Marketing Analytics for Social Media Professionals

Apply core metrics, analyse PPC campaigns, build forecasts, and create dynamic dashboards in Excel

New

Created by Chukwuemeka Ajoku

Last updated 10/2026 English 4h 14m total length

What you'll learn

  • Explain the differences between big data, data analytics, and marketing analytics, and frame a marketing problem as a measurable analytical question.
  • Calculate and interpret core web, social media, PPC, customer, and revenue metrics from campaign data in Excel.
  • Analyse a company's PPC campaign using funnel, efficiency, and return metrics to diagnose performance strengths and weaknesses.
  • Formulate the right questions, segment definitions, and comparison points to turn raw marketing data into practical recommendations.
  • Build a two-year forecast model for a marketing initiative from the ground up, including revenue, cost, profit, and assumption drivers.
  • Evaluate forecast risk using scenario analysis and sensitivity analysis.
  • Design a dynamic Excel dashboard that summarises findings, highlights KPIs, and supports stakeholder decision-making.

This course includes

  • 4h 14m of learning
  • 27 lessons
  • 7 quizzes
  • Access on mobile and desktop
  • Full lifetime access
  • Certificate of completion

Course content

7 sections • 28 lectures • 4h 14m total length

  • Big Data, Data Analytics, and Marketing Analytics 9m
  • Asking the Right Questions from Your Data 9m
  • Preparing and Auditing Marketing Data in Excel 10m
  • Quiz: Foundations of Marketing Analytics 6 questions
  • Web and Traffic Metrics 9m
  • Social Media Performance Metrics 9m
  • Digital Advertising and PPC Metrics 9m
  • Customer and Revenue Metrics 9m
  • Quiz: Core Marketing Metrics That Matter 6 questions
  • Building a PPC Analysis Sheet 9m
  • Diagnosing Funnel Performance 10m
  • Segmenting Results for Better Decisions 10m
  • Turning Analysis into Recommendations 9m
  • Quiz: Analysing a PPC Campaign End to End 6 questions
  • Model Structure and Assumption Design 10m
  • Forecasting Demand, Traffic, and Conversions 10m
  • Forecasting Revenue, Costs, and Profitability 9m
  • Quality Control for Forecast Models 10m
  • Quiz: Building a Marketing Initiative Forecast Model 6 questions
  • Building Base, Upside, and Downside Scenarios 8m
  • Running Sensitivity Analysis 8m
  • Interpreting Forecast Risk and Making Recommendations 11m
  • Quiz: Scenario and Sensitivity Analysis 6 questions
  • Selecting KPIs and Structuring the Dashboard 10m
  • Creating Dynamic Dashboard Components in Excel 12m
  • Presenting Findings and Recommendations 10m
  • Quiz: Building a Dynamic Dashboard and Presenting Insights 6 questions
  • Final assessment: Marketing Analytics for Social Media Professionals 12 questions

Requirements

  • Beginner to intermediate Excel skills, including SUMIFS and COUNTIFS
  • Ability to work with rows, columns, tables, and basic formulas in Excel
  • No background in statistics is required

Description

Marketing teams generate more data than ever, but data only becomes valuable when you can turn it into better decisions. This course gives social media professionals a practical route into marketing analytics, focusing on the metrics, models, and questions that matter most in day-to-day campaign work.

You will work through a hands-on case-study approach rather than abstract theory. Starting with the foundations of marketing analytics, you will learn how to calculate and interpret key web, social, paid media, customer, and revenue metrics, then use them to evaluate a PPC campaign and identify clear performance issues.

By the end of the course, you will build a two-year marketing initiative forecast with scenario and sensitivity analysis, then present your findings in a clear dynamic dashboard. The course assumes some Excel confidence, but it does not require any background in statistics.

Instructor

Chukwuemeka Ajoku
  • 14 courses

A Skilled Programmer

₦20,000.00
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