Performance Marketing: Psychology and Analytics

A complete course in performance marketing that starts where results really come from: the buyer's mind. It begins from zero, explains every term, and goes all the way to the methods experienced growth and analytics teams use.

The first part is the psychology of performance marketing: how people decide, what stops the scroll, what people really want, awareness levels, research, niching and positioning, buyer personas and how they turn into targeting, social proof, scarcity and FOMO, familiarity and trust, framing and anchoring, pricing psychology, copywriting frameworks and hooks, and visual psychology: hierarchy, space, contrast, colour, and when to use an image, a carousel or a video.

The second part covers the numbers that decide profit, how ad auctions and every major channel work, creative testing, offers and landing pages, tracking and privacy, and a deep dive into analytics: funnels, cohorts, lifetime value, statistics, A/B testing, attribution, incrementality and marketing mix modelling. Hands-on lessons walk through Meta Ads Manager, Google Ads reports, GA4 explorations, spreadsheets, SQL, creative analytics and customer segments. It ends with budgets, scaling, forecasting, reporting, selling across countries, and a full year-long case study.

70 lessons in 13 modules, with worked examples and charts throughout.