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.
Marketing Levers and QuestionsFree
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 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 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 analysis50 xpBranded and non-branded keywords50 xpPaid search analysis50 xpSentiment analysis50 xpSocial media comments100 xpNLP or manual sentiment analysis100 xpAudience segmentation50 xpSegmentation data options100 xpCluster analysis attributes100 xpIntegrated campaigns50 xpCampaign stages100 xpIntegrated campaign planning50 xp
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 metrics50 xpMarketing funnel100 xpKPI vs. supporting metric100 xpMarketing forecasting50 xpForecast requirements50 xpForecasting process100 xpAttribution modeling50 xpLTA vs. MTA100 xpIdentify attribution model50 xpRevenue and cost modeling50 xpSpend and revenue considerations100 xpCAC and LTV calculations100 xpWrap-up50 xp
Sarah DeAtleySee More
Principal Data Scientist
I work on solving UX and design problems at Microsoft through data science. In the past, I have also worked at Expedia, Dell, and other enterprise companies on marketing analytics, content analytics, voice of customer analytics, and building optimization programs. Passionate about mentoring and advocating for underrepresented communities in technology and analytics.