Marketing Analytics Fundamentals refers to the practice of basic
theory and techniques for applying analytics for marketing process in a
company. The practice includes data collection, analysis, and making
optimum decisions based on the marketing data. The practice involves
using metrics of customer acquisition costs, conversion rates, return on
investment (ROI), and customer lifetime value (CLV), in Google
Analytics, social media metrics, and email campaign analytics.
Certification
in Marketing Analytics Fundamentals attests to your skills and
knowledge in the basic tools and techniques of marketing analytics. The
certification assess you in marketing metrics, performance tracking,
data visualization, and analytics tools. Why is Marketing Analytics Fundamentals certification important?
The certification attests to your skills and knowledge of applying analytics on marketing process.
Shows your expertise in data-driven marketing decision-making.
Boosts your credibility as a marketing analytics professional.
Increases your employability in the competitive marketing field.
Attests to your knowledge of marketing metrics and optimizing marketing campaigns for better ROI.
Verifies your capabilities to interpret and present marketing data.
Opens doors for career advancement in marketing and analytics roles.
Validates your knowledge of essential marketing tools and technologies.
Shows your commitment to learning and professional growth.
Who should take the Marketing Analytics Fundamentals Exam?
Digital Marketing Specialists
Marketing Analysts
Data Analysts (Marketing Focus)
Marketing Managers
Social Media Analysts
E-commerce Managers
SEO/SEM Specialists
Content Marketing Managers
Brand Managers
Marketing Consultants
Skills Evaluated
Candidates taking the certification exam on the Marketing Analytics Fundamentals is evaluated for the following skills:
Knowledge of key marketing metrics (e.g., ROI, CLV, conversion rates).
Understanding of customer segmentation and targeting.
Proficiency in using marketing analytics tools (e.g., Google Analytics, HubSpot).
Ability to interpret data and generate actionable insights.
Skill in tracking and reporting on campaign performance.
Competence in data visualization and presenting findings.
Familiarity with A/B testing and campaign optimization.
Understanding of attribution models and their application in marketing.
Ability to integrate analytics with marketing strategy.
Knowledge of data privacy and ethical considerations in marketing analytics.
Marketing Analytics Fundamentals Certification Course Outline The course outline for Marketing Analytics Fundamentals certification is as below -
Domain 1 - Introduction to Marketing Analytics
Definition and scope of marketing analytics
Importance in modern marketing
Domain 2 - Key Marketing Metrics and KPIs
Conversion rates
Customer Acquisition Cost (CAC)
Customer Lifetime Value (CLV)
Return on Investment (ROI)
Domain 3 - Tools for Marketing Analytics
Google Analytics
Social media analytics tools (Facebook Insights, Twitter Analytics)
Marketing automation tools (HubSpot, Marketo)
Domain 4 - Data Collection and Analysis
Gathering data from multiple marketing channels
Analyzing qualitative and quantitative data
Domain 5 - Segmentation and Targeting
Identifying customer segments
Behavioral and demographic segmentation
Domain 6 - Campaign Performance Tracking
Setting up and tracking goals in campaigns
Analyzing ad performance (PPC, display ads, etc.)
Domain 7 - A/B Testing and Experimentation
Designing and running A/B tests
Interpreting A/B test results
Domain 8 - Data Visualization and Reporting
Creating effective dashboards
Presenting insights to stakeholders
Domain 9 - Attribution and Marketing Models
First-touch, last-touch, and multi-touch attribution
How to apply attribution models in decision-making