Marketing Analytics

  1. Foundational Concepts and Metrics
    1. Understanding Metrics and KPIs
      1. Defining Metrics
        1. Defining Key Performance Indicators
          1. Relationship Between Metrics and KPIs
            1. Selecting Relevant KPIs
              1. Aligning KPIs with Business Objectives
                1. KPI Hierarchies and Cascading
                2. Metric Classification Systems
                  1. Vanity Metrics vs Actionable Metrics
                    1. Leading vs Lagging Indicators
                      1. Quantitative vs Qualitative Metrics
                        1. Absolute vs Relative Metrics
                          1. Input vs Output vs Outcome Metrics
                          2. Core Customer Metrics
                            1. Customer Acquisition Cost
                              1. Basic CAC Calculation
                                1. Blended vs Paid CAC
                                  1. Channel-Specific CAC
                                    1. Factors Affecting CAC
                                      1. CAC Optimization Strategies
                                      2. Customer Lifetime Value
                                        1. Historical CLV Calculation
                                          1. Predictive CLV Modeling
                                            1. CLV Segmentation
                                              1. CLV to CAC Ratio
                                                1. CLV Optimization Strategies
                                                2. Customer Retention Rate
                                                  1. Calculation Methods
                                                    1. Cohort-Based Retention
                                                      1. Retention by Segment
                                                        1. Retention Improvement Strategies
                                                        2. Churn Rate and Analysis
                                                          1. Churn Rate Calculation
                                                            1. Voluntary vs Involuntary Churn
                                                              1. Churn by Segment
                                                                1. Churn Prediction Models
                                                                  1. Churn Reduction Strategies
                                                                2. Conversion and Performance Metrics
                                                                  1. Conversion Rate
                                                                    1. Macro vs Micro Conversions
                                                                      1. Conversion Rate by Channel
                                                                        1. Conversion Rate Optimization
                                                                          1. Multi-Step Conversion Analysis
                                                                          2. Return on Marketing Investment
                                                                            1. ROMI Calculation Methods
                                                                              1. ROMI vs ROI vs ROAS
                                                                                1. Channel-Specific ROMI
                                                                                  1. ROMI Benchmarking
                                                                                  2. Click-Through Rate
                                                                                    1. CTR Calculation
                                                                                      1. CTR by Channel and Format
                                                                                        1. CTR Optimization Techniques
                                                                                          1. CTR Benchmarking
                                                                                          2. Cost Metrics
                                                                                            1. Cost Per Click
                                                                                              1. Cost Per Acquisition
                                                                                                1. Cost Per Lead
                                                                                                  1. Cost Per Impression
                                                                                                    1. Cost Per Engagement

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                                                                                                1. Introduction to Marketing Analytics

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                                                                                                3. The Marketing Analytics Process