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Marketing Analytics for Business

13 reviews

Discover how Marketing Analysts use data to understand customers and drive business growth.

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2 Hours15 Videos45 Exercises
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Course Description

Understand the Importance of Marketing Analytics

In this no-code course, you’ll learn about the role of a Marketing Analyst and how they leverage data to better understand their customers and help companies grow. Through hands-on exercises, you’ll learn how to answer the big questions like "did my campaign increase sales six months after launch?"

Chance to Try with Real-world Data

You’ll also work with real-world data to perform essential marketing analysis, including building customer segments, market response models, calculating customer lifetime value (LTV), and much more.
  1. 1

    Marketing Levers and Questions


    What does a marketing analyst do? Why is this role in high demand? In this chapter, you’ll learn about roles and business questions that a marketing analyst encounters. From revenue impact to campaign insights—you'll find that marketers will never run out of problems to analyze.

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    Marketing lever fundamentals
    50 xp
    Campaign attributes
    50 xp
    Channels and tactics
    100 xp
    Lever hierarchy
    100 xp
    Marketing roles
    50 xp
    Internal partners
    100 xp
    External partners
    50 xp
    Marketing business questions
    50 xp
    Marketing roles and business questions
    100 xp
    Marketing roles and KPIs
    100 xp
  2. 2

    Marketing Data Challenges

    Marketing analytics is not for the faint of heart! Between numerous data sources and ever-increasing privacy legislation, marketing analysts must consider multiple factors in reporting. Add in measuring the indirect impact of marketing, and you’ll see why marketing analysts get extremely comfortable with imperfect data.

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  3. 3

    Marketing Campaign Analysis

    Now that you know more about the marketing analytics landscape, let's talk about how you can use it to assess campaign performance. To do this, you’ll dive into text and sentiment analysis, audience segmentation, and predictive analytics. Marketers and executives rely on analytics to send the right message to the right people at the right time.

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  4. 4

    Marketing ROI

    The big question every marketer asks is "did my marketing efforts make any money?" To answer that question you'll have to consider: seasonal patterns, business model, campaign goals, and ROI. Most importantly, you’ll be responsible for setting and measuring KPIs to evaluate marketing effectiveness.

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In the following tracks

Data Skills for Business


Collaborator's avatar
Maggie Matsui
Collaborator's avatar
James Chapman
Collaborator's avatar
Amy Peterson
Sarah DeAtley HeadshotSarah DeAtley

Principal Data Scientist

I work on solving UX and design problems at Microsoft through data science. In the past, I have also worked at Expedia, Dell, and other enterprise companies on marketing analytics, content analytics, voice of customer analytics, and building optimization programs. Passionate about mentoring and advocating for underrepresented communities in technology and analytics.
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Don’t just take our word for it

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  • William B.
    5 months

    Excellent general view about application to marketing

  • Eric F.
    10 months

    Great course. It was really what I was looking for.

  • Vasyl L.
    11 months


  • Popescu V.
    12 months

    I know 'constructive' criticism is what usually helps you, but I'm really happy with my DataCamp experience so far

  • Yusuf A.
    about 1 year

    It was an interesting course,

"Excellent general view about application to marketing"

William B.

"Great course. It was really what I was looking for."

Eric F.


Vasyl L.

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