Marketing Analytics
Measure marketing effectiveness across channels through attribution modelling, campaign analysis, and customer intelligence that optimises marketing spend whilst improving ROI. Build analytical capabilities that drive marketing performance whilst justifying investment.
Topics in Marketing Analytics
Explore specific areas within marketing analytics
Attribution & Analysis
Understand the true impact of marketing channels with sophisticated attribution modelling that reveals customer journey complexity whilst optimising marketing spend allocation. Learn attribution model selection, customer journey analysis, and marketing mix modelling strategies that provide accurate performance measurement whilst supporting investment decisions. From first-click to data-driven attribution, master attribution analysis that improves marketing effectiveness whilst maximising ROI.
Featuring Amelia Coomber talking about Attribution & Analysis
Campaign Performance
Measure and optimise marketing campaign effectiveness with comprehensive performance analysis that identifies successful tactics whilst improving future campaign planning and execution. Learn campaign tracking setup, performance measurement, and optimisation strategies that maximise marketing ROI whilst providing actionable insights for improvement. From A/B test analysis to cohort studies, discover campaign performance analysis that drives marketing success whilst improving efficiency.
Featuring Skip Wilson talking about Campaign Performance
Customer Intelligence
Develop deep customer understanding through advanced analytics that reveal lifetime value patterns whilst identifying opportunities for personalisation and retention improvement. Learn customer segmentation, CLV calculation, and predictive analytics implementation that enhances customer relationships whilst improving business performance. From RFM analysis to churn prediction, master customer intelligence that drives loyalty whilst increasing profitability.
Featuring Skip Wilson talking about Customer Intelligence
Predictive Analytics
Leverage machine learning and statistical modelling to forecast trends whilst enabling proactive business decisions that capitalise on opportunities and mitigate risks. Learn forecasting model development, predictive analytics implementation, and trend analysis strategies that support strategic planning whilst improving operational efficiency. From demand forecasting to customer behaviour prediction, discover predictive analytics that guide decisions whilst reducing uncertainty.
Featuring Matt Edmundson talking about Predictive Analytics