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Pricing Page Optimization
Pricing Page Optimization is the systematic practice of designing, structuring, and refining a pricing page to maximize conversion rates, average order value, and custome...
- Analyze the core components of a pricing page and their impa...
- Apply pricing psychology principles such as anchoring and de...
- +6 more outcomes
On-Site Personalization
On-site personalization is the practice of dynamically adapting a website's content, layout, or product recommendations to match the specific needs, behaviors, and prefer...
- Evaluate the foundational principles of on-site personalizat...
- Design a data collection strategy that builds comprehensive...
- +6 more outcomes
Google Tag Manager
Google Tag Manager is a free tag management system that allows you to deploy and manage marketing and analytics tags on your website or mobile app without modifying the u...
- Analyze the role of Google Tag Manager in digital analytics...
- Design and configure a GTM container with appropriate tags,...
- +6 more outcomes
UTM Tracking and Campaign Taxonomy
UTM tracking is a standardized method of appending five key parameters—source, medium, campaign, content, and term—to URLs to identify the origin, channel, and specific p...
- Build a correctly formatted UTM-tagged URL that includes all...
- Design a scalable UTM naming convention that ensures consist...
- +6 more outcomes
Incrementality Testing and Geo Experiments
Incrementality testing is a causal measurement approach that determines the true incremental effect of a marketing activity by comparing outcomes against a counterfactual...
- Design a geo experiment by selecting appropriate control and...
- Apply statistical methods to analyze incrementality test res...
- +6 more outcomes
Marketing Dashboards with Looker Studio
Marketing dashboards with Looker Studio are interactive visual displays that consolidate key performance indicators (KPIs) from various marketing channels—such as Google...
- Connect and manage marketing data sources like Google Analyt...
- Build a marketing report from scratch using Looker Studio's...
- +6 more outcomes
Customer Journey Analytics
Customer Journey Analytics is the discipline of collecting, integrating, and analyzing data from every customer interaction across channels and touchpoints to understand...
- Analyze the customer journey landscape to identify critical...
- Design a data collection strategy from multiple sources to c...
- +6 more outcomes
Cohort and Retention Analysis
Cohort and retention analysis is a quantitative methodology for studying how groups of users — defined by a shared event or time period — behave over time.
- Define cohort types and explain the role of retention analys...
- Calculate retention, churn, and cohort curves from user acti...
- +6 more outcomes
SQL for Marketers
SQL, or Structured Query Language, is the standard programming language used to communicate with relational databases, allowing users to retrieve, filter, aggregate, and...
- Apply SQL SELECT, FROM, WHERE to extract relevant marketing...
- Use GROUP BY to aggregate campaign performance metrics by ch...
- +6 more outcomes
CAC and LTV Fundamentals
Customer Acquisition Cost (CAC) and Lifetime Value (LTV) are the twin pillars of customer economics.
- Calculate customer acquisition cost by summing all marketing...
- Compute customer lifetime value using average purchase value...
- +6 more outcomes
Marketing Budget Allocation
Marketing budget allocation is the strategic process of distributing a company's marketing resources across channels, campaigns, and time periods to achieve specific busi...
- Analyze the fundamental elements of a marketing budget to es...
- Design a budget alignment framework that links marketing spe...
- +6 more outcomes
How Ad Auctions Work
Ad auctions are the underlying mechanisms that determine which advertisement appears in front of a user, at what position, and at what cost.
- Analyze the ad auction ecosystem to identify the roles of ad...
- Compare first-price and second-price auction mechanisms to d...
- +6 more outcomes
Marketing Forecasting and Pacing
Marketing forecasting is the systematic process of estimating future marketing outcomes—such as sales, leads, or engagement—based on historical data, market trends, and s...
- Analyze foundational principles of marketing forecasting to...
- Design a data collection and preparation strategy that ensur...
- +6 more outcomes
Campaign Budget Scaling Strategies
Campaign budget scaling strategies refer to the systematic process of increasing advertising spend across digital channels while maintaining or improving performance effi...
- Analyze budgeting fundamentals to establish a scalable cost...
- Evaluate performance metrics to identify scaling thresholds...
- +6 more outcomes
Discount and Promotion Economics
Discount and Promotion Economics is a specialized field that examines how temporary price reductions, coupons, and promotional offers influence consumer behavior, market...
- Analyze the foundational economic principles that drive disc...
- Design price discrimination strategies that segment customer...
- +6 more outcomes