A marketing and analytics curriculum
Lessons on marketing, analytics, growth and technical integrations.
Every lesson is available in English and in Russian.
Lessons found: 210
- 01.01What marketing is: from the customer's job to the buying experience
- 01.02Marketing and advertising: more leads, but no more sales
- 01.03Marketing before the product: which hypothesis to test first
- 01.04Marketing in the P&L: from a lead to the monthly result
- 01.054P and 7P: building a service that keeps its promise
- 01.06STP: choosing an audience and building an offer for it
- 01.07AIDA and the funnel: telling the customer path apart from the report
- 01.08Porter's Five Forces: who squeezes your profit besides competitors
- 01.09SWOT and PESTLE by example: from a list of factors to an action plan
- 01.10Where a marketer's data comes from: ad accounts, GA4, CRM and payments
- 01.11Brand as an asset: how to check what customers pay extra for
- 01.12B2B and B2C: who takes part in a purchase and how to count results
- 01.13Offline and online: billboards, radio, flyers and measuring the return
- 01.14Neuromarketing and cognitive biases: what holds up and what is myth
- 01.15Marketing glossary: segment, offer, funnel, lead and attribution
- 01.16Brand evangelists: from customer experience to a recommendation
Module 01 mini quiz →RU3 questions
- 02.01Market research: which method answers your question
- 02.02CustDev: how to interview customers without hearing what you want to hear
- 02.03JTBD: how the buying situation changes a customer's choice
- 02.04Competitor analysis: how to compare offers on equal terms
- 02.05Surveys and quantitative research: sampling, questionnaire, errors
- 02.06TAM, SAM, SOM: how to size a market
- 02.07Digital intelligence: what public data tells you about a competitor
Module 02 mini quiz →RU3 questions
- 03.01Product-market fit: how to tell a product has found its market
- 03.02Value proposition: how to tie a promise to proof
- 03.03Product levels: what the customer gets now and what they expect
- 03.04Positioning: what the customer compares your product with
- 03.05Blue ocean: how to rebuild an offer and test the demand
- 03.06MVP: how to run a pilot that tests the main risk
- 03.07Pricing: how many sales it takes to pay for a discount
- 03.08The BCG matrix: relative share, market growth and what to decide
- 03.09Unit economics: CAC, margin and payback
- 03.10Product metrics and the aha moment: which event counts as value
- 03.11Pivot: what to keep and which hypothesis to change
- 03.12Product ecosystem: how to connect services around one job
Module 03 mini quiz →RU3 questions
- 04.01The digital ecosystem: what it is made of and where leads get lost
- 04.02Paid advertising: who sets the price and why clicks cost different amounts
- 04.03Digital analytics: making sure your lead event counts leads, not clicks
- 04.04CVM: what a customer is worth and which segments get your money
- 04.05Marketing metrics: 12 terms from CPM to churn with tenge examples
- 04.06Performance and awareness: choosing the metric for the campaign's job
- 04.07How to choose a channel for a product: demand, cycle, B2B, geography
- 04.08Budget allocation: the cost of the next order and a channel's ceiling
- 04.09Effectiveness analysis: what ROAS tells you and what the ads added
- 04.10SEO and ASO: how people find a business in Google and in the app stores
- 04.11SMM and community management: where they sit in the digital ecosystem
- 04.12Affiliate programmes: CPA networks, referrals and paying for results
- 04.13CRO and A/B tests: landing page hypotheses and ICE scoring
- 04.14CDP and automation: what a message needs to know at send time
- 04.15Programmatic, RTB and display advertising: what to buy and how to measure the effect
Module 04 mini quiz →RU3 questions
- 05.01Content as an asset: material that works for a business for months
- 05.02The psychology of virality: why people forward things
- 05.03Copywriting: how to write ads and messages people believe
- 05.04Business storytelling: examples of customer, product and case stories
- 05.05Brand tone of voice: one voice for ads, chats and reviews
- 05.06Video marketing and Reels: script, phone shoot and the video report
- 05.07UGC: putting customer reviews and videos into ads with their consent
- 05.08Performance creatives: one offer, three angles and choosing after the click
- 05.09Content management and distribution: getting material to its reader
- 05.10AI in content: from brief to publication
Module 05 mini quiz →RU3 questions
- 06.01Performance marketing: from demand in your niche to a completed job
- 06.02How the ad auction works in Meta and Google Ads
- 06.03Google Ads: setting up a search campaign around intent
- 06.04Meta ads: targeting, a lead test and lead quality
- 06.05Retargeting on Meta: website audiences, exclusions and measuring lift
- 06.06TikTok Ads: setting up a lead campaign and the first test
- 06.07Advertising on Telegram: Telegram Ads and paid posts in channels
- 06.08Local platforms in Kazakhstan: where to advertise and what it costs
- 06.09Scaling ads: when to raise the budget and where to stop
- 06.10Click fraud in Google Ads: how to test the suspicion and protect the budget
Module 06 mini quiz →RU3 questions
- 07.01SEO from scratch: where to start and how to tell if search brings customers
- 07.02Technical site audit: why a page is missing from search
- 07.03Semantic core: how to collect queries and map them to pages
- 07.04E-E-A-T: how to show readers why an article deserves their trust
- 07.05On-page SEO: writing the title, description and page text for a query
- 07.06Link building: why another site would want to link to yours
- 07.07Local SEO: a Google Business Profile and a 2GIS card for a place customers visit
- 07.08ASO: how to set up your app page in the App Store and Google Play
- 07.09YouTube SEO: from a search query to a completed task
- 07.10SEO and AI search: getting into AI answers and what to count
Module 07 mini quiz →RU3 questions
- 08.01SMM strategy: what job social media does for a business
- 08.02Social media algorithms: how feeds decide what to show
- 08.03Choosing a social network in Kazakhstan: audience, format, hours
- 08.04SMM metrics: what to count instead of a single ER
- 08.05Community management: complaints, comment rules and customers who answer for you
- 08.06A social media crisis: what to do in the first hours and how to close it
- 08.07Blogger advertising: choosing a creator and counting what they bring
- 08.08Brand ambassadors: from a one-off post to a contract over several months
- 08.09Social commerce: how to sell through Instagram and WhatsApp without a website
- 08.10B2B social selling: from a useful post to a project conversation
Module 08 mini quiz →RU3 questions
- 09.01Retention architecture: the stages before a second order and what to measure
- 09.02Tracking leads: a spreadsheet, statuses and when to move to a CRM
- 09.03RFM analysis: segmenting your customer base by recency, frequency and spend
- 09.04Email marketing: what to send, how to reach the inbox, what to count
- 09.05Trigger flows: automation that reacts to behaviour
- 09.06Messenger marketing: WhatsApp, Telegram bots and customer consent
- 09.07Push notifications and other channels: what to pick and what to measure
- 09.08Loyalty programmes: points rules and the economics of rewards
- 09.09Cohort analysis: how to read retention and LTV
- 09.10NPS and CSAT: calculating scores and acting on complaints
Module 09 mini quiz →RU3 questions
- 10.01Data-driven marketing: the question, the metric and the decision rule
- 10.02UTM tags: how to tag links and see where leads come from
- 10.03Meta and TikTok pixels: installing through GTM and the lead event
- 10.04Google Tag Manager: how to send a form lead to GA4 and verify it
- 10.05Google Analytics 4: how to set up a property and count leads
- 10.06End-to-end analytics: from the click to the money
- 10.07Attribution models: why one sale gets credited to different channels
- 10.08A/B testing: how to test hypotheses without fooling yourself
- 10.09Mobile app analytics: what Firebase counts and what the MMP counts
- 10.10Privacy, cookieless and consent mode v2: setting up and checking consent
- 10.11Server-side tracking: how to send a payment that comes after the lead
- 10.12Server-side GTM: how the server container works and how to set it up
- 10.13sGTM infrastructure: Cloud Run, Stape or your own server
- 10.14Meta Conversions API Gateway: two routes for one purchase
- 10.15dataLayer specification: how to write an event spec for a developer
Module 10 mini quiz →RU3 questions
- 11.01Mobile-first: when a business needs an app and when a site will do
- 11.02Install attribution: Install Referrer on Android, ATT and IDFA on iOS
- 11.03SDK integration: purchase events, device testing and S2S
- 11.04MMP in practice: how to set up AppsFlyer and Adjust and read your first report
- 11.05Deep linking and deferred deep linking: from an ad to the product page
- 11.06SKAN and AdAttributionKit: measuring iPhone ads without the IDFA
- 11.07Mobile ad fraud: how to check installs from a new ad network
- 11.08How to measure ASO: store reports, page A/B tests and organic installs
- 11.09In-app events: what to count after the install and what to give the networks
- 11.10Push and retention: how many orders notifications really add
Module 11 mini quiz →RU3 questions
- 12.01Product-led growth: activation, the aha moment and time to value
- 12.02Amplitude and Mixpanel: event analytics for your product
- 12.03Segmentation and cohort analysis: how not to be fooled by averages
- 12.04Funnel analysis: how to find the stage where you lose customers
- 12.05Retention in a product: retention curves, immature cohorts and the aha moment
- 12.06North Star Metric: the main product metric and its guardrails
- 12.07A/B testing product features: the unit of assignment, flags and guardrail metrics
- 12.08BI tools: Data Studio (Looker Studio), Power BI and Tableau
- 12.09How to build a dashboard: what changed, where, and what to check next
- 12.10What a product analyst does, and which project to take first
Module 12 mini quiz →RU3 questions
- 13.01S2S tracking: how to send a payment when the buyer closed the tab
- 13.02sGTM from the inside: what data each tag receives
- 13.03Meta Conversions API: two sends, one purchase
- 13.04Google Ads offline conversions: how to send sales from your CRM
- 13.05TikTok Events API: server-side events for TikTok
- 13.06Where to host sGTM: GCP, AWS or Stape
- 13.07PII and SHA-256: hashing emails and phones for Meta, Google and TikTok
- 13.08CRM via API: leads and payments without losses or duplicates
- 13.09Webhooks: how to accept a payment notification without counting it twice
- 13.10S2S monitoring: how to notice that events have stopped arriving
Module 13 mini quiz →RU3 questions
- 14.01Growth hacking: what to test before building
- 14.02HADI: from a hypothesis to a decision
- 14.03AARRR: how to find a growth problem to work on
- 14.04ICE and RICE: choosing hypotheses without politics or taste
- 14.05Cialdini's seven principles on a website and in ads, without manipulation
- 14.06Referral loops: how many buyers the programme brings
- 14.07Retention experiments: a holdout instead of traps for the customer
- 14.08Growth tools: how to choose a setup and test it before you buy
- 14.09The growth team: from hypothesis to a working change
- 14.10Dark patterns: a cancellation that actually cancels
Module 14 mini quiz →RU3 questions
- 15.01The CMO role: connect demand, promises and delivery
- 15.02A 3-5 year strategy: choose the customer and economics
- 15.03Budget defence: what the next launch can add
- 15.04The marketing team: queues, roles and work costs
- 15.05Brand platform: keeping the promise at every touchpoint
- 15.06Product, sales and marketing: one offer for the customer
- 15.07AI in marketing: what a finished result really costs
- 15.08Change management: making a new process work
- 15.09Marketing in a crisis: an outage, rising costs and the budget when orders are below normal
- 15.10Marketing's future: making decisions across several scenarios
Module 15 mini quiz →RU3 questions
- 16.01Real estate marketing: from lead to commission
- 16.02Fintech marketing: from sign-up to repeat payments
- 16.03E-commerce: what remains from an order after advertising
- 16.04EdTech: course sales and demonstrated skills
- 16.05Automotive: from the ad to a delivered car
- 16.06Clinic marketing: bookings, attendance and patient trust
- 16.07HoReCa and delivery: align advertising with the kitchen and order contribution
- 16.08B2B services: projects, acquisition costs and future revenue
- 16.09Crypto, Web3 and gambling: launch conditions and acquisition quality
- 16.10GovTech: submissions, responses and access to the service
Module 16 mini quiz →RU3 questions
- 17.01AI marketing architecture: a first process from input to sign-off
- 17.02Prompts for marketers: product terms and draft review
- 17.03Writing with AI: how to check an article before publishing
- 17.04AI images for ads: brief, checks, rights and labels
- 17.05Video and voice with AI: dubbing, captions, consent and labels
- 17.06Data analysis with AI: reconcile the calculation before changing the budget
- 17.07AI in SEO: automating the boring work without spam
- 17.08Predictive analytics: forecast quality and the value of an action
- 17.09GPTs and agents: sources, permissions and the approved version
- 17.10AI in marketing: truthfulness, data and publication conditions
Module 17 mini quiz →RU3 questions
- 18.01Test your marketing fundamentals
- 18.02Test: analytics and the tech stack
- 18.03Test: SEO, content and reputation
- 18.04Test: from an ad click to a paid order
- 18.05Test: creators, communities and a B2B sale
- 18.06Test: repeat purchases, reminders and discounts
- 18.07Self-check: cohorts, money and useful product outcomes
- 18.08Self-check: from a request to a confirmed purchase
- 18.09Self-check: from idea priority to an experiment decision
- 18.10Final CMO case: justify a 90-day plan
Module 18 mini quiz →RU3 questions
- 19.01Portfolio without clients: what to show when you have nothing to show
- 19.02Using an audit to win a project: 40 minutes, five findings, one offer
- 19.03Where to find first projects: five channels, one message, a table of replies
- 19.04What to charge and how to put it in writing: hourly pricing, prepayment and scope
- 19.05The first month of a project: a plan, a weekly update and a one-page report
Module 19 mini quiz →RU3 questions
- 00.01Welcome: how to turn reading into a result at work
- 00.02How to use Academia: search, sections and self-checks
- 00.03Our philosophy: marketing is an investment
- 00.04The digital marketer's path from junior to CMO: what each level can do
- 00.05A marketer's technical minimum: hands-on skills before the first project
- 00.06How to brief an illustration that actually helps
- 00.07From an article to a practical test
- 00.08Academy vocabulary: lead, ad account, contribution, D7 and term lookup
- 00.09Self-assessment in Academia: quizzes, the lab and why no certificate
- 00.10How to suggest a correction or a useful case study for Academia
Module 00 mini quiz →RU3 questions