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Measurement Track

Performance Measurement & Insight

Master measurement techniques that drive better marketing decisions. Learn to analyse data, model scenarios, and visualise insights. These analytics skills perfectly complement our Data-Driven SEO and Growth Experiments & CRO tracks.

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Cohort Analysis

Module 1

Analyse customer behaviour over time using cohort analysis. Understand retention, lifetime value, and growth patterns to inform marketing strategy.

📚 What You'll Learn:

  • ⚡ Cohort definition and segmentation strategies
  • ⚡ Analysis techniques for retention and churn
  • ⚡ Retention metrics and cohort health indicators
  • ⚡ LTV calculation and predictive modelling
  • ⚡ Revenue cohort analysis and monetization patterns
  • ⚡ Building cohort tables in Excel and Google Sheets
  • ⚡ Interpreting cohort trends and identifying opportunities

💻 Try It Yourself:

Build a comprehensive cohort retention analysis: 1) Export customer data with signup dates and purchase history. 2) Create monthly cohorts (group by signup month). 3) Calculate retention rates for each cohort at months 1, 3, 6, 12. 4) Calculate LTV for each cohort. 5) Identify trends (improving/declining retention). 6) Create visualisations showing cohort performance.

📈 Real-World Results:

45% ROI increase, 67% attribution improvement, Improved cohort retention View Case Studies →
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Attribution Models

Module 2

Implement and compare attribution models to understand marketing channel contribution. Learn to build custom models that reflect your customer journey accurately.

📚 What You'll Learn:

  • ⚡ Attribution model types (first-touch, last-touch, linear, time-decay, position-based)
  • ⚡ Model comparison and interpretation
  • ⚡ Custom model building and weighting
  • ⚡ Channel optimisation based on attribution insights
  • ⚡ Multi-touch attribution implementation
  • ⚡ Data-driven attribution with machine learning
  • ⚡ Attribution in practice: GA4, custom models, and tools

💻 Try It Yourself:

Compare multiple attribution models: 1) Export conversion data with touchpoints from GA4 or your analytics platform. 2) Calculate first-touch attribution. 3) Calculate last-touch attribution. 4) Calculate linear attribution. 5) Calculate time-decay attribution. 6) Compare channel values across models. 7) Identify which channels are undervalued/overvalued.

📈 Real-World Results:

45% ROI increase, 67% attribution improvement, 30% budget waste identified View Case Studies →
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Data Visualisation

Module 3

Create effective data visualisations for marketing dashboards. Learn waterfall charts, advanced GSheets techniques, and visualisation best practices that tell compelling stories.

📚 What You'll Learn:

  • ⚡ Visualisation best practices and chart selection
  • ⚡ Waterfall charts for marketing performance analysis
  • ⚡ GSheets advanced techniques (QUERY, ARRAYFORMULA, pivot tables)
  • ⚡ Dashboard design and layout principles
  • ⚡ Interactive visualisations with filters and controls
  • ⚡ Data storytelling and narrative structure
  • ⚡ Export and presentation formats

💻 Try It Yourself:

Create a comprehensive marketing performance waterfall chart: 1) Gather monthly marketing metrics (traffic, leads, conversions, revenue). 2) Calculate month-over-month changes. 3) Build waterfall chart showing cumulative performance. 4) Add variance analysis (actual vs target). 5) Create supporting visualisations (funnel, trends, breakdowns).

📈 Real-World Results:

80% time savings, Automated dashboards with visualizations View Case Studies →
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Scenario Planning

Module 4

Build scenario planning models to forecast outcomes and plan budgets. Learn to model different marketing scenarios and make data-driven decisions.

📚 What You'll Learn:

  • ⚡ Scenario modelling techniques (best case, base case, worst case)
  • ⚡ Forecasting techniques and trend analysis
  • ⚡ Budget planning and allocation strategies
  • ⚡ Risk assessment and sensitivity analysis
  • ⚡ Monte Carlo simulation for uncertainty
  • ⚡ What-if analysis and goal seeking
  • ⚡ Scenario comparison and decision frameworks

💻 Try It Yourself:

Build a scenario planning model for marketing budget allocation: 1) Gather historical performance data (cost, revenue, conversions by channel). 2) Calculate efficiency metrics (ROAS, CPA, conversion rates). 3) Create base case scenario (current performance). 4) Model best case (+20% efficiency) and worst case (-20% efficiency). 5) Test budget reallocation scenarios.

📈 Real-World Results:

25% efficiency gain, Data-driven budget reallocation View Case Studies →

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Work through each module progressively. Each guide includes practical exercises and real-world measurement applications.

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