Marketing Analytics Foundation

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.

• The Importance of Analytics in Marketing
• 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.
• Marketing Data Sources
• 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.
• Marketing Measurement and Analytics Tools
• 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.
• Data and Privacy
• In the final week you will learn about the regulations around gathering and using online data and consumer’s rights.