performance, interpret trends, and visualize outcomes. The course bridges creative strategy and quantitative analysis, preparing learners to make evidence-based marketing decisions that increase efficiency and demonstrate measurable business value.
Earn this credential. Anywhere, anytime.
Learning Outcomes:
➊ Define marketing analytics and apply it to measure campaign effectiveness across digital platforms.
➋ Identify and track key performance indicators that align with organizational goals.
➌ Analyze and interpret marketing data to evaluate success and optimize future strategies.
➍ Use visualization and storytelling to communicate analytical insights to stakeholders.
➎ Apply data-driven decision-making to enhance campaign performance and marketing ROI.
Requirements:
There are no specific entry requirements for this Micro Credential, however, this credential is ideal for:
Small business owners or entrepreneurs who want to promote their brand and grow their online presence.
Marketing and communications professionals seeking to upskill or stay current with emerging digital trends.
Freelancers and content creators aiming to strengthen their ability to manage social platforms effectively.
Career changers interested in entering the marketing field with practical, job-ready skills.
Course Content:
Learners begin by understanding what marketing analytics is and why it matters. The course introduces how marketers collect data through surveys, A/B testing, and analytical tools, then transform that data into insights that reveal what drives customer engagement and conversion. Students explore how analytics provides clarity, credibility, and efficiency, guiding decisions about where to invest marketing resources for maximum impact.
Next, learners dive into key performance indicators (KPIs), studying how to select and measure metrics such as customer lifetime value (LTV), customer acquisition cost (CAC), return on investment (ROI), referrals, engagement, and lead conversion. They examine how KPIs inform budgeting, goal setting, and troubleshooting, helping marketers determine what strategies deliver the greatest return and where adjustments are needed.
The course then focuses on analyzing campaign effectiveness. Students learn how to define success based on campaign objectives, choose data sources such as Google Analytics and social media dashboards, and interpret results to assess what worked and why. Practical exercises help learners connect performance data to larger business goals and refine future marketing plans.
As learners progress, they explore how to interpret and present data effectively. They develop techniques for narrowing focus, segmenting audiences, and identifying behavioral patterns that influence customer journeys. The course emphasizes critical thinking, data quality, and visualization—skills essential for transforming raw numbers into meaningful insights.
Finally, learners discover how to communicate their findings through data storytelling. Using narrative and visual techniques, they learn to present data in ways that capture attention, explain significance, and motivate decision-makers to take informed action. By combining storytelling with statistical evidence, learners gain the ability to influence strategy and drive business growth through data.
