Marketing Analytics
Stop guessing. Measure what works, kill what doesn't, and make every marketing decision from data. GA4, attribution, A/B testing, dashboards, and the metrics that actually predict growth.
Why Data Drives Marketing
Marketing without data is expensive guesswork. Marketing with data is a system you can improve. This module establishes why measurement matters — and how the best marketers think about it.
Google Analytics 4
GA4 is the universal measurement layer for digital marketing. Events, sessions, users, funnels, audiences — understanding GA4 is understanding where your traffic comes from and what it does.
Marketing Metrics That Matter
CAC, LTV, payback period, ROAS, CPL — the financial metrics of marketing that determine whether your channels are profitable, scalable, and worth doubling down on.
A/B Testing & Experimentation
Every assumption about what works in marketing is a hypothesis. A/B testing is the discipline of proving those hypotheses with data — turning gut feelings into repeatable, scalable improvements.
Attribution & Multi-Touch Analysis
A customer sees your Facebook ad, reads your blog, clicks a Google Search ad, then opens an email and buys. Who gets credit? Attribution is the hardest problem in marketing measurement — and the most important.
Cohort Analysis & Retention
Who are your best customers, where did they come from, and do they stay? Cohort analysis reveals patterns invisible in aggregated data — and is the most powerful tool for understanding long-term marketing health.
Marketing Dashboards & Reporting
A dashboard that takes 45 minutes to understand every Monday is a failure. Marketing reporting should take 10 minutes to read and produce 30 minutes of decisions. Here's how to build reports that drive action.
Analytics Strategy
The analytics stack, the measurement culture, and the capstone: building a complete marketing measurement system that connects every channel to business outcomes and scales with your growth.
Certification Quiz
Pass with 80% or higher to earn your certificate