This professional course is designed for marketing professionals and decision-makers who need to turn data into insight. It covers the essentials of marketing analytics, from campaign tracking and performance measurement to predictive insights. Participants will gain hands-on experience with tools and frameworks to make smarter marketing decisions backed by data.
Interactive Data Analysis Labs
Hands-on Campaign Performance Exercises
Marketing Funnel and Attribution Mapping
Mini Case Studies and Group Debriefs
Understand key marketing metrics across digital and traditional channels.
Analyze campaign data to evaluate effectiveness and ROI.
Use marketing analytics frameworks to support strategic decisions.
Segment and profile audiences using analytics tools.
Build and interpret marketing dashboards.
Apply attribution models to understand marketing impact.
Communicate insights effectively to stakeholders.
Session 1 – Introduction to Marketing Analytics
What is marketing analytics and why it matters
Data sources, types, and privacy considerations
Session 2 – Campaign Tracking and Measurement
Setting goals, KPIs, and metrics
Measuring reach, engagement, conversion
Session 3 – Funnel Analysis and Attribution
Customer journey stages and drop-offs
First-click, last-click, and multi-touch attribution models
Session 4 – Dashboards and Visualization Tools
Building dashboards using Excel, Google Data Studio, or Power BI
Creating visuals that inform decision-making
Session 5 – Strategic Applications of Analytics
Identifying high-performing segments and content
Budget allocation based on performance insights
Session 6 – Group Project: From Data to Decision
Analyze a mock campaign
Present insights and recommendations in teams
We are open to customizing this program to align with your specific learning objectives. If your team has particular goals or areas they wish to focus on, we would be happy to tailor the course outline to meet those needs and ensure the program supports the achievement of your desired outcomes.