Marketing Analytics

Overview of Marketing Analytics Platforms
Google Analytics, HubSpot, Adobe Analytics, and Salesforce Analytics
Choosing the Right Tools for Your Business Needs
Integrating Tools for Holistic Analytics
Integrating CRM, Email, Web, Social, and Advertising Data
Building a Unified Marketing Dashboard for Cross-Channel Insights
The Future of Marketing Analytics
AI and Machine Learning in Marketing Analytics
Predictive and Real-Time Analytics in Marketing

What is Marketing Analytics?
Definition and Importance of Marketing Analytics
Evolution of Marketing Analytics in Digital Marketing
Key Benefits for Businesses
The Role of Data in Marketing
Understanding Data-Driven Decision Making
Qualitative vs. Quantitative Data in Marketing
Key Performance Indicators (KPIs) and Metrics
Types of Marketing Analytics
Descriptive, Diagnostic, Predictive, and Prescriptive Analytics
Understanding the Analytics Maturity Model

Understanding Marketing Data Sources
First-Party, Second-Party, and Third-Party Data
Online Data Sources: Website Analytics, Social Media, Email, and CRM
Offline Data Sources: Sales Data, Surveys, Focus Groups
Tracking and Tagging for Data Collection
Implementing Tracking Pixels, Cookies, and Tags
Using Google Tag Manager for Effective Tracking
Data Collection Tools and Best Practices
Ethics and Privacy in Data Collection
Understanding GDPR, CCPA, and Other Data Privacy Regulations
Managing User Consent and Data Anonymization

Introduction to Web Analytics
Key Concepts: Sessions, Pageviews, Bounce Rate, and Conversion Rate
The Importance of Website Traffic Analysis
Google Analytics for Web Data
Setting Up Google Analytics: Key Features and Configuration
Tracking User Behavior and Key Metrics (Bounce Rates, Exit Pages)
Analyzing Audience, Acquisition, and Behavior Reports
Advanced Web Analytics
Setting Up Goals and Events for Conversion Tracking
Enhanced E-commerce Tracking for Online Retailers
Using Google Analytics 4 (GA4) for Cross-Device Tracking

Customer Segmentation and Profiling
Segmenting Customers by Demographics, Behavior, and Psychographics
Using RFM Analysis (Recency, Frequency, Monetary Value) for Customer Segmentation
Building Customer Personas Based on Data Insights
Analyzing Customer Behavior
Using Journey Mapping to Understand Customer Touchpoints
Behavioral Analytics: Clickstream Analysis, Heatmaps, and Scroll Maps
Tools for Behavioral Analytics: Hotjar, Crazy Egg, FullStory
Lifetime Value and Customer Retention Metrics
Calculating Customer Lifetime Value (CLV)
Cohort Analysis and Retention Metrics
Predicting Churn and Optimizing Retention Strategies

Social Media Metrics and KPIs
Measuring Reach, Engagement, Impressions, Click-Through Rates (CTR)
Analyzing Follower Growth, Audience Demographics, and Social Media Shares
Analytics Tools for Social Media
Using Native Platform Tools (Facebook Insights, Twitter Analytics, LinkedIn Analytics)
Third-Party Social Analytics Tools (Hootsuite, Sprout Social, Buffer)
Monitoring Competitors’ Social Media Performance
Sentiment Analysis and Social Listening
Understanding Sentiment Analysis and Brand Perception
Tools for Social Listening: Brand24, Mention, and Talkwalker
How to Respond to and Leverage Social Feedback

Understanding Email Marketing Metrics
Open Rate, Click-Through Rate (CTR), Conversion Rate, and Bounce Rate
Measuring Email Deliverability and List Health
A/B Testing in Email Marketing
How to Set Up A/B Tests for Subject Lines, Content, and CTAs
Analyzing Test Results to Improve Campaign Performance
Advanced Email Segmentation and Personalization
Behavioral-Based Segmentation (Opens, Clicks, Purchases)
Automating Personalized Email Workflows Based on Data Insights

SEO Key Metrics and Tools
Measuring Organic Traffic, Keyword Rankings, and Backlink Profiles
Tools for SEO Analytics: Google Search Console, SEMrush, Ahrefs
Understanding Domain Authority and Page Authority
Keyword Analysis and Tracking
Using Keyword Research Tools (Google Keyword Planner, Moz, Ubersuggest)
Tracking Keyword Performance Over Time
Technical SEO and Site Performance
Measuring Page Speed, Mobile Usability, and Crawl Errors
Analyzing Site Structure, Internal Linking, and Sitemap Performance

Key Metrics for Paid Advertising Campaigns
Cost Per Click (CPC), Cost Per Acquisition (CPA), Click-Through Rate (CTR)
Return on Ad Spend (ROAS) and Conversion Rate Optimization (CRO)
Analyzing Google Ads and PPC Campaigns
Google Ads Dashboard Overview: Campaigns, Ad Groups, and Keywords
Using Ad Extensions, A/B Testing Ads, and Improving Quality Scores
Facebook, Instagram, and LinkedIn Ads Analytics
Measuring Performance of Paid Social Campaigns
Tracking Conversions, Cost Per Lead (CPL), and Ad Engagement

Introduction to Marketing Attribution
Understanding Attribution Models: First-Touch, Last-Touch, Multi-Touch
Importance of Attribution in Measuring ROI
Attribution Models and Their Application
Time Decay, Position-Based, Linear Attribution Models
How to Choose the Right Attribution Model for Your Business
Advanced Attribution Tools and Techniques
Using Google Analytics and Attribution 360 for Multi-Touch Attribution
Cross-Channel Attribution and Offline Conversion Tracking

Introduction to Predictive Analytics
Predicting Future Customer Behavior Based on Historical Data
Tools and Techniques for Predictive Analytics: Regression, Clustering, Classification
Applications of Predictive Analytics in Marketing
Predicting Customer Churn, Lifetime Value, and Purchase Intent
Identifying High-Value Leads with Predictive Lead Scoring
Introduction to Prescriptive Analytics
Moving from Prediction to Prescription: Recommending Actions
Using Prescriptive Analytics to Optimize Campaign Strategies

The Importance of Data Visualization in Marketing
Translating Complex Data into Actionable Insights
Key Principles of Effective Data Visualization
Tools for Data Visualization
Using Google Data Studio, Tableau, Power BI, and Excel for Visualization
Building Custom Dashboards for Marketing KPIs
Building Effective Marketing Reports
How to Present Marketing Data to Stakeholders
Structuring Reports for Clarity: Metrics, Insights, and Recommendations

Building a Marketing Analytics Strategy
Defining Objectives, KPIs, and Metrics Based on Business Goals
Aligning Analytics with Overall Marketing Strategy
Optimizing Marketing Campaigns with Data
Using Data to Improve Targeting, Personalization, and ROI
A/B Testing and Experimentation to Continuously Improve Performance
Data-Driven Decision Making in Marketing
Leveraging Insights for Better Decision-Making Across Channels
The Importance of Continuous Monitoring and Iteration