Top Three Course Takeaways
- You learn the approach of understanding what makes a campaign a success at the beginning of your planning aspect.
- Knowing how to gather the data you need and what tools you can use to gather that data.
- What are Key Performance Indicators (KPIs) and how to establish what ones are important to report to managers and CEOs.
Course Topics
- Marketing Metrics Overview
- Campaign Planning: Market Share Metrics
- Standard Metrics for Online and Offline Marketing Campaigns
- Digital Marketing Metrics
- Website Metrics and Assessment
- Social Media Metrics and Assessment
- Email, A/B Testing and Dashboard Reporting
WORKLOAD: (8-10 hours per week)
This course explores how data informs key performance indicators that define a campaign’s success. Students examine how metrics can rely on data for maximum benefit and survey available metrics and assessment platforms.
Course Learning Outcomes:
-
Identify key performance indicators 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 to assess and improve effectiveness during the marketing communications campaign.
View Full Data Course Listing View Full Digital Course Listing
