MKT-50/ Digital Analytics

3-Day Intensive Course for Digital and Data Professionals

3 Intense Days
7 Hours per Day (Split into two 3.5-hour sessions)

Learning Path Visual

Your hands-on journey from raw traffic data to strategic insight:

Day 1: Foundations of Digital Analytics & Tracking Strategy
Understand the fundamentals of web and app analytics. Set up tracking plans, define KPIs, and explore the data layers behind digital performance.

Day 2: Tools, Platforms & Insight Extraction
Use tools like Google Analytics 4, Looker Studio, and Matomo to analyze user journeys, conversion funnels, and campaign performance across channels.

Day 3: Dashboarding, Attribution & Actionable Reporting
Build executive dashboards, apply attribution models, and turn insights into optimization strategies for product, marketing, and CX teams.

Course Overview

Data is everywhere — but turning it into strategy takes skill. This course teaches digital professionals how to confidently collect, interpret, and present analytics that drive measurable business outcomes.

Whether you’re a marketer, analyst, or product owner, you’ll gain the ability to set up full-stack tracking, navigate analytics platforms, and build reports that inform decisions — not just describe activity.

You’ll learn how to:

• Define effective KPIs for digital performance tracking

• Build a measurement plan and tracking matrix

• Implement GA4 tags, events, and audiences (with or without GTM)

• Use UTM parameters to track multi-channel campaigns

• Analyze user behavior using funnels, paths, and retention reports

• Create real-time dashboards in Looker Studio or Power BI

• Apply attribution models (last-click, linear, data-driven)

• Translate findings into strategy for marketing, UX, and leadership

This course bridges technical analytics tools with business insight delivery, making you a translator between data and action.

What’s Inside Each Day

Day 1 — Foundations of Digital Analytics & Tracking Strategy

• Web & mobile analytics fundamentals

• The role of analytics in marketing, product, and support

• Defining success: KPI vs. vanity metric

• Building a measurement plan

• Event-driven data collection (clicks, scrolls, form submits)

• Hands-on: Create a KPI matrix and tracking plan

Tools: Google Analytics 4, Google Tag Manager, Measurement Plan templates
Focus: Strategy • Setup • KPI Design

Day 2 — Tools, Platforms & Insight Extraction

• GA4 interface walkthrough: reports, events, engagement

• Building audiences, custom explorations, and comparisons

• Matomo (self-hosted alternative) overview

• Setting up conversion goals and funnel views

• Segmenting user behavior by source, device, or journey stage

• Hands-on: Analyze traffic drop-offs and campaign ROI

Tools: Google Analytics 4, Matomo, Looker Studio, GA Debugger
Focus: Platforms • Funnel Analysis • Behavioral Insight

Day 3 — Dashboarding, Attribution & Actionable Reporting

• Intro to dashboard design principles (clarity, hierarchy, interactivity)

• Building executive dashboards in Looker Studio or Power BI

• Attribution models: last-click, first-click, linear, data-driven

• Campaign analysis using UTM and cost data

• Translating analytics into optimization strategy

• Hands-on: Build a dashboard that tells a story

Tools: Looker Studio, Power BI, UTM Builder, Attribution models
Focus: Storytelling • Attribution • Business Impact

Course Goals

By the end of this course, you’ll be able to:

• Set up a complete digital analytics workflow from tracking to insight

• Analyze user behavior, conversion paths, and engagement trends

• Build meaningful dashboards that support real decision-making

• Attribute results to the right campaigns, sources, and actions

• Confidently communicate performance insights to stakeholders

• Drive strategy across marketing, product, and UX with data

Who Should Take This Course?

• Digital marketers responsible for performance reporting

• Analysts and BI professionals supporting digital teams

• Product managers tracking usage and feature impact

• Startup teams managing lean data stacks

• Content and UX strategists measuring engagement

• Students or career changers entering analytics or martech roles

Class Reference: MKT-50
Form Updated on: 06/16/2025 (Version 1)
Last Modified on: 06/16/2025

Program Note

This course is continuously updated to reflect changes in analytics platforms (GA4, Looker Studio, Matomo), privacy requirements (GDPR, cookie consent), and evolving best practices in attribution and reporting.

Brief pédagogique en français

MKT-50/ Digital Analytics est présenté ici en version synthétique française afin que les équipes pédagogiques puissent évaluer rapidement l'intérêt du module.

Le module s'inscrit dans la famille Analytics et intelligence artificielle. Il peut être adapté au calendrier de l'école, au niveau Tous niveaux, au volume horaire 21 h et aux modalités d'évaluation prévues.

Objectif d'intervention

Ce module vise à relier les outils data, IA et automatisation à des usages professionnels concrets.

Livrables et activités possibles

• cas d'usage, prompts, scénarios d'automatisation ou analyses data
• évaluation critique des résultats, limites et risques
• communication claire des choix techniques et business

Adaptation école

LC peut ajuster le déroulé, la langue d'enseignement, les supports, les exercices et les critères d'évaluation selon la promotion, le diplôme, le niveau d'autonomie attendu et les contraintes de planning.

Pour une version détaillée du syllabus en français, LC confirme le programme final après cadrage du niveau, des heures, du calendrier et des livrables attendus.