Marketing Analytics
Dashboards report clicks; good marketers ask what those clicks earned. These courses teach the calculations that connect activity to revenue: cost per acquisition, return on ad spend, lifetime value, incremental lift. You compute each metric yourself in a spreadsheet, so you know exactly what it includes and where it can mislead.
The 32 courses span search and social ads, email and SMS, SEO and content, web and app analytics, B2B funnels, marketplace sellers, affiliates, influencers and podcasts, loyalty and referral programmes, promotions, pricing research, price elasticity, media planning, brand tracking, marketing-mix models and Markov attribution.
Marketing AnalyticsCalculate CTR, CPA and ROAS, roll keyword reports up with SUMIFS, set break-even CPAs, pace budgets, model ad auctions, compare attribution models, test ad creatives and scale audiences, with every cell checked as you go.
Marketing AnalyticsTrack list health and cohorts, score email campaigns, flag deliverability risks, measure engagement rates and post types, price influencer deals, report channels by UTM and build a monthly KPI report, with every cell checked as you go.
Marketing AnalyticsPrioritise keywords, estimate traffic from a CTR curve, forecast ranking gains, score content gaps, analyse search performance exports with weighted averages, find striking-distance queries, summarise backlinks and work out SEO ROI and payback, with every cell checked as you go.
Marketing AnalyticsCalculate AOV, purchase frequency and CLV with margin, retention and discounting, build cohort tables from raw orders, chart retention curves, measure churn and survival, set CAC ceilings by segment and predict repeat purchases, with every cell checked as you go.
Marketing AnalyticsTurn views into ad revenue with CPM and RPM, forecast channel growth, price sponsorships, add up affiliate, merch, membership and streaming income, split royalties, build a creator P&L and measure revenue concentration, every cell checked. Illustrative rates; not affiliated with any platform.
Marketing AnalyticsCalculate GRPs and TRPs, compare buys by CPM and CPP, build a channel plan, combine reach across channels, measure effective frequency, schedule flights, pick the best mix and check delivery against plan, every cell checked.
Marketing AnalyticsExplore weekly sales and spend, build adstock and saturation curves, fit the model with LINEST, decompose sales into base and channels, compare ROI with marginal ROI, reallocate a budget and apply multi-touch attribution rules, with every cell checked as you go.
Marketing AnalyticsVan Westendorp curves and price points, Gabor-Granger demand, elasticity from a price test, conjoint part-worths, attribute importance and WTP, a logit market simulator and good-better-best tiers: 8 graded labs on one fictional subscription app.
Marketing AnalyticsLanded cost, referral and fulfilment fees, break-even and target ACoS, TACoS and ROAS by campaign, keyword bids, reorder points and storage fees, returns and a launch P&L for an online-marketplace seller, with every cell checked as you go. Independent course, not affiliated with Amazon, Etsy, eBay or any marketplace; fee rates are illustrative.
Marketing AnalyticsThe numbers behind affiliate links, without the hype: conversion funnel and EPC, CPA vs revenue share vs tiered commission, comparing programs by net EPC, cookie windows, paid-traffic ROI, refunds and payout thresholds, a SUMIFS dashboard and the merchant's view of incremental sales. Fictional programs, no income claims, every cell checked as you go.
Marketing AnalyticsBuild clean baselines, measure lift and subsidised units, compare discount depths, find the break-even lift, track cannibalisation, halo and pull-forward, optimise a markdown and rank a promo calendar by ROI, with every cell checked as you go.
Marketing AnalyticsPrice a points catalogue, value the points liability and breakage, cost the program per member, measure member uplift without selection bias, design tiers, chart a redemption curve, calculate ROI and test a new earn rate, with every cell checked as you go.
Marketing AnalyticsWork with exported web analytics data the way a GA4 report presents it: users vs sessions vs views, engagement and bounce rate, conversion rate by channel, UTM parsing, landing pages, funnels, returning-user cohorts and attribution models, with every cell checked as you go.
Marketing AnalyticsMeasure a B2B SaaS funnel from lead to closed won: stage conversion, velocity, reverse funnel planning, lead scoring, channel CAC and pipeline per dollar, ABM coverage, sourced vs influenced pipeline and a weighted bookings forecast, with every cell checked as you go.
Marketing AnalyticsWork through one app's growth numbers: store funnel conversion, a screenshot A/B test, CPM to CPI, day-N retention cohorts and ARPDAU, LTV curves and payback, D7 to D90 ROAS, organic uplift and the k-factor, and budget allocation across ad networks, every cell checked as you go.
Marketing AnalyticsMeasure a brand the way insight teams do: funnel conversion, share of voice vs share of market, a brand lift z-test, net sentiment, smoothed awareness trends, price premium, a perception map and a KPI scorecard, every cell checked.
Marketing AnalyticsRun the referral numbers of a fictional subscription app: participation and invite funnels, referred-user conversion, viral coefficient and cycle time, referral CAC with fraud, single- vs double-sided rewards, LTV by channel, break-even reward size and COUNTIFS fraud rules, every cell checked as you go.
Marketing AnalyticsBuild up the cost per piece, measure response and cost per order, find the break-even response rate, test lists with a z-test, select RFM deciles, judge catalog pages, value new buyers and forecast a rollout, with every cell checked as you go.
Marketing AnalyticsMeasure a sponsorship portfolio the way sponsor-side marketers do: all-in costs, media exposure value, cost per MQL, pipeline attribution, pre/post brand lift, ROI vs ROO, a weighted scorecard and the renewal decision, in 8 graded labs. Fictional brand, illustrative numbers.
Marketing AnalyticsTurn door-counter data into store decisions in a live grid: footfall by hour, conversion, ATV and UPT, a traffic × conversion × ATV bridge, staffing vs conversion with CORREL, best-practice gaps, weather and event effects and a store dashboard, every cell checked as you go.
Marketing AnalyticsModel episode download curves, price pre-, mid- and post-roll ads by CPM, compare flat-rate and CPM deals, weigh host-read against programmatic, attribute orders with promo codes and vanity URLs, add survey lift, and rank shows by CAC and ROAS, every cell checked. Fictional shows, illustrative CPMs.
Marketing AnalyticsTurn customer journeys into transition counts and a probability matrix, compute the conversion probability step by step and exactly with (I − Q)⁻¹, remove channels to get removal effects, credit conversions and revenue, compare with last click and linear, price CPA and ROAS and test stability, in 8 graded labs with MMULT and MINVERSE.
Marketing AnalyticsMeasure creator campaigns from the brand side in Excel: shortlist creators by engagement and audience fit, compare CPM and CPE, price flat vs per-view vs hybrid fees, track promo codes and UTM links, calculate ROAS and ROI with seeding costs, prove incrementality with holdout regions, allocate a budget and report it, in 8 graded labs.
Marketing AnalyticsWork as a consumer-goods brand analyst: build clean baselines from scan data, measure lift, cost off-invoice, scan-back and display deals, calculate trade spend ROI net of cannibalisation and pull-forward, check retailer pass-through, reconcile deductions and budget a promo calendar, with every cell checked as you go.
Marketing AnalyticsAnalyse a charity's donor file the way fundraising analysts do: classify new, retained, lapsed and reactivated donors, read gift distributions, score donors with RFM, model donor lifetime value, compare channel ROI, track monthly donor attrition, band upgrades and downgrades and build a gain/loss report with a waterfall chart, every cell checked as you go.
Marketing AnalyticsPrice every article, model the traffic ramp-up, value organic clicks at the paid CPC, credit pipeline to content, catch decaying articles with flags and conditional formatting, compare refresh vs new, rank the portfolio 80/20 and chart the payback of an annual content plan, with every cell checked as you go.
Marketing AnalyticsEstimate how customers react to price from your own sales data in Excel: arc and point elasticity, log-log regression with LN and SLOPE, controlling for promotions and seasonality with LINEST, cross-price elasticity, the markup rule, demand and profit curves, segment elasticities and price-test design, in 8 graded labs.
Marketing AnalyticsMeasure bounces and complaint rates per mailbox provider, weight seed tests by your list, segment by engagement recency, roll the list forward with a sunset policy, score SPF/DKIM/DMARC, plan an IP warm-up and price the revenue of better inbox placement, with every cell checked as you go.
Marketing AnalyticsMeasure text-message marketing like an analyst: opt-in sources and list growth, segments and cost per send under GSM-7 and Unicode, delivery and click-through rates, opt-out fatigue, revenue per recipient and ROI, flows vs campaigns, send-time analysis with AVERAGEIFS and SMS vs email per subscriber: 8 graded labs for a fictional coffee shop.
Size a market and forecast a launch: segment-based TAM, SAM and SOM, bottom-up plans, adoption curves and the assumptions that matter most, with every cell checked as you go.
Make a free plan pay: activation, time-to-value, product-qualified leads, free-to-paid conversion, usage limits and what free users cost, with every cell checked as you go.
Measure PR the way it works: a coverage log, tiered reach, share of voice, message pull-through and the visits and sign-ups that follow, with every cell checked as you go.
ROAS vs ROI explained: both formulas, break-even ROAS = 1 ÷ margin, break-even CPA, and why a campaign with a 5.5x ROAS can lose money. Excel example.
Van Westendorp price sensitivity meter in Excel: the four questions, COUNTIF curves, OPP, IPP and the acceptable price range, in a worked example.
ACoS vs TACoS explained: both formulas, the link to ROAS, break-even and target ACoS from your margin, and how to read the trend. Excel example.
Markov chain attribution step by step: transition matrix, conversion probability with MMULT and MINVERSE, removal effects, credit. Excel example.
Estimate price elasticity of demand in Excel with a log-log regression: LN, SLOPE, a forecast with EXP and the profit-maximising price. Worked example.
How to run a multiple regression in Excel with LINEST: coefficients in reverse order, standard errors, t stats, p-values, R² and a forecast. Excel example.
No. Every course comes with its own illustrative campaign data, so you can practise without spending a cent on ads.
Both. Marketers learn to read and question the numbers; analysts learn to build attribution, lift and lifetime-value models from scratch.
Each course is a single purchase of $9.99. That covers every lesson and lab, the final exam and the certificate, with no subscription and nothing that renews.
Start with the recommended course and build your first result in the lab today.
