LiveLessons – Marketing Analytics Beyond Advertising

Video description​

Marketing Analytics Beyond Advertising: How Right-Brained Marketers Can Master the Numbers

• Title: Marketing Analytics Beyond Advertising: How Right-Brained Marketers Can Master the Numbers
• Author(s): Mike Moran
• Release date: November 2021
• Publisher(s): FT Press
• ISBN: 0137673329

Table of contents​

1. Introduction
   1. Marketing Analytics Beyond Advertising: Introduction
2. Lesson 1: Introduction to Digital Marketing Analytics
   1. Learning objectives
   2. 1.1 Why are analytics so important?
   3. 1.2 How do you overcome math phobia?
   4. 1.3 How do you tell a story with numbers?
   5. 1.4 How do you reason with numbers?
   6. Lesson 1 Exercise: Project Progress
3. Lesson 2: How Marketing Analytics Are Used
   1. Learning objectives
   2. 2.1 What are Key Performance Indicators (KPIs)?
   3. 2.2 What are key types of Marketing Analytics?
   4. 2.3 How do tracking codes work?
   5. Lesson 2 Exercise: Project Progress
4. Lesson 3: Foundational Marketing Metrics
   1. Learning objectives
   2. 3.1 How do activity metrics work?
   3. 3.2 How do I measure content?
   4. 3.3 How do I track the customer journey?
   5. Lesson 3 Exercise: Project Progress
5. Lesson 4: Audience Metrics
   1. Learning objectives
   2. 4.1 What questions must I ask about audiences?
   3. 4.2 How do I collect audience information – legally?
   4. 4.3 What can I do with audience metrics?
   5. Lesson 4 Exercise: Project Progress
6. Lesson 5: Money Metrics
   1. Learning objectives
   2. 5.1 How do I measure sales?
   3. 5.2 What is attribution?
   4. 5.3 How do I prove Return on Investment (ROI)?
   5. Lesson 5 Exercise: Project Progress
7. Lesson 6: Working with Marketing Analytics
   1. Learning objectives
   2. 6.1 What process do we follow to make progress?
   3. 6.2 How does A/B testing work?
   4. 6.3 How does conversion rate optimization work?
   5. 6.4 How do I score leads?
   6. Lesson 6 Exercise: Project Progress
8. Lesson 7: What’s Next?
   1. Learning objectives
   2. 7.1 What’s coming next in marketing analytics?
   3. 7.2 What’s next for you in marketing analytics?
9. Summary
   1. Marketing Analytics Beyond Advertising: Summary