Marketing Performance Analysis with R and Excel

How do you know if your marketing campaigns are actually driving business growth? Understanding how to measure and analyze your marketing data is the key to making smarter budget decisions and optimization choices. In this course, you will learn how to combine the accessibility of Excel with the analytical power of R to evaluate marketing performance. You will start with the fundamental concepts of marketing analytics before moving into practical data preparation, key performance indicator (KPI) tracking, and campaign performance analysis. What you'll learn: Understand core marketing metrics such as Customer Acquisition Cost (CAC), Return on Ad Spend (ROAS), and Customer Lifetime Value (CLV); Clean and organize marketing campaign datasets using Excel formulas and modern dynamic arrays; Import, manipulate, and filter marketing data in R using modern packages like the tidyverse; Analyze customer conversion funnels and identify drop-off points through step-by-step written exercises; Evaluate campaign performance across different channels using basic attribution models; Build clear, structured marketing reports that communicate insights effectively. This course begins with foundational marketing definitions and basic data concepts, ensuring you have a solid footing. From there, you will read through practical examples that walk you through step-by-step data analysis workflows in both Excel and R. This course is designed for aspiring marketing analysts, digital marketers, and business beginners who want to build quantitative skills. No prior programming or advanced statistical knowledge is required. Start reading today to transform raw marketing data into actionable business insights.