Marketing Analytics Foundations: Data-Driven Decision Making

Modern businesses rely on data to drive marketing campaigns, optimize budgets, and understand customer behavior. Bridging the gap between statistical theory and practical business strategy is essential for making impactful, data-informed decisions. This text-based course guides you through translating raw data into actionable marketing insights. You will discover how to apply core statistical concepts to real-world business scenarios, allowing you to measure campaign performance, segment audiences effectively, and forecast customer trends with confidence. What you'll learn: - Understand foundational marketing metrics and the core statistical principles behind customer behavior analysis. - Apply modern R programming techniques using the tidyverse to clean, manipulate, and prepare marketing datasets. - Analyze customer segmentation using clustering techniques to target specific user groups. - Evaluate marketing campaign performance using modern multi-touch attribution models and A/B testing frameworks. - Predict customer lifetime value (CLV) using statistical modeling to optimize long-term marketing spend. You will start by mastering essential marketing terminology and data structures before progressing through step-by-step written analyses of customer acquisition, retention, and campaign attribution. This course is designed for aspiring analysts, marketers looking to build technical skills, and data enthusiasts eager to apply statistics to business challenges, starting with the absolute basics and requiring no prior marketing experience. Begin reading today to transform data into powerful marketing strategies.