Marketing Analytics Foundations

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

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Stephen Tracy

Data scientist | 2x Founder | Award-winning Leader

Course Overview

Struggling with marketing data overload? This course equips you with the skills to collect, analyze, and act on key metrics. Learn to build an analytics strategy, optimize campaigns, and measure ROI with 17 hours of video, 50+ lessons, and expert resources—become an analytics pro!

Syllabus

  • Learn how to build a comprehensive analytics strategy from the ground up, aligned to your business objectives. We'll cover key frameworks and best practices that will set your measurement efforts up for success.

  • Cut through the noise and discover how to identify and select the metrics that truly reflect your marketing performance. You'll learn how to align your metrics to business goals and avoid the common trap of tracking vanity metrics.

  • Work through a comprehensive, multi-step case study that teaches you how to map a customer journey, choose meaningful metrics, and analyze campaign results.

  • Explore the most widely used web and social analytics platforms and learn how to use them to track and interpret audience behaviour. You'll walk away knowing how to turn raw data into actionable insights for your digital channels.

  • Understand how to measure the effectiveness of your paid media campaigns across search, display, and social. Learn which metrics matter most for each channel and how to optimize your ad spend based on real data.

  • Discover how to leverage surveys, email marketing data, and CRM platforms to build a richer picture of your customer. Learn how to measure engagement, retention, and loyalty across these owned channels.

  • Learn how to set meaningful performance benchmarks and use data-driven experimentation to continuously improve your marketing. We'll cover A/B testing and other optimization techniques you can apply right away.

  • Learn about instrumentation, and how to engineer metrics and configure attribution through methods like UTM tagged URLs.

  • The second case study builds on the first, giving you the chance to sharpen your skills when it comes to campaign planning and user journey mapping, as well as metrics selection.

  • Master the art of turning data into clear, compelling reports that drive decision-making. You'll learn how to build dashboards in tools like Google Looker Studio and how to analyze and interpret data.

  • Learn how to calculate and communicate the financial return of your marketing investments, including ROMI and ROIMI.

Download detailed syllabus

Meet your instructor

Over 17 Hours
On-Demand Video

Access hours of on-demand video and learn at your own pace.

What’s Included?

Over 70
Lectures

Engage with over 70 lectures structured to help you master marketing analytics.

Downloadable
Resources

Download tons of resources and templates that you can directly apply to your work.

Case Studies
& Activities

Enrich your knowledge through hands-on case studies and activities.

What You’ll Learn

A comprehensive curriculum that will teach you everything you need to know about how to measure the impact of your brand marketing and communications.

  • Learn how to build a winning data strategy tailored to your business goals.

  • Discover how to cut through the noise and choose the metrics that actually matter.

  • Understand the differences between each media type and how to measure their impact effectively.

  • Learn how to accurately measure the performance of your marketing campaigns from start to finish.

  • Find out how to set meaningful benchmarks so you always know how your marketing is performing.

  • Learn how to use data and experimentation to continuously improve your marketing results.

  • Master the techniques needed to prove the financial return of your marketing investments.

Flexible Pricing Options

Single Course, Self-Study
US$79.00
One time

Own this course, forever!

✓ Lifetime access to the course and resources
✓ All future updates to course content included
✓ 25% off live coaching sessions
✓ Instructor support
Single Course + Coaching Bundle
US$99.00
Every month

Lifetime course access + monthly live coaching.

✓ Lifetime access to the course and resources
✓ All future updates to course content included
✓ 1 hour monthly live coaching session included
✓ 25% off additional live coaching sessions
All Courses Access Pass
US$9.00
Every month

Full access to all courses and content.

✓ Unlimited streaming of all available paid courses
✓ More than 100 hours of on-demand video
✓ Hundreds of downloadable resources and templates
✓ 25% discount on all live coaching sessions
✓ Instructor support

Live Training Available

Looking for live training options for you or your team?

We offer flexible and tailored training options that can be delivered remotely or live in-person. Get in touch using the form below to get a quote today.

  • "This is easily the best class I've taken on Udemy. There's a ton of incredibly useful material, with highly relevant examples and resources to reinforce concepts. The case studies are rich and challenging".

    Jennifer (via Udemy)

  • "It was great mix of theory and practicals which made the understanding on the subject very efficient. Thank you"

    Deepak (via Udemy)

  • "Great course! I'm really interested in the strategy/MAP section which is very clear and helps build up a strategic backbone to any campaigns, no matter it's ATL or BTL campaign, it's also helpful. Detailed and well-presented documents. I really enjoyed it!"

    Huỳnh Phương (via Udemy)

  • "The is a well prepare holistic course on Marketing Analytics. It taken things I've learnt in a disparate way over my decade of Marketing Analytics experience and made it structure, organized and easier to consume and share"

    Lindelani (via Udemy)

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