TOPIC 8 SUMMARY

In this topic, learners studied:

  • Foundations of web analytics and measurement,
  • Website analytics and conversion analysis,
  • Data visualization and dashboard reporting,
  • Attribution and ROI analysis,
  • Experimentation and A/B testing.

Learners can now design measurement frameworks, interpret digital performance data, build dashboards, evaluate marketing contribution, conduct experiments, and make data-driven marketing decisions.

Practical Assignment

Select a real organization and complete the following tasks:

  1. Define three business objectives and associated KPIs.
  2. Create a marketing measurement framework.
  3. Analyze website traffic and behavior data.
  4. Build a conversion funnel and identify improvement opportunities.
  5. Design an executive marketing dashboard.
  6. Compare two attribution models for the same campaign.
  7. Calculate ROI, ROAS, and CAC.
  8. Design an A/B test and define success criteria.
  9. Present optimization recommendations.

Prepare a report of approximately 4,000–5,500 words plus dashboard and visualization examples.

Suggested Topic Assessment

  • 45 multiple-choice questions,
  • 10 short-answer questions,
  • 1 dashboard-design exercise,
  • 1 funnel-analysis assignment,
  • 1 attribution case study,
  • 1 experimentation project.

Recommended References

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