Marketing teams generate more data than ever, but data only becomes valuable when you can turn it into better decisions. This course gives social media professionals a practical route into marketing analytics, focusing on the metrics, models, and questions that matter most in day-to-day campaign work.
You will work through a hands-on case-study approach rather than abstract theory. Starting with the foundations of marketing analytics, you will learn how to calculate and interpret key web, social, paid media, customer, and revenue metrics, then use them to evaluate a PPC campaign and identify clear performance issues.
By the end of the course, you will build a two-year marketing initiative forecast with scenario and sensitivity analysis, then present your findings in a clear dynamic dashboard. The course assumes some Excel confidence, but it does not require any background in statistics.
What you’ll be able to do
- Explain the differences between big data, data analytics, and marketing analytics, and frame a marketing problem as a measurable analytical question.
- Calculate and interpret core web, social media, PPC, customer, and revenue metrics from campaign data in Excel.
- Analyse a company’s PPC campaign using funnel, efficiency, and return metrics to diagnose performance strengths and weaknesses.
- Formulate the right questions, segment definitions, and comparison points to turn raw marketing data into practical recommendations.
- Build a two-year forecast model for a marketing initiative from the ground up, including revenue, cost, profit, and assumption drivers.
- Evaluate forecast risk using scenario analysis and sensitivity analysis.
- Design a dynamic Excel dashboard that summarises findings, highlights KPIs, and supports stakeholder decision-making.
Before you start
- Beginner to intermediate Excel skills, including SUMIFS and COUNTIFS
- Ability to work with rows, columns, tables, and basic formulas in Excel
- No background in statistics is required
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