Marketing Analytics, Metrics & KPIs is a structured track of 11 lessons that build a complete, interview-ready understanding of the topic. Work through them in order, then use the quiz and flashcards in each lesson to revise.
What this course covers
- Why Marketing Analytics Matters - And What to Measure - Why marketing analytics matters - and what to measure.
- Marketing Metrics & KPIs by Function (The Complete Map) - Marketing metrics and KPIs by function - the complete map.
- Reading the Marketing Funnel: Dashboards & Reporting - Reading the funnel: dashboards and reporting.
- Attribution Models: First-Touch, Last-Touch & Multi-Touch - Attribution models: first-touch, last-touch and multi-touch.
- Marketing Mix Modeling (MMM) & Incrementality: Measurement After Cookies - Why MMM is back: measuring what actually works when tracking breaks - incrementality and geo-lift tests.
- A/B Testing & Experimentation for Marketers - A/B testing and experimentation for marketers.
- Cohort Analysis & RFM Segmentation Made Simple - Cohort analysis and RFM segmentation, made simple.
- Essential Tools: GA4, Excel & an Intro to SQL for Marketers - Essential tools: GA4, Excel and an intro to SQL.
- AI in Analytics: GenBI, Natural-Language Querying & Predictive Scoring - Ask your data questions in English: GenBI, LLM-assisted analysis and predictive lead scoring.
- Turning Data into Decisions: A Metrics Deep-Dive - Turning data into decisions: a metrics deep-dive.
- Case Study: A Full Metrics Teardown of a Real Campaign - Case study: a full metrics teardown of a real campaign.