Marketing Data and Performance Measurement

Modern product marketers must understand how to validate marketing data, analyze campaign performance, and communicate insights that support strategic business decisions. In this course, learners will build analytical skills for evaluating web traffic, campaign attribution, conversion performance, and marketing ROI. Learners will work with marketing analytics dashboards and web analytics platforms to segment audiences, identify traffic anomalies, validate live campaign data, and optimize conversion funnels. The course also introduces attribution modeling techniques that help marketers evaluate the impact of different marketing channels. In addition, learners will build visual dashboards and campaign reports designed to communicate performance insights to marketing teams and stakeholders. By the end of this course, learners will be able to monitor data fidelity, analyze customer behavior, optimize campaigns using conversion insights, and present marketing performance using clear data visualizations. Tools explored include Google Analytics 4 (GA4), marketing dashboards, attribution models, data visualization workflows, and reporting frameworks.