How much hands-on work with campaign data, such as A/B testing and performance analysis, is included in marketing analytics modules?
The amount of hands-on work varies by programme and module. Marketing analytics modules may involve cleaning and analysing campaign datasets, setting up or interpreting A/B tests, tracking KPIs, building dashboards, and explaining performance findings. Work may use case studies, simulations, or anonymised real-world data, with practical tasks assessed through projects, reports, or presentations.
Key points
- Students may work with tools such as spreadsheets, SQL, statistical software, or data-visualisation platforms, depending on the course.
- Practical exercises can cover campaign attribution, conversion rates, customer segments, testing design, and recommendations based on results.
- Some modules emphasise interpreting results and making marketing decisions rather than running live campaigns themselves.
Things to check
- The balance between lectures, lab work, live data, and assessed projects differs by university, faculty, academic level, and module.
- Check the official module description and assessment details for the specific course.