Course Description

Marketing professionals must demonstrate their ability to analyze, understand, and use data. In this course, you will use a variety of analytics tools (with a focus on Google Analytics) to interpret and present data.

Course Outline

  • Aligning measurement with strategic objectives
  • Measurement methodologies and tools for different digital marketing channels
  • Overview of analytics tools: what to use when and how to use the most important tools
  • Insights from data: customer profiles and segments
  • Conversion funnels and goals and conversion optimization
  • Attribution methods, models and how to put an attribution system in place
  • When and how to merge online and offline data
  • Basic introduction to Google analytics and Google tag manager



  • When you register for this course, you also will be registered automatically into the required Advanced Excel for Data Analytics workshop.
  • All students must bring a laptop to class (in-person sections)


Applies Towards the Following Certificates


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