Customer and Marketing Analytics: A Free Hands-On Course

What you will learn

• Structure customer and transaction data and compute the core marketing metrics
• Segment customers with RFM analysis and decide what to do with each segment
• Measure retention with cohort analysis and predict customer lifetime value with BG/NBD and Gamma-Gamma models
• Find cross-selling opportunities with market basket analysis (support, confidence, lift)
• Plan, check and evaluate A/B tests with frequentist and Bayesian methods, and detect sample ratio mismatch
• Estimate price elasticity, forecast sales and model new product adoption with the Bass model
• Measure channel ROI with marketing mix modeling and credit channels with Markov chain attribution
• Estimate the causal impact of interventions with interrupted time series, synthetic control and difference-in-differences

Who this course is for

Marketing, e-commerce and business analytics students, digital marketers, CRM and growth managers, and analysts moving into marketing. You should be comfortable with spreadsheets and basic statistics (means, percentages, correlation, regression); Course 1 covers these. Course 4 covers survey-based research; this course focuses on behavioural data.

How the course works

Each lesson explains one step of the method in plain language and then sends you to a free tool on this site with the data already loaded, so you practise on a real analysis as you read. A short quiz at the end of every lesson checks your understanding. Create a free student account to save your progress on every device. After the last lesson, pass the final assessment with 70% or more to earn a certificate of completion that you can download as a PDF at any time and that anyone can verify online. There are no fees, no deadlines and nothing to install.

Syllabus

1. 1Customer data and the metrics that matterStructure transaction and event data, compute the core marketing metrics, and avoid the traps of averages, vanity metrics and dirty data.15 min
2. 2Segment customers with RFM analysisScore customers on recency, frequency and monetary value, map them into actionable segments and design a campaign for each.15 min
3. 3Measure retention with cohort analysisGroup customers by the month of their first purchase, read the retention table and curve, and diagnose acquisition and onboarding problems.15 min
4. 4Predict customer lifetime valueUnderstand the BG/NBD and Gamma-Gamma models, predict each customer’s future purchases, value and probability of being active, and use CLV for decisions.20 min
5. 5Find cross-selling opportunities with market basket analysisMine association rules from transactions, interpret support, confidence and lift, and turn rules into bundles, recommendations and placement.15 min
6. 6Run and read A/B tests correctlyPlan the sample size, check the traffic split, evaluate results with frequentist and Bayesian methods, and handle multiple variants and peeking.25 min
7. 7Price elasticity, forecasting and new product diffusionEstimate how demand responds to price, forecast sales with exponential smoothing and ARIMA, and model the adoption of new products with the Bass model.20 min
8. 8Marketing mix modeling and multi-touch attributionEstimate channel ROI with adstock and saturation in a marketing mix model, reallocate the budget, and credit channels with Markov chain attribution.25 min
9. 9Measure causal impact and report analytics to decision makersEstimate the effect of campaigns and policy changes with interrupted time series, synthetic control and difference-in-differences, and present results that drive decisions.20 min
10. ✓Final assessment and capstone12 questions on the whole course; 70% unlocks your certificate.20 min

Tools you will use

Frequently asked questions