Each interactive chapter combines managerial framing, real-world exhibits, embedded concept mini-widgets, check-your-understanding questions, and direct links to MktPraxis's 97 browser-based analytics tools. Select any chapter below to inspect its full section outline and paired calculators.
Design, run, and interpret randomized experiments — the marketer's most powerful causal tool. Master proportion tests, multi-variant designs, sequential testing, multi-armed bandits, and Bayesian methods used by the world's leading experimentation platforms.
⏱️ 55 min · 15 sections · 2 interactive mini-widgets · 9 paired analytics calculators
Courses: Digital & Social Marketing, Marketing Analytics
Master the unique challenges of business-to-business research: DMU mapping, expert interviews, win/loss analysis, small-universe survey design, B2B segmentation, value-in-use pricing, digital B2B data sources, and GenAI applications.
⏱️ 57 min · 10 sections · 3 interactive mini-widgets · 3 paired analytics calculators
Courses: B2B Marketing, Marketing Research Methods
⏱️ 50 min · 9 sections · 4 interactive mini-widgets · 0 paired analytics calculators
Courses: Consumer Insights & Qualitative, Marketing Research Methods
⏱️ 95 min · 15 sections · 11 interactive mini-widgets · 0 paired analytics calculators
Courses: Marketing Research Methods, Marketing Analytics, Principles of Marketing supplement
⏱️ 54 min · 9 sections · 5 interactive mini-widgets · 1 paired analytics calculators
Courses: Pricing & Product Strategy, Marketing Analytics
Understand the smooth curves governing business metrics. Master Probability Density Functions, standard normal Z-scores, the Empirical Rule, Student's t-distribution, and heavy-tailed lognormal revenue models — with practical applications in search advertising and customer valuation.
⏱️ 22 min · 9 sections · 1 interactive mini-widgets · 2 paired analytics calculators
Courses: Intro Business Statistics, Marketing Analytics
Navigate the hard problems of multi-country research: emic vs. etic constructs, survey translation beyond GenAI, cultural response styles, hidden contextual variables (device, platform, privacy norms), cross-cultural qualitative methods, and designing multi-country research programs that produce genuinely comparable data.
⏱️ 65 min · 12 sections · 3 interactive mini-widgets · 3 paired analytics calculators
Courses: Marketing Research Methods, Consumer Insights & Qualitative
A practical survey of the KPIs marketers use to acquire, retain, and grow customers — from CAC and churn to NPS and cohort analysis. Learn to calculate each metric, interpret it in context, and avoid the single-metric trap.
⏱️ 45 min · 12 sections · 2 interactive mini-widgets · 5 paired analytics calculators
Courses: Sales & CRM Analytics, Marketing Analytics, Digital & Social Marketing
Progress from simple descriptive metrics through RFM scoring to full CLV modeling. Learn when each approach is 'good enough' and when to upgrade — using real tools at every step.
⏱️ 56 min · 11 sections · 2 interactive mini-widgets · 6 paired analytics calculators
Courses: Sales & CRM Analytics, Marketing Analytics
Learn to build and interpret perceptual maps using Multidimensional Scaling, uncover the attributes that drive consumer choice with Conjoint Analysis, and translate data into positioning strategies your brand can own.
⏱️ 55 min · 11 sections · 2 interactive mini-widgets · 2 paired analytics calculators
Courses: Marketing Analytics, Principles of Marketing supplement
Move beyond intuition-based groupings to data-driven market segmentation. Compare K-Means, K-Prototypes, and Latent Class methods on real marketing data — and learn to profile, evaluate, and present segments that your team can actually act on.
⏱️ 65 min · 12 sections · 2 interactive mini-widgets · 3 paired analytics calculators
Courses: Marketing Analytics, Predictive Analytics & ML
Move from 'who are our segments?' to 'which customers should we act on?' Build classification models that predict individual-level outcomes, evaluate them with confusion matrices and cost-sensitive metrics, and set decision thresholds that maximize business value — not just accuracy.
⏱️ 55 min · 11 sections · 2 interactive mini-widgets · 3 paired analytics calculators
Courses: Marketing Analytics, Predictive Analytics & ML
Before you model, you explore. This module builds the habits and intuitions that separate analysts who get lucky from those who consistently find insight — using real marketing data and professional tools.
⏱️ 55 min · 11 sections · 2 interactive mini-widgets · 3 paired analytics calculators
Courses: Marketing Analytics, Marketing Research Methods
From raw survey data to findings: data cleaning (speeders, bots, straightliners), coding, missing data, descriptive statistics, cross-tabulation, hypothesis testing, correlation, regression, and AI-powered analysis — with a full case application.
⏱️ 44 min · 8 sections · 3 interactive mini-widgets · 0 paired analytics calculators
Courses: Marketing Research Methods, Marketing Analytics
Every technique for validating a model assumes the outcome is already correctly defined — which makes the definition the one decision no diagnostic can check. Learn why a label is a choice rather than a fact, what changes between contractual and non-contractual settings, how censoring and involuntary events distort a target, why a successful intervention corrupts its own label, and why the quantity worth predicting is often the effect of acting rather than the outcome itself.
⏱️ 45 min · 14 sections · 3 interactive mini-widgets · 5 paired analytics calculators
Courses: Predictive Analytics & ML
A practical guide to the metrics that matter across web, search, social, email, and paid media. Learn to calculate, interpret, and connect channel-level KPIs — and avoid the vanity-metric trap.
⏱️ 69 min · 12 sections · 5 interactive mini-widgets · 7 paired analytics calculators
Courses: Digital & Social Marketing, Marketing Analytics
Model count-based business phenomena with precision. Master discrete random variables, Expected Value, Binomial conversion models, and Poisson arrival queues — while diagnosing when real customer behavior violates theoretical independence.
⏱️ 26 min · 10 sections · 1 interactive mini-widgets · 2 paired analytics calculators
Courses: Intro Business Statistics, Marketing Analytics
Correlation vs. causation, experimental anatomy (IV/DV/control), factorial designs, threats to internal and external validity, A/B testing, quasi-experiments, and how AI is transforming experimentation in 2026.
⏱️ 38 min · 9 sections · 4 interactive mini-widgets · 5 paired analytics calculators
Courses: Marketing Research Methods, Digital & Social Marketing
Two analysts, the same data, the same algorithm — and a 13-point gap in accuracy. The difference was what they showed the model. Learn to turn a raw behavioural export into a modeling table on purpose: collapsing event logs to the customer grain, applying the recency-frequency-intensity template to every behaviour, encoding categories without leaking the outcome, and enforcing a temporal line that no feature may cross.
⏱️ 50 min · 14 sections · 3 interactive mini-widgets · 4 paired analytics calculators
Courses: Predictive Analytics & ML, Marketing Analytics
Learn what makes time series data fundamentally different, see the components hiding inside any series, check whether those components are stable enough to forecast, and build models that combine a series' own history with external business drivers. Progress from simple baselines through autoregression to ARX and ARIMAX.
⏱️ 55 min · 11 sections · 2 interactive mini-widgets · 5 paired analytics calculators
Courses: Marketing Analytics, Predictive Analytics & ML
The Chapter 1 for marketing analytics: what the field is, where data comes from, how to think about variables and measurement, the four types of analytics, the methods landscape, and the critical-thinking habits that separate signal from noise.
⏱️ 50 min · 13 sections · 2 interactive mini-widgets · 1 paired analytics calculators
Courses: Marketing Analytics, Marketing Research Methods, Principles of Marketing supplement
Learn why giving the right marketing channel credit for a sale is one of the hardest — and highest-stakes — problems in analytics. Progress from simple rule-based models through Shapley Values and Markov Chains, then translate attribution insights into budget optimization decisions using the Resource Allocation tool.
⏱️ 50 min · 11 sections · 2 interactive mini-widgets · 3 paired analytics calculators
Courses: Digital & Social Marketing, Marketing Analytics
A unified taxonomy of marketing data — behavioral vs. attitudinal, the mindset-behavior divide, constructs vs. proxies, the modern data stack, measurement levels, and data structures. The conceptual foundation for everything that follows.
⏱️ 52 min · 10 sections · 2 interactive mini-widgets · 0 paired analytics calculators
Courses: Marketing Analytics, Marketing Research Methods
Why primary research design matters more than ever: big data tells you what happened, AI predicts what's next, but neither can tell you why or what questions to ask. How the discipline has transformed, the integration model, and what the modern researcher role looks like.
⏱️ 42 min · 10 sections · 3 interactive mini-widgets · 2 paired analytics calculators
Courses: Marketing Research Methods, Marketing Analytics
The academic-corporate ethics gap, informed consent in the digital age, surveillance capitalism, landmark case studies (Facebook, Microsoft Tay, Cambridge Analytica, Clearview AI), AI-specific ethical challenges, and building an ethical research framework.
⏱️ 45 min · 9 sections · 4 interactive mini-widgets · 0 paired analytics calculators
Courses: Marketing Research Methods, Consumer Insights & Qualitative, Principles of Marketing supplement
Learn the seven-step research process that turns business uncertainty into actionable insight. Covers problem definition, research design types (exploratory, descriptive, causal), primary vs. secondary data, and ethics — with integrated discussion of how generative AI is transforming (and complicating) each step in 2026.
⏱️ 65 min · 12 sections · 4 interactive mini-widgets · 0 paired analytics calculators
Courses: Marketing Research Methods
Turn "these two things are related" into an equation with numbers in it. Learn the eight shapes a marketing response can take, the three math models that cover most of them, and how to calibrate parameters by hand against a loss function — the manual version of what regression will later automate for you.
⏱️ 45 min · 12 sections · 4 interactive mini-widgets · 3 paired analytics calculators
Courses: Marketing Analytics, Predictive Analytics & ML
Three models all pass the holdout test. Now which one ships? Accuracy collapses on rare outcomes, AUC compares rankings while precision–recall describes the campaign, and a model can rank beautifully while lying about magnitudes. Learn to compute the baseline first, compare fairly, check calibration before multiplying probabilities by money, and choose the metric from the decision.
⏱️ 55 min · 14 sections · 3 interactive mini-widgets · 5 paired analytics calculators
Courses: Predictive Analytics & ML
Every marketing platform now sells 'AI-powered' predictions, and many of them are neural networks. Learn what a network actually computes (a stack of tiny logistic regressions), how it learns by walking downhill, how to tell when it has memorized a small customer file and stop it in time, how to test honestly whether it beats a regression you could explain, what permutation importance and partial dependence do and do not tell you, and why no model should be trusted beyond the data it saw.
⏱️ 65 min · 14 sections · 2 interactive mini-widgets · 2 paired analytics calculators
Courses: Predictive Analytics & ML, Marketing Analytics
Bridge the gap from sample metrics to population truth. Master Central Limit Theorem mechanics, frequentist confidence intervals, one-sample z and t tests, and effect sizes — while diagnosing why Big Data collapses p-values into statistical illusions.
⏱️ 22 min · 10 sections · 2 interactive mini-widgets · 3 paired analytics calculators
Courses: Intro Business Statistics, Marketing Research Methods, Marketing Analytics
You can fit a model to data you already have. That is not the same as predicting data you have never seen — and the difference is where most marketing models quietly fail. Learn the holdout discipline, how to spot data leakage, why complexity stops helping, how regression automates hand-calibration outright, and why a coefficient misleads when a driver of the outcome is left out.
⏱️ 65 min · 14 sections · 3 interactive mini-widgets · 5 paired analytics calculators
Courses: Predictive Analytics & ML, Marketing Analytics
Master quantitative pricing methods: demand curves, price elasticity, Van Westendorp PSM, Gabor-Granger, conjoint-based WTP, price optimization models, pricing experiments, and behavioral pricing effects.
⏱️ 59 min · 12 sections · 4 interactive mini-widgets · 6 paired analytics calculators
Courses: Pricing & Product Strategy, Marketing Analytics
Master the quantitative logic of uncertainty. Learn marginal, joint, and conditional probability, Bayes' Theorem, and Expected Monetary Value — while building the reflexes to spot base-rate fallacies in automated algorithms and generative AI tools.
⏱️ 35 min · 11 sections · 3 interactive mini-widgets · 1 paired analytics calculators
Courses: Intro Business Statistics, Marketing Analytics
A practical guide to the metrics that separate profitable products from shelf-space squatters — from margin mix and SKU velocity to pricing elasticity and promotional lift. Learn to calculate each metric, interpret it in retail context, and avoid the margin-share trap.
⏱️ 50 min · 12 sections · 4 interactive mini-widgets · 3 paired analytics calculators
Courses: Pricing & Product Strategy, Marketing Analytics
Focus groups, depth interviews, ethnography, netnography, online qualitative platforms, qualitative coding and thematic analysis, mixed-method workflows, and quality standards — with GenAI's role in each.
⏱️ 55 min · 10 sections · 4 interactive mini-widgets · 3 paired analytics calculators
Courses: Consumer Insights & Qualitative, Marketing Research Methods
A practical guide to the metrics that drive B2B and professional selling — from pipeline coverage and win rates to lead scoring and forecast accuracy. Learn to calculate each metric, interpret it in sales context, and avoid the activity-outcome trap.
⏱️ 54 min · 12 sections · 4 interactive mini-widgets · 3 paired analytics calculators
Courses: Sales & CRM Analytics, B2B Marketing
Probability vs. non-probability sampling, sample size determination, non-response bias, data collection methods, AI-era sampling challenges, data quality screening, and ethical considerations in sampling.
⏱️ 39 min · 9 sections · 4 interactive mini-widgets · 3 paired analytics calculators
Courses: Marketing Research Methods
⏱️ 50 min · 9 sections · 4 interactive mini-widgets · 1 paired analytics calculators
Courses: Marketing Research Methods
Internal and external secondary data sources, government and syndicated data providers, digital trace data, evaluating source quality, and using GenAI for secondary research.
⏱️ 40 min · 8 sections · 4 interactive mini-widgets · 0 paired analytics calculators
Courses: Marketing Research Methods
Master the foundational predictive engine of business analytics. Learn Ordinary Least Squares derivation, slope and intercept interpretation, R-squared, hypothesis testing, and the core LINE residual diagnostic plots — with real applications in omnichannel ad saturation.
⏱️ 26 min · 10 sections · 2 interactive mini-widgets · 3 paired analytics calculators
Courses: Intro Business Statistics, Marketing Analytics
Learn how to draw reliable conclusions about entire customer bases from the imperfect slice of data you actually have. Master sampling distributions, confidence intervals, hypothesis testing, and the critical-thinking framework that separates rigorous analysis from statistical theater.
⏱️ 58 min · 14 sections · 4 interactive mini-widgets · 5 paired analytics calculators
Courses: Marketing Research Methods, Marketing Analytics
Question types, Likert and semantic differential scales, reliability (Cronbach's α), validity, common question biases, questionnaire structure, and how GenAI is reshaping survey design in 2026.
⏱️ 35 min · 9 sections · 4 interactive mini-widgets · 1 paired analytics calculators
Courses: Marketing Research Methods, Consumer Insights & Qualitative