Practica
HomeAI Challenge Coach
Curriculum
Products
Sign Up
Sign In
Practica
Customers
Marketing

Marketing Analytics

  1. Learn Marketing Analytics with the Practica AI Coach

    The Practica AI Coach helps you improve in Marketing Analytics by using your current work challenges as opportunities to improve. The AI Coach will ask you questions, instruct you on concepts and tactics, and give you feedback as you make progress.

  2. Curated Learning Resources

    • Carta logo
      How to measure what marketing activities are actually driving revenue

      Emily Kramer, VP, Head of Marketing, Carta

      Emily provides guidance on setting up basic marketing Analytics and attribution for early-stage B2B startups. She recommends identifying funnel stages and using a tool like Hubspot to track interactions. Form data should be connected to capture leads and pass UTMs. Reports should break down funnel conversion by source and last touchpoint. Attribution looks at first touch, last touch, and campaign Influence. Bottom-up forecasting involves using funnel data and assumptions to project future performance. Getting these basics in place is important to understand what is actually driving revenue. She also touches on some advanced topics like multi-touch attribution and Cohort Analysis that are worthwhile to explore as a company scales.