Marketing Analytics Mastery: From Strategy to Application

Discover how to measure what matters by seeking truth, embracing failure, and avoiding vanity metrics, addressing the streetlight effect, illustrated through a case study of impressions, views, and in-store conversions.

Understand why we measure marketing analytics to learn from past campaigns, make faster, data-driven decisions, and balance creativity with ethics in data use.

Prioritize people over tools to strengthen your data strategy, embrace a campfire model with data literacy, seek truth over vanity metrics, and accelerate time to action through nimble, question-driven analytics.

Watch a marketing activation plan map in Miro, showing channels, embedded channels, assets, and outcomes. Explore five stages: awareness, interest, education, decision, conversion, and how the map links actions.

Learn to create a campaign journey map in Miro using a ready template, symbol library, and frames, linking awareness to conversion across paid and owned channels.

Learn to measure marketing across channels with a visual map and a framework of key performance indicators, consolidate data from agencies, and avoid vanity metrics to gauge campaign performance.

Identify the right marketing analytics tools by assessing use cases, requirements, budget, and the people behind them, guided by the 1090 rule and value-driven insights.

Define what a metric is and explain its art of measurement. Identify three metric types—platform, engineered, and derived—and six marketing categories: exposure, engagement, perception, experience, acquisition, and conversion.

Learn to select meaningful metrics and KPIs using a defendable, explainable framework aligned to business objectives. Shortlist channels, hygiene metrics, and a KPI summary to guide campaign performance.

Explore the metric selection framework by identifying website, Facebook and Instagram metrics, shortlist hygiene metrics, and define five key KPIs like total revenue and conversion rate through a case study.

Unpack how to derive conversion rate and engagement metrics from Facebook and Google Analytics, and explore custom metrics and attribution with promo codes and surveys.

Explore web and app analytics, including how tracking codes and tagging feed events into analytics tools, dashboards, and data processing; learn key metrics, segmentation, cohort analysis, drill-downs, and conversion optimization.

Set up a GA4 property, configure time zone and currency, and install the tracking code. Compare GA4 with Universal Analytics and verify data with the Google Analytics debugger.

Learn to create and customize GA4 reports by building detailed and overview cards with dimensions and metrics. Organize them into collections and curated report sets for targeted insights.

Learn how to use GA4 explorations to create custom visualizations, control chart granularity, and analyze metrics like sessions, bounce rate, and duration with dimensions such as traffic sources and country.

Explore social media monitoring, learn to build keyword profiles with boolean logic, and capture mentions via crawlers, APIs, or firehose. Understand features, metrics, use cases, and limitations.

Learn how to perform social listening with Sprout Social through a hands-on demo, covering keyword profiles, source selection, exclusions, themes, sentiment, and basic reporting for cross-platform monitoring.

Explore owned social analytics, distinguishing it from social listening, and compare native versus third-party tools for aggregation, visualization, publishing, and metrics like reach and engagement rate.

Explore Meta business suite to access Facebook and Instagram insights, export data to Excel or Looker Studio or Power BI, and analyze reach, audience, and content performance in insights dashboard.

Explore how a third party owned social analytics tool like Sprout Social combines social listening, analytics, and publishing, contrasting with first party dashboards, and offers demographic insights.

Explore online advertising, covering display ads on the open internet and walled gardens, and how programmatic buying uses DSPs, SSPs, and ad exchanges to optimize impressions, reach, and clicks.

Measure campaign effectiveness across omnichannel online and offline campaigns using a pre and post survey approach, tracking awareness, usage, consideration, ad recall, and brand uplift.

Learn how email marketing works, including measurement of opens, clicks, and conversions using drag-and-drop campaign builders. Manage lists and templates, run A/B tests, and integrate Google Analytics for content optimization.

Explore customer relationship management (CRM) and how cloud-based tools capture and analyze prospect and customer data. Log deals, manage opportunities and pipeline, and automate outreach with marketing automation and forecast.