5 Essential Marketing Analytics Courses to Optimise Campaign Performance
Isn’t it surprising, 87% of marketers leave data untapped*! If you’re among them, your campaigns and business are missing a gold mine of opportunities. With campaign-focused marketing analytics courses, however, you can maximise the potential of reach, brand loyalty, and returns…
Shiksha Online curates hundreds of marketing analytics courses for all learning stages and budgets. This top-five listicle guide should help you select the most effective and strategic course for your immediate data-driven career needs in marketing.
The core topics in the select courses will show you how to leverage which type of data or marketing effort will work in your favour. Applying them will potentially exceed performance goals in your upcoming marketing campaigns.
Considering you are a professional, have a small business, or are simply passionate about digital marketing - with some background in statistics or maths - this list is carefully chosen based on the following criteria.
- Top trending and highly-rated courses online from the most prominent international universities, companies, and renowned experts.
- Helps instantly apply proven techniques on increasing customer reach, boosting loyalty, and predicting ROI.
- Provides real-world examples and exercises on advanced data analysis techniques and tools.
1. Marketing Analytics on Coursera w/ the University of Virginia
This course is ideal for anyone new to interpreting data. It starts from this foundation and levels up by helping you determine the key performance indicators that directly impact your brand value.
Offered in partnership with one of the top B-schools in the USA - Darden School of Business in the University of Virginia, the course is well-categorised into five comprehensive modules with interviews and quizzes.
| Course Name |
|
| Duration |
16 hours |
| Provider |
Coursera |
| Cost |
Coursera Plus monthly subscription of USD 49 |
| Trainer(s) |
Rajkumar Venkatesan from the University of Virginia |
| Skills Gained |
Marketing analysis, brand equity, CLV |
| Students Enrolled |
338,488 |
| Total Reviews |
4.7/5.00 from 6,372 reviews |
How will it help your marketing campaigns?
It covers the essentials of an informed way of creating brand value in the eyes of your customers. You learn about leveraging an important metric - customer lifetime value. This helps in enhancing your marketing campaign that is focused on high-CLV customers.
Further, you will be learning how to test different marketing efforts and make educated future decisions on what works against each other. These would be through statistical models, including full factorial web experiments.
Then, the course will take you through advanced regression analysis techniques. These help accurately measure and optimise marketing performance. You will also interpret complex data models and applying deeper insights from industry experts.
This broad knowledge will guide you further in taking appropriate (and even precautionary) actions when you execute marketing campaigns.
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2. Graduate Certificate in Marketing Analytics from PennState World Campus
A little more advanced and more detailed than others in this list, it comes with four comprehensive modules that mid-level marketing professionals will benefit from data-driven decision-making.
Drawing insights using statistical methods and simplifying them are also covered here.
Also, this is an AACSB-accredited institution, which is an added value to your investment and CV.
| Course Name |
|
| Duration |
12 to 15 weeks |
| Provider |
Penn State World Campus |
| Cost |
~ USD 12,805 |
| Skills Gained |
Strategic marketing with effective data analysis, customer acquisition, brand management |
How will it help your marketing campaigns?
You can execute a marketing campaign with detailed information you can draw from customer behaviour with their online shopping patterns, mobile, and website visits.
The first credit course - Driving Business Success with Marketing Analytics, focuses on data analytics and tools, giving you a strong intro to statistical knowledge required to apply later in your marketing efforts.
Until the course ends, you will leverage the same essential knowledge to differentiate your business and make customers loyal.
When should you apply?
Applications are open until November 15th 2024. Classes start from January 13th, 2025.
3. Certificate in Marketing Analytics from EY
This recent course from EY helps you get close to your customer’s behaviour and control how they interact with your brand. The goal is to help you make big on your ROIs through your marketing campaigns.
| Course Name |
|
| Duration |
Six hours with six months of access |
| Provider |
|
| Cost |
INR 12,000 + tax |
| Skills Gained |
Wise investment in marketing spend, market basket analysis using Python, and Power BI |
| Rating |
4.5/5.00 from 70 reviews |
How will it help your marketing campaigns?
You will be learning among the top industry-standard tools and techniques here. Market basket analysis, Power BI functions, data modelling, and data visualisation are covered to support marketing activities and to enhance your grasp of leveraging customer data in them.
You will be performing A/B testing, calculating cost as well as CLV, adding suitable visualisations, including line and stacked column charts to Power BI reports, etc. These activities will inform your campaigns and make them perform better as you dive into the quantifiable realm.
Once you have a grasp of the tools, it will help you make more valid decisions when you are utilising activities within the marketing mix or using frameworks like STP marketing.
4. Meta Marketing Analytics Professional Certificate on Coursera
This one is lengthy with seven months of learning. With experts from Meta teaching the course, your understanding of driving social media engagement will certainly improve. Also, you will find good training on Meta Ads Manager within this.
There are good hands-on projects included. It also prepares you for the Meta Marketing Science Professional Certification exam, which you can take later and earn another certificate.
| Course Name |
|
| Duration |
Seven months |
| Provider |
Coursera w/ Meta |
| Cost |
Coursera Plus monthly subscription of USD 49 |
| Trainer(s) |
Meta experts |
| Skills Gained |
Performance marketing, GenAI in marketing analytics, SQL, Meta Ads Manager |
| Students Enrolled |
70,698 |
| Total Reviews |
4.8/5.00 from 2,164 reviews |
How will it help your marketing campaigns?
With a hands-on experience with Meta Ads Manager, you will learn to test and optimise ad performance on both Facebook Messenger and Instagram.
You also learn to tackle common analytics challenges using the OSEMN (Obtaining, Scrubbing, Exploring, Modelling, and Interpreting) data analysis framework.
Then you will be able to leverage key tools such as spreadsheets, SQL, and Python to gather, integrate, and examine pertinent data all across the sales funnel.
Executing marketing campaigns on Meta socials will be more informed and bring more ROI.
5. Marketing Analytics from eCornell
If you want to understand more about Customer Lifetime Value - how it translates to improving a campaign, and how it has its own set of limitations, this one will guide you well.
It also comes with a certificate from Cornell’s SC Johnson College of Business.
eCornell learner, Jeffrey K., who is a Marketing and Promotions Coordinator at Washington State University, mentions -
“It’s a great program to get your feet wet working with Data-Driven Marketing and some of the tools used to take that data and turn it into a story you can use towards making decisions.”
| Course Name |
|
| Duration |
~ 8 weeks |
| Provider |
eCornell |
| Cost |
USD 3750 |
| Trainer(s) |
Young-Hoon Park, Prof. of Marketing at Cornell SC Johnson College of Business |
| Skills Gained |
Calculating and improving CLV, Customer behaviour segmentation analysis, predicting customer response |
How will it help your marketing campaigns?
eCornell’s best minds have developed this course.
It begins by providing a comprehensive context of the relation between CLV and your company’s management. Because, marketers cannot always rely on this metric and the instructor here covers some critical limitations of using it too much.
The topics also help you focus on the customer instead of the product, and how you can use tools like RStudio to design and perform customer tests. Concepts, including RFM (recency, frequency, and monetary value) and customer behaviour segmentation analyses are covered hands-on as well.
Overall, this course will help you learn how to target the right customers for your upcoming marketing campaign.
When should you apply?
This marketing analytics course starts from October 30th 2024.
Driving Your Marketing Campaigns Forward…
The marketing analytics courses listed here must have given you an idea of what metrics, data analysis techniques, and tools you would be needing to make your campaigns stand out. All of these combine marketing fundamentals, both traditional and modern.
Ideally, you should look at your current skill gaps around those data analysis or visualisation tools and techniques, and of course, the digital channels you use to reach and engage your audience, before making a learning and business decision.
*The statistic has been sourced from HubSpot and Invoca.
Aquib is a seasoned wordsmith, having penned countless blogs for Indian and international brands. These days, he's all about digital marketing and core management subjects - not to mention his unwavering commitment ... Read Full Bio
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