A structured and free roadmap to master digital marketing, analytics, and BI independently

• 🧠 About
• 🎯 Learning Goals
• 📚 Curriculum Overview
• 🛠️ How to Use This Curriculum
• 📘 Sections
  • Section 01 - Fundamentals (~180h)
  • Section 02 - Advanced Strategies, Practical Application and Social Media Marketing (~248h)
  • Section 03 - Marketing Strategies and Research (~180h)
  • Section 04 - Data Analytics for Marketing (~300h)
  • Section 05 - Business Intelligence, Data Visualization and Reporting Technologies (~300h)
• 📖 Extra Bibliography
• 🔗 References
• 📝 Notes and Clarifications

This self-taught roadmap is designed to guide my journey in Digital Marketing, Analytics, and Business Intelligence. My goal is to combine marketing strategy with data-driven decision-making using the best free resources available online.

The program spans from marketing foundations to advanced analytics, covering:

• Digital strategy, performance marketing, and consumer behavior
• Analytics, A/B testing, and marketing KPIs
• Business Intelligence, dashboard tools, and automation
• Predictive modeling and personalization using data

🚀 If you're also passionate about marketing and data, this roadmap can be your compass.

• Principles of digital marketing, customer journey, and funnels
• Consumer behavior, market research, and branding
• Social media and content marketing strategies

• Web analytics, tracking, and attribution modeling
• KPIs, ROI, ROAS, CLV, and performance indicators
• Experiment design and A/B testing for optimization

• Dashboards using Power BI, Tableau, and Looker
• Data storytelling and insight-driven strategy
• Automating reports and real-time analytics

• SQL for data extraction and transformation
• Segmentation, personalization, and lead scoring
• Predictive models for churn, CLV, and conversions

• CRM, email marketing, and marketing automation
• Google Analytics, GTM, UTM tagging
• AI in marketing: chatbots, recommendations, LLMs

The curriculum is structured in stages:

For a full breakdown of topics and course links, check each section inside the repository.

This curriculum is modular and flexible:

• 🟢 Start from the beginning if you're new to the topic
• 🟡 Skip or adapt based on your prior knowledge
• 🧩 Mix and match with your own projects and readings

Each module contains:

• Curated high-quality free courses
• Estimated hours for time management
• Optional certifications (e.g., Google, HubSpot, Meta)

In this first section, my goal is to build a solid foundation in Digital Marketing by understanding its strategic role in companies and its impact on decision-making. To achieve this, I will explore the key concepts of the field, the fundamentals that support marketing strategies, and the essential tools used by professionals in the industry.

Additionally, I aim to develop a clear understanding of the responsibilities of a digital marketing analyst. This includes grasping the main KPIs in the field, the necessary analytical and technical skills, and the practical application of this knowledge to optimize campaigns, segment audiences, and effectively measure results.

The focus is on enhancing competencies such as data analysis, performance measurement, the use of digital marketing platforms, and metric-driven decision-making, ensuring a strategic and results-oriented approach.

The main skills I aim to acquire at this stage include:

• ✅ A clear understanding of what Marketing is and its strategic importance in business
• ✅ Fundamental concepts of Data Science and its impact across various industries
• ✅ Proficiency with essential tools for data analysis and manipulation

This structured approach will help me build a strong foundation, integrating marketing and data-driven decision-making effectively.

This course provides a clear introduction to what marketing is, why it is essential for businesses, and how it influences consumer behavior and decision-making.

I chose this course to establish a strong conceptual foundation before exploring more advanced marketing strategies and analytical techniques.

Skills developed:

• Understanding the core principles of marketing and its role in business strategy
• Exploring consumer behavior and decision-making processes
• Introduction to key marketing concepts such as segmentation, positioning, and branding

This comprehensive certificate program provides a deep dive into the essentials of digital marketing and e-commerce, covering a broad range of topics that are critical for building and optimizing online businesses. It explores digital marketing strategies, customer engagement techniques, e-commerce platform management, and the tools necessary to execute successful marketing campaigns.

I chose this program to develop a hands-on, practical understanding of digital marketing that can be applied to real-world business scenarios.

Skills developed:

• Mastery of core digital marketing concepts, including customer acquisition and engagement strategies
• Practical application of digital marketing tools and techniques, such as SEO, SEM, and email marketing
• Knowledge of building and managing e-commerce stores, from product launch to customer retention
• Proficiency in analyzing marketing data to measure success and improve campaigns
• Understanding how to develop customer loyalty and improve long-term business relationships

Certificate Breakdown

This certificate represents an integrated course program, consisting of 7 courses, which are listed individually below:

1. Foundations of Digital Marketing and E-commerce
2. Attract and Engage Customers with Digital Marketing
3. From Likes to Leads: Interact with Customers Online
4. Think Outside the Inbox: Email Marketing
5. Assess for Success: Marketing Analytics and Measurement
6. Make the Sale: Build, Launch, and Manage E-commerce Stores
7. Satisfaction Guaranteed: Develop Customer Loyalty Online

This introductory specialization provides a foundational understanding of performance marketing and digital advertising. It covers the basic strategies and metrics essential for running and measuring effective digital advertising campaigns. By focusing on key aspects of search, display, social media, and programmatic advertising, this course prepares learners to understand core concepts and tools before diving into more advanced techniques.

I chose this specialization to establish a strong base that will support my progression to more advanced digital marketing courses in the future.

Skills developed:

• Understanding the fundamentals of digital advertising strategies, including search, display, and social media advertising
• Introduction to key performance metrics and how to measure the success of campaigns
• Basic knowledge of programmatic advertising and automated ad buying
• Proficiency in using analytics tools for measuring campaign performance
• Insights into how to evaluate and optimize digital marketing efforts based on core metrics

Specialization Breakdown

This Specialization represents an integrated course program, consisting of 4 courses, which are listed individually below:

1. Introduction to Digital Advertising
2. Search and Display Advertising
3. Social Media Advertising
4. Programmatic Advertising

In this second section, my goal is to refine and expand the knowledge gained in the previous phase by diving deeper into advanced strategies and real-world applications of digital marketing. This section will focus on how to integrate various marketing channels, enhance campaign performance, and leverage strategic insights to achieve measurable results.

I will explore how different types of media, such as social media, search engines, and programmatic advertising, can be used in a cohesive strategy. This will include a detailed look at how to optimize campaigns, measure success through key performance indicators (KPIs), and make data-driven decisions to improve results over time.

By completing this section, I will be ready to transition from foundational knowledge to executing and managing digital marketing strategies at a higher level, with a focus on optimization, multichannel integration, and achieving ROI.

The main skills I aim to develop at this stage include:

• ✅ Crafting and executing integrated marketing strategies using various digital channels
• ✅ Advanced knowledge of KPIs and campaign optimization techniques
• ✅ Ability to measure and analyze digital marketing performance across multiple platforms
• ✅ Proficiency in optimizing customer engagement, acquisition, and retention through advanced digital marketing tactics

With this deeper knowledge, I’ll be equipped to drive impactful digital marketing campaigns that deliver measurable business outcomes.

This specialization offers a comprehensive approach to strategic digital marketing planning. It covers key areas such as how to prepare, measure, and optimize digital marketing efforts to achieve business goals.

I chose this specialization to deepen my understanding of digital marketing strategy and learn how to align marketing initiatives with overall business objectives. This program will enhance my ability to plan and execute data-driven strategies, which will be crucial for the success of future campaigns.

Skills developed:

• Strategic planning for digital marketing, focusing on aligning marketing efforts with business objectives
• Measuring the effectiveness of marketing strategies through key metrics and data analysis
• Optimizing digital marketing campaigns for better performance and ROI
• Hands-on experience with tools for campaign measurement and optimization
• In-depth knowledge of digital marketing channels and how to leverage them effectively

Specialization Breakdown

This Specialization represents an integrated course program, consisting of 4 courses, which are listed individually below:

1. Introdução ao Marketing Digital
2. Preparando o Marketing Digital
3. Medindo o Marketing Digital
4. Otimizando o Marketing Digital

This advanced course dives deeper into digital marketing by exploring the various types of media and how to effectively use them to create impactful campaigns. It focuses on understanding the nuances of different marketing channels, such as social media, search engines, email, and display advertising.

This course concludes the foundational phase of my digital marketing education, preparing me to apply advanced strategies and techniques in real-world scenarios. I chose this course to solidify my understanding of the key digital marketing mediums and to enhance my ability to execute integrated campaigns that drive results.

Skills developed:

• Advanced understanding of various digital marketing channels and their specific use cases
• Insights into crafting multi-channel marketing strategies
• Practical experience with integrating different types of media into cohesive marketing campaigns
• Knowledge of advanced tools and strategies for digital advertising and content marketing
• Ability to measure and optimize the effectiveness of marketing campaigns across different platforms

In this third section, my goal is to build upon the foundational and intermediate knowledge acquired in the previous phases by focusing on advanced strategies, practical applications, and in-depth market research. This section will emphasize how to develop data-driven marketing strategies, analyze consumer behavior, and optimize campaigns to maximize business impact.

I will explore the role of market research in shaping effective marketing strategies, learning how to gather insights, segment audiences, and position brands effectively. Additionally, I will dive deeper into strategic decision-making, competitive analysis, and advanced marketing frameworks that drive sustainable growth.

By completing this section, I will enhance my ability to create and implement high-level marketing strategies, ensuring that campaigns are not only data-driven but also aligned with business objectives and market trends.

The main skills I aim to develop at this stage include:

• ✅ Conducting in-depth market research and consumer analysis
• ✅ Developing data-driven marketing strategies aligned with business goals
• ✅ Applying advanced competitive analysis techniques
• ✅ Optimizing marketing campaigns for long-term business growth

The courses I have selected for this phase are focused on marketing strategy and research, which will provide a structured approach to mastering strategic marketing and market research methodologies.

This specialization provides an in-depth exploration of market research and strategic marketing management, equipping professionals with the skills needed to analyze consumer behavior, identify market opportunities, and develop data-driven marketing strategies. Through a combination of qualitative and quantitative research methods, this course prepares me to make informed decisions that drive business growth.

By completing this program, I will gain expertise in collecting, analyzing, and interpreting market data, which will be essential for optimizing marketing campaigns and improving customer engagement.

Skills developed:

• Understanding the role of market research in strategic marketing
• Mastery of qualitative and quantitative research methodologies
• Ability to analyze and interpret data for marketing decision-making
• Application of research insights to optimize marketing strategies

Specialization Breakdown

This Specialization represents an integrated course program, consisting of 4 courses, which are listed individually below:

1. Market Research and Strategic Marketing Management
2. Market Research with Qualitative Methods
3. Market Research with Quantitative Methods
4. Analysis of Quantitative Data

This advanced course focuses on the strategic aspects of marketing, emphasizing how businesses can develop competitive advantages through well-structured marketing plans. It explores key decision-making processes related to positioning, branding, customer segmentation, and value creation. The course provides a practical and analytical approach to crafting marketing strategies that align with business objectives and market dynamics.

By completing this course, I will refine my ability to think strategically, integrate various marketing elements effectively, and optimize campaigns for long-term success.

Skills developed:

• Advanced understanding of marketing strategy and competitive positioning
• Customer segmentation and value proposition development
• Brand management and differentiation strategies
• Data-driven decision-making for marketing optimization

In this section, my goal is to deepen my understanding of data-driven marketing by focusing on analytics, measurement, and performance optimization. As digital marketing relies heavily on data, mastering analytics is essential for making informed decisions, improving campaign effectiveness, and maximizing ROI.

This phase will cover advanced data analysis techniques, marketing metrics, and reporting tools to help interpret consumer behavior and optimize strategies. Additionally, I will explore how to leverage machine learning and automation to enhance marketing decision-making.

By the end of this section, I will be equipped with the skills needed to extract actionable insights from data, refine targeting strategies, and improve overall marketing performance through data-driven methodologies.

The main skills I aim to develop at this stage include:

• ✅ Proficiency in marketing analytics and performance measurement
• ✅ Understanding key marketing metrics, attribution models, and reporting techniques
• ✅ Ability to analyze and interpret consumer behavior through data
• ✅ Integration of machine learning and automation into marketing strategies

The courses I have selected for this phase are focused on data analytics and marketing intellingence, which will provide a structured approach to mastering data-driven marketing strategy.

This professional certificate provides a comprehensive introduction to data analytics, covering essential tools, techniques, and methodologies for analyzing and interpreting data. The program is designed to develop proficiency in data-driven decision-making, preparing professionals to extract insights and optimize marketing strategies based on data analysis.

Throughout the course, I will gain hands-on experience with industry-standard tools such as SQL, spreadsheets, R programming, and data visualization platforms. The curriculum also emphasizes problem-solving skills and real-world applications in business environments.

Skills developed:

• Understanding of the data analysis process, from data collection to visualization
• Proficiency in SQL for data extraction and manipulation
• Data cleaning, transformation, and interpretation using spreadsheets and R
• Effective data visualization techniques for reporting insights
• Application of analytical skills to real-world business and marketing problems

This course will serve as a strong foundation for more advanced analytics and marketing performance measurement techniques in the later stages of my learning journey.

Specialization Breakdown

This Specialization represents an integrated course program, consisting of 7 courses plus a capstone project, which are listed individually below:

1. Foundations: Data, Data, Everywhere
2. Ask Questions to Make Data-Driven Decisions
3. Prepare Data for Exploration
4. Process Data from Dirty to Clean
5. Analyze Data to Answer Questions
6. Share Data Through the Art of Visualization
7. Data Analysis with R Programming

My capstone project is available here, on my github.

This course will serve as a strong foundation for more advanced analytics and marketing performance measurement techniques in the later stages of my learning journey.

This professional certificate provides a specialized focus on data-driven digital marketing, equipping professionals with the analytical skills necessary to measure, optimize, and report on campaign performance. The program emphasizes customer insights, marketing channel effectiveness, and the use of advanced analytical tools to drive marketing success.

Throughout this certification, I will develop expertise in analyzing marketing data, creating performance reports, and leveraging key digital marketing metrics to improve strategy and execution.

Skills developed:

• Understanding customer behavior and digital marketing channels
• Mastery of marketing measurement and analytics
• Campaign performance tracking and visualization techniques
• Proficiency with advanced tools for digital marketing analytics

This program will enhance my ability to evaluate marketing strategies with a data-driven approach, ensuring continuous optimization and improved return on investment (ROI).

Specialization Breakdown

This Specialization represents an integrated course program, consisting of 4 courses, which are listed individually below:

1. Customer Understanding and Digital Marketing Channels
2. Measurement and Analysis
3. Campaign Performance Reporting, Visualization, & Improvement
4. Advanced Tools for Digital Marketing Analytics

This specialization focuses on the analytical side of social media, exploring how data can be leveraged to understand audience behavior, measure influence, and optimize digital strategies. The program combines network analysis, AI applications, and visualization techniques to extract meaningful insights from social media interactions.

Throughout this specialization, I will gain expertise in analyzing social networks, identifying influential users, and using AI-driven analytics to enhance social media marketing strategies.

Skills developed:

• Social network analysis and influence measurement
• AI applications in social media analytics
• Data visualization for network insights
• Persuasion and online influence strategies

Specialization Breakdown

This Specialization represents an integrated course program, consisting of 4 courses, which are listed individually below:

1. Social Network Analysis
2. Online Influence and Persuasion
3. Network Visualization and Intervention
4. Artificial Intelligence in Social Media Analytics

This program will enhance my ability to evaluate marketing strategies with a data-driven approach, ensuring continuous optimization and improved return on investment (ROI).

In this final section, my focus is on mastering Business Intelligence (BI), data visualization, and reporting technologies. This phase aims to refine my ability to analyze, visualize, and communicate data effectively, turning raw information into actionable business insights.

I will explore industry-standard BI tools and platforms, including Tableau, Looker, and Google Analytics 4 (GA4), to develop a well-rounded skill set in data visualization and dashboard reporting. Additionally, I will gain expertise in structuring and optimizing data workflows to support business decision-making.

By completing this section, I will be equipped to build insightful reports, create dynamic dashboards, and leverage BI technologies to drive data-driven strategies in various business contexts.

Key skills developed:

• ✅ Proficiency in data visualization tools like Tableau, Looker, and Google Data Studio
• ✅ Advanced dashboard creation and reporting techniques
• ✅ Business Intelligence strategy and data workflow optimization
• ✅ GA4 implementation and digital analytics for business insights

By mastering these tools and methodologies, I will be able to build compelling data stories, enhance business reporting capabilities, and support strategic decision-making through data-driven insights.

This specialization will deepen my understanding of how to effectively visualize data for clearer insights and better decision-making. It covers foundational concepts of data visualization, advanced techniques, and specialized methods to create impactful visual narratives from complex datasets.

This program will equip me with the skills to design visualizations that not only convey information clearly but also tell a compelling story that enhances business decisions. It will be crucial for elevating my data analysis capabilities and helping me communicate findings effectively in later stages of my learning journey.

Skills developed:

• Mastery of the entire data analysis process, including data collection, cleaning, transformation, and visualization
• Ability to craft insightful visualizations that communicate key trends and patterns
• Expertise in advanced data visualization techniques and tools
• Proficiency in designing specialized visualizations tailored to different industries and data types
• Enhanced storytelling capabilities through effective and impactful data presentation

By completing this specialization, I will gain both the technical expertise and the creative skills necessary to transform complex data into actionable visual insights that inform decision-making and drive business outcomes.

Specialization Breakdown

This Specialization represents an integrated course program, consisting of 3 courses plus a capstone project, which are listed individually below:

1. Foundations of Data Visualization
2. Advanced Techniques in Data Visualization
3. Specialized Data Visualization Approaches

This certification program offers a comprehensive exploration of business analytics and data visualization using Tableau. It is designed to provide hands-on experience with Tableau's suite of tools to help transform complex data into meaningful insights.

By completing this course, I will gain the skills necessary to analyze data, create visualizations, and communicate insights effectively, all of which are essential for making data-driven decisions in business and marketing contexts.

Skills developed:

• Proficiency in the data analysis process, including data collection, cleaning, and visualization
• Advanced knowledge in creating interactive and insightful visualizations using Tableau
• Ability to perform in-depth data analysis and create dashboards that inform business strategies
• Expertise in communicating complex data insights to non-technical stakeholders
• In-depth understanding of business analysis and the role of data visualization in driving decision-making

By completing this certification, I will be well-equipped to leverage Tableau in real-world business contexts, particularly in analytics, marketing performance measurement, and strategic decision-making.

Specialization Breakdown

This Specialization represents an integrated course program, consisting of 8 courses plus a capstone project, which are listed individually below:

1. Introduction to Business Analytics
2. Business Analysis Process
3. Data Ecosystem
4. Introduction to Tableau
5. Data Visualization with Tableau
6. Advanced Data Visualization with Tableau
7. Data Analysis with Tableau
8. Communicating Data Insights with Tableau

Integrate UX Research and UX Design to create great products by understanding user needs, rapidly prototyping, and evaluating design concepts. The reason I chose this course is to complement my Design knowledge and be able to develop better reports and visualizations!

Upon completion of this course, I will have the skills needed to create visualizations and communicate insights effectively with the end user as the focus.

Skills developed:

• Prototyping, Conceptual Design, User Interface (UI)
• Design Research, Sampling (Statistics), Ideation
• Wireframing, Qualitative Research, User Experience
• UI/UX Research, User Experience Design, A/B Testing

Specialization Breakdown

This Specialization represents an integrated course program, consisting of 6 courses plus a capstone project, which are listed individually below:

1. Introduction to User Experience Principles and Processes
2. Understanding User Needs
3. Evaluating Designs with Users
4. UX Design: From Concept to Prototype
5. UX Research at Scale: Surveys, Analytics, Online Testing
6. UX (User Experience) Capstone

This certification program provides in-depth knowledge and hands-on experience with Google Analytics 4 (GA4), Google's latest analytics platform for tracking and measuring user interactions across websites and apps. The course covers key features of GA4, including event-based tracking, enhanced reporting, and advanced analytics techniques.

It will enable me to effectively utilize GA4 to measure and optimize marketing performance, gain valuable insights into user behavior, and improve decision-making processes for digital marketing campaigns.

Skills developed:

• Proficiency in using Google Analytics 4 for tracking and analyzing user interactions across digital platforms
• Understanding of GA4’s event-based data model and how it enhances user behavior tracking
• Knowledge of advanced reporting and data visualization techniques in GA4
• Ability to interpret GA4 data and generate actionable insights for marketing performance optimization
• Skills in configuring and customizing GA4 reports to meet business objectives
• Familiarity with integrating GA4 with other marketing tools to streamline performance measurement

This course will serve as a strong foundation for more advanced analytics and marketing performance measurement techniques in the later stages of my learning journey.

These certifications from HubSpot Academy provide foundational and practical knowledge in inbound marketing, CRM platforms, and sales automation. They are ideal for marketing analysts and professionals working with inbound strategies, customer engagement, and marketing technologies.

Skills Developed:

• Inbound methodology and funnel design
• CRM usage for marketing and sales alignment
• Email marketing, lead nurturing, and automation
• Contact management and performance tracking in HubSpot
• Sales pipeline management and automation

If you're looking for deeper insights, consider these additional resources:

• Marketing Management - Philip Kotler, Kevin Lane Keller
• Contagious: How to Build Word of Mouth in the Digital Age - Jonah Berger
• Blue Ocean Strategy - W. Chan Kim, Renée Mauborgne

• Marketing Analytics: A Practical Guide to Real Marketing Science - Mike Grigsby
• Data-Driven Marketing: The 15 Metrics Everyone in Marketing Should Know - Mark Jeffery
• Marketing Data Science: Modeling Techniques in Predictive Analytics with R and Python - Thomas W. Miller
• Killer Marketing Strategies: The 7 Customer-Centric Strategies for Marketing Success - Neil Patel, Bronson Taylor

• Consumer Behavior: Buying, Having, and Being - Michael R. Solomon
• Influence: The Psychology of Persuasion - Robert B. Cialdini

These resources cover a wide range of topics from foundational mathematics and statistical theory to advanced machine learning and artificial intelligence.

• Course durations are approximate and based on platform estimates.
• Some books were accessed through university partnerships, but if you don't have access... well, explore alternative ways. If possible, support authors by purchasing them.
• The curriculum is continuously evolving as new resources become available.