Measuring What Matters: Intro to Marketing Analytics | Online | Online

About this class

A business owner once famously lamented that half of his investment in marketing and advertising was going to waste- the trouble was he didn’t know which half. Unfortunately, despite today’s digital platforms and analytics tools, many marketers and business owners still lack insight. This class will provide frameworks and exercises to help marketers and business owners gain a handle on how to assess the success of all marketing activities, so as to identify areas to improve.

Takeaways

• Understand how your marketing activities are categorized in the Marketing Funnel Framework, as well as the Reach/ Preference/ Action framework
• Define your marketing objectives/ goals
• Understand and identify marketing KPIs and Diagnostic Metrics
• How web or email analytics metrics feed into KPIs or diagnostic metrics