Marketing Analytics

Analytics for marketing decisions

Offered by the University of Virginia, this course tackles the flood of consumer data that marketing teams now face. It focuses on turning that data into decisions, with business metrics and key performance indicators at the center.

Skills listed

• Key performance indicators and business metrics
• Data storytelling and data presentation
• Statistical hypothesis testing and Bayesian statistics
• Meta Ads Manager and the Pandas package

Who it suits

Marketers who need to present numbers to colleagues, and beginners who want statistics applied to campaign work rather than taught as theory on its own. Its emphasis on Bayesian and descriptive statistics makes it a better fit for people who want to reason about data than for those seeking a tool tutorial.