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.