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Advanced performance marketing topics
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Module 1
Statistical Foundations for Marketing Leaders
1
Probability in Marketing Funnels
Explain core probability concepts (e.g., conditional probability) in the context of marketing funnels.
2
Understanding Statistical Distributions in Marketing
Interpret common statistical distributions and their relevance to marketing data.
3
Hypothesis Testing, P-values, and Confidence Intervals for Business Decisions
Define hypothesis testing, p-values, and confidence intervals for making business decisions.
4
Statistical vs. Business Significance
Distinguish between statistical and business significance when evaluating test results.
5
Understanding Marketing Drivers with Linear Regression Outputs
Interpret the key outputs of a linear regression model (coefficients, R-squared) to understand marketing drivers.
6
The Peril of Insignificant Data in Business Decisions
Explain the risks of making business decisions based on statistically insignificant data.
7
Correlation vs. Causation in Marketing
Apply the concept of correlation vs. causation to common marketing scenarios.
8
Formulating Marketing Hypotheses for A/B Testing
Frame a marketing business problem as a statistically testable hypothesis.
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Strategic Measurement Frameworks