Marketing Analytics Mastery: KPIs, Funnels & Revenue

In today’s competitive world, marketing without data is just guesswork. The most successful businesses don’t simply launch campaigns — they measure, analyze, and optimize every customer interaction to fuel growth and profitability. This is where Marketing Analytics comes in.

This course is designed to give you a complete, practical journey through marketing analytics. You’ll start with the foundations, then dive into advanced metrics, KPIs, and tools — and along the way, you’ll apply your learning with hands-on exercises and real-world case studies.

What You’ll Learn in This Course

1. Foundations of Marketing Analytics

• What marketing analytics is and why it matters

• The four types of analytics (descriptive, diagnostic, predictive, prescriptive)

• How STP (Segmentation, Targeting, Positioning) and the 4Ps connect with data-driven marketing

2. Metrics and KPIs

• Introduction to product and marketing metrics

• The AARRR (Pirate Metrics) framework and how to apply it

• Case example: applying AARRR to a grocery delivery app

• Deep dive into metrics tracked by leading companies like Amazon, Netflix, and Uber

3. User Acquisition and Awareness

• Breaking down modern marketing funnels

• Key cost-based metrics: Customer Acquisition Cost (CAC)

• Understanding the CAC to LTV ratio

• Exploring TOFU, MOFU, BOFU for funnel design and optimization

4. Hands-On Exercises

• Campaign performance analysis

• Calculating CAC

• Funnel analysis: impressions to signups

• Channel attribution modeling

• Segmenting users by acquisition source

• A/B testing for landing pages

• Measuring the impact of discounts on acquisition

5. Segmentation Strategies

• The four major types of segmentation

• Introduction to RFM Analysis

• Assignment: RFM analysis for e-commerce

• Interpreting and summarizing segmentation results for decision-making

6. Revenue and Monetization

• Metrics: ARPU, LTV, CAC

• Basics of unit economics and cost structures

• Applying unit economics to marketplaces

• Campaign evaluation and normalization

7. Analytics Tools in Practice

• Getting started with Google Analytics

• Setting up Mixpanel for SaaS and product analytics

• Funnels, cohorts, and retention analysis in Mixpanel

• Hands-on insights from real SaaS applications

8. Case Studies

• Designing a dynamic discounting strategy for an e-commerce platform

• Building a real-time pricing engine for a hotel booking app

By the end of this course, you won’t just know what marketing analytics is — you’ll know how to apply it to drive customer acquisition, retention, and revenue growth. Whether you’re a student, a professional, or a business owner, this course will give you the skills, tools, and frameworks to thrive in a data-driven marketing world.