Marketing Dashboards: Turning Metrics into Decisions

• Course Overview
  • Navigate the complexities of modern marketing by transforming raw performance data into a clear, strategic roadmap. This course empowers you to move beyond simple reporting to truly understand the ‘why’ behind your marketing efforts.
  • Discover the power of visual storytelling with data, creating dynamic dashboards that communicate key performance indicators (KPIs) and drive informed business decisions.
  • Equip yourself with the skills to build sophisticated analytical tools directly within a familiar environment: Microsoft Excel.
  • Understand how to extract meaningful narratives from diverse marketing channels, synthesizing information into a unified view of campaign effectiveness.
  • This intensive, 2.7-hour program is designed for professionals seeking to elevate their data analysis capabilities and make a tangible impact on marketing strategy and ROI.
  • The October 2025 update ensures you’re learning with the latest techniques and approaches in marketing analytics.
  • Join a community of over 110 students already mastering the art of data-driven marketing.
• Requirements / Prerequisites
  • A foundational understanding of marketing principles and common terminology is beneficial.
  • Access to a recent version of Microsoft Excel (e.g., Excel 2016 or later, Microsoft 365) is essential.
  • Basic computer literacy and familiarity with file management are assumed.
  • No prior advanced Excel or dedicated business intelligence tool experience is required, though it may accelerate the learning process.
  • An eagerness to learn and a proactive approach to data exploration are key.
• Skills Covered / Tools Used
  • Data Sourcing & Integration: Learn to consolidate marketing data from various platforms and spreadsheets into a unified, manageable dataset.
  • Data Transformation & Cleaning: Master techniques to refine messy, inconsistent data into a clean, analysis-ready format, ensuring data integrity.
  • Analytical Formula Mastery: Develop proficiency in core Excel functions that unlock deeper data insights, enabling complex calculations and conditional analysis.
  • Advanced Visualization Techniques: Go beyond basic charts to create sophisticated, interactive dashboards that highlight trends, outliers, and key performance drivers.
  • Performance Metric Calculation: Understand the methodology behind calculating and interpreting crucial marketing metrics that directly influence strategic choices.
  • Dashboard Design Principles: Learn to structure and design dashboards for clarity, impact, and ease of interpretation, catering to different stakeholder needs.
  • Power Query for Data Prep: Leverage a powerful Excel add-in to automate data import, cleaning, and transformation, saving significant manual effort.
  • Interactive Elements: Implement features like slicers and dropdowns to allow users to dynamically explore the data within the dashboard.
• Benefits / Outcomes
  • Enhanced Decision-Making Agility: Respond to market shifts and campaign performance with speed and confidence, backed by real-time data insights.
  • Improved Marketing ROI: Identify the most effective strategies and allocate budget more efficiently by understanding what truly drives results.
  • Clearer Communication of Performance: Present marketing successes and challenges to stakeholders in a visually compelling and easily understandable format.
  • Proactive Issue Identification: Spot potential problems and opportunities early on, allowing for timely adjustments to campaigns and strategies.
  • Career Advancement: Develop a highly sought-after skill set that positions you as a valuable asset in any marketing team.
  • Data Confidence: Move from feeling overwhelmed by data to confidently extracting actionable intelligence.
  • Strategic Planning Enhancement: Inform future marketing strategies with concrete data-backed evidence of past performance.
• PROS
  • Practical, hands-on learning: Focuses on building real-world dashboards that you can immediately apply.
  • Leverages existing software: Utilizes Microsoft Excel, a tool most professionals are already familiar with.
  • Comprehensive metric coverage: Addresses a wide array of essential marketing performance indicators.
  • Efficient data handling: Introduces powerful tools like Power Query for streamlined data preparation.
  • Actionable insights focus: Emphasizes the transformation of data into strategic decisions.
• CONS
  • While Excel is powerful, for extremely large datasets or very complex enterprise-level analytics, dedicated BI tools might offer more scalability and advanced features.

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