Data-Driven Analytics & Testing

The testing and analytics of marketing campaigns provide a better understanding of why some campaigns work, while others don’t. This course gives participants specific, detailed guidance on how to use analytics to drive their business forward. Learn how to identify and use vital research resources, develop a sound testing framework for each medium you use, and use attribution models to overcome challenges, such as multichannel touchpoints and multiple screens. You’ll discover effective research and testing techniques, plus how to test across different data-driven marketing channels and what metrics to utilize.

Learning Experience

This is a multi-media format course and is fully interactive. It provides real-world practitioner-led learning. Active course participation is required and includes knowledge checks, activities, assessments, and resources/tools.

Who is this Course For?

Junior- to middle-level marketers interested in data-driven analytics and testing.

Learning Objectives

  1. Learn the different types of data and the importance of defining KPIs to drive the business forward
  2. Understand how to measure attribution to determine where to invest your marketing spend, including issues caused by multichannel touchpoints and multiple screens
  3. Learn the importance of campaign testing including testing approaches and sampling techniques
  4. Understand campaign analytics including the differences between statistical significance and marketing significance, and
  5. Learn about direct marketing analytics and testing approaches across websites, display, paid search, social, email, and direct mail

Find out what you will learn in this course in the video below.

Estimated Length of Completion

Approximately 90 minutes. This timing reflects basic run time, but seat time varies by user and could be significantly longer.

Download the full benefits here

This course was slightly redesigned on January 5, 2023.

This course was updated on October 31st, 2019.

Registration Pricing

Client-Side Tier Platinum Tier Gold Tier Silver Tier Individual Nonmember
Registration Client-Side Tier $0 Platinum Tier $0 Gold Tier $49 Silver Tier $79 Individual $99 Nonmember $99



Perry Drake

Professor of Digital and Social Media Marketing

University of Missouri, St. Louis

Perry Drake is currently the Professor of Digital and Social Media Marketing at the University of Missouri in St. Louis. Prior to this role, he was an Assistant Professor of Integrated Marketing at New York University for 14 years.

Perry has been responsible for creating some of the very first courses dealing in web analytics, social media analytics and SAS data mining certifications at the university level. In addition, he was among the first faculty to use Adobe Site catalyst in the classroom.