BeginnerStart here. No prior knowledge assumed.
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Lesson 1
The Limits of Standard Analytics
What GA4 and platform analytics cannot tell you — the gaps that advanced analytics addresses.
Lesson 2
Multi-Touch Attribution
Beyond last click — first touch, linear, time-decay, data-driven models and when each is appropriate.
Lesson 3
Marketing Mix Modelling
Statistical models that measure marketing effectiveness across channels — when MMM is the right approach.
Lesson 4
Customer Data Platforms
What CDPs do, how they differ from CRMs and data warehouses, and the marketing intelligence they enable.
Lesson 5
Cohort Analysis for Marketing
Understanding customer groups over time — retention curves, LTV by acquisition channel, and cohort-based decisions.
What is marketing mix modelling?
What is a Customer Data Platform?
IntermediateBuild on the basics.
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Lesson 1
Predictive Analytics Basics
Customer lifetime value prediction, churn models, and propensity scoring — the predictive analytics marketers use.
Lesson 2
First-Party Data Strategy
Building and activating first-party data in a post-cookie environment — the strategic foundation.
Lesson 3
Incrementality Testing
Measuring the true causal impact of marketing — holdout groups and geo experiments.
Lesson 4
Marketing Data Architecture
How marketing data flows — collection, storage, transformation, and activation.
Lesson 5
Analytics for Budget Allocation
Using data to make marketing budget decisions — the analytical frameworks that guide investment.
What is incrementality testing?
Why is first-party data increasingly important?
AdvancedDepth, edge cases and strategy.
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Lesson 1
AI in Marketing Analytics
How AI is transforming analytics — automated insights, anomaly detection, and predictive modelling.
Lesson 2
Privacy-Preserving Analytics
Analytics in a privacy-first world — consent management, data minimisation, and privacy-safe measurement.
Lesson 3
Executive Analytics Communication
Translating complex analytics into business decisions for senior stakeholders.
Lesson 4
Building an Analytics Centre of Excellence
Creating internal analytics capability — tooling, processes, and culture.
Lesson 5
The Future of Marketing Measurement
Where analytics is heading — clean rooms, unified ID solutions, and AI-driven measurement.
What is a data clean room?
What distinguishes senior analytics from junior analytics work?