Marketing Analytics: Stand Out by Becoming an Analytics Pro! Course Syllabus

Overview: This hands-on, beginner-friendly course is designed to transform marketers into data-savvy professionals by mastering essential marketing analytics concepts and tools. Over five comprehensive modules, learners will explore real-world business scenarios, build practical skills in Excel and Google Analytics, and create actionable dashboards. With approximately 20-25 hours of content, this course includes hands-on projects, practical templates, and real-time data analysis exercises to ensure immediate application in professional settings.

Module 1: Introduction to Marketing Analytics

Estimated time: 5 hours

• Understand the role of analytics in modern marketing
• Learn key metrics: CAC, CLV, and ROI
• Analyze how data drives business decisions
• Build a marketing funnel dashboard
• Calculate Customer Acquisition Cost (CAC) and Customer Lifetime Value (CLV)

Module 2: Customer Segmentation & Targeting

Estimated time: 5 hours

• Explore types of market segmentation
• Apply clustering techniques for customer grouping
• Develop effective targeting strategies
• Perform RFM (Recency, Frequency, Monetary) analysis
• Create data-driven customer personas

Module 3: A/B Testing & Campaign Evaluation

Estimated time: 5 hours

• Formulate hypotheses for marketing tests
• Design valid A/B testing experiments
• Compare performance metrics across variants
• Measure conversion lift and statistical significance
• Analyze A/B test results using Excel or Google Sheets

Module 4: Predictive Analytics & Forecasting

Estimated time: 5 hours

• Apply regression models to marketing data
• Analyze time series trends for forecasting
• Predict customer churn using basic models
• Visualize trends and forecast future performance

Module 5: Tools and Dashboards for Marketers

Estimated time: 5 hours

• Master essential Excel functions for marketing analytics
• Use Google Analytics for campaign tracking
• Build interactive KPI dashboards
• Connect and visualize multiple data sources
• Practice data storytelling to communicate insights

Module 6: Final Project

Estimated time: 5 hours

• Deliverable 1: Full marketing performance report with key metrics
• Deliverable 2: Customer segmentation analysis using RFM
• Deliverable 3: Dashboard integrating CAC, CLV, and campaign performance

Prerequisites

• Basic familiarity with Excel or Google Sheets
• Understanding of fundamental marketing concepts
• No prior analytics experience required

What You'll Be Able to Do After

• Interpret and analyze marketing KPIs like CAC, CLV, and ROI
• Segment customers effectively using RFM and clustering
• Design and evaluate A/B tests to optimize campaigns
• Build forecasting models and interpret time series data
• Create professional dashboards and reports for data storytelling