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.
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.