Professional Certificate 10 Modules 119 Lessons

Data-Driven Digital Marketing and Growth Analytics

Description

Program summary

This online program develops a measurement and experimentation mindset for digital marketing and growth. You will design tracking plans, evaluate channel performance, build experiment backlogs, and create reporting routines that support repeatable growth loops. The focus is on decision quality and learning—not vanity metrics.
Format: Delivered online. If a specific program includes live sessions, an on-campus visit, or any in-person component, this will be clearly stated on the program page.
What you will gain:
• Build measurement plans and tracking taxonomies
• Design experiments and maintain a structured growth backlog
• Evaluate channel performance and optimize with evidence
• Create reporting routines that drive continuous learning
Who should attend:
Growth teams, digital marketers, e-commerce teams, product marketing, and analytics roles supporting acquisition.
Course outline
1. Growth analytics foundations: funnel, cohort, LTV/CAC logic
2. Measurement design: tracking plans, event taxonomy, data quality
3. Channel analysis: evaluation frameworks and optimization
4. Experiment design: hypothesis, test, measurement and learnings
5. Reporting: dashboards and executive insight formats
6. Applied practice: growth backlog and sample experiment plans

Modules

10

What is included

Lessons

119

Review the module structure and lesson flow before enrollment.

Content sections

4

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Course Curriculum

Module roadmap

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Module 1

Foundations of Data-Driven Marketing

12 Lessons

Module 2

Web Analytics and Measurement Frameworks

13 Lessons

Module 3

SEO Analytics and Organic Growth

12 Lessons
Data-Driven Digital Marketing and Growth Analytics

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€ 149,00
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What is included

Course Curriculum

Review the module structure and lesson flow before enrollment.

10 Modules 119 Lessons
1

The Shift to Data-Driven Marketing: From Intuition to Evidence

2

The Digital Marketing Ecosystem: Channels, Platforms and Data Sources

3

Marketing Metrics That Matter: Vanity vs Value Metrics

4

The Customer Journey: Mapping Touchpoints and Data Across the Funnel

5

First-Party, Second-Party and Third-Party Data: Sources, Uses and Limitations

6

Marketing Data Infrastructure: CDPs, DMPs, CRMs and Data Warehouses

7

GDPR, CCPA and Privacy-First Marketing: Consent, Cookies and Compliance

8

The Death of Third-Party Cookies: Preparing for a Privacy-First World

9

Marketing Attribution: Last-Click, Multi-Touch and Data-Driven Models

10

Marketing Analytics Tools Overview: GA4, Looker, Tableau and Beyond

11

Building a Data-Driven Marketing Culture: Skills, Structure and Mindset

12

Ethical Marketing Analytics: Bias, Transparency and Responsible Use of Data

1

Google Analytics 4: Architecture, Events and the Data Model

2

Setting Up GA4: Properties, Data Streams, Filters and User Permissions

3

Events and Conversions in GA4: Tracking What Actually Matters

4

GA4 Explorations: Funnel Analysis, Path Analysis and Cohort Reports

5

Custom Dimensions and Metrics: Extending GA4 for Your Business

6

Google Tag Manager: Container Setup, Tags, Triggers and Variables

7

Tracking Plans: Documenting What You Measure and Why

8

Server-Side Tagging: Accuracy, Privacy and Performance Benefits

9

BigQuery Export from GA4: Querying Raw Event Data with SQL

10

Cross-Domain Tracking and Subdomain Configuration

11

Debugging and QA: Ensuring Tracking Accuracy Before Launch

12

Consent Mode and Cookieless Measurement: Modelling Missing Data

13

Web Analytics Reporting: Communicating Insights to Non-Technical Stakeholders

1

SEO Fundamentals for Data-Driven Marketers: How Search Works

2

Keyword Research and Search Intent Analysis: Finding Data-Backed Opportunities

3

Google Search Console: Impressions, Clicks, CTR and Position Tracking

4

Technical SEO Analytics: Crawl Data, Core Web Vitals and Indexation

5

Content Gap Analysis: Identifying Organic Growth Opportunities

6

Backlink Analysis: Domain Authority, Link Velocity and Competitive Benchmarking

7

Local SEO Analytics: Google Business Profile and Location Data

8

SEO Tools: Ahrefs, Semrush and Screaming Frog for Data-Led Decisions

9

Measuring SEO ROI: Organic Revenue Attribution and Forecasting

10

AI and SEO: Generative Search, SGE and the Future of Organic Discovery

11

Building an SEO Dashboard: Tracking Rankings, Traffic and Revenue Impact

12

International SEO Analytics: Hreflang, Country Targeting and Localisation

1

Paid Search Analytics: Google Ads Structure, Quality Score and Auction Insights

2

Search Campaign Optimisation: Bidding Strategies, Match Types and Negative Keywords

3

Performance Max Campaigns: Asset Groups, Signals and Measurement Challenges

4

Paid Social Analytics: Meta Ads Manager, Attribution Windows and Pixel

5

Meta Advantage+ and AI-Driven Campaign Optimisation

6

LinkedIn Ads Analytics: B2B Performance Measurement and Lead Quality

7

Programmatic Advertising: DSPs, Viewability, Brand Safety and Fraud

8

Display and Video Analytics: Reach, Frequency and Attention Metrics

9

Shopping and Retail Media Analytics: ROAS, ACOS and Marketplace Advertising

10

Cross-Channel Paid Media Measurement: Budget Allocation and Mix Optimisation

11

Conversion Rate Optimisation for Paid Campaigns: Landing Page Analytics

12

Media Mix Modelling: Statistical Attribution Across All Channels

13

Incrementality Testing: Measuring the True Lift of Paid Media

1

Email Marketing Metrics: Open Rates, CTR, Deliverability and Revenue per Send

2

Email List Health: Segmentation, Suppression and Re-Engagement Analysis

3

Lifecycle Marketing: Onboarding, Activation, Retention and Win-Back Flows

4

RFM Analysis: Segmenting Customers by Recency, Frequency and Monetary Value

5

CLV Modelling: Predicting and Growing Customer Lifetime Value

6

Churn Prediction: Identifying At-Risk Customers Before They Leave

7

Marketing Automation Analytics: Klaviyo, HubSpot and Marketo Performance

8

Personalisation at Scale: Dynamic Content, Recommendations and Behavioural Triggers

9

Push Notifications and In-App Messaging Analytics

10

SMS Marketing Analytics: Opt-In Rates, Conversion and Compliance

11

Customer Segmentation Strategies: Behavioural, Psychographic and Predictive

1

Social Media Analytics Fundamentals: Reach, Engagement, Share of Voice

2

Platform-Native Analytics: Instagram, TikTok, LinkedIn and YouTube Insights

3

Social Listening and Sentiment Analysis: Brand Monitoring at Scale

4

Influencer Marketing Analytics: Earned Media Value, Authenticity and ROI

5

Content Performance Analytics: What to Publish, When and for Whom

6

Video Analytics: Watch Time, Drop-Off, Engagement and YouTube SEO

7

Community Analytics: Discord, Reddit and Owned Community Metrics

8

Dark Social and Unmeasurable Traffic: Strategies for Attribution

9

Social Commerce Analytics: TikTok Shop, Instagram Shopping and Conversion

10

Competitive Social Analysis: Benchmarking Against Industry Standards

11

Building a Social Media Reporting Framework for Executive Audiences

1

Growth Marketing Frameworks: AARRR, North Star Metric and Growth Loops

2

A/B Testing Fundamentals: Hypothesis, Sample Size and Statistical Significance

3

Running A/B Tests in Practice: Tools, Duration and Common Mistakes

4

Multivariate Testing and Sequential Testing: Beyond Simple A/B

5

Conversion Rate Optimisation: Frameworks, Heuristics and Data-Led Prioritisation

6

Product Analytics: Mixpanel, Amplitude and In-Product Funnel Analysis

7

Activation and Onboarding Analytics: Time to Value and Aha Moment

8

Retention Metrics: DAU/MAU, Stickiness, Cohort Retention Curves

9

Funnel Analysis: Identifying Drop-Off Points and Optimising Conversion

10

Feature Adoption Analytics: Understanding How Users Engage with Your Product

11

Growth Modelling: Building a Quantitative Model of Your Growth Engine

12

Experimentation Culture: Building a Test-and-Learn Organisation

1

Principles of Marketing Data Visualisation: Clarity, Context and Accuracy

2

Looker Studio: Building Automated Marketing Dashboards

3

Tableau for Marketers: Visual Analytics Beyond Standard Reports

4

Power BI for Marketing Teams: Connecting Data Sources and Building Reports

5

Designing Marketing Dashboards: Channel Performance, Funnel and Revenue Views

6

Data Storytelling: Turning Numbers into Narratives for Decision-Makers

7

Automated Reporting Pipelines: Reducing Manual Work with Supermetrics and Fivetran

8

Marketing Data Blending: Combining Sources Across Channels in One View

9

Executive Marketing Reporting: Aligning Metrics to Business Outcomes

10

Real-Time Dashboards and Alerting: Acting on Data as It Happens

11

Reporting Cadence and Governance: Weekly, Monthly and Quarterly Reviews

1

SQL for Marketers: Querying Marketing Data Without Engineering Support

2

Python for Marketing Analytics: Pandas, Visualisation and Automation

3

Predictive Analytics in Marketing: Regression, Scoring and Propensity Models

4

Marketing Mix Modelling: Measuring the Long-Term Impact of Channels

5

Customer Data Platforms: Unified Profiles, Audiences and Activation

6

AI-Powered Marketing Tools: Jasper, Midjourney, Copy.ai and Generative Content Analytics

7

ChatGPT and LLMs in Marketing: Prompting, Automating and Measuring AI Content

8

Predictive Lead Scoring: Building Models That Prioritise High-Value Prospects

9

Dynamic Pricing Analytics: Revenue Management and Competitive Intelligence

10

Marketing Anomaly Detection: Spotting Problems Before They Escalate

11

The Future of Marketing Analytics: AI Agents, Privacy and Measurement Evolution

12

Building Your Analytics Tech Stack: Selecting and Integrating the Right Tools

1

Marketing Measurement Strategy: Designing a Full-Funnel Analytics Framework

2

Budget Allocation Analytics: Data-Led Investment Decisions Across Channels

3

Go-to-Market Analytics: Measuring New Product and Market Entry Performance

4

E-Commerce Analytics Case Study: Revenue, Retention and Channel Mix

5

B2B Marketing Analytics Case Study: Pipeline, CAC and Revenue Attribution

6

SaaS Growth Analytics Case Study: Trials, Activation, MRR and Churn

7

Building a 90-Day Marketing Analytics Roadmap for a New Role

8

Presenting Marketing Analytics to the C-Suite: Influence and Impact

9

Certifications in Digital Marketing Analytics: Google, Meta, HubSpot and Beyond

10

Freelancing and Consulting in Growth Analytics: Getting Started

11

Career Pathways: Growth Marketer, Marketing Analyst, Head of Growth and Beyond

12

Course Conclusion: Building Your Data-Driven Marketing Practice

Program details

Content sections

Review the sections below and open only the one you need. The summary panel on the side keeps the long explanation separate and readable.

Click the Add to Cart button. Complete the purchase process by filling in the required information. Once your payment has been confirmed, your login credentials and access details will be sent to the email address you provided during registration. Use the information sent via email to log in to the learning platform and start the course immediately.
The programs are open to: University students, Recent graduates, Public and private sector employees, Engineers, technicians, and specialists, Managers and management candidates, Professionals seeking to advance their careers, Individuals looking to enhance their digital skills, Anyone interested in gaining competencies in a new field.
Participants who successfully complete the program will: Gain up-to-date knowledge and skills relevant to their field; Develop professional competencies in line with international standards; Adapt to digital transformation and the evolving requirements of the future workforce; Acquire new skills that support career development and professional growth; Receive a verifiable digital certificate documenting their learning achievements; Strengthen their commitment to lifelong learning and continuous professional development. Certificates are issued in digital format and can be verified online through the certificate verification system.
The training programs are offered in Turkish and English and are delivered entirely online. Participants who successfully complete the program will receive a digital certificate. No physical certificate or printed document will be issued or delivered. Upon completion of the application and registration process, access information and login credentials for the training platform will be sent to the email address provided during registration. Participants may access the platform using the credentials provided and follow all training activities online throughout the program.