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Course

Marketing Analytics for Business

BasicSkill Level

4.8+

Updated 04/2024

Discover how Marketing Analysts use data to understand customers and drive business growth.

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TheoryLeadership2 hr15 videos45 Exercises3,300 XP22,466Statement of Accomplishment

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Course Description

Understand the Importance of Marketing Analytics

In this no-code course, you’ll learn about the role of a Marketing Analyst and how they leverage data to better understand their customers and help companies grow. Through hands-on exercises, you’ll learn how to answer the big questions like "did my campaign increase sales six months after launch?"

Chance to Try with Real-world Data

You’ll also work with real-world data to perform essential marketing analysis, including building customer segments, market response models, calculating customer lifetime value (LTV), and much more.

Prerequisites

Data Science for Business

1

Marketing Levers and Questions

What does a marketing analyst do? Why is this role in high demand? In this chapter, you’ll learn about roles and business questions that a marketing analyst encounters. From revenue impact to campaign insights—you'll find that marketers will never run out of problems to analyze.

Marketing lever fundamentals

Campaign attributes

Channels and tactics

Lever hierarchy

Marketing roles

Internal partners

External partners

Marketing business questions

Marketing roles and business questions

Marketing roles and KPIs

2

Marketing Data Challenges

Marketing analytics is not for the faint of heart! Between numerous data sources and ever-increasing privacy legislation, marketing analysts must consider multiple factors in reporting. Add in measuring the indirect impact of marketing, and you’ll see why marketing analysts get extremely comfortable with imperfect data.

Marketing data sources

Internal vs. advertiser data

Channel granularity

Audience targeting insights

Privacy laws

GDPR assessment

Cookie types

Indirect impact of marketing

Direct vs. Indirect channels

Blurred lines of channel impact

3

Marketing Campaign Analysis

Now that you know more about the marketing analytics landscape, let's talk about how you can use it to assess campaign performance. To do this, you’ll dive into text and sentiment analysis, audience segmentation, and predictive analytics. Marketers and executives rely on analytics to send the right message to the right people at the right time.

Text analysis

Branded and non-branded keywords

Paid search analysis

Sentiment analysis

Social media comments

NLP or manual sentiment analysis

Audience segmentation

Segmentation data options

Cluster analysis attributes

Integrated campaigns

Campaign stages

Integrated campaign planning

4

Marketing ROI

The big question every marketer asks is "did my marketing efforts make any money?" To answer that question you'll have to consider: seasonal patterns, business model, campaign goals, and ROI. Most importantly, you’ll be responsible for setting and measuring KPIs to evaluate marketing effectiveness.

KPIs and metrics

Marketing funnel

KPI vs. supporting metric

Marketing forecasting

Forecast requirements

Forecasting process

Attribution modeling

LTA vs. MTA

Identify attribution model

Revenue and cost modeling

Spend and revenue considerations

CAC and LTV calculations

Marketing Analytics for Business

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FAQs

Does this course require coding or programming skills?

No. This is a no-code course focused on understanding marketing analytics concepts, customer segmentation, campaign analysis, and ROI measurement through hands-on exercises.

What marketing metrics and techniques are covered?

You will learn customer segmentation, market response models, customer lifetime value, sentiment analysis, predictive analytics, and KPI-based campaign ROI measurement.

What types of marketing questions will I learn to answer?

You will learn to answer questions like whether a campaign increased sales months after launch, how to segment audiences effectively, and how to measure marketing ROI.

What prerequisite is needed for this course?

You should complete Data Science for Business first, as it provides the foundational business analytics knowledge this course builds upon.

Is this course relevant for someone pursuing a marketing analyst role?

Yes. The course is structured around the responsibilities of a marketing analyst, covering the business questions, data challenges, and reporting methods used in that role.

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