Marketing analytics leverages business metrics to better understand marketing performance and return on investment (ROI). Through data analysis, attribution modeling, and reporting, marketers are able to measure and optimize their initiatives. The focus of this class is on developing a performance measurement system for marketing channels, incorporating measuring website traffic, conducting market research, estimating usage patterns, and interpreting website visitor behavior. Key performance indicators are tied to marketing goals and tactical campaigns. Students conduct a review of online metrics, compare marketing analytics vendors, and develop ways to communicate performance.