Can I take the course for free?

No, you cannot take this course for free. When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. If you cannot afford the fee, you can apply for financial aid.

Will I earn university credit for completing the Specialization?

This Specialization doesn't carry university credit, but some universities may choose to accept Specialization Certificates for credit. Check with your institution to learn more.

Marketing Analysis and KPIs Specialization

Drive Results with Data-Driven Marketing.

Learn to set KPIs, analyze campaigns, and optimize performance using data-driven strategies.

Instructors: Hector Sandoval

Included with

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11 course series

Get in-depth knowledge of a subject

from 83 reviews of courses in this program

Intermediate level

Recommended experience

4 weeks to complete

at 10 hours a week

Flexible schedule

Learn at your own pace

11 course series

Get in-depth knowledge of a subject

from 83 reviews of courses in this program

Intermediate level

Recommended experience

4 weeks to complete

at 10 hours a week

Flexible schedule

Learn at your own pace

What you'll learn

Create UTM-tagged URLs, define KPIs, and build tracking systems to measure marketing campaign performance across channels.
Apply SWOT analysis and the 4Ps framework to evaluate competitive positioning and develop data-driven marketing strategies.
Analyze ROI, identify underperforming metrics, and present actionable optimization recommendations using dashboards and reports.

Details to know

Shareable certificate

Add to your LinkedIn profile

Taught in English

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Advance your subject-matter expertise

Learn in-demand skills from university and industry experts
Master a subject or tool with hands-on projects
Develop a deep understanding of key concepts
Earn a career certificate from Coursera

Specialization - 11 course series

This specialization equips marketing professionals with the analytical skills to measure, optimize, and communicate campaign performance effectively. Learners progress from digital marketing fundamentals and UTM tracking through strategic frameworks like SWOT analysis and the 4Ps, then advance to KPI development, performance tracking, and predictive analytics. Through hands-on exercises using industry tools, participants learn to create data-driven dashboards, evaluate ROI, conduct market research, and set SMART goals that align with business objectives. By completion, learners will confidently design measurement strategies, identify underperforming channels, propose budget reallocations, and present optimization recommendations to leadership—transforming raw marketing data into actionable strategic insights that drive business growth in global markets.

Applied Learning Project

Throughout this specialization, learners complete practical projects that simulate real-world marketing analysis challenges. Projects include creating UTM-tagged campaign URLs using Google's Campaign URL Builder, conducting comprehensive SWOT analyses on companies like Netflix and Tesla, building KPI documentation frameworks with centralized tracking systems, and developing performance dashboards that translate complex data into strategic insights. Learners also design research briefs with SMART objectives, evaluate campaign ROI against target KPIs, and propose data-backed budget reallocations for underperforming channels. These hands-on activities culminate in portfolio-ready deliverables that demonstrate the ability to measure marketing effectiveness and communicate optimization recommendations to stakeholders.

Analyze Marketing: Define and Apply Strategy

Course 1, 1 hour

What you'll learn

Clear target audience definition is the foundation of effective marketing - without knowing who you're serving, every decision becomes guesswork.
Value propositions must communicate concrete, differentiated benefits that directly address customer needs rather than generic product features.
SWOT analysis provides a structured approach to strategic thinking that transforms scattered observations into actionable business insights.
Strategic marketing success depends on systematic frameworks, not intuition.

Set and Evaluate Winning Marketing KPIs

Course 2, 2 hours

What you'll learn

KPIs must map directly to strategic objectives.
Centralized documentation builds accountability and transparency.
Regular KPI evaluation prevents underperformance.
Analytical rigor converts data into strategic action

Track & Populate Marketing Performance Metrics

Course 3, 2 hours

What you'll learn

On-page SEO elements form the foundation of search engine communication, requiring strategic optimization to signal page relevance and authority.
Systematic auditing processes using standardized tools enable scalable SEO assessment across enterprise websites and provide data-driven insights.
Effective SEO workflows integrate element identification, tool-based analysis, and structured reporting to create actionable optimization strategies.
Professional SEO practice requires both technical knowledge of ranking factors and operational skills in using industry-standard audit tools.

SMART Communication for Marketing Goals

Course 4, 1 hour

What you'll learn

Concise communication keeps teams aligned and ensures transparent operational updates across distributed digital workspaces.
Effective internal communication balances brevity and clarity, connecting daily tasks with broader organizational goals.
Clear communication and structured goals improve productivity while minimizing confusion in professional environments.
The SMART framework supports clear goal-setting by reducing ambiguity and defining shared measures of success.

Optimize Campaigns: Boost Your AI Visibility

Course 5, 2 hours

What you'll learn

Modern marketing teams juggle multiple platforms—HubSpot, Meta Ads, and Google Ads—while striving to make every dollar count. In this course, learners explore how to design and optimize AI-driven omnichannel campaigns that boost visibility and meet performance goals. Through videos, readings, and practical labs, they learn how to coordinate cross-channel assets, monitor cost per lead (CPL), and calculate return on ad spend (ROAS). The course goes beyond setup—it teaches how to evaluate results, identify underperforming channels, and propose budget reallocations using real data. By the end, learners can launch integrated campaigns, analyze performance confidently, and communicate optimization recommendations through clear, data-driven presentations to leadership.

Marketing Analytics: Data Predictions and Dashboards

Course 6, 2 hours

What you'll learn

Identify the key components and sources of marketing analytics.
Describe the process of creating predictive analytics and models for marketing.
Analyze marketing data to extract actionable insights.
Create effective marketing dashboards.

Effective Marketing in the Global Marketplace

Course 7, 3 hours

What you'll learn

Understand the importance of defining a target audience and apply practical tips for identifying and segmenting diverse consumer groups.
Discover essential elements for a compelling value proposition that connects with diverse segments, effectively conveying unique benefits.
Understand the significance of SEO marketing and learn how to optimize content to improve search engine rankings and visibility.
Acknowledge data-driven marketing decisions, and spot vital data points for tracking and analysis, empowering informed strategies.

Analyze Markets: Strategy with SWOT

Course 8, 2 hours

What you'll learn

Apply the 4Ps and SWOT frameworks to analyze competitor tactics and market position, turning research into a structured strategic overview.

Uncover Market Insights: Research Essentials

Course 9, 2 hours

What you'll learn

Translate business questions into clear research requirements using a standardized intake process to launch effective market research projects.

Optimize Growth: Map and Evaluate ROI

Course 10, 2 hours

What you'll learn

Map growth with the Ansoff Matrix and evaluate campaign ROI and KPIs to make data-informed business decisions.

Master Digital Basics

Course 11, 1 hour

What you'll learn

Identify core digital marketing channels, define their objectives, and create UTM-tagged URLs to track and measure campaign performance effectively.

Earn a career certificate

Add this credential to your LinkedIn profile, resume, or CV. Share it on social media and in your performance review.

Instructors

Hector Sandoval

Coursera

11 Courses140,727 learners

Starweaver

Coursera

559 Courses1,091,368 learners

Anton Voroniuk

Coursera

6 Courses7,000 learners

Offered by

Coursera

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Frequently asked questions

This course is completely online, so there’s no need to show up to a classroom in person. You can access your lectures, readings and assignments anytime and anywhere via the web or your mobile device.

Yes! To get started, click the course card that interests you and enroll. You can enroll and complete the course to earn a shareable certificate. When you subscribe to a course that is part of a Specialization, you’re automatically subscribed to the full Specialization. Visit your learner dashboard to track your progress.

Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.