NANODEGREE PROGR AM SYLL ABUS

Marketing Analytics

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Overview
In this program, you’ll learn foundational data skills, gain an in-depth understanding of Google Analytics
and marketing analytics. You’ll learn to analyze data and build models with Excel, Data Studio, and create
informative data visualizations with Tableau.

Estimated Time: Prerequisites:

3 Months at No Prerequisites
5 hours / week

Flexible Learning: Need Help?

Self-paced, so udacity.com/advisor
you can learn on Discuss this program
the schedule that with an enrollment
works best for you advisor.

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Course 1: Introduction to Data Analysis
Learn how to use statistics and visuals to find and communicate insights. Develop Excel skills to
manipulate, analyze, and visualize data in a spreadsheet. Build Excel models to analyze possible
business outcomes.

In this project, you’ll explore an interactive data dashboard to

Course Project
uncover insights. You’ll write a short report explaining each insight,
Interpret a Data and how you found the information to reach your conclusion from
Visualization the dashboard.

In this project, you’ll use statistics and spreadsheet programs like

Course Project Excel to analyze data from over 500 companies on the New York
Stock Exchange. You’ll also forecast financial metrics based on three
Analyze Survey Data possible scenarios for a company of your choice from the NYSE
dataset.

LEARNING OUTCOMES

In this course, you will learn about data types, measurement

Descriptive centers, and the basics of statistical and mathematical notation,
LESSON ONE
Statistics as well as measures of spread, shape, and outliers as associated
with quantitative and inferential statistics.

• This course will take you from the basics of spreadsheets to

LESSON TWO Spreadsheets manipulating data, analyzing data, and visualizing data in
spreadsheets.

• In this course, you will learn basic spreadsheet function: sort

and filter data, use text and math functions, split columns, and
LESSON THREE Manipulate Data remove duplicates, how to summarize data with aggregation
and conditional functions, and how to use pivot tables and
lookup functions.

In this course, you will build data visualizations for quantitative

LESSON FOUR Visualize Data and categorical data; create pie, bar, line, scatter, histogram, and
boxplot charts, and build professional presentations.

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Course 2: Data Visualization
Learn to apply design and visualization principles to create impactful data visualizations, build data
dashboards, and tell stories with data.

In this project, you ’ll leverage the lessons you’ve learned about
Course Project
storytelling with data and evaluate a data set to craft a story for a
Storytelling With Data question of your choosing focused on an e-commerce retailer.

In this project, you’ll build interactive dashboards with Tableau and

Course Project use them to discover and communicate insights from data. You’ll use
Build Data Dashboards a dataset of flight delays in the US to visualize the quality of airlines
and airports, find the best times to fly, and more.

LEARNING OUTCOMES

• In this lesson you will learn how to evaluate the quality of data
Introduction to
LESSON ONE visualizations and build high quality visualizations, starting
Data Visualization
with the fundamentals of data dashboards.

• In this lesson you will learn to implement the best design

LESSON TWO Design practices, ad to us the appropriate chart for a particular
situation.

• This course teaches you how to build data visualizations

Data Visualizations in Tableau using data hierarchies, filters, groups, sets, and
LESSON THREE
in Tableau calculated fields, as well as map-based data visualizations in
Tableau.

Making Dashboards In this course you will learn how to build interactive Tableau
LESSON FOUR
& Stories in Tableau dashboards and tell impactful stories using data.

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Course 3: Google Analytics
In this course you’ll acquire in-depth knowledge of Google Analytics, as you learn to use advanced
reporting techniques, analyze and optimize results, build fluency with Data Studio, and produce
actionable insights that power significant business growth.

Use advanced reporting displays and features to make more

Course Project detailed observations, and map GA advanced segments to their
Advanced Displays, constituencies. Then, configure view filters and settings to refine
Segments & Views and enrich raw GA data for use in identifying audiences for
remarketing and testing.

Decode, build and troubleshoot campaign URLs. Engage in

Course Project channel customization to maximize analytics measurements
Navigating, Reports, & and attribution. Then, visualize data insights using advanced
Dashboards reporting techniques, including GA custom reports and Data
Studio dashboards.

LEARNING OUTCOMES

In this course, you learn how to use Google Analytics to

evaluate your audience, measure the success of your
Intro to Google
LESSON ONE acquisition and engagement efforts, evaluate your user’s
Analytics
conversions to your goals, and use those insights to plan and
optimize your marketing budgets.

Advanced
Learn how to understand data by using Google Analytics for
Displays,
LESSON TWO creating advanced graphical displays and segmenting
Segmentation,
audiences.
and Filtering

Acquisition,
Learn how to use UTM tagging for campaigns and the channel
Conversion,
LESSON THREE customization process, and step through the fundamentals of
Ecommerce, &
using Google Attribution 360.
Attribution

Dashboards, Learn about the fundamentals of creating custom reports, and

LESSON FOUR Custom Reports, step through the process of building data dashboards in Google
Alerts Analytics & Data Studio.

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Course 4: Marketing Analytics
In this course you will learn about a wide range of marketing and business metrics, and how to
evaluate the growth and health of your marketing efforts.

In this project you’ll create an analytic brief to answer pertinent

Course Project questions about your business, your customer, and how you will
test & learn from your marketing analytics initiative. You will use
Crafting an Analytic Brief a sample company, or pick a company you are familiar with, to
complete this exercise.

In this project, you’ll use statistics, spreadsheet programs, and

presentation software to develop a comprehensive marketing
Course Project report based on a sample dataset. You’ll be tasked with exploring
Create a Campaign Report how well a sample company performed against its objectives as well
as performing specific marketing-related calculations to report on
campaign performance and audience insights.

LEARNING OUTCOMES

In this course you will learn how marketing data is collected and
distributed, the common questions we seek to answer in
marketing, and how to gather and evaluate the necessary
Introduction to
metrics. You’ll also learn how to set business goals and define
LESSON ONE Marketing
the metrics used to determine if you’ve met those goals.
Analytics
This course will also explore ways to develop confidence in
our reporting skills and how to make every analytics project
actionable.

This course will show you how to identify the correct metrics
to be using, and how to use a variety of frameworks to report
Metrics That
LESSON TWO on your findings. Additionally, you’ll learn how to create an
Matter
Analytic Brief, and explore the most popular tools for collecting
data across every marketing channel.

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 This course will explain how to put all your marketing analytics
Analyzing
LESSON THREE skills in practice. You’ll go hands-on with various formulas to
Marketing Data
calculate the most common marketing metrics.

In this course, you will learn how to zoom out and explore the
world of analytics from a different perspective. You’ll learn how
Macro Digital
LESSON FOUR to calculate important business metrics such as Market Size,
Analysis
Brand Equity, Trends, Competitors, and your Net Promoter
Score.

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Our Classroom Experience
REAL-WORLD PROJECTS
Build your skills through industry-relevant projects. Get
personalized feedback from our network of 900+ project
reviewers. Our simple interface makes it easy to submit
your projects as often as you need and receive unlimited
feedback on your work.

KNOWLEDGE
Find answers to your questions with Knowledge, our
proprietary wiki. Search questions asked by other students,
connect with technical mentors, and discover in real-time
how to solve the challenges that you encounter.

STUDENT HUB
Leverage the power of community through a simple, yet
powerful chat interface built within the classroom. Use
Student Hub to connect with your fellow students in your
Executive Program.

WORKSPACES
See your code in action. Check the output and quality of
your code by running them on workspaces that are a part
of our classroom.

QUIZZES
Check your understanding of concepts learned in the
program by answering simple and auto-graded quizzes.
Easily go back to the lessons to brush up on concepts
anytime you get an answer wrong.

CUSTOM STUDY PLANS

Preschedule your study times and save them to your
personal calendar to create a custom study plan. Program
regular reminders to keep track of your progress toward
your goals and completion of your program.

PROGRESS TRACKER
Stay on track to complete your Nanodegree program with
useful milestone reminders.

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Learn with the Best

Brad Batesole Josh Bernhard

MARKE TING E XECUTIVE DATA S C I E N T I S T
Brad is a marketing executive who Josh has been sharing his passion for
has led teams of top marketers at top data for nearly a decade at all levels of
companies; Lynda.com, TMZ, LegalZoom, university, and as Lead Data Science
and LinkedIn. He has extensive experience Instructor at Galvanize. He’s used data
from every angle, from marketing strategy science for work ranging from cancer
and user experience to social media, paid research to process automation.
media, and SEO.

Dana Sheahen Mat Leonard

CO N T E N T D E V E LO P E R CO N T E N T D E V E LO P E R
Dana is an electrical engineer with a Mat is a former physicist, research
Masters in Computer Science from Georgia neuroscientist, and data scientist. He did
Tech. Her work experience includes his PhD and Postdoctoral Fellowship at the
software development for embedded University of California, Berkeley.
systems in the Automotive Group at
Motorola, where she was awarded a patent
for an onboard operating system.

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All Our Nanodegree Programs Include:

EXPERIENCED PROJECT REVIEWERS

RE VIE WER SERVICES

• Personalized feedback & line by line code reviews

• 1600+ Reviewers with a 4.85/5 average rating
• 3 hour average project review turnaround time
• Unlimited submissions and feedback loops
• Practical tips and industry best practices
• Additional suggested resources to improve

TECHNICAL MENTOR SUPPORT

M E N TO R S H I P S E R V I C E S

• Questions answered quickly by our team of

technical mentors
• 1000+ Mentors with a 4.7/5 average rating
• Support for all your technical questions

PERSONAL CAREER SERVICES

C A R E E R CO A C H I N G

• Personal assistance in your job search

• Monthly 1-on-1 calls
• Personalized feedback and career guidance
• Interview preparation
• Resume services
• Github portfolio review
• LinkedIn profile optimization

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Frequently Asked Questions
PROGR AM OVERVIE W

WHY SHOULD I ENROLL?

This Nanodegree program is an excellent introduction to the fundamentals of
data and marketing analysis. You will leave with practical skills that you can
apply in any job. These skills are also an excellent foundation for a career in
marketing analysis, data analysis, and data science.

WHAT JOBS WILL THIS PROGRAM PREPARE ME FOR?

This is an introductory program that is not designed to prepare you for a
specific job. However it is well-suited for those those looking to apply data
skills in their current roles. It is also a great first step on a journey to becoming
a marketing analyst or data scientist. We have more courses that will pick up
from where this course leaves off to help you become ready for a career in
marketing or data science.

HOW DO I KNOW IF THIS PROGRAM IS RIGHT FOR ME?

This Nanodegree program offers an ideal path for students new to marketing
and data analysis. Data is a transformational force in every marketing team
and business. Analysis of data has become a mandatory skill to have in order
to provide value in any organization. This Nanodegree program offers an
introduction to the world of data. By learning foundational marketing and
analytics tools, you will be ready to advance in a career in marketing analytics.

ENROLLMENT AND ADMISSION

DO I NEED TO APPLY? WHAT ARE THE ADMISSION CRITERIA?

No. This Nanodegree program accepts all applicants regardless of experience
and specific background.

WHAT ARE THE PREREQUISITES FOR ENROLLMENT?

There are no prerequisites for enrolling aside from basic computer skills and
English proficiency. You should feel comfortable performing basic operations
on your computer like opening files and folders, opening applications, and
copying & pasting. Although no prior experience with Google Analytics is
required, familiarity with the platform is useful.

TUITION AND TERM OF PROGR AM

HOW IS THIS NANODEGREE PROGRAM STRUCTURED?

The Marketing Analytics Nanodegree program is comprised of content and
curriculum to support eight (8) projects. We estimate that students can
complete the program in three (3) months, working 5-10 hours per week.

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FAQs Continued
Each project will be reviewed by the Udacity reviewer network. Feedback will
be provided and if you do not pass the project, you will be asked to resubmit
the project until it passes.

HOW LONG IS THIS NANODEGREE PROGRAM?

Access to this Nanodegree program runs for the length of time specified in
the payment card above. If you do not graduate within that time period, you
will continue learning with month to month payments. See the Terms of Use
and FAQs for other policies regarding the terms of access to our Nanodegree
programs.

CAN I SWITCH MY START DATE? CAN I GET A REFUND?

Please see the Udacity Nanodegree program FAQs for policies on enrollment in
our programs.

S O F T WA R E A N D H A R D WA R E

WHAT SOFTWARE AND VERSIONS WILL I NEED IN THIS PROGRAM?

To enroll, students will need a Gmail account to use Google Analytics.

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