Analytics & Attribution

Data and analytics are the cornerstones of any successful marketing strategy, and in this module, you will gain comprehensive knowledge on how to harness the power of data to make more informed decisions, optimize performance, and drive growth. From understanding foundational tools like Google Analytics and Google Tag Manager to mastering advanced concepts like Attribution Models, this module equips you with the skills to analyze and act on data in a way that directly impacts your business. As a growth marketer or business leader, you must go beyond simply collecting data. You need to understand how to interpret, organize, and leverage this data to optimize campaigns, allocate resources more effectively, and improve customer experiences. In this module, you will learn to extract meaningful insights from raw data, making it a powerful tool for decision-making. Key Learning Outcomes: 1) Mastering Google Analytics and Google Tag Manager:Learn the ins and outs of Google Analytics to track and measure key performance indicators (KPIs) across your website and marketing campaigns. You will also explore Google Tag Manager, which simplifies the process of adding and managing tags on your website, giving you greater control over data collection. 2) Understanding Marketing Attribution:Attribution is essential for understanding how various marketing channels contribute to conversions and business outcomes. You'll learn about different attribution models and how to evaluate the effectiveness of channels like PPC, SEO, email, display, affiliates, and even traditional channels like TV and direct mail. The goal is to uncover which touchpoints along the customer journey hold the most value. 3) Strategic Applications of Data:In addition to tactical applications like conversion rate optimization (CRO) and improving channel-specific performance, this module explores strategic use cases. You will gain insights into the customer journey, how to measure lifetime value (LTV).