Brand Equity, Analytics & Marketing Intelligence is a hands-on program for marketers and analysts who want to connect measurement to real business decisions. You’ll learn to read and interpret GA4 traffic, configure custom events with Google Tag Manager, and translate event data into campaign ROI and cost-per-event insights. You’ll also build practical BI reporting skills in Looker Studio and Tableau, strengthen spreadsheet analysis with pivot tables, and create forecasting and scenario models in Power BI—without needing to write complex code. Beyond performance data, you’ll develop market research capability by designing surveys, synthesizing findings with secondary research, and turning results into clear recommendations. You’ll practice brand stewardship by updating a visual identity kit and measuring brand health with survey-based metrics like NPS. Throughout the program, you’ll focus on communicating clearly: writing insights memos, producing concise reports, and leading KPI reviews that drive action.
Übungsprojekt
You’ll complete a portfolio of marketing intelligence deliverables: a GA4 traffic report identifying top acquisition channels; a custom event tracking plan with validation steps and a cost-per-event ROI memo; a Looker Studio report built from raw CSV data; a survey designed and deployed with an insights deck translating results into product/brand recommendations; an automated BI pipeline concept (and dashboard) integrating sources like ads/CRM/analytics; a Power BI forecasting model with what-if scenarios; an Excel pivot-table sales summary; a weekly KPI tracker; a brand kit update plus brand health readout (including NPS); a regression-informed budget optimization proposal; and a KPI dashboard plus a simulated monthly KPI review discussion plan.
