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Marketing Analytics Intermediate

Brand Health Tracking: Awareness Funnel, Share of Voice & Brand Lift

Measure 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.

8 lessons 8 labs 2 h Certificate

  • One-time payment
  • 14-day money-back guarantee
  • Secure checkout with Stripe

What you'll build

What you will be able to do

Each lab ends with a concrete result that you build yourself and the checker confirms, cell by cell.

  • Turn funnel counts from a tracking survey into awareness and stage-by-stage conversion ratios for six sparkling-water brands and find Fizzby's weakest stage.
  • Compare each brand's share of category ad spend with its share of sales, find who is investing above its weight and work out what Fizzby would need to spend.
  • Measure how much an online video campaign lifted ad recall, awareness, consideration and purchase intent, and test whether each lift is statistically significant.
  • Count coded social mentions by brand and sentiment with COUNTIFS, then calculate net sentiment, each brand's share of the conversation and one drill-down.
  • Smooth two years of monthly awareness with a 3-month moving average, compare it year on year, size the monthly noise and chart raw vs smoothed awareness.
  • Turn price and volume into value and volume shares, a price index against the volume-weighted category price, and the extra revenue Fizzby earns from its premium.
  • Centre two image attributes on their category average, label each brand's quadrant and draw the perception map as an XY scatter.
  • Build Fizzby's quarterly brand scorecard: every KPI as % of its target, a count of KPIs on target, a colour scale and trend sparklines.

About this course

Brand work is often judged by gut feeling. This course replaces that with numbers you can track every quarter. You map a brand funnel from awareness through consideration and preference to purchase and find where people drop off. You compare share of voice with share of market to calculate excess share of voice, and analyse a brand lift study with exposed and control groups and a z-test. Social mentions become a net sentiment score, and awareness is tracked with moving averages. You also look at price premium as an equity signal, plot an attribute perception map and assemble a KPI scorecard with targets, colour scales and sparklines. For brand managers, marketing analysts and agency strategists.

Curriculum

Course content

8 lessons · 8 labs · 2 h · final exam

  1. The Brand Funnel: Aware → Consider → Prefer → BuyLab14 min4 checked tasks
    Unlocked when you buy the course
  2. Share of Voice vs Share of Market: Excess SOVLab14 min4 checked tasks
    Unlocked when you buy the course
  3. Brand Lift Study: Exposed vs Control and a z-TestLab16 min4 checked tasks
    Unlocked when you buy the course
  4. Net Sentiment from Social Mentions (COUNTIFS)Lab14 min4 checked tasks
    Unlocked when you buy the course
  5. Awareness Tracking Over Time: Moving Averages and a Trend ChartLab15 min4 checked tasks
    Unlocked when you buy the course
  6. Price Premium and Brand Equity IndicatorsLab14 min4 checked tasks
    Unlocked when you buy the course
  7. Brand Attribute Perception Map (Scatter Chart)Lab15 min4 checked tasks
    Unlocked when you buy the course
  8. The Brand KPI Scorecard: % of Target, Colour Scale and SparklinesLab15 min4 checked tasks
    Unlocked when you buy the course
  9. Final exam12 questions, 75% to pass, unlimited retries.

Certificate

Finish with a certificate you can verify

Complete every lesson and pass the final exam to receive a certificate of completion for this course, with a unique credential ID and a public verification page.

  • Names the course, your score and the date of issue
  • A verification link for your CV or LinkedIn profile
  • 12 questions, 75% to pass, unlimited retries.

A Tutorvo certificate confirms that you completed a course. It is not an official or professional qualification.

Illustration. Your certificate shows your own name, course and credential ID.

Before you buy

Questions about this course

Is this a subscription?

No. You pay $9.99 once for this course. There is no subscription and nothing renews automatically. Prices are in US dollars; taxes may be added where required.

What exactly do I get?

All lessons and labs of this course, the final exam and the certificate, including later updates to the course, for as long as Tutorvo offers it. Access is personal and tied to your account.

Can I get a refund?

Yes. If you are not satisfied, email hello@tutorvo.com within 14 days of buying and we refund the course in full via Stripe. The guarantee does not apply once a certificate for the course has been issued to you, or where there are signs of abuse.

When can I start?

Right after payment. Access starts immediately at your request; for consumers in the EU/EEA the statutory right of withdrawal therefore ends once access has begun, while our 14-day money-back guarantee applies regardless.

Do I need Excel or other software?

No. The labs run in a spreadsheet inside your browser on a laptop, tablet or phone. Function names and syntax follow Excel.

Is the certificate an official qualification?

No. It confirms that you completed all lessons of the course and passed its final exam. It is not an official, state-recognised or professional qualification. The name is taken from your profile when the certificate is issued.

Full details are in our Terms · hello@tutorvo.com

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