Overview

Master marketing analytics using Tableau. Analyze performance, benchmark metrics, and optimize strategies across channels.

Learn how to use Tableau to analyze marketing performance and drive improvement. In this interactive course, you’ll learn the basics of modern marketing, like the difficult challenge of marketing attribution and the unique elements of B2B vs. B2C marketing. You’ll also get hands-on practice with Tableau functions, like FIXED, DATEPARSE, and CONTAINS statements which you’ll frequently use when working with marketing data.

You’ll use these functions to conduct a series of analyses, like trending performance over time, and looking at important 2x2 charts, that marketing analysts conduct regularly. You will conduct these analyses across a series of different types of marketing, including ads you see as you surf the internet or emails you find in your inbox. By the end of the course, you’ll work with data from each of these popular marketing methods and gain a deeper understanding of each.

You’ll learn key questions to drive your analytics, how to benchmark performance using standard metrics like LTV/CAC and engagement rates, and methods to identify areas for improvement.

Syllabus

Web Traffic, Journeys, and Attribution

In chapter one, you will gain a thorough understanding of the basics of marketing data and analytics, starting with how data is generated and stored. You will cover marketing channels, journeys, and understand how they are defined. By the end of this chapter, you will be able to restructure data to identify those journeys and assign credit to interactions via different attribution models.

Email and Paid Social Marketing

In chapter two, you will dive deeper into two specific marketing channels: email and paid social marketing. You will cover the strategies behind each channel, typical use cases, and understand the components that make up each type of marketing. By the end of this chapter, you will be able to analyze performance across several metrics unique to each channel and understand how to use data to identify areas for improvement.

Paid Search and Organic

In chapter three, you will build on analytics learned in chapter two to better understand two other heavily-used channels; paid search and organic marketing. You’ll learn how each of these channels works, their similarities and differences, and the importance of web pages and digital strategy. Additionally, you’ll examine relationships between data variables and how to manipulate data (both qualitative and quantitative) to perform analyses. By the end of this chapter, you will be able to analyze performance across various metrics unique to each channel and understand how changes in one channel may impact another.

LTV/CAC

In chapter four, you will combine what you’ve learned in previous chapters to calculate and analyze LTV, CAC, and their ratio. You’ll learn how to build these metrics, such as average order size, age, and lifespan, from their component parts and examine changes in them. Returning to earlier work on paid marketing, you’ll analyze changes in CAC over time through a unioned data set, gaining exposure to connived data sets in Tableau. You’ll then wrap up the course by calculating LTV/CAC.