Audience & Attribution Analytics

About this course

Understand how audiences behave across the customer journey and learn how to measure the impact of marketing touchpoints more accurately. In this course, you’ll use cohort analysis, segmentation techniques, and attribution models to uncover patterns in user behavior and evaluate marketing effectiveness across channels. You’ll learn how to build and interpret cohort analyses to measure retention, churn, and lifetime value over time. You’ll also compare audience segments using behavioral, demographic, and acquisition data to identify high-value customer groups and conversion opportunities. In addition, you’ll evaluate multiple attribution models—including first-click, last-click, linear, and data-driven attribution—to understand how channels contribute to conversions throughout the customer journey. By the end of the course, you’ll be able to analyze audience behavior, improve reporting accuracy, and make smarter budget allocation decisions using attribution insights.