Definition and importance of marketing analytics - Role of analytics in marketing decision-making - Evolution of marketing analytics in the digital age - Overview of data-driven marketing - Types of marketing data - Sources of marketing data - Data collection techniques - Issues in data quality and data integration - Key marketing metrics - Ethical and legal considerations in marketing data usage - Basics of marketing dashboards and reporting - Introduction to tools like Google Analytics and Tableau.

Customer lifetime value (CLV) and its strategic implications - RFM (Recency, Frequency, Monetary) analysis - Customer acquisition cost (CAC) and retention rate - Market segmentation using cluster analysis - Persona development and profiling - Predictive modeling for customer churn - Measuring customer satisfaction and Net Promoter Score (NPS) - Analyzing customer journey and touchpoints - Cohort analysis for behavior tracking - Use of decision trees and logistic regression in customer profiling - Customer scoring and targeting models - Applications in loyalty program optimization

Conjoint analysis for product feature optimization - Brand equity measurement and tracking - Product cannibalization and portfolio optimization - Price elasticity of demand and dynamic pricing - A/B testing and multivariate testing for pricing - Promotions analysis: lift, redemption rate, incremental, ROI - Attribution models in marketing campaigns - Marketing mix modeling (MMM) for channel effectiveness - Econometric models in price and sales prediction - Forecasting sales using time series models - Impact of discounts and bundling strategies - Experimentation design for product launches.

Measuring digital campaign performance - Search engine optimization (SEO) and analytics - Paid media analytics - Content performance metrics - Sentiment analysis and opinion mining from social platforms - Influencer marketing and engagement metrics - Social network analysis and virality measurement - Hashtag tracking and brand mentions - Real-time analytics for programmatic advertising - Funnel analysis: awareness to conversion - UTM parameters and campaign tracking - Tools: Hootsuite, Google Data Studio, Sprout Social.

Predictive modeling for lead scoring and conversion - Cross-selling and up-selling analytics - Basket analysis and market basket modeling - Lifetime value prediction using regression and machine learning - Churn prediction using classification models - Next-best offer recommendations using collaborative filtering - Strategic campaign planning with analytics - Integrating analytics into CRM and automation systems - Marketing strategy alignment with analytics insights - Visualization of strategic KPIs - Role of Al and ML. in advanced marketing analytics - Capstone case study: using analytics to drive marketing ROI.