Topics:
Introduction to marketing analytics and its role in digital strategy
Types of marketing data: user behavior, campaign performance, conversions
Setting KPIs and goals for marketing campaigns
Overview of key analytics platforms (GA4, Looker Studio, CRM, Ad platforms)
Activity: Group discussion – audit and define KPIs for a mock campaign

Topics:
Introduction to GA4 and differences from Universal Analytics
Setting up GA4 and tracking key events
Understanding GA4 dashboard, real-time, lifecycle, and user reports
Using segments and comparisons
Hands-on: Analyze a sample e-commerce site using GA4

Topics:
Understanding attribution models: first-click, last-click, linear, time decay
Overview of GA4 attribution reports
Evaluating customer journeys and media mix
Pros & cons of different attribution strategies
Hands-on: Attribution analysis case study using sample data

Topics:
What is A/B testing and why it matters?
Tools for experimentation: Google Optimize (or other free tools), native platform testing
Designing experiments: hypothesis, control vs. variation, statistical significance
Analyzing test results to inform strategy
Capstone Activity: Plan a complete A/B testing strategy for a real-world scenario