This module enables you to design KPI frameworks that connect marketing objectives directly to measurable business outcomes across the funnel. The module emphasizes distinguishing vanity metrics from value metrics and building KPI matrices that stakeholders can interpret consistently without ambiguity. You will also create a multi-stage KPI framework for a product launch campaign that aligns business goals, reporting definitions, and performance targets into a structured dashboard planning system. By the end, you will be able to build technically implementable KPI frameworks that support trustworthy reporting, campaign optimization, and executive decision-making.

Learners will master the foundational skills needed to transform raw marketing data into compelling executive narratives by selecting appropriate KPIs, designing clear visual hierarchies, and integrating multiple data sources into cohesive performance stories.

Learners will master systematic approaches to testing visualization effectiveness, designing controlled experiments that measure how different dashboard designs impact user understanding and decision-making speed.

Learners will master the foundational process of connecting marketing data sources to Looker Studio and understanding the platform's interface to prepare for creating professional marketing visualizations.

Learners will master creating time-series marketing charts with appropriate filters and sharing mechanisms, enabling professional team collaboration and stakeholder communication.

Learners will develop foundational awareness of industry-standard BI tools used in marketing analytics and understand their core capabilities for transforming marketing data into visual insights.

Learners will gain hands-on experience connecting data sources and creating functional bar charts using professional BI tools, demonstrating practical skills needed for marketing dashboard creation and performance reporting.

Learners will master structured narrative frameworks like SCQA to transform Google Analytics data into compelling visual stories that drive strategic alignment and business outcomes.

Learners will systematically analyze audience feedback to strengthen data presentation effectiveness, implementing iterative improvement cycles that balance subjective preferences with actionable insights.

This module enables you to turn complex analysis outputs into stakeholder-ready spreadsheet deliverables. You will work with functions such as XLOOKUP, PivotTables, and Power Query to merge data, structure summaries, and clean platform exports for business use. The module also focuses on translating technical outputs into formats that executives and cross-functional teams can understand quickly and act confidently. By the end, you will be able to build clear, professional spreadsheet reports that support communication, decision-making, and operational workflows.

This module enables you to use spreadsheets to support forecasting, budget tracking, and scenario planning for business stakeholders. You will build pacing models, ROI frameworks, and automated budget trackers that help teams evaluate tradeoffs and monitor performance without relying on BI tools. The module also focuses on creating models that are structured, auditable, and easy for stakeholders to update and interpret independently. By the end, you will be able to design spreadsheet-based planning tools that support faster decisions and clearer budget communication.

Data analysts rarely struggle to find insights — the harder challenge is communicating them in a way that moves an executive audience to act. This module explores how GenAI tools can accelerate that translation, from selecting the right chart type for a specific audience and decision to reframing raw data findings into executive headlines that pass the "so what" test. Using realistic BI and analytics scenarios, learners work through the full human-AI collaboration workflow: constructing prompts with enough specificity to produce useful outputs, evaluating AI-generated visualizations and narratives critically, and applying the editorial judgment that turns a fast draft into an accurate, audience-ready story. The module makes clear where AI adds genuine speed and range — and where data accuracy, narrative honesty, and audience knowledge remain irreducibly human responsibilities. By the end of this module, you will be able to apply AI prompting techniques to improve chart selection and data storytelling, and use generative AI features in BI tools to produce more effective, executive-ready visual narratives.

When a large-scale omnichannel campaign ends, the data rarely tells a clean story on its own — it arrives fragmented across platforms, each with its own naming conventions, metric definitions, and export formats. This project module places learners in the role of a Senior Analyst tasked with building the single source of truth a CMO needs before the next planning cycle begins: a multi-page Looker Studio report that connects platform spend to CRM-verified ROI and presents the findings in a form an executive can act on in under five minutes. The work spans the full analytical pipeline — standardizing and validating source data in Excel, constructing an accurate blended data model, designing a platform performance detail view, and applying the five-second rule to an executive summary page that leads with judgment, not just charts. By the end of this module, you will be able to build a multi-page executive dashboard with accurate data architecture, a well-structured visual hierarchy, and a written narrative that interprets campaign performance and makes a defensible recommendation for what comes next.