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Media & Strategy · MS elective · 3 credit hours · 16 sessions

Marketing Analytics and Measurement for Media

“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” This course solves John Wanamaker’s dilemma using modern data science. Students will learn to interpret the flood of data generated by digital media, moving beyond “vanity metrics” (likes/views) to measure true business impact. The curriculum covers attribution modeling, customer lifetime value (CLV), and the visualization of complex data for decision-making.

§ 01 By the end you can
  1. Differentiate between Vanity Metrics and actionable Business KPIs
  2. Master Attribution Models: First-Touch, Last-Touch, and Multi-Touch
  3. Utilize tools like Google Analytics 4 (GA4) and Tableau for reporting
  4. Calculate Return on Ad Spend (ROAS) and Customer Lifetime Value (CLV)
  5. Translate raw data into narrative reports for stakeholders
§ 02 Sixteen sessions

The whole semester.

  1. 01Introduction to Marketing Analytics: The Data-Driven Mindset
  2. 02Key Metrics: CPM, CPC, CPA, CTR, & Conversion Rate
  3. 03Setting KPIs: Linking Metrics to Business Goals
  4. 04Google Analytics 4 (GA4) Fundamentals
  5. 05Tagging & Tracking: UTM Parameters & Pixels
  6. 06The Funnel: Analyzing Drop-off Points
  7. 07Excel for Marketers: Pivot Tables & VLOOKUP
  8. 08 · MidtermMidterm Examination
  9. 09Attribution Modeling: Who gets the credit?
  10. 10Marketing Mix Modeling (MMM) Basics
  11. 11Customer Lifetime Value (CLV) Analysis
  12. 12Social Media Analytics: Sentiment & Share of Voice
  13. 13Data Visualization: Storytelling with Data
  14. 14A/B Testing: Statistical Significance
  15. 15Predictive Analytics & AI Forecasting
  16. 16Final Project: The Campaign Audit & Report

Midterm around session 8. Final project briefed at session 8 or 9 and developed in stages until the juries.

§ 03 Final project

Final Project: The Campaign Audit & Report

How it’s judged

Recommended reading
  1. Digital Marketing Analytics by Chuck Hemann and Ken Burbary
  2. Lean Analytics by Alistair Croll and Benjamin Yoskovitz
  3. Web Analytics 2.0 by Avinash Kaushik
  4. Data-Driven Marketing by Mark Jeffery
  5. Storytelling with Data by Cole Nussbaumer Knaflic
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