What you’ll learn
- Design consistent campaign events and reporting dimensions.
- Analyze synthetic funnel data and attribution limitations.
- Build a reviewable automation with opt-out and failure handling.
Proposed course content
6 sections · 13 illustrative lesson records
Measurement plans3 lessons
- Introduction to Marketing Analytics & Campaign Automation
Explore campaign measurement, synthetic event analysis and consent-aware automation with clear attribution and reporting limits.
Public introduction · Video not supplied - Define campaign goals, events and naming conventions
Define campaign goals, events and naming conventions. Module: Measurement plans.
Enroll to access · Video not supplied - Identify unsupported attribution assumptions
Identify unsupported attribution assumptions. Module: Measurement plans.
Enroll to access · Video not supplied
Data quality2 lessons
- Validate event fields, time zones and duplicates
Validate event fields, time zones and duplicates. Module: Data quality.
Enroll to access · Video not supplied - Separate missing data from zero activity
Separate missing data from zero activity. Module: Data quality.
Enroll to access · Video not supplied
Funnel analysis2 lessons
- Build descriptive funnel and cohort summaries
Build descriptive funnel and cohort summaries. Module: Funnel analysis.
Enroll to access · Video not supplied - Avoid unsupported causal conclusions
Avoid unsupported causal conclusions. Module: Funnel analysis.
Enroll to access · Video not supplied
Experiment design2 lessons
- Plan a bounded comparison and baseline
Plan a bounded comparison and baseline. Module: Experiment design.
Enroll to access · Video not supplied - Discuss sample size and confounding factors
Discuss sample size and confounding factors. Module: Experiment design.
Enroll to access · Video not supplied
Consent-aware automation2 lessons
- Prototype approved event-triggered workflows
Prototype approved event-triggered workflows. Module: Consent-aware automation.
Enroll to access · Video not supplied - Include consent checks, opt-out handling and rate limits
Include consent checks, opt-out handling and rate limits. Module: Consent-aware automation.
Enroll to access · Video not supplied
Reporting and review2 lessons
- Create transparent dashboards and audit logs
Create transparent dashboards and audit logs. Module: Reporting and review.
Enroll to access · Video not supplied - Document automation failures and measurement uncertainty
Document automation failures and measurement uncertainty. Module: Reporting and review.
Enroll to access · Video not supplied
Requirements
- Basic spreadsheet skills and familiarity with digital marketing goals.
- Synthetic datasets or explicitly permitted analytics data; no unsolicited messaging.
Tools and resources
- A development computer with resources appropriate to the proposed local exercises.
- A spreadsheet or Python analysis environment and a synthetic event dataset.
- A workflow tool and a local message stub; live campaign tools require separate permission.
Description
Explore campaign measurement, synthetic event analysis and consent-aware automation with clear attribution and reporting limits.
Who this course is for
Learners with basic campaign concepts who want reproducible measurement workflows.
Example practical project
Proposed capstone: analyze synthetic campaign events and build a local reporting workflow that queues outreach drafts for human review.