Performance Marketing Analytics
Data-driven campaign optimization
Master performance marketing analytics for campaign optimization. Learn attribution modeling, A/B testing, conversion optimization, and ROI analysis using AI-powered tools. Build comprehensive analytics frameworks that drive marketing decisions and budget allocation.
Alexander Weisse
Endowed Chair of Digital Marketing Intelligence
PhD (Wharton), MBA (INSEAD), Ex-McKinsey Senior Partner
or 7,900 credits
Plan: professional
What You'll Learn
Build attribution models for channel analysis
Run A/B tests with statistical rigor
Optimize conversion rates systematically
Use AI for automated campaign optimization
Course Curriculum
5 chapters · 275+ minUnderstanding channel impact with multi-touch attribution models
Strategic Planning Methodology
Developing comprehensive strategic approaches for sustainable brand success.
- Define strategic objectives clearly
- Analyze strategic landscape thoroughly
- Develop multiple strategic options
- Select optimal strategic path
Strategic Implementation
Translating strategy into actionable plans with measurable execution.
- Break strategy into concrete actions
- Allocate resources effectively
- Monitor implementation progress
- Adjust strategy based on feedback
Lecture · Chapter 1 of 5
Attribution Modeling
Attribution Modeling
This lesson is Attribution Modeling. Understanding channel impact with multi-touch attribution models
Optional: render an on-demand high-definition instructor video
On-demand render \u00b7 photoreal instructor \u00b7 synchronized narration \u00b7 charged at per-use Credits when enabled.
Course Project
Marketing Analytics Dashboard
Create an analytics framework for marketing performance
Prerequisites
- Marketing analytics basics
Topics Covered
Your Instructor
Alexander Weisse
Endowed Chair
Former McKinsey Senior Partner with 25 years advising Global 500 brands. Creator of the BrandGEO methodology — making brands visible and authoritative to AI search engines worldwide.
12
Courses
19K
Students
4.9
Rating
Academy at a Glance
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