Marketing Analytics

Marketing analytics is the discipline of turning raw campaign and customer data into decisions you can defend. In this course, you'll learn the key metrics marketers rely on, how to think about attribution and customer value, how to design and interpret A/B tests without fooling yourself with noisy data, and how to build reporting that focuses stakeholders on what actually matters rather than vanity numbers. You'll come away able to read a marketing dashboard critically, diagnose why a campaign underperformed, and design a simple, statistically sound test to improve a page or campaign. The goal throughout is practical literacy: understanding what the numbers mean, what they don't mean, and how to avoid common analytical traps.