Marketing Analytics for Professionals — Topic 2: The Marketing Funnel

Every business has a funnel, whether it's measured or not. In Topic 2 of Marketing Analytics for Professionals, we break down the classic awareness-to-retention funnel stage by stage, and learn the one formula that reveals exactly where you're losing customers. In this video, you'll learn: The five classic funnel stages: awareness, interest, consideration, conversion, and retention What to measure and what "good" looks like at each stage The simple formula for calculating conversion rate between any two stages How to read drop-off data to find your biggest leak — not just report the final number The two most common funnel mistakes: chasing vanity metrics and ignoring the middle of the funnel A full worked case study: diagnosing a real e-commerce checkout funnel with a 60% abandonment rate This is Topic 2 of a 7-part series. If you haven't watched Topic 1 (Introduction to Marketing Analytics), we recommend starting there for the foundational concepts this video builds on. Series Roadmap: Introduction to Marketing Analytics The Marketing Funnel Explained (this video) 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 the checkout funnel example matched something you've seen in your own data. 🔔 Subscribe for the rest of the series — Topic 3 goes hands-on with building funnel reports. 💬 Drop a comment: which funnel stage do you suspect is leaking the most in your business? #e-commercecheckoutfunnel, #salesfunnel, #conversionfunnel, #funnelanalysis, #marketinganalytics, #conversionrateoptimization, #funnelmetrics