Digital Marketing Analytics: From Campaign Data to ROI

<p>Build real digital marketing analytics skills through the story of Priya Nair, a growth marketer at DTC running brand Runwell who has to defend her channel budget to a skeptical CFO. Learn why last-click attribution misreads the customer journey, how to read impressions, CTR, CPC, and conversion rate on a real ad dashboard, how to calculate CAC, LTV, and ROAS the correct way (and the common shortcuts that quietly flatter or sink a campaign), and how to turn all of it into an actual budget reallocation decision across four marketing channels.</p>

Tools: Attribution Modeling, CAC and LTV Analysis, ROAS Calculation, Budget Allocation