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.

Marketing lever fundamentals

Campaign attributes

Channels and tactics

Lever hierarchy

Marketing roles

Internal partners

External partners

Marketing business questions

Marketing roles and business questions

Marketing roles and KPIs

Marketing Levers and Questions

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.

Marketing data sources

Data Types

Internal

Advertiser

Internal vs. advertiser data

Options

Offline Channels

Online Channels

Channel granularity

Geography audience insights

Audience targeting insights

Privacy laws

GDPR assessment

First-party

Third-party

All cookies

Cookie types

Indirect impact of marketing

Channels

Direct

Indirect

Direct vs. Indirect channels

Blurred lines of channel impact

Marketing Data Challenges

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.

Text analysis

Branded and non-branded keywords

Paid search analysis

Sentiment analysis

Social media comments

NLP or manual sentiment analysis

Audience segmentation

Segmentation data options

Cluster analysis attributes

Integrated campaigns

Campaign stages

Integrated campaign planning

Marketing Campaign Analysis

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.

KPIs and metrics

Marketing funnel

KPI vs. supporting metric

Marketing forecasting

Forecast requirements

Forecasting process

Attribution modeling

LTA vs. MTA

Identify attribution model

Revenue and cost modeling

Spend and revenue considerations

CAC and LTV calculations

Wrap-up

Marketing ROI

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?" 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.

<h2>Understand the Importance of Marketing Analytics</h2> <br>
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?"
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<h2>Chance to Try with Real-world Data</h2> <br>
 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.

Data Science for Business

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

Marketing Analytics for Business

Use DSP to look up campaign target audience ID and highest spend by region

Use DMP to filter campaign engagement by target audience ID and region

Query internal data stores to see all customers who purchased by region

Compare distribution of purchasers to campaign engagement and spend by region and target audience ID

Audience targeting insights

Marketing Analytics for Business

Hands-on interactive exercise