Marketing Analytics LMS

Two-layer learning system - step-by-step curriculum + deep encyclopedia

Start Curriculum Browse Encyclopedia

Two-layer learning system: step-by-step curriculum + deep encyclopedia.

Quick Start

New to Marketing Analytics?

👉 Start here: Curriculum - Level 0

Step-by-step lessons with exercises. Gradual, practical, hands-on.

Need to Look Something Up?

👉 Go here: Encyclopedia - Topics Index

Quick reference for specific concepts, facts, and deep dives.

Two Layers Explained

Layer 1: Curriculum (Step-by-Step Learning)

Structure: Levels → Modules → Lessons

Level 0: Mindset & Vocabulary (no tools yet)
Level 1: Basic “tool-on” skills (simple hands-on)
Level 2: Attribution fundamentals
Level 3: Reading event footprints
Level 4: Cross-validation & reality checks
Level 5: Advanced hunting & diagnosis

Format: Each lesson has:

Key facts (simple, bullet style)
Short narrative (why this matters)
Tool exercise (concrete clicks in your analytics tool)
Links to deep encyclopedia docs

Path: Start Curriculum →

Layer 2: Encyclopedia (Deep Reference)

Structure: Topic index → Deep source docs

All the facts, mental models, examples, and war stories. Long, detailed, opinionated.

Topics covered:

Attribution (3-stage funnel, attribution chain, multi-touch)
Event Schema & Parameters (footprints, UTMs, platform IDs)
Cross-Validation (3-system check, consent gaps, reconciliation)
Thinking Flows (aggregate → individual → pattern, isolation methods)
Monitoring & Analytics (self-sufficient monitoring, discovery)
Funnels & Conversion (drop-off investigation, segmentation)
Data Validation (manual checking, funnel walkthroughs)

Format: Dense, comprehensive, reference-style

Path: Browse Encyclopedia →

How to Use This

If you’re new:

Start with Curriculum Level 0
Go through each lesson sequentially
Do every exercise (this is where learning happens)
Use encyclopedia when lessons link to it for deeper context

If you’re intermediate:

Skim Curriculum Level 0-1 (you probably know this)
Focus on Level 2-3 (attribution + event footprints)
Level 4 is critical (cross-validation)
Use encyclopedia for deep dives

If you’re advanced:

Jump to Curriculum Level 5
Use encyclopedia as primary reference
Use curriculum to teach others

If you’re stuck on a specific topic:

Look it up in Encyclopedia Topics Index
Read the relevant deep-dive section
Return to curriculum and continue

Philosophy

Curriculum = Gradual ramp

Small, digestible lessons
Practical exercises every step
Build confidence with real tool work
“I can do this”

Encyclopedia = Deep knowledge

Comprehensive coverage
Real-world examples and case studies
Mental models and frameworks
“I understand this deeply”

Both work together. The curriculum gets you moving. The encyclopedia makes you expert.

Quick Links

Curriculum:

Encyclopedia:

Real Examples:

📊 Production Dashboards & Queries - Live PostHog and Moon examples

Core Principles (TLDR)

If you only remember a few things:

Sales aren’t mysterious: Match on email → lead → original UTM. Done.
Parameters are everything: Learn your event footprints.
Never trust one system: Cross-validate (ad platform vs attribution vs billing).
Numbers are people: Drill down to individuals.
5-20% unattributed is normal: Billing is truth.
Traffic quality persists: Good traffic converts at every step. Fix targeting first.
Multi-dimensional segmentation finds winners: Layer your filters.
Own the raw data: This is your job, not the developer’s (although they help!)

Next Steps

👉 Start Curriculum →

👉 Browse Encyclopedia →