A learning path built around real data work
Five modules, two delivery formats. Group cohorts and private sessions designed to fit how you actually work and learn.
Analytics knowledge without measurement context is just theory.
Each module connects a concept directly to a decision a marketer would face — which channel gets the budget, why a campaign underperformed, how to explain results to stakeholders who don't read dashboards. The work uses real campaign data, not sample datasets with clean numbers.
Before attribution models or dashboards make sense, you need a clear picture of how data moves from a user action to a report. This module covers that pipeline — no assumed knowledge.
- How tracking works: pixels, events, sessions
- The difference between metrics and dimensions
- Common data quality problems and how to spot them
- Setting up a measurement plan before any campaign launches
What gets measured is what gets managed — but only if you're measuring the right things. This module works through how to define KPIs that are actually tied to business outcomes rather than channel vanity metrics.
- Connecting business goals to measurable signals
- UTM parameters and consistent campaign tagging
- Cross-channel performance comparison — what's fair and what's not
- Building a dashboard that answers specific questions
Attribution is one of those topics where the gap between theory and what marketers actually use is wide. This module is structured around decisions — when to use which model and what that choice actually changes in reporting.
- Last-click, linear, time-decay, data-driven — tradeoffs of each
- How attribution affects budget allocation in practice
- GA4 attribution settings and what they change
- Multi-touch paths and assisted conversion analysis
GA4 behaves differently from Universal Analytics in ways that matter. This module focuses on what changed, what those changes mean for reporting, and how to configure GTM without relying on a developer for every small update.
- GA4 event model vs. UA session model
- Custom events and parameters — when and how
- GTM container setup and common tag configurations
- Debugging and validating tracking before launch
A report that can't be read by the person it's for doesn't do its job. The final module works on how to present data to different audiences — from a marketing manager to a finance team asking why CPA went up.
- Structuring a campaign review that holds attention
- Choosing the right chart type for each metric
- Automating routine reports with Looker Studio templates
- Handling questions from stakeholders who distrust the numbers
Two formats, one curriculum
Same five modules, same instructors — the difference is pacing, group size, and how much direct attention you get.
Sessions with a fixed cohort
Groups of 8 to 12 learners work through each module together. Sessions run three times a week, with shared exercises and peer discussion built into the schedule. The cohort format works well when accountability and group feedback are useful to you.
One-on-one with your instructor
Sessions scheduled around your availability, paced to how quickly you work through material. The instructor adjusts which areas get more time based on where you're stuck or where you want to go deeper. Useful if your schedule is irregular or the subject overlap with your current work is specific.