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 your 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 get a “how-to” guide on effective research and testing techniques, plus a detailed explanation of how to test across different data-driven marketing channels and what metrics to utilize.

Learning Experience

This is a narrated PowerPoint slide presentation format course and is partially interactive. It provides real-world practitioner-led learning. Active course participation is limited and includes assessments, minimal or no knowledge checks, activities, or resources/tools.

Who is this Course For?

Junior, middle, and senior marketer levels – all those interested in data-driven analytics and testing.

Course Outline

Lesson 1: Data

    • About Data Today
    • Demographic and Psychographic Data
    • Behavioral Data
    • Attitudinal Data
    • Locating Data
    • Getting Started: KPIs

Lesson 2: Modern Marketing Intelligence

    • Attribution: Where do you invest your marketing spend?
    • Campaign Testing
    • Campaign Analytics

Lesson 3: Direct Marketing Testing and Analytics

    • Web
    • Display
    • PPC
    • Social
    • Email
    • The Five Rules of Test Design for Direct Mail

Estimated Length of Completion

Approximately 140 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 last 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 $149 Nonmember $149



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.