Marketing Analytics Mastery: KPIs, Funnels & Growth
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What you'll learn
Analyze KPIs like CAC, LTV, ROAS, and attribution to measure performance and drive data-backed decisions
Build and optimize marketing funnels using AARRR to improve conversions and user journey performance
Segment customers using RFM and apply unit economics to identify high-value users and drive growth
Use Mixpanel and Excel to run A/B tests, analyze campaigns, and generate actionable business insights
Skills you'll gain
- E-Commerce
- Customer Analysis
- Analytics
- Key Performance Indicators (KPIs)
- Data Analysis
- Customer Acquisition Management
- Data-Driven Marketing
- Business Analysis
- Data-Driven Decision-Making
- Conversion Funnel Analysis
- Marketing Analytics
- Business Analytics
- Web Analytics
- Data Visualization
- Campaign Management
- Marketing
- Performance marketing
- Marketing Strategies
Tools you'll learn
Details to know
April 2026
34 assignments
See how employees at top companies are mastering in-demand skills
There are 4 modules in this course
What separates a good marketer from a great one? The ability to turn data into decisions.
That's exactly what you’ll learn in this course. Marketing Analytics Mastery is designed to take you from feeling overwhelmed by data to making confident, insight-driven decisions. You'll start with the fundamentals - understanding marketing metrics, the AARRR framework, and customer acquisition, before moving to essential techniques like RFM Analysis, funnel analysis, and A/B testing. Then dig into revenue strategy, unit economics, and product analytics using Mixpanel, Google Analytics and Excel, drawing on datasets and examples from real business scenarios. By the end, you'll calculate CAC, LTV, and ROAS, create customer segments, analyze full funnels, and use data to make better marketing decisions. What sets this course apart is its focus on actionable analytics equipping you to optimize campaigns, segment customers, and drive growth using real-world data Perfect for marketers, business analysts, product managers, and entrepreneurs who want to make data-driven decisions. Enroll now to turn insights into impact and decisions into growth.
This module introduces the fundamentals of marketing analytics, key metrics, and frameworks like STP and AARRR to help you understand user behavior through funnels and real-world examples.
What's included
22 videos1 reading8 assignments
22 videos•Total 110 minutes
- Course Introduction•3 minutes
- Introduction to Marketing Analytics & Its Importance•4 minutes
- Marketing Data, Metrics, and Tools•7 minutes
- Types of Marketing Analytics•4 minutes
- Applications and Real-World Examples of Marketing Analytics•7 minutes
- Introduction to STP and 4Ps & Marketing Mix (4Ps)•4 minutes
- STP Framework & Real-World Example (Airbnb)•5 minutes
- Introduction to Types of Marketing Data & Structured vs Unstructured Data•5 minutes
- Semi-Structured Data & Real-World Example (Spotify)•6 minutes
- Introduction to Product Metrics and Their Importance•4 minutes
- AARRR Framework: The Pirate Metrics Explained•4 minutes
- Applying AARRR to a Grocery Delivery App•6 minutes
- Introduction & Acquisition Metrics•5 minutes
- Sign-Up & Engagement Metrics•5 minutes
- Monetization, Commerce, & Retention Metrics•7 minutes
- Feedback, Usage, Technical, Operational, & Financial Metrics•6 minutes
- Acquisition Section Overview•3 minutes
- Introduction & Finding the Right Customers•3 minutes
- Marketing, Promotion & Tracking Success•8 minutes
- Key Metrics for Acquisition•6 minutes
- Understanding the Modern Marketing Funnel & ABC Framework•6 minutes
- Funnel Drop-offs, Metrics & Real-World Application•3 minutes
1 reading•Total 10 minutes
- Understanding Structured vs Unstructured Data•10 minutes
8 assignments•Total 193 minutes
- Proficiency Quiz•30 minutes
- Proficiency Quiz•25 minutes
- Proficiency Quiz•24 minutes
- Proficiency Quiz•30 minutes
- Checkpoint Quiz•24 minutes
- Checkpoint Quiz•20 minutes
- Checkpoint Quiz•16 minutes
- Checkpoint Quiz•24 minutes
This module covers customer acquisition, campaign performance, attribution, A/B testing, and segmentation techniques like RFM analysis to improve targeting and marketing efficiency.
What's included
27 videos2 readings10 assignments
27 videos•Total 145 minutes
- Introduction to Customer Acquisition Costs (CAC)•7 minutes
- Exploring Cost-Based Metrics•8 minutes
- Understanding the CAC to LTV Ratio•6 minutes
- Breaking Down TOFU, MOFU, and BOFU•8 minutes
- Introduction to Marketing Campaigns & Dataset Overview•6 minutes
- Calculating Campaign Metrics & Interpreting Results•4 minutes
- Calculating Customer Acquisition Cost (CAC)•7 minutes
- Funnel Analysis - From Impressions to Signups•3 minutes
- Introduction to Channel Attribution & Dataset Overview•2 minutes
- Pivot Table & Basic Formula Analysis•6 minutes
- Advanced Touchpoint Analysis Using SUMIFS & COUNTIFS•6 minutes
- Introduction & Understanding the Dataset•2 minutes
- Calculating Key Metrics Using Formulas•6 minutes
- Analyzing User Signup Trends•2 minutes
- A/B Testing for Landing Pages•6 minutes
- Evaluating the Impact of Discounts on Acquisition•5 minutes
- Introduction to Market Segmentation•2 minutes
- Introduction to Segmentation and Clustering•7 minutes
- Identifying Valuable Customers & Customer Profiling•6 minutes
- Importance of Segmentation & Core Types•6 minutes
- Advanced Segmentation & Value-based Prioritization•7 minutes
- Introduction to RFM Analysis•6 minutes
- Introduction to RFM Analysis and Assignment Overview•3 minutes
- Exploring the Dataset for Customer Segmentation•3 minutes
- RFM Analysis Explained and Scoring Customers•8 minutes
- Step-by-Step Calculation of Recency, Frequency, and Monetary Scores•8 minutes
- Creating Segments, Analyzing Metrics, and Business Insights•6 minutes
2 readings•Total 20 minutes
- Exploring Cost-Based Metrics•10 minutes
- Calculating and Interpreting Campaign Metrics•10 minutes
10 assignments•Total 211 minutes
- Proficiency Quiz•20 minutes
- Proficiency Quiz•25 minutes
- Proficiency Quiz•25 minutes
- Proficiency Quiz•20 minutes
- Proficiency Quiz•25 minutes
- Checkpoint Quiz•16 minutes
- Checkpoint Quiz•20 minutes
- Checkpoint Quiz•20 minutes
- Checkpoint Quiz•20 minutes
- Checkpoint Quiz•20 minutes
This module focuses on revenue and business performance analytics including ARPU, LTV, CAC, unit economics, and profitability frameworks to evaluate sustainable business growth.
What's included
20 videos1 reading8 assignments
20 videos•Total 97 minutes
- Interpreting & Summarising RFM Results•4 minutes
- Introduction of Revenue and Monetization•3 minutes
- Introduction to Average Revenue Per User (ARPU)•4 minutes
- Revenue Sources and Strategies to Increase ARPU•5 minutes
- Introduction to Customer Lifetime Value and Its Calculation•5 minutes
- Strategies to Increase LTV and Its Importance for Business•4 minutes
- Understanding Customer Acquisition Cost (CAC)•6 minutes
- Cost structure•6 minutes
- Grocery Delivery Apps Example•3 minutes
- Strategies to Improve Margin•3 minutes
- What is Unit Economics and Why It Matters•4 minutes
- Unit Economics in Practice: Revenue, Costs, and Margins•8 minutes
- Positive vs Negative Unit Economics and Scaling Strategy•5 minutes
- Exploring Unit Economics for Marketplaces•8 minutes
- What is Normalization and Why It Matters•4 minutes
- Applying Direct and Inverse Normalization•5 minutes
- Use Cases of Normalization in Multi-factor Models•5 minutes
- Problem Statement, Business Context, and Dataset Overview•3 minutes
- CAC, ROAS, Retention, and Normalization Logic•8 minutes
- Normalized Metrics, Campaign Score, and Decision Making•6 minutes
1 reading•Total 10 minutes
- Interpreting & Summarizing RFM Results•10 minutes
8 assignments•Total 162 minutes
- Proficiency Quiz•25 minutes
- Proficiency Quiz•25 minutes
- Proficiency Quiz•15 minutes
- Proficiency Quiz•25 minutes
- Checkpoint Quiz•20 minutes
- Checkpoint Quiz•20 minutes
- Checkpoint Quiz•12 minutes
- Checkpoint Quiz•20 minutes
This module explores product analytics using tools like Mixpanel, including funnels, cohorts, retention analysis, and pricing strategies to optimize product performance and revenue.
What's included
20 videos1 reading8 assignments
20 videos•Total 104 minutes
- Importance of Events and Properties in Product Analytics•5 minutes
- Accessing Mixpanel and Understanding Events•5 minutes
- Understanding Event Properties and Profile Properties•4 minutes
- Tracking User Journeys and Data Integration in Mixpanel•6 minutes
- Insight Reports: Trends, Patterns, and Event Breakdown•6 minutes
- Creating Metrics and Cohorts for Efficient Analysis•4 minutes
- Understanding Funnels and Conversion Rates•7 minutes
- Creating Funnel Metrics and Efficient Analysis•3 minutes
- Flows Report in Mixpanel•7 minutes
- Retension Report in Mixpanel•7 minutes
- Creating Basic KPIs in E-Commerce Dashboards•7 minutes
- Funnels, Conversion Rates, and Revenue by Category•4 minutes
- Funnel Conversion, Repeat Purchases, Frequency, and Cohorts•5 minutes
- Introduction, Problem Statement, Business Challenge, and Dataset•5 minutes
- Identifying Responsive Sessions, Price Sensitivity, and User Segmentation•5 minutes
- Profitability Assessment and Implementing Dynamic Discounts•5 minutes
- Understanding the Assignment, Problem Statement, and Dataset•6 minutes
- Demand Pressure Index, Event Multiplier, and Season Multiplier•8 minutes
- Final Recommended Price and Take-Home Assignment•3 minutes
- Course Completion•3 minutes
1 reading•Total 10 minutes
- Understanding Event Properties and User Journeys in Mixpanel•10 minutes
8 assignments•Total 147 minutes
- Proficiency Quiz•15 minutes
- Proficiency Quiz•25 minutes
- Proficiency Quiz•20 minutes
- Proficiency Quiz•15 minutes
- Checkpoint Quiz•12 minutes
- Checkpoint Quiz•24 minutes
- Checkpoint Quiz•20 minutes
- Checkpoint Quiz•16 minutes
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Frequently asked questions
This course is ideal for students, marketing professionals, entrepreneurs, and product managers who want toleveragedata to drive growth,optimizecustomer acquisition, and make smarter,metrics-driven decisions.
No, you don't need prior experience in marketing or analytics to enroll in the course. The course starts with fundamentals and gradually moves to advanced concepts like AARRR, LTV, and unit economics.
This course focuses deeply on data-driven decision-making, combining marketing strategy with analytics, real datasets, and KPI-driven frameworks.
More questions
Financial aid available,