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Create Data Models

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Create Data Models

This course is part of Marketing Data & Reporting Essentials Specialization

Instructor: Professionals in the Industry

Included with Learn more

2 modules

Gain insight into a topic and learn the fundamentals.

Beginner level

Recommended experience

2 hours to complete

Flexible schedule

Learn at your own pace

2 modules

Gain insight into a topic and learn the fundamentals.

Beginner level

Recommended experience

2 hours to complete

Flexible schedule

Learn at your own pace

What you'll learn

Design star and snowflake data models for marketing analytics use cases
Define fact and dimension tables with primary and foreign key relationships
Build KPI frameworks that map business objectives to measurable metrics
Create semantic layers and data structures for consistent reporting

Skills you'll gain

Tools you'll learn

Details to know

Shareable certificate

Add to your LinkedIn profile

Build your subject-matter expertise

This course is part of the Marketing Data & Reporting Essentials Specialization

When you enroll in this course, you'll also be enrolled in this Specialization.

Learn new concepts from industry experts
Gain a foundational understanding of a subject or tool
Develop job-relevant skills with hands-on projects
Earn a shareable career certificate

There are 2 modules in this course

As marketing data grows, spreadsheets break down. In this course, you’ll learn how to design structured data models that support accurate, scalable reporting across campaigns, channels, and customer data.

You’ll begin by understanding how data models solve common problems like inconsistent reporting and duplicated data. You’ll learn the difference between fact and dimension tables, and how to design star and snowflake schemas that organize marketing data for efficient analysis. Next, you’ll apply these concepts to build your own marketing data model. You’ll define tables, primary and foreign keys, and relationships that connect campaign performance, customer data, and channel activity into a single, reliable system. You’ll also learn how to translate business goals into measurable outcomes by building a KPI framework. Using a funnel-based approach, you’ll map objectives like awareness, conversion, and retention to specific metrics, data sources, and targets, ensuring every report answers a clear business question. By the end of this course, you’ll be able to design data models that scale with your organization and create KPI frameworks that turn raw data into actionable insights. These skills are essential for analysts working in marketing analytics, business intelligence, and data-driven organizations.

In this module, you will explore how fact tables and dimension tables organize campaign, channel, geography, and audience data into reliable reporting models that replace fragile flat-file workflows. The module focuses on schema design fundamentals, primary and foreign keys, normalization, and semantic layers that standardize KPI calculations across dashboards. You will build a complete star schema capable of connecting ad spend, sessions, conversions, and CRM revenue into a unified reporting environment. By the end, you will create structured marketing schemas that support scalable, multi-channel analytics and explain the tradeoffs between star and snowflake approaches for marketing reporting use cases.

What's included

2 videos3 readings2 assignments

2 videosTotal 10 minutes

Why Data Models Matter4 minutes
Star vs. Snowflake Schemas6 minutes

3 readingsTotal 12 minutes

About the Course Expert2 minutes
Designing Your First Marketing Schema5 minutes
Exemplar for Hands-On Activity: Design a Marketing Star Schema5 minutes

2 assignmentsTotal 25 minutes

Hands-On Activity: Design a Marketing Star Schema20 minutes
Knowledge Check: Schema Design5 minutes

This module enables you to design KPI frameworks that connect marketing objectives directly to measurable business outcomes across the funnel. The module emphasizes distinguishing vanity metrics from value metrics and building KPI matrices that stakeholders can interpret consistently without ambiguity. You will also create a multi-stage KPI framework for a product launch campaign that aligns business goals, reporting definitions, and performance targets into a structured dashboard planning system. By the end, you will be able to build technically implementable KPI frameworks that support trustworthy reporting, campaign optimization, and executive decision-making.

What's included

1 video2 readings3 assignments

Earn a career certificate

Add this credential to your LinkedIn profile, resume, or CV. Share it on social media and in your performance review.

Instructor

Professionals in the Industry

279 Courses28,504 learners

Offered by

Coursera

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Frequently asked questions

This course is best for learners with some prior exposure to SQL or data analysis. It builds on foundational concepts and introduces more advanced topics like schema design and KPI frameworks.

You’ll work with data modeling concepts such as star and snowflake schemas, and use tools like diagramming platforms and spreadsheets to design schemas and KPI frameworks. SQL concepts are also reinforced throughout.

Data models ensure that data is structured consistently, making reporting faster, more accurate, and scalable. Without them, teams often rely on manual spreadsheets that lead to errors and inconsistent insights.

To access course materials, assignments, and earn a Certificate, you'll need to purchase the Certificate experience when you enroll in a course. Eligible learners may also have the option to start with a Free Trial. Some courses may also offer a Full Course, No Certificate option. This lets you access course materials, submit required assessments, and receive a final grade, but you won't be able to earn or purchase a Certificate.