Marketing Analytics: Stand Out by Becoming an Analytics Pro!

Explore web analytics by defining traffic sources, using Google Analytics to track visitor origins, and learn to diversify sources—from direct visits and Google search to paid campaigns.

Track time spent on site and page-level engagement using tools like Google Analytics and Hotjar to refine content, optimize layout, and guide visitors toward a funnel that drives conversions.

Explore bounce rate, the share of visitors who view only one page and leave, and learn to track it with Google Analytics to funnel users toward product pages and purchases.

Compare ad campaigns on AdWords and Facebook, tracking impressions, clicks, cost, click-through rate, leads, and conversions, using descriptive campaign names and frequent testing to optimize digital marketing analytics.

Monitor the number of followers and likes to measure audience reach and brand awareness, then analyze who your followers are to craft future marketing initiatives.

Explore engagement as the ratio of likes, comments, and clicks to impressions, and learn to optimize posts using a dashboard; aim for about 1–2% engagement as a benchmark.

Explore three key takeaways from social media analytics: build brand ambassadors with valuable posts, boost engagement for wider reach, and grow organic followers to cut costs on pay-per-click advertising.

Learn how digital advertising analytics measure paid search success by distinguishing impressions from reach, and master bidding dynamics across Google, Facebook, and LinkedIn to maximize audience exposure.

Learn how click-through rate (CTR) measures ad effectiveness as clicks divided by impressions, using benchmarks like 2% for AdWords and 0.9% for Facebook, and how to improve CTR.

Explore cost per click (CPC) as the price for clicks in pay-per-click campaigns, and compute CPC as total spend divided by clicks to assess campaign worth and LinkedIn conversions.

Track leads from campaigns by measuring converted clicks, the click conversion ratio, and cost per lead, then compare ads and optimize the landing page to influence customer acquisition costs.

Analyze campaign cost and impressions across AdWords and Facebook to identify the most effective platform, including ctr, cpc, and conversions. Learn to calculate ad spend and compare performance.

Learn to calculate click through rate, cost per click, and lead conversion percent across AdWords and Facebook, revealing that Facebook drives higher CTR while AdWords offers lower CPC.

Ask deeper questions of your data to explain why Facebook drives higher conversion than AdWords, explore hypotheses, and uncover outliers by breaking campaigns into individual ads.

Learn how to compute marketing metrics using the sumifs formula to analyze ad campaigns, including clickthrough rate (CTR), cost per click, and conversions for April 2017 AdWords campaigns.

Set up your spreadsheets for maximum efficiency with consistent naming and formula replication, replace references easily, and analyze Facebook versus AdWords data for outliers and performance trends.

Calculate cost per lead under a $1,000 budget to compare Facebook and AdWords, using clicks and lead conversion to determine which platform yields cheaper leads and why downstream value matters.

Learn to measure customer analytics by calculating customer acquisition cost, the total marketing spend per customer, and compare it to lifetime value, using ads, salaries, software, and distribution across segments.

learn how to calculate customer lifetime value by discounting future cash flows, using gross profit, yearly retention rate, and a 10% discount rate to reflect time value of money.

Calculate customer lifetime value by starting with gross profit margin and revenue, applying cost of goods sold, retention rate, and a discount rate to outpace customer acquisition costs, e.g., $1,083.

Explore how net promoter score gauges willingness to recommend, classify customers as promoters or detractors, and compute NPS by subtracting detractors from promoters using a 0–10 survey.

Include all costs in CAC, know CAC and lifetime value, and recognize brand ambassadors as the cheapest way to acquire new customers, driving loyalty, retention, and ROI while lowering CAC.

Analyze paid per click data and a complete lead dataset to track webinar signups, viewership, and funnel-driven purchases within 30 days, including follow-up emails and discount offers.

Analyze survey and lead data to measure customer conversion, calculating purchases greater than zero and comparing adwords versus facebook to determine which platform converts better.

Compare average age by lead source, revealing AdWords customers are older than Facebook; calculate days to purchase to show Facebook converts faster than AdWords.

Compute simple customer acquisition cost by dividing ad spend by customers acquired. Compare Facebook and AdWords, noting lower cost to acquire a customer on Facebook and average purchases of $333.

Learn to quantify customer touch points by adding a 'touch_points' field and counting webinar, ebook, and coupon interactions to estimate how many times a lead was touched before converting.

Facebook outperforms AdWords on touch points and lead conversion. Higher click-through rates and lower cost per lead support deeper data analysis.

Build and analyze pivot charts and slicers to visualize demographic data by age groups and lead source, exploring AdWords and Facebook insights for dashboards.

Analyze age demographics by comparing ads: millennials dominate Facebook and AdWords, but diversification matters. Keep both channels, allocate more to Facebook to attract younger customers while not abandoning AdWords.

Build a pivot table to compute the Net Promoter Score by counting ratings 0–10, then calculate the percent of total for AdWords, Facebook, and overall.

Learn to calculate net promoter score by summing promoters (9–10) and subtracting detractors (0–6), then compare channels like Facebook and AdWords and consider how demographics influence promoter scores.

Use pivot tables to analyze first touchpoint from survey data. Compare article, conference, friends and family, online ads, and web search to measure impact on customer awareness.

Calculate the likelihood of buying again to estimate repeat customers using pivot tables, counts, and percent of total to compare AdWords and Facebook, noting data limitations and NPS differences.

Engaging with customers on social networks boosts loyalty, with 62% of millennials likely to stay loyal when brands engage. Consider bolstering social media beyond ads on Facebook, Instagram, and LinkedIn.

Calculate CLV from one-year gross profit, 75% margin, retention rate, and 10% discount rate to yield $385. Subtract acquisition cost for net CLV and guide PPC and social media decisions.

Make the case for a full-time social media manager to engage millennials across Facebook, LinkedIn, Twitter, Instagram, and Spotify; track ads to prove it will make money.

Identify robust assumptions to build a reliable marketing model, compare ad platforms such as AdWords, Facebook, LinkedIn, and Spotify, and assess customer lifetime value and cost to acquire a customer.

Evaluate LinkedIn and Spotify ads by analyzing costs, clicks, listens, leads, and customer acquisition costs, then plug results into a model to decide if the channels are worth it.

Calculate customer lifetime value using gross profit, margin, retention rate, and discount rate, then compare ads—AdWords, Facebook, LinkedIn, Spotify—by net value and CAC; optimize for new customers per thousand spent.

Explore dynamic financial modeling for marketing analytics by building upfront assumptions, testing scenarios (with or without a social media manager), and tracing inputs to revenue, expenses, net profit, and ROI.

Set assumptions to reveal customer acquisition cost by adjusting social media salary from 50k to 55k, allocating time from 20% to 100%, and budgeting paid and organic channels like Spotify.

Learn how going full time increases customer conversions by refining ads on AdWords and Facebook, engaging customers on social media, and using a dynamic scenario-based model.

Model organic growth by setting Facebook and LinkedIn 8% conversions, Twitter 5%, with 73% retention, and compare 1% growth without a manager to 9% with full-time management.

Forecast monthly social media followers and new customers to project ad revenue across AdWords, Facebook, LinkedIn, Spotify, and organic growth from Facebook, LinkedIn, and Twitter; assess churn and net profit.

Learn to project ad revenue with an Excel model that tracks new customers, churn, and retention, converts yearly revenue to monthly, and applies to AdWords campaigns.

Calculate organic revenue by modeling monthly follower growth, applying 8% Facebook, 8% LinkedIn, and 5% Twitter conversions, and subtract churn to estimate total customers and revenue.

Compute the cumulative revenue and cumulative expenses to determine the break-even point over two years, using adwords costs, social media marketing expenses, and salary allocations.

Calculate net profit by subtracting expenses from revenue and track cumulative net profit over time. Determine the break-even month after six months to show long-term gains.

Compute net profit by subtracting campaign expenses from revenue, then measure roi as (revenue minus expenses) divided by expenses to gauge marketing efficiency and aim for 500%.

Compute ROI from cumulative revenue and expenses, identify the break-even month, and analyze growth in revenue, cumulative net profit, total new customers, and followers across a two-year period.

Master single-variable sensitivity analysis in Excel by building a data table to compare ROE, revenue, net profit, and new customers under scenarios with and without a full-time social media manager.

Create a multi-variable sensitivity table to test ROI under various assumptions—Facebook and LinkedIn follower growth, Facebook and AdWords conversions—and build a dashboard-ready recommendation.

Present a dynamic dashboard highlighting KPIs to compare AdWords and Facebook, detailing click through rate, cost per click, cost per lead, customer acquisition cost, and customer lifetime value.

learn to create spin buttons in Excel to make marketing budget assumptions dynamic by linking AdWords, Facebook, LinkedIn, and Spotify spend to projection cells; adjust conversion and follower growth interactively.

Link form controls to dashboard cells to create a dynamic model, using whole numbers for percents and showing how ad spend changes affect ROI and revenue.

Learn to create two 2d line charts for the number of followers and break-even analysis, embed them in a dashboard, and present a clear, data-driven narrative from analytics.