(in Polish) Analityka marketingowa i performance marketing 2600-DMdz2AMPM
Module 1: Introduction to marketing analytics and the role of data in marketing management.
Module 2: Key marketing performance indicators (KPIs)
Digital marketing KPIs: CTR, CPC, CPA, ROI, ROAS, LTV, churn rate, etc.
Differences between strategic, tactical and operational KPIs.
Marketing attribution models (last click, linear, data-driven).
Module 3: Google Analytics 4 - introduction and hands-on exploration of the tool - exercises
Data structure: events, sessions and conversions.
Configuring basic reports (user activity and conversion paths).
Module 4: Conversion funnel analysis
Definition and stages of the funnel (awareness – consideration – conversion – loyalty).
Identifying weaknesses in the funnel.
UX optimisation and CRO (conversion rate optimisation).
Module 5: Growth hacking in practice
Definition and philosophy of growth hacking.
Tools and techniques for rapid growth (A/B testing, viral loops and referral programmes).
Case study analysis – Dropbox, Airbnb and Revolut.
Module 6: Performance marketing strategies
Performance marketing vs brand marketing.
Pricing models: CPC, CPA, CPS and CPL.
Module 7: Key campaign performance indicators
ROAS (Return on Ad Spend) – interpretation and pitfalls.
LTV (Customer Lifetime Value) – its importance in performance marketing.
How to link LTV with CAC (Customer Acquisition Cost).
Module 8: Reporting to managers and the management board
Translating analytical data into business decisions.
Monthly vs quarterly KPI reporting.
Presenting data through dashboards and executive summaries.
Course coordinators
Type of course
Mode
Learning outcomes
Knowledge
• K_W02 – The student knows the basic terms, concepts and theories in management and marketing and understands their significance for business operations.
• K_W03 – The student understands the main areas of organisational activity, including marketing, finance, HR and logistics, and their interrelationships in the management process.
• K_W04 – The student knows the research methods and tools used to analyse economic phenomena and management processes, including digital analytics tools.
• K_W06 – The student knows the legal regulations and ethical standards governing business entities, including provisions relating to personal data protection, advertising and digital communication.
Skills
• K_U04 – The student can acquire, analyse and interpret data on economic and marketing processes and subsequently use these data in business decision-making.
• K_U06 – The student can design marketing and communication activities using available tools, selecting them to suit organisational objectives and the characteristics of target groups.
• K_U09 – The student can apply theoretical knowledge in practice by analysing examples of business activities and proposing solutions in digital marketing, analytics and performance marketing.
Social competences
• K_K01 – The student is aware of the social and ethical responsibilities associated with conducting business and marketing communication, particularly in the digital environment.
• K_K04 – The student can work in a team, taking on different roles and sharing responsibility for completing tasks, including campaign design and data analysis.
• K_K05 – The student is prepared to critically assess economic and technological phenomena and understands the need for lifelong learning and the development of their professional competences.
Assessment criteria
Learning outcomes are assessed through a team assignment, an individual practical assignment and a final test. Assessment covers substantive accuracy, the selection and use of data and methods, the validity of conclusions and the clarity of the presentation of results.
Team component (30%):
• Team assignment (data-analysis-interpretation-decision) (30 points)
Individual component (70%)
• Assignment assessing data acquisition skills in GA4 (30 points)
• Final test on the knowledge and concepts covered in class (40 points)
Bibliography
Required reading
• Grigsby, M. (2018). Marketing Analytics: A Practical Guide to Improving Consumer Insights Using Data Techniques. Kogan Page.
• Best, R. J., Market-Based Management: Strategies for Growing Customer Value and Profitability, 6th ed., Pearson, Boston 2013.
• Chaffey, D., Ellis-Chadwick, F. (2022). Digital Marketing (8th ed.). Pearson.
Further reading
• Kotler, P., Kartajaya, H., Setiawan, I. (2021). Marketing 5.0: Technology for Humanity. Wiley
• Kotler, P., Kartajaya, H., Setiawan, I. (2024). Marketing 6.0. Przyszłość jest immersyjna. Translated by D. Gasper. MT Biznes.
Blogs:
• Avinash Kaushik – Occam’s Razor → https://www.kaushik.net/avinash/ (the best-known blog on marketing analytics).
• Think with Google → https://www.thinkwithgoogle.com/ (reports and case studies on analytics, performance marketing and AI in marketing).
• HubSpot Blog – Marketing Analytics → https://blog.hubspot.com/marketing/topic/marketing-analytics (practical guides and case studies).
• Marketing przy kawie (PL) → https://marketingprzykawie.pl/ (articles on marketing trends and campaigns).
• NowyMarketing (PL) → https://nowymarketing.pl/ (analyses, case studies and interviews on performance marketing and social media).
• Google Analytics https://www.youtube.com/@GoogleAnalytics