Full course description
Course Description
Marketing Analytics equips working professionals with the analytical frameworks, measurement tools, and communication skills needed to evaluate marketing performance and make evidence-based investment decisions. You’ll work across the full marketing analytics stack — web analytics, CRM and marketing automation, paid media dashboards, and BI visualization layers — and learn how to select the right tools for a given organization, including free options like GA4 and Looker Studio alongside paid platforms. The course also addresses the growing role of AI in marketing analytics: how machine learning is embedded in campaign optimization, audience segmentation, and lead scoring, and how marketers can evaluate and govern these capabilities responsibly.
You’ll apply customer segmentation techniques, including RFM analysis and customer lifetime value, measure campaign and channel effectiveness across digital and traditional platforms, calculate and interpret marketing ROI, and translate your findings into clear, actionable reports for non-technical leadership audiences. Throughout, the emphasis is on marketing analytics as a strategic business discipline — not just reporting on what happened, but driving better decisions about where to invest and why.
Course Objectives
By the end of this course, you will be able to:
- Apply fundamental marketing analytics frameworks to evaluate campaign performance, customer behavior, and channel effectiveness using real marketing datasets.
- Conduct customer segmentation analysis using demographic, behavioral, and value-based approaches to identify distinct audience groups and inform targeting decisions.
- Evaluate marketing ROI and campaign metrics across channels, distinguishing between activity metrics and business impact metrics.
- Communicate marketing analytics findings in structured reports and dashboards that enable non-technical stakeholders to make informed marketing investment decisions.
- Produce a Marketing Analytics Report that integrates customer segmentation, campaign performance analysis, and ROI measurement into a cohesive set of strategic marketing recommendations.
Outcome Proficiency Groups
MBA 545 helps you grow in three of the five MyMBA program outcomes:
Strategic Thinking & Decision Making
Direct marketing investment toward the channels and customers that drive business impact.
Analytics & Critical Thinking
Segment customers and measure campaign ROI using real marketing datasets.
Communication & Influence
Report marketing findings in ways that help non-technical leaders make investment decisions.
Where This Course Leads
The skills you build here carry forward to the MBA Capstone, where you bring all five outcome proficiency groups together to tackle a contemporary business challenge.