In the first week you will learn about the importance of segmentation in marketing and different methods to use segmentation to determine target audiences for your marketing.

This week you will get an overview of common descriptive metrics for marketing, including Return on Ad Spend and Return on Investment. You will be introduced to the importance of Customer Lifetime Value and how to forecast marketing outcomes using linear regression analysis.

In week three, you’ll dig into using experiments to evaluate marketing effectiveness. You’ll also learn about A/B testing and how it can help you optimize your campaigns.

In the final week, you will be introduced to marketing mix modeling and different attribution models and how to use them to make marketing strategy recommendations. You’ll wrap up the week by learning how to visualize and analyze sales funnels and how to use them to recommend next steps in a marketing campaign.