Business Analytics for Marketing and Sales Strategy

Modern businesses rely on objective metrics rather than intuition to drive growth and allocate resources effectively. This course equips you with the fundamental analytical tools and frameworks needed to transform raw commercial data into profitable marketing campaigns and sustainable sales processes. You will begin with essential terminology, core metric definitions, and key performance indicators before examining practical commercial workflows. Through clear written explanations and case-based walkthroughs, you will develop the analytical confidence to interpret performance numbers and guide strategic decisions. What you'll learn: - Understand foundational business analytics concepts, key definitions, and commercial reporting standards - Analyze customer acquisition funnels, conversion rates, and retention cohorts to uncover growth opportunities - Calculate essential metrics including Customer Acquisition Cost (CAC), Lifetime Value (LTV), and Return on Ad Spend (ROAS) - Apply modern multi-touch attribution frameworks and segment customer data for targeted outreach - Evaluate pricing structures and sales pipeline velocity to improve revenue forecasting accuracy - Design data-backed marketing experiments and interpret comparative test results with confidence The material proceeds systematically from basic vocabulary and foundational concepts to detailed breakdowns of marketing and sales scenarios. No prior analytical experience or specialized software background is required, making this ideal for beginners looking to master commercial data literacy. Start reading today to build a disciplined, data-driven approach to marketing and sales.