Marketing Analytics, Incrementality, and Unit Economics

1

Performance marketing analytics

Measuring digital marketing campaign performance: metrics, attribution, and optimization.

2

Marketing attribution models

Comparison of attribution models: last-click, multi-touch, data-driven, and Shapley values.

Prerequisites: 1

3

Customer journey and funnel analytics

Mapping and analyzing the customer journey: from the first touchpoint to conversion and retention.

Prerequisites: 1

4

Marketing Mix Modeling (MMM)

Marketing Mix Modeling: measuring the incremental impact of each channel on aggregated revenue.

Prerequisites: 1

5

Marketing funnel and unit economics

The marketing funnel from traffic to revenue, with integrated unit economics metrics.

Prerequisites: 1

6

SEO and content analytics

Measuring the effectiveness of SEO and content marketing: organic traffic, ranking, conversions.

Prerequisites: 1

7

CRM and email marketing analytics

Metrics and analysis for CRM and email marketing: segmentation, deliverability, and lifecycle campaigns.

Prerequisites: 1

8

Social media analytics

Measuring social media performance: organic, paid, and influencer.

Prerequisites: 1

9

Brand analytics and effectiveness measurement

How to measure the impact of brand marketing with awareness, consideration, and preference metrics.

Prerequisites: 1

10

Building a strong brand: data and strategy

Using data to drive brand building and differentiation strategy.

Prerequisites: 1

11

Martech dashboards and operational analytics

Operational marketing dashboards: tools, real-time KPIs, and alerting.

Prerequisites: 1

12

Advanced GA4 for marketing analysts

Mastering Google Analytics 4: explorations, audience builder, and BigQuery export.

Prerequisites: 1

13

Server-side tracking and GTM Server

Implement server-side tracking with Google Tag Manager Server-Side for reliable and privacy-compliant data.

Prerequisites: 1

14

Reverse ETL and audience synchronization

Reverse ETL: bringing segments and metrics from the warehouse to marketing tools for activation.

Prerequisites: 1

15

Multichannel lifecycle orchestration

Orchestration of multichannel campaigns based on the customer lifecycle.

Prerequisites: 1

16

CDP and identity resolution

Customer Data Platform: Unify Cross-Channel Customer Identity and Data.

Prerequisites: 1

17

B2B martech operations

Technology stack for B2B marketing: CRM, MAP, ABM and data integration.

Prerequisites: 1

18

GTM DataLayer and marketing tracking QA

Implement and validate the DataLayer for reliable and measurable marketing tracking.

Prerequisites: 1

19

End-to-end analysis with UTM and campaign parameters

Design a robust UTM strategy to track end-to-end campaigns from click to revenue.

Prerequisites: 1

20

Marketing data pipeline: end-to-end architecture

Designing end-to-end data architecture for marketing: sources, modeling, and activation.

Prerequisites: 1

21

Case study: data-driven marketing strategy

Practical workshop: building a marketing analytics strategy for a growing company.

Prerequisites: 1

22

Cheat sheet di marketing analytics

Quick reference for marketing analytics metrics and patterns.

Prerequisites: 1