Marketing Analytics Mastery: KPIs, Funnels & Revenue

A hands-on guide to marketing analytics with Mixpanel, Google Analytics, and business case studies.

What you'll learn
- Understand the fundamentals of marketing analytics and its importance in modern business
- Learn the four types of analytics and how they apply to marketing
- Explore how STP (Segmentation, Targeting, Positioning) and the 4Ps fit into analytics
- Identify and analyze different types of marketing data sources
- Master key product and marketing metrics used across industries
- Understand and apply the AARRR (Pirate Metrics) framework
- Learn to analyze user acquisition using real-world apps and examples
- Break down and evaluate modern marketing funnels
- Calculate and interpret Customer Acquisition Cost (CAC)
- Measure CAC to LTV ratios and their impact on business growth
- Perform hands-on exercises like funnel analysis, channel attribution, and A/B testing
- Segment customers with RFM analysis for e-commerce and SaaS businesses
- Understand ARPU, LTV, unit economics, and cost structures
- Apply unit economics frameworks to marketplaces and SaaS companies
- Learn the basics of normalization and campaign evaluation
- Get hands-on training with Google Analytics and Mixpanel
- Apply analytics through case studies in e-commerce and hospitality

Requirements
- Basic understanding of marketing or business concepts
- Familiarity with Excel/Google Sheets for handling data
- Curiosity about how businesses measure growth and performance
- No advanced statistics or coding required — all concepts are simplified
- A computer with internet access to complete exercises and assignments

Description
In today’s competitive world,marketing without data is just guesswork. The most successful businesses don’t simply launch campaigns — theymeasure, analyze, and optimizeevery customer interaction to fuel growth and profitability. This is whereMarketing Analyticscomes in.

This course is designed to give you acomplete, practical journeythrough marketing analytics. You’ll start with the foundations, then dive into advanced metrics, KPIs, and tools — and along the way, you’ll apply your learning withhands-on exercises and real-world case studies.

What You’ll Learn in This Course

1. Foundations of Marketing Analytics

What marketing analytics is and why it matters

The four types of analytics (descriptive, diagnostic, predictive, prescriptive)

HowSTP (Segmentation, Targeting, Positioning)and the4Psconnect with data-driven marketing

2. Metrics and KPIs

Introduction to product and marketing metrics

TheAARRR (Pirate Metrics) frameworkand how to apply it

Case example: applying AARRR to a grocery delivery app

Deep dive into metrics tracked by leading companies like Amazon, Netflix, and Uber

3. User Acquisition and Awareness

Breaking downmodern marketing funnels

Key cost-based metrics:Customer Acquisition Cost (CAC)

Understanding theCAC to LTV ratio

Exploring TOFU, MOFU, BOFU for funnel design and optimization

4. Hands-On Exercises

Campaign performance analysis

Calculating CAC

Funnel analysis: impressions to signups

Channel attribution modeling

Segmenting users by acquisition source

A/B testing for landing pages

Measuring the impact of discounts on acquisition

5. Segmentation Strategies

The four major types of segmentation

Introduction toRFM Analysis

Assignment: RFM analysis for e-commerce

Interpreting and summarizing segmentation results for decision-making

6. Revenue and Monetization

Metrics:ARPU, LTV, CAC

Basics ofunit economicsand cost structures

Applying unit economics to marketplaces

Campaign evaluation and normalization

7. Analytics Tools in Practice

Getting started withGoogle Analytics

Setting upMixpanelfor SaaS and product analytics

Funnels, cohorts, and retention analysis in Mixpanel

Hands-on insights from real SaaS applications

8. Case Studies

Designing adynamic discounting strategyfor an e-commerce platform

Building areal-time pricing enginefor a hotel booking app

By the end of this course, you won’t just knowwhat marketing analytics is— you’ll knowhow to apply itto drive customer acquisition, retention, and revenue growth. Whether you’re a student, a professional, or a business owner, this course will give you theskills, tools, and frameworksto thrive in a data-driven marketing world.

Who this course is for:
- Students studying marketing, business, or data analytics
- Marketing professionals who want to build data-driven skills
- Entrepreneurs aiming to optimize their customer acquisition and revenue
- Product managers and growth hackers focused on metrics and KPIs
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