Data Preparation & Infrastructure

Build the technical foundation required for modern marketing analytics workflows. In this course, you’ll learn how to prepare, clean, validate, and structure marketing data so it can be trusted for reporting and decision-making. You’ll work with campaign exports, CRM records, web analytics data, and marketing performance datasets while learning how to identify inconsistencies, normalize UTM conventions, and remove duplicate or incomplete records. You’ll also learn how to use SQL to extract and combine marketing-relevant data from multiple sources, enabling you to create campaign-level metrics and performance summaries. In addition, you’ll evaluate data quality using profiling techniques that help identify gaps, anomalies, and reporting risks before they affect business decisions. By the end of the course, you’ll be able to create repeatable data-cleaning workflows, validate marketing datasets across platforms, and prepare reliable datasets for dashboarding, analysis, and optimization projects.