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Campaign Metrics and Assessment

Campaign Metrics and Assessment (DMC 673) explains campaign metrics and how to assess the outcomes of a campaign. Metrics can be used to assess results of and modify all types of marketing communications campaigns. This course includes a survey of assessment platforms and explores optimal ways of tracking and communicating metrics to stakeholders.

DMC 673 Campaign Metrics and Assessment Course Details

Upon completing the course, you will complete the following certification

  • Google Data Studio Certification

Course Learning Outcomes

Upon successful completion of DMC 673, students will be able to:

  • Identify key performance indicators from a variety of metrics to track the results of a marketing communications campaign.
  • Select data sources that can be used to evaluate the achievement of key performance indicators.
  • Write clearly defined and measurable campaign objectives that identify the anticipated campaign outcomes.
  • Compute campaign return on investment (ROI) to evaluate marketing communications expenditures versus impact on brand.
  • Design campaign tracking methods and dashboards to assess and improve effectiveness during the marketing communications campaign and communicate with key stakeholders.
  • Evaluate available campaign assessment tools and platforms.

Course Topics

  • Marketing Metrics and Evaluating Success
  • Standard Metrics for Both Online and Offline Marketing
  • Digital Marketing Introduction and eCommerce
  • Owned Site KPIs
  • Paid Search/Display
  • Social and Earned Media
  • Email, CRM and A/B Testing
  • Wrap-up

Top 3 Takeaways from the Course

  1. You learn the approach of understanding what makes a campaign a success at the beginning of your planning aspect.
  2. Knowing how to gather the data you need and what tools you can use to gather that data.
  3. What are Key Performance Indicators (KPIs) and how to establish what ones are important to report to managers and CEOs.

Instructor Insights

Professor Wilson’s Passion for Teaching Campaign Metrics and Assessment


How to be successful in DMC 673 and why study Campaign Metrics and Assessment


Thinking about registering for DMC 673?

Course Intensity and Workload

Intensity Level 3 out of 5

Depending on your knowledge base of certain KPIs, the workload intensity is a 3 out of 5, estimating 10-15 hours per course per week.


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Josh Wilson
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