Marketing Analytics Fundamentals Course in Doha, Qatar

The Marketing Analytics Fundamentals course in Doha, Qatar introduces the core skills needed to measure marketing activity and make better decisions with data. Participants learn how to choose KPIs that reflect business goals, map the customer funnel from awareness to conversion, and understand the basics of attribution and why different models credit channels differently. The course also explains how Google Analytics 4 collects event-based data and how campaign tracking connects marketing spend to results.

Learning is applied and beginner-friendly. Participants explore a GA4 demo account, create UTM-tagged campaign links, build simple reports and design a dashboard using tools such as Looker Studio or Microsoft Excel. Exercises include calculating cost per acquisition, conversion rates and return on investment, and presenting findings clearly to managers. No advanced statistics are required. The program can also run in-house for organizations that want marketing teams to report consistently and base budget decisions on evidence.

By the end of this course, participants will be able to:

• Select marketing KPIs aligned to business and campaign objectives

• Analyze conversion funnels to identify where prospects drop off

• Explain common attribution models and their limitations

• Navigate Google Analytics 4 reports, events and conversions

• Tag campaign links with UTM parameters for accurate tracking

• Build a simple marketing dashboard for regular reporting

• Calculate marketing ROI, cost per acquisition and return on ad spend

This course is for marketing professionals and managers who want to measure performance and report results with confidence.

• Marketing executives and coordinators

• Digital marketing and social media specialists

• Marketing managers responsible for budgets and reporting

• Business owners who run their own campaigns

• Sales and business development staff working with marketing

• Junior analysts moving into marketing analytics

Module 1: Foundations of Marketing Measurement

• Why marketing analytics matters for decisions

• Business goals, objectives and KPIs

• Leading and lagging indicators

• Common data sources across marketing channels

Module 2: Funnels and Attribution

• Mapping the customer journey and funnel stages

• Conversion rates and drop-off analysis

• Last-click, first-click and data-driven attribution

• Limitations of attribution and privacy-related data gaps

Module 3: Google Analytics 4 Essentials

• GA4 properties, data streams and the event model

• Key events, conversions and engagement metrics

• Acquisition, engagement and monetization reports

• Explorations for simple custom analysis

Module 4: Campaign Tracking

• UTM parameters: source, medium, campaign, term and content

• Building consistent UTM naming conventions

• Tracking email, social and paid campaigns

• Connecting ad platform data with website results

Module 5: Dashboards, ROI and Reporting

• Designing a dashboard in Looker Studio or Excel

• Calculating ROI, CPA, ROAS and customer lifetime value

• Telling a clear story with marketing data

• Turning insights into recommendations and budget decisions

Organizations in Qatar are increasing their investment in digital advertising, social media and online sales, and leadership teams want evidence that marketing budgets deliver results. Professionals who can track campaigns accurately and explain performance in clear business terms help their organizations spend more effectively. Building data literacy in marketing supports a knowledge-based economy and the focus on skilled, digitally capable people that runs through Qatar National Vision 2030.

Join a scheduled class at our training center in Doha or attend live online. For organizations, the course can run as an in-house program at your premises or online, tailored to your sector, examples and schedule.