Module 525 minutes

Marketing Analytics: What's Working?

Measure marketing performance with AI-powered analytics. Understand what drives results and optimize spend.

marketing-analyticsroiattributionconversion-optimization

✓Track and analyze marketing campaign performance
✓Calculate ROI and attribution
✓Identify top-performing channels
✓Optimize marketing budget allocation

Half Your Marketing Works—AI Helps You Find Which Half

Stop guessing which marketing works. AI helps you measure, analyze, and optimize for better ROI.

Campaign Performance Analysis

Multi-channel analysis:

Campaign data:
- Channel A: Spend $X, Leads Y, Conversions Z
- Channel B: Spend $X, Leads Y, Conversions Z
- Channel C: Spend $X, Leads Y, Conversions Z

Calculate for each:
- Cost per lead
- Cost per conversion
- Conversion rate
- ROI
- Which to scale, which to cut?

Attribution Modeling

Understanding customer journey:

Customer touchpoints before purchase:
[List typical journey: ad → blog → email → purchase]

Help me understand:
- Which touchpoint deserves credit?
- First-touch vs last-touch attribution
- Multi-touch attribution model
- How to measure each channel's true impact

A/B Test Analysis

Statistical significance:

A/B test results:
- Variant A: 1000 visitors, 50 conversions
- Variant B: 1000 visitors, 65 conversions

Is this statistically significant?
Confidence level?
Should I declare a winner or keep testing?

Budget Optimization

Channel allocation:

Monthly marketing budget: $10,000
Current allocation:
- Google Ads: $4k (ROI: 2.5x)
- Facebook: $3k (ROI: 1.8x)
- Email: $2k (ROI: 4x)
- Content: $1k (ROI: unknown)

How should I reallocate for maximum ROI?
Consider: diminishing returns, testing budget, brand building

Conversion Funnel Analysis

Finding leaks:

Funnel stages:
- Visitors: 10,000
- Sign-ups: 500 (5%)
- Trials: 200 (40% of signups)
- Paid: 40 (20% of trials)

Analyze:
- Which stage is weakest?
- Industry benchmarks?
- Where to focus optimization?
- Estimated impact of 10% improvement at each stage

Cohort Analysis

Customer behavior over time:

Monthly cohorts (customers by signup month):
[Data showing retention/revenue by cohort]

Analyze:
- Which cohorts perform best?
- Retention trends
- Changes that improved/hurt retention
- Lifetime value by cohort

Key Takeaways

→Calculate cost per lead and cost per conversion for every channel—optimize ruthlessly
→Use multi-touch attribution to understand the full customer journey, not just last click
→Test statistical significance before declaring A/B test winners—avoid false positives
→Allocate budget based on ROI, but keep testing budget for new channels
→Analyze conversion funnel to find biggest bottlenecks—small improvements = big gains

Practice Exercises

Apply what you've learned with these practical exercises:

1.Calculate ROI for each of your marketing channels
2.Analyze your conversion funnel—identify weakest stage
3.Review last A/B test for statistical significance
4.Create budget reallocation plan based on performance data

Related Guides

→ Chatgpt Guide For Beginners

Learning Objectives