Marketing Analytics and Metrics

About This Module

This module provides a framework for using data to drive marketing decisions and demonstrate ROI. You'll learn how to select appropriate metrics, implement tracking systems, analyze marketing data, and use insights to optimize campaigns. Through practical examples and hands-on exercises, you'll develop the skills to make data-driven marketing decisions that improve performance and demonstrate value to stakeholders.

Learning Outcomes

• 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
• Ability to use management jargon convincingly at dinner parties

Prerequisites

• Basic understanding of marketing principles
• Familiarity with spreadsheets
• A sense of humor (highly recommended)
• Coffee or tea (quantities vary by module difficulty)