Learn to run the systems behind marketing: tracking, data, the tech stack, lead processes, measurement and dashboards, from the basics to the methods professionals use.
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Marketing Operations: Systems, Data and Dashboards teaches the work behind every campaign, from first principles to the methods experienced teams use. It's written for beginners, marketers moving into ops, analysts, sales and CRM people, and professionals who want to fill gaps.
You'll start with what marketing ops is, how marketing turns into money and the numbers everyone uses, with the maths explained plainly. Then you'll learn how data is made: events, identifiers, UTM tags and naming rules, tracking plans and the data layer, GA4 and Tag Manager, server-side tracking and conversion APIs, privacy and consent laws around the world, and keeping data clean. You'll map and run a tech stack: the CRM, marketing automation, warehouses, CDPs, reverse ETL, integrations, and how to choose, buy and audit tools.
Next come the systems: lifecycle stages, lead scoring, routing and speed to lead, the agreement with sales, email deliverability, segments, campaign operations, managing requests and safe changes. The measurement module covers KPIs and metric trees, planning backwards from revenue, attribution, lift tests, marketing mix models, A/B testing, unit economics, cohorts, budgets and pacing.
The dashboards module is the heart of the course: planning a dashboard, picking the right chart, design rules, spreadsheets, SQL, data models and star schemas, a step-by-step Data Studio build, Power BI and Tableau, the dashboards every team needs, and turning numbers into decisions. It ends with automation design, AI, monitoring, building and leading an ops function, soft skills, careers, a capstone and a toolkit.
One example company, a solar business in Nairobi selling online and through a sales team, runs through every lesson, and every method works anywhere in the world. 56 lessons in 8 modules, with charts, tables and mock dashboards throughout. When you finish, the follow-on course Paid Media Operations: Audits, Proposals, Budgets and Forecasts takes these skills into paid client projects: ad spend audits, proposals, budget pacing and forecasting.
56 lessons
It opens when you finish every lesson. Score 75% or more to get your certificate. You have 2 tries on the same questions. If neither passes, you go through the course again and get 2 new tries.
