Digital Marketing Analyst: Foundations of Marketing Analytics

In today's data-driven business landscape, organizations rely on digital marketing analysts to translate raw campaign data into actionable growth strategies. This course guides you through the essential methodologies, tools, and metrics required to measure and optimize online marketing performance. You will transition from understanding basic marketing concepts to confidently analyzing campaign performance across search, social, and email channels. By studying real-world scenarios, you will learn how to make data-backed recommendations that improve return on ad spend and customer acquisition. What you'll learn: - Understand foundational marketing metrics, KPIs, and the customer journey funnel from awareness to conversion. - Analyze website traffic and user behavior using modern web analytics frameworks. - Evaluate campaign performance across major digital channels, including paid search, social media, and email marketing. - Apply multi-touch attribution models to accurately credit conversions and optimize marketing budgets. - Explore modern privacy-first tracking standards and consent management basics that shape today's data collection. - Translate complex marketing data into clear, actionable insights and reports for stakeholders. The course begins with core definitions and metric calculations before guiding you through channel-specific analysis, attribution modeling, and modern privacy standards. You will progress through written explanations and practical analytical scenarios designed to build your confidence. This introductory course is designed for aspiring marketing analysts, career changers, and business owners with no prior analytics experience. Start your journey toward mastering marketing data and driving business growth today.