Marketing Analytics Mastery: From Strategy to Application

Name: Marketing Analytics Mastery: From Strategy to Application
Rating: 4.6 (1870 reviews)

Master the fundamentals of marketing analytics and start measuring the impact of your marketing efforts like a PRO!

Bestseller

Created byStephen Tracy

Last updated 3/2026

English

Arabic [Auto],English [Auto],

What you'll learn

How to choose meaningful metrics
How to measure the impact of your marketing efforts
How to test and optimize marketing activation
How to develop a data strategy
What are the different types of marketing measurement
How to choose the right tools
How to measure the ROI of your marketing efforts
How to create a visual map of a campaign plan for more effective measurement planning

Course content

17 sections • 76 lectures • 19h 7m total length

About the Instructor5:55
What the Course Will Cover3:40
Downloading Course Resources0:23

The Importance of Measuring What Matters13:42
Why We Measure?25:29
What is a Data Strategy?11:46
Tips to Improve Your Data Strategy21:07
Creating an Analytics Roadmap11:19
Campaign Journey Mapping for Better Measurement Planning10:56
Live Demo of Campaign Journey Mapping (MAP)8:45
Step by Step Guide for Creating a Campaign Journey MAP17:27
Learn to create a campaign journey map in Miro using a ready template, symbol library, and frames, linking awareness to conversion across paid and owned channels.
Importance of Omni-Channel Measurement8:23
How to Choose the Right Measurement Tools15:38
Marketing Analytics Strategy

Case Study #1: Briefing & Activity13:44
Case Study #1: Metrics Identified19:42
Case Study #1: Unpacking Custom Metrics23:33
Case Study #1: Data Analysis Activity5:34
Overview
In the previous lecture, Case Study #1: Metrics Identified, we shortlisted five KPIs based on the Etsy case study. You can now test what you've learned by trying to calculate the campaign performance for the five KPIs using a real dataset. To recap, the five KPIs, benchmarks and targets are as follows:
Total revenue | Benchmark = $18,000 | Target = $20,000
Conversion rate | Benchmark = 1.3% | Target = 1.6%
Clickthrough rate | Benchmark = 2.3% | Target = 2.5%
Cost per click | Benchmark = $0.5 | Target = $0.4
Post engagement rate | Benchmark = 2.1% | Target = 2.4%
The attached Excel (XLS) file contains three worksheets (i.e. google analytics, instagram, and facebook). These three worksheets provide sample data for the Etsy case study.
What you need to do
Download the XLS file from Resources titled Etsy_campaign_dataset - ACTIVITY-BRIEF.xlsx
Using this dataset, try to calculate the actual performance for the five KPIs, and establish how far above or below the benchmark and target this campaign was. It's ok if you don't know how at this stage. Just try your best.
Optionally, try analyzing the dataset and come up with some interesting observations. Here are some questions you can consider answering:
Was this campaign a success? i.e. Were the KPI targets achieved?
What sources drove the highest conversion rate (e.g. Facebook, Instagram, etc)?
On average, do video posts perform better than image posts on Instagram?
Did the link posts on Facebook generate higher click-through rates than the photo posts?
When you're finished, you can check your answers by watching the next lecture in the next lecture.
Case Study #1: Data Analysis Activity Answers20:04

Intro to Web and App Analytics24:55
Explore web and app analytics, including how tracking codes and tagging feed events into analytics tools, dashboards, and data processing; learn key metrics, segmentation, cohort analysis, drill-downs, and conversion optimization.
Web & App Analytics: Tools & Competitor Landscape6:02
How to setup Google Analytics 4 (GA4)13:51
How to use the Google Analytics 4 (GA4) dashboard17:59
Create and edit custom reports in Google Analytics 4 (GA4)24:02
Data retention setting in GA43:58
How to use data explorations in GA47:44
Learn how to use GA4 explorations to create custom visualizations, control chart granularity, and analyze metrics like sessions, bounce rate, and duration with dimensions such as traffic sources and country.

Intro to Social Media Monitoring27:40
Explore social media monitoring, learn to build keyword profiles with boolean logic, and capture mentions via crawlers, APIs, or firehose. Understand features, metrics, use cases, and limitations.
Social Media Monitoring: Tools & Competitor Landscape7:43
DEMO: Social Media Monitoring with Sprout23:15
Learn how to perform social listening with Sprout Social through a hands-on demo, covering keyword profiles, source selection, exclusions, themes, sentiment, and basic reporting for cross-platform monitoring.
Intro to Owned Social Analytics20:38
Explore owned social analytics, distinguishing it from social listening, and compare native versus third-party tools for aggregation, visualization, publishing, and metrics like reach and engagement rate.
Social Media Management: Tools & Competitor Landscape9:37
Meta Business Suite Insights dashboard17:11
Exporting Data from the Meta Business Suite23:37
[Update] Since filming this lecture Meta has rolled out an update to the Meta Business Suite insights tool that now includes a 'people-who-engaged' metric, called Engaged Users. You can refer to the next lecture, Engaged Users Metric in Facebook Insights, for more information.
Engaged Users Metric is now available in the Meta Business Suite0:35
DEMO: Using a 3rd Party Tool for Owned Social Analytics7:18

Intro to Email Marketing Analytics15:16
Learn how email marketing works, including measurement of opens, clicks, and conversions using drag-and-drop campaign builders. Manage lists and templates, run A/B tests, and integrate Google Analytics for content optimization.
Email Marketing Tools & Competitor Landscape12:03
Intro to CRM Analytics25:00
Explore customer relationship management (CRM) and how cloud-based tools capture and analyze prospect and customer data. Log deals, manage opportunities and pipeline, and automate outreach with marketing automation and forecast.
CRM Tools & Competitor Landscape5:58

Requirements

Some experience in digital marketing will be useful
Basic skills in Excel will also help, but not required

Description

Feeling overwhelmed with your marketing data? You're not alone! 83% of marketers say they struggle "to adapt to the volume of data" created by their marketing efforts, while 80% feel that there are "too many performance metrics" to keep track of. Today, it's essential for everyone to possess a foundation in data literacy. Whether you're an analyst, a brand manager, creative, or even a CMO, understanding how to collect, interpret and action your marketing data is quickly becoming the standard, rather than the exception.

I designed this course based on more than 10 years of knowledge and experience working directly in the field of data analytics and market research. We'll cover everything from theory to application, to ensure you're equipped with the knowledge to make sense of your marketing data and make logical, data-driven decisions both quickly and consistently.

With 17 hours of video across 50+ lectures and 40 downloadable resources, this course is packed with everything you need to learn in order to become an analytics PRO. Some of the things you'll learn include:

Fundamental concepts in marketing and the measurement of marketing
What are some of the most common measurement platforms, from web and app analytics to email marketing measurement
How to build an analytics strategy within your business
How to map out a marketing campaign user journey for more effective measurement
How to select the right metrics based on your business objective
How to identify and set benchmarks for your metrics
How to optimize your marketing through data and experimental testing
How to measure returns on marketing investment

Who this course is for:

Entrepreneurs
Marketing executives or managers
Brand executives or managers
Product owners
PR and communications professionals
Students planning to enter the marketing or data analytics field
Anyone involved in marketing or communications!

Marketing Analytics Mastery: From Strategy to Application

What you'll learn

Explore related topics

Course content

Course Introduction3 lectures • 10min

Marketing Analytics Strategy10 lectures • 2hr 25min

Metrics3 lectures • 55min

Case Study & Activity #15 lectures • 1hr 23min

Web Analytics7 lectures • 1hr 39min

Social Media Analytics9 lectures • 2hr 18min

Online Advertising Analytics1 lecture • 25min

Online Surveys3 lectures • 1hr

Email & CRM Analytics4 lectures • 58min

Types of Measurement Quiz0

Requirements

Description

Who this course is for: