Email Marketing Analytics & Optimization

本课程是 AI-Enhanced Email Marketer with MailChimp, Gmail and Outlook 专项课程的一部分

位教师：Professionals from the Industry

访问权限由 Coursera Learning Team 提供

11个模块

深入了解一个主题并学习基础知识。

初级等级

推荐体验

1 周完成

在 10 小时一周

灵活的计划

自行安排学习进度

11个模块

深入了解一个主题并学习基础知识。

初级等级

推荐体验

1 周完成

在 10 小时一周

灵活的计划

自行安排学习进度

您将学到什么

Build comprehensive performance dashboards to monitor and report on email campaign KPIs.
Set up conversion tracking in Google Analytics 4 and generate UTM performance reports.
Create Excel pivot reports to summarize campaign data and analyze CTR discrepancies.
Lead post-mortem analysis sessions to extract actionable insights from campaigns.

要了解的详细信息

可分享的证书

添加到您的领英档案

作业

21 任务¹

AI 评分请参见免责声明

授课语言：英语（English）

了解顶级公司的员工如何掌握热门技能

了解关于 Coursera for Business 的更多信息

Petrobras, TATA, Danone, Capgemini, P&G 和 L'Oreal 的徽标

积累特定领域的专业知识

本课程是 AI-Enhanced Email Marketer with MailChimp, Gmail and Outlook 专项课程专项课程的一部分

在注册此课程时，您还会同时注册此专项课程。

向行业专家学习新概念
获得对主题或工具的基础理解
通过实践项目培养工作相关技能
获得可共享的职业证书

该课程共有11个模块

Data-driven decision making separates good email marketers from great ones. This course dives deep into advanced analytics and optimization strategies, equipping you with the skills to measure, interpret, and act on campaign performance data at a professional level.

You will learn how to build comprehensive performance dashboards to monitor and report on email campaign KPIs, set up conversion goal tracking in Google Analytics 4, and generate monthly UTM performance reports that demonstrate clear campaign impact. You will also develop advanced Excel skills to create pivot reports summarizing campaign data, analyze discrepancies between predicted and actual click-through rates, and lead post-mortem analysis sessions to extract actionable insights from campaign results. By the end of this course, you will have the analytical and reporting skills that employers expect from experienced email marketing professionals, reinforced by a hands-on course project in which you will produce a complete analytics and reporting package for a real-world campaign scenario.

This module establishes foundation skills in advanced email campaign data analysis, enabling learners to move beyond basic metrics to create comprehensive Excel reports that correlate campaign performance with business outcomes.

涵盖的内容

2个视频2篇阅读材料1个作业

This module builds advanced skills in systematic performance gap analysis and strategic improvement development, enabling learners to identify meaningful discrepancies and create testable hypotheses for campaign optimization.

涵盖的内容

2个视频2篇阅读材料2个作业

Learners will master the technical setup of email conversion tracking in GA4, establishing the foundation for proving email marketing's true business value.

涵盖的内容

2个视频3篇阅读材料2个作业

2个视频总计8分钟

The Attribution Challenge in Email Marketing2分钟
GA4 Fundamentals for Email Marketers5分钟

3篇阅读材料总计18分钟

Email Conversion Tracking Configuration Guide8分钟
Podcast: GA4 Email Tracking Setup - Part 15分钟
Podcast: GA4 Email Tracking Setup - Part 25分钟

2个作业总计18分钟

GA4 Email Conversion Setup13分钟
GA4 Email Conversion Tracking5分钟

Learners will master advanced GA4 reporting and attribution analysis to generate actionable insights that demonstrate email marketing's comprehensive business impact.

涵盖的内容

2个视频3篇阅读材料3个作业

2个视频总计7分钟

Data-Driven Attribution for Email Campaigns2分钟
GA4 Reports for Email Performance Analysis5分钟

3篇阅读材料总计18分钟

Advanced Email Attribution in GA48分钟
Podcast: Creating Email Performance Reports - Part 15分钟
Podcast: Creating Email Performance Reports - Part 25分钟

3个作业总计60分钟

Track Conversions in GA4 - Course Assessment15分钟
Email Performance Report Creation15分钟
GA4 Email Performance Analysis30分钟

Learners will develop real-time monitoring systems and intervention strategies to optimize email campaign performance within the first 48 hours of deployment.

涵盖的内容

2个视频2篇阅读材料2个作业

Learners will master comprehensive post-campaign analysis techniques and create strategic engagement reports that transform raw data into actionable business insights.

涵盖的内容

2个视频2篇阅读材料3个作业

2个视频总计10分钟

Strategic Insights from Deep Engagement Analysis3分钟
Advanced Engagement Metrics and Analysis7分钟

2篇阅读材料总计22分钟

Creating Engagement Heat Maps and Visualizations8分钟
Podcast: Mastering Engagement Analysis and Strategic Reporting14分钟

3个作业总计50分钟

Decode Engagement Metrics - Course Assessment25分钟
Comprehensive Engagement Analysis20分钟
Advanced Engagement Analysis5分钟

This module equips marketing professionals with strategic KPI monitoring skills and dashboard management expertise for email marketing campaigns.

涵盖的内容

3个视频1篇阅读材料1个作业

Learners will master the systematic process of updating KPI dashboards with email campaign data, transforming raw metrics into strategic business intelligence through effective visualization, contextual annotation, and stakeholder-focused presentation techniques.

涵盖的内容

4个视频1篇阅读材料2个作业

Build comprehensive monthly email-performance dashboards that transform data into strategic assets for leadership decision-making.

涵盖的内容

2个视频3篇阅读材料2个作业

2个视频总计11分钟

Dashboards as Strategic Decision Drivers3分钟
Strategic Dashboard Design Principles8分钟

3篇阅读材料总计24分钟

Advanced Visualization Techniques for Email Data10分钟
Podcast: Building in Looker Studio - Part 17分钟
Podcast: Building in Looker Studio - Part 27分钟

2个作业总计25分钟

Dashboard Development20分钟
Advanced Dashboard Development5分钟

Lead systematic post-campaign analysis to extract actionable insights and drive strategic marketing improvements through structured evaluation methodologies.

涵盖的内容

3个视频1篇阅读材料2个作业

You will synthesize performance measurement and analytics skills to produce a comprehensive email analytics report. Drawing on data analysis, GA4 (Google Analytics 4) , engagement metric interpretation, KPI benchmarking, and dashboard reporting skills, you analyze a multi-campaign dataset and deliver a structured, executive-ready report with visualizations and strategic recommendations. This deliverable reflects the kind of high-impact analytical work that distinguishes strategic email marketers in professional settings.