Digital Marketing Analytics with AI: Turn Data into Decisions Using Predictive Insights

Surface-level marketing dashboards and aggregated metrics no longer provide a competitive advantage. Modern growth leaders, marketing analysts, and RevOps engineers must work directly with granular event streams to uncover real incrementality, forecast customer behavior, and optimize capital allocation across complex customer journeys. This intensive masterclass from IMRI bridges the gap between digital marketing execution and predictive data science. Students begin by deconstructing Google Analytics 4 (GA4) raw event telemetry, unnesting complex repeated records in Google BigQuery, and reconstructing deterministic user sessions without UI thresholding or sampling artifacts. You will master advanced analytical SQL—deploying window functions, cohort retention matrices, and behavioral pathing algorithms. From there, you will train, evaluate, and operationalize machine learning models directly inside BigQuery ML (BQML), forecasting customer purchase propensity, churn risk, and expected lifetime value (pLTV) using BG/NBD and Gamma-Gamma probabilistic models. Finally, the curriculum tackles algorithmic multi-touch attribution (Markov Chains and Shapley Values), causal incrementality testing via geo-experiments, and Bayesian Marketing Mix Modeling (MMM) to deliver robust, audit-proof marketing investment decisions.