Marketing Analytics for Professionals — Topic 1: Introduction

Marketing decisions built on gut feel cost businesses real money. In this first installment of our Marketing Analytics for Professionals series, we lay the groundwork for everything that follows — funnels, attribution, and A/B testing. In this video, you'll learn: What marketing analytics actually means, and the three pillars (measure, analyze, optimize) behind it Why data-driven marketing teams consistently outperform intuition-led ones The core metrics every professional should know: reach, engagement, conversion, and ROI Why correlation is not causation — and how this trips up even experienced marketers The toolkit landscape: where GA4, Excel, SQL, and BI tools each fit in How to spot "vanity metrics" and replace them with metrics tied to real business outcomes This is Topic 1 of a 7-part series. Up next: The Marketing Funnel Explained, where we break down the awareness-to-retention funnel stage by stage. Whether you're a marketing manager, a business owner, or a professional transitioning into analytics, this series is built to take you from foundational concepts to hands-on, applied technique. Series Roadmap: Introduction to Marketing Analytics (this video) The Marketing Funnel Explained Building and Reading Funnel Reports Attribution Modeling Basics Multi-Channel Attribution in Practice A/B Testing Fundamentals Running and Interpreting A/B Tests 👍 Like this video if it helped clarify how marketing analytics fits into your work. 🔔 Subscribe and turn on notifications so you don't miss the rest of the series. 💬 Drop a comment: what's the one marketing metric your organization tracks that you suspect might be a vanity metric?