Marketing Analytics Essentials

About this course

Marketing analytics helps you see what is working, what is not and where to put your effort next. The goal is not more numbers; it is clearer decisions. This course covers choosing the right measures, understanding attribution, building a simple dashboard, avoiding common traps and presenting insights, with Australian examples and one action after each lesson.

What you will be able to do

• You'll be able to choose a small set of measures that link to business goals
• You'll be able to explain how tracking and attribution affect what the numbers show
• You'll be able to read a marketing report and spot misleading patterns
• You'll be able to turn analysis into a clear recommendation with a test to check it

Course outline

1. Choosing the Right Measures

   10 min · Lesson notes, example, action task · 2-question quiz

   Good analytics starts with the question you need to answer. A small set of measures linked to business goals is more useful than a long list of numbers that nobody acts on.
2. Attribution Basics

   10 min · Lesson notes, example, action task · 2-question quiz

   Attribution is the question of which marketing activity gets credit for a sale or enquiry. Each model makes a different assumption, so it helps to understand the basics and use them with care.
3. Building a Simple Dashboard

   10 min · Lesson notes, example, action task · 2-question quiz

   A simple dashboard shows the few measures that matter, in a form people can read quickly. Keep it focused, clearly labelled and updated on a reliable schedule.
4. Avoiding Common Analytics Traps

   10 min · Lesson notes, example, action task · 2-question quiz

   Analytics can mislead when data is incomplete, when correlation is mistaken for cause or when small samples are over-read. Knowing the common traps helps you avoid expensive wrong conclusions.
5. Presenting Insights and Recommendations

   10 min · Lesson notes, example, action task · 2-question quiz

   Insights only matter when people act on them. Present findings briefly, explain what they mean for the business and recommend a clear next step with a way to measure it.
6. Careers & next steps

   10 min · Lesson notes, example, action task · 2-question quiz

   Marketing analytics skills are in demand across marketing, digital, e-commerce and business analysis roles. This lesson maps the roles this course can lead to and how to check what they are worth.
7. Final quiz and certificate

   10 questions, pass mark 8 of 10. Pass to get your Reesby Academy certificate with a verification link.