Sales and Marketing

Marketing Analytics and Campaign Measurement

Marketing reporting tends to present the numbers that are easy to collect rather than the ones that answer whether the spend worked, and impressions have never bought anything. This course changes what gets measured. Delegates work through defining the question a measurement exists to answer, and choosing metrics that connect to revenue rather than to activity. Attribution is treated honestly, including why last click is wrong and why the alternatives are also imperfect. Building a measurement plan before a campaign runs follows, since retrofitting one is the usual reason a result cannot be proven. Testing is covered: what can be tested, sample size, and the discipline of running a test long enough. Customer acquisition cost, lifetime value and the ratio between them are addressed. Dashboards and reporting to a non marketing audience follow. The course closes on deciding what to stop funding.