Marketing Analytics Mastery: From Strategy to Application

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Stephen Tracy

16:51:02

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1 - Course Introduction

1 - About the Instructor.mp4

05:55

2 - Course-Definitions-Key-Terms-Concepts.pdf

2 - What the Course Will Cover.mp4

03:40

2 - Marketing Analytics Strategy

3 - Why We Measure.mp4

25:29

3 - Why-We-Measure.pdf

3 - how netflix became a 100 billion company in 20 years.zip

3 - how optimizely almost got me fired.zip

3 - jason chaffetzs impossible chart & some dataviz sins you should never commit.zip

3 - melting memories art made with data.zip

3 - netflix a case of transformation for the digital future.zip

3 - spotifys legendary user data campaign.zip

4 - The Importance of Measuring What Matters.mp4

13:42

4 - the streetlight effect.zip

4 - wrong by david freedman.zip

5 - What is a Data Strategy.mp4

11:46

5 - What-is-a-data-strategy.pdf

5 - businesses adopting big data cloud & mobility grow 53 faster than peers.zip

5 - how advanced analytics can drive productivity.zip

5 - how firms can use data to deepen client trust and reduce risk.zip

5 - new evidence shows data makes businesses more profitable and productive.zip

6 - Tips to Improve Your Data Strategy.mp4

21:07

7 - Creating an Analytics Roadmap.mp4

11:19

7 - Creating-an-analytics-roadmap.pdf

8 - Campaign Journey Mapping for Better Measurement Planning.mp4

10:56

8 - Customer-Journey-Mapping-for-Better-Measurement.pdf

8 - map template & walkthrough.zip

9 - Live Demo of Campaign Journey Mapping MAP.mp4

08:45

9 - map template & walkthrough.zip

10 - Step by Step Guide for Creating a Campaign Journey MAP.mp4

17:27

10 - map template & walkthrough.zip

3 - Types of Measurement

11 - Finding-the-Right-Tool.pdf

11 - How to Choose the Right Measurement Tools.mp4

15:38

12 - Intro to Web and App Analytics.mp4

29:50

12 - Web-App-Analytics.pdf

13 - DEMO How to Setup Web Analytics Tracking with Google Analytics.mp4

14:14

14 - DEMO Google Analytics Basics Universal Analytics.mp4

23:15

15 - DEMO Understanding Universal Analytics vs Google Analytics 4.mp4

20:20

16 - Intro to Online Advertising Analytics.mp4

24:40

16 - Online-Advertising.pdf

17 - Intro to Social Media Monitoring.mp4

30:23

17 - Social-Media-Monitoring.pdf

18 - DEMO Social Media Monitoring with Sprout.mp4

23:15

19 - Intro Owned Social Analytics.mp4

22:54

19 - Owned-Social-Analytics.pdf

20 - Measuring Content Performance on Facebook.mp4

30:42

21 - DEMO Using a 3rd Party Tool for Owned Social Analytics.mp4

07:18

22 - Email-Measurement.pdf

22 - Intro to Email Marketing Analytics.mp4

17:35

23 - Customer-Relationship-Management-CRM.pdf

23 - Intro to CRM Analytics.mp4

28:33

24 - Intro to Online Surveys.mp4

38:42

24 - Online-Surveys.pdf

24 - types of rating scales in quantitative research.zip

25 - Campaign-Effectiveness-Study-TEMPLATE.xlsx

25 - Measuring Campaign Effectiveness via Online Surveys.mp4

16:28

25 - Measuring-Campaign-Effectiveness-via-Online-Surveys.pdf

26 - Importance of OmniChannel Measurement.mp4

08:23

4 - Metrics

27 - Common-Metrics-by-Channel.pdf

27 - Understanding Metrics.mp4

27:50

27 - Understanding-Metrics.pdf

28 - Choosing-the-right-metrics.pdf

28 - How to Choose the Right Metrics and KPIs.mp4

26:43

28 - metrics selection template google sheets.zip

29 - ACTIVITY 1 Overview.mp4

13:44

29 - Case-Study-1-and-Activity-Overview.pdf

29 - Metrics-Selection-Activity-Template-in-PPT.pptx

29 - case study 1 overview on miro.zip

29 - metrics selection template google sheets.zip

29 - metrics selection template google slides.zip

30 - ACTIVITY 1 Answers.mp4

19:42

30 - Metrics-Selection-Case-Study-1-Answers.pdf

30 - case study answers in google sheets template.zip

31 - ACTIVITY 1 Custom Metrics Breakdown.mp4

23:33

31 - Metrics-Selection-Case-Study-1-Answers-Custom-metrics.pdf

32 - Benchmarking-Overview.pdf

32 - Benchmark-Sources.pdf

32 - Understanding Marketing Benchmarks.mp4

13:52

33 - Actioning-Benchmarks.pdf

33 - The 20 Rule When to Take Action on Your Data.mp4

12:25

5 - Engineering Data

34 - What is Data Engineering.mp4

04:53

35 - ACTIVITY 2 Overview.mp4

24:32

35 - Metrics-Selection-Activity-Template-in-PPT.pptx

35 - Metrics-Selection-Case-Study-2-Activity-Overview.pdf

35 - case study 2 overview on miro.zip

35 - metrics selection template.zip

35 - metrics selection template google sheets.zip

36 - ACTIVITY 2 Answers.mp4

26:27

36 - Metrics-Selection-Case-Study-2-Answers.pdf

36 - case study 2 answers in google sheets template.zip

36 - page scroll tracking setup in google analytics ga4.zip

36 - page scroll tracking setup in google analytics universal analytics.zip

37 - ACTIVITY 2 Custom Metrics Breakdown.mp4

14:27

37 - Metrics-Selection-Case-Study-2-Answers-Custom-metrics.pdf

38 - Examples of Instrumentation.mp4

11:04

39 - Deep-Dive-on-Link-Tagging.pdf

39 - Tracking Inbound Links with UTM Parameters.mp4

19:32

39 - annie cushings google analytics campaign tagging tool.zip

39 - google analytics campaign url builder.zip

39 - where to find utm tracking data in ga4.zip

6 - Marketing Optimization

40 - Intro to Marketing Optimization.mp4

30:05

40 - Intro-to-Optimization.pdf

41 - Approaches to Optimization.mp4

08:17

42 - Optimization Through the Historical Analysis Apparoach.mp4

09:55

42 - Optimization-through-Historical-Analysis.pdf

43 - CASE STUDY Historical Analysis.mp4

22:27

43 - historical analysis case study dataset.zip

44 - Optimization Through ExperimentsBased Approach.mp4

11:47

44 - Optimization-through-Experiments.pdf

45 - How to Run an AB Test.mp4

22:50

45 - How-to-run-an-A-B-Test.pdf

46 - How to Calculate Sample Size for an AB Test.mp4

09:58

46 - optimizely sample size calculator.zip

47 - How to Calculate the Statistical Significance of an AB Test.mp4

15:24

47 - ab test guide significance calculator.zip

7 - Reporting & Analysis

48 - Reporting Framework to Guide How You Share Data.mp4

17:27

48 - Reporting-Framework.pdf

49 - When do you Need an Automated Dashboard.mp4

12:31

50 - How to Create an Automated Dashboard in Google Data Studio.mp4

25:13

51 - Thinking Beyond Traditional Dashboards.mp4

11:36

52 - Data-analysis-basics.pdf

52 - Learning the Basics of Data Analysis.mp4

25:08

8 - Measuring ROI

53 - ROI-in-Marketing.pdf

53 - Understanding ROI.mp4

22:18

53 - gary vaynerchuk whats the roi of your mother.zip

54 - CASE STUDY When marketing returns go beyond financial ROI.mp4

08:57

55 - ACTIVITY 3 Overview.mp4

04:16

55 - Marketing-ROI-Activity-Overview.pdf

55 - Marketing-ROI-Calculator.xlsx

55 - roi calculator.zip

56 - ACTIVITY 3 Answers.mp4

16:50

56 - Marketing-ROI-Activity-Answers.pdf

9 - Course Wrapup

57 - Course Recap & Key Takeaways.mp4

15:03

Description

Master the fundamentals of marketing analytics and start measuring the impact of your marketing efforts like a PRO!

What You'll Learn?

How to choose meaningful metrics
How to measure the impact of your marketing efforts
How to test and optimize marketing activation
How to develop a data strategy
What are the different types of marketing measurement
How to choose the right tools
How to measure the ROI of your marketing efforts
How to create a visual map of a campaign plan for more effective measurement planning

Who is this for?

Entrepreneurs

Marketing executives or managers

Brand executives or managers

Product owners

PR and communications professionals

Students planning to enter the marketing or data analytics field

Anyone involved in marketing or communications!

What You Need to Know?

Some experience in digital marketing will be useful

Basic skills in Excel will also help, but not required

More details

Description
Feeling overwhelmed with your marketing data? You're not alone! 83% of marketers say they struggle "to adapt to the volume of data" created by their marketing efforts, while 80% feel that there are "too many performance metrics" to keep track of. Today, it's essential for everyone to possess a foundation in data literacy. Whether you're an analyst, a brand manager, creative, or even a CMO, understanding how to collect, interpret and action your marketing data is quickly becoming the standard, rather than the exception.
I designed this course based on more than 10 years of knowledge and experience working directly in the field of data analytics and market research. We'll cover everything from theory to application, to ensure you're equipped with the knowledge to make sense of your marketing data and make logical, data-driven decisions both quickly and consistently.
With 17 hours of video across 50+ lectures and 40 downloadable resources, this course is packed with everything you need to learn in order to become an analytics PRO. Some of the things you'll learn include:
Fundamental concepts in marketing and the measurement of marketing
What are some of the most common measurement platforms, from web and app analytics to email marketing measurement
How to build an analytics strategy within your business
How to map out a marketing campaign user journey for more effective measurement
How to select the right metrics based on your business objective
How to identify and set benchmarks for your metrics
How to optimize your marketing through data and experimental testing
How to measure returns on marketing investment
Who this course is for:
Entrepreneurs
Marketing executives or managers
Brand executives or managers
Product owners
PR and communications professionals
Students planning to enter the marketing or data analytics field
Anyone involved in marketing or communications!

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Marketing Analytics

Stephen Tracy

Instructor's Courses

I have 10+ years of experience working and teaching in the field of data analytics, market research and data visualization. I spent the first 7 years of my career working in-house at a number of global ad agencies where I built and led teams of data analysts, scientists and engineers. More recently I was the regional managing director at a global research firm where I led a regional staff of 50+ employees as well as a US$10 million P&L. I'm currently the COO at an exciting data start-up based in Singapore. I'm also a passionate speaker, coach and trainer, and I have given talks to more than 10,000 people over the years on topics related to data analytics, research and data visualization.

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