Marketing analytics
By the end of this block, you will understand the full marketing measurement stack across offline and digital channels, from GRP and attribution to MMM and incrementality. You will be able to calculate CAC, LTV and ROAS, design valid A/B tests, and allocate and forecast marketing budgets with data driven confidence.
Marketing analytics is where opinions go to die and numbers take over. This block turns you into the CMO who walks into the boardroom armed with proof, not vibes. You will run the full spectrum, from the offline metrics that still move mass markets to the digital signals that fire in real time.
Start with GRP and TRP and the offline measurement world that most digital natives pretend does not exist. Then move into digital analytics, where you learn to separate signal from noise across every touchpoint. Marketing mix modeling shows you how to quantify what each channel actually contributes, while omnichannel attribution kills the last-click myth and gives you a defensible view of the customer journey.
From there it gets financial. CAC, LTV and ROAS become second nature, so you can defend spend in the language your CFO respects. A/B testing and statistics give you the rigor to know when a lift is real and when you are fooling yourself. Budget allocation and forecasting tie it all together, so you decide where the next dollar goes and can predict what it will return.
Every module runs the same disciplined arc. You build foundations and core concepts, master frameworks and methodology, apply them to real-world scenarios, then step into the CMO playbook with advanced tactics built for scale.
This is not a course for people who want to sound analytical at dinner parties. It is for leaders who want to control the marketing P and L, allocate capital with confidence, and prove the value of every campaign they sign off on. Master this block and you stop guessing. You start dictating the terms of the conversation.
What you'll master
- Measure campaign impact across offline and digital channels without confusing correlation with causation
- Build and interpret marketing mix models that quantify each channel's true contribution
- Deploy multi-touch attribution that survives scrutiny from finance and your peers
- Defend CAC, LTV and ROAS targets in the language your CFO takes seriously
- Design A/B tests with the statistical rigor to trust the result
- Allocate budget and forecast returns with a repeatable, data-driven framework
- Translate raw analytics into board-ready decisions that move revenue
Modules
Covers traditional reach metrics like GRP, TRP and other offline media measures.
Covers tracking, KPIs and tools for measuring digital channel performance.
Covers how statistical models attribute sales to marketing inputs across channels.
Covers assigning credit to touchpoints across multiple customer journey channels.
Covers the unit economics of acquisition cost, customer value and ad return.
Covers experiment design and statistical analysis for marketing decisions.
Covers planning, distributing and projecting marketing spend across channels.
Frequently asked questions
What does the Marketing analytics block cover?
Marketing analytics covers the full measurement stack in 7 modules and 26 lessons: GRP, TRP and offline metrics, digital analytics, marketing mix modeling, omnichannel attribution, CAC, LTV and ROAS, A/B testing and statistics, and budget allocation and forecasting. It sits inside the CMO Track. The through-line is proving what marketing actually contributes rather than asserting it.
Who is this block for, and do I need a statistics background?
Marketing analytics is written for marketing leaders and senior managers who own or influence a marketing budget, not for data scientists. Each module starts with foundations and core concepts before moving to frameworks, so no prior statistics training is assumed. What helps is having real spend decisions to apply the material to.
Do I have to follow the modules in order?
No, the 7 modules of Marketing analytics stand on their own, so you can go straight to attribution or to A/B testing if that is your current problem. The stated order does build logically: offline and digital measurement first, then modeling and attribution, then unit economics and budget allocation. Reading in order helps if the whole measurement stack is new to you.
What is the difference between marketing mix modeling and multi-touch attribution?
Marketing mix modeling uses statistical models on aggregate data to estimate how much each channel contributes to sales, including offline media. Multi-touch attribution works at the user journey level and assigns credit to individual touchpoints. Marketing analytics treats them as complements: MMM for budget-level allocation, attribution for channel and campaign-level decisions, plus incrementality testing to check both against causal reality.
Why still learn GRP and TRP when everything is digital?
Because offline media still drives mass-market demand and GRP and TRP remain the currency of TV and radio planning, which means any credible cross-channel model has to account for them. Marketing analytics opens with a 4-lesson module on GRP, TRP and offline metrics for that reason. Skipping them leaves a hole in marketing mix modeling, where offline spend has to be quantified alongside digital.
How does this help me defend marketing spend to a CFO?
The CAC, LTV and ROAS module covers acquisition unit economics so you can state targets and payback in financial terms, and the budget allocation and forecasting module gives you a repeatable method for deciding where the next euro goes and projecting its return. A/B testing and statistics adds the rigor to distinguish a real lift from noise. Together that turns a spend request into a defensible business case.