Marketing Analytics and Metrics

About This Module

Marketing analytics is how you stop arguing from anecdotes. It is also how you drown in charts that do not change a single Tuesday. Four chapters: essential metrics, tools, data-driven decisions, and ROI. You will practise picking a few numbers that match the job, and ignoring the rest on purpose. If a metric cannot change a decision, it is decoration. Take it off the slide.

What You'll Learn

• Select and implement appropriate marketing metrics for different channels and campaigns
• Use analytics tools to gather, analyze, and visualize marketing data
• Apply data-driven insights to optimize marketing performance
• Calculate and communicate marketing ROI to stakeholders
• Develop a culture of measurement and continuous improvement in marketing

Prerequisites

Basic understanding of marketing principles Familiarity with spreadsheets