Marketing & Customer Analytics

Marketing analytics connects spend to outcomes. These courses cover campaign measurement and attribution across channels, web and product analytics, cohort and RFM segmentation, churn prediction, and the unit economics that decide whether growth is profitable, including customer acquisition cost and lifetime value. You will also meet marketing mix modelling and incrementality testing, the methods that answer what would have happened without the campaign. Expect work in Google Analytics, SQL and spreadsheets, with some Python for modelling. Suited to marketers who want quantitative rigour and to analysts moving into a commercial team.