KEY DETAILS
- Number of courses: 5
- Number of lessons: 30
- Time to complete: 4+ hours
- Framework Elements: Management, Analyze
- Topic: Metrics and Measurement
- Contributors: Michael Brenner, Kerry O'Shea Gorgone, Richard Goring, Samantha Iodice, Christopher Penn, Trask Rogers, Samantha Stone, Karen Talavera, Justin Yopp
- Instructional Designers: Kerry O'Shea Gorgone, Felicia Bonavita-Isoldi
- Price: $195 for this learning path or subscribe to PRO for $395
- You own this learning path; to access ALL learning paths, contact us to apply your payment to a PRO upgrade.
- This learning path is part of your PRO subscription.
ABOUT THIS LEARNING PATH
No marketing campaign is complete without measuring and analyzing the results. This Measurement learning path covers the essentials you need to identify metrics, measure programs, set up tests, analyze conclusions, and present results.
Get ready to roll up your sleeves, use some new tools, and create custom reports that answer your specific business questions. The first course in this learning path does cover some coding (R statistical language, to be exact), but we're not trying to turn you into a developer. We promise! There's just enough code to help you get the answers you need to figure out what's working (and what's not) in your marketing.
But this learning path doesn't just deep dive into the fundamentals of marketing measurement, analysis, and testing conclusions. You've got your hands in a whole lot of varied campaigns, and each has unique measurement considerations and challenges. Dive into the specific metrics that indicate whether your content marketing has met your goals. And uncover how to track and analyze the performance of your email campaigns (while they're underway and the final results).
You'll also learn to choose the most relevant KPIs for your demand gen programs, and how to develop a scorecard to track success across your account-based marketing target accounts.
Best of all? By the end of this learning path you'll understand how to use all that to optimize future campaigns and clearly communicate your results to stakeholders.
When you purchase this Measurement learning path you'll automatically be registered for our related webinar, Marketing Analytics Trends for 2019, a free supplementary resource to augment your coursework. The live webinar takes place on February 7 at 2pm ET and will be available on-demand after that.
Don't forget: when you purchased this learning path, you were automatically registered for the related webinar, Marketing Analytics Trends for 2019, a free supplementary resource to augment your coursework. The live webinar takes place on February 7 at 2pm ET and will be available on-demand after that.
Bonus: join us at our related, upcoming webinar, Marketing Analytics Trends for 2019, a free supplementary resource to augment your learning path coursework. The live webinar takes place on February 7 at 2pm ET and will be available on-demand after that. To RSVP, visit the webinar page.
BUSINESS OUTCOMES
- 1 Determine your business outcomes and assign KPIs to measure your progress
- 2 Evaluate and pinpoint an attribution model best suited for your organization
- 3 Use analytical tools to perform campaign analysis, and test the conclusions and insights you derive
- 4 Make real-time adjustments as necessary to optimize your campaign results
- 5 Utilize visualizations to communicate data and to share insights with stakeholders
COURSES IN THIS LEARNING PATH
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A Scientific Approach to Metrics, Measurement, and Marketing ROI
It's easier than ever to quantify the impact of your marketing and recreate success. Where do you start? By learning to identify your metrics, measure your programs, structure your marketing analysis, test conclusions, and present results.
Course Learning Objectives
- Determine what business outcome you're trying to measure and reverse engineer the right metrics
- Use available data sources to quantify the relationship between specific metrics and stated goals
- Learn to analyze the results of your marketing
- Test the conclusions and insights you reached during analysis
- Scale up the marketing tactics that work based on your previous analysis
- Learn to effectively report your results to others at your company
-
How Well Are You Connecting: Analyzing Engagement Across Target Accounts
Performance is measured differently with ABM campaigns. You want to know account-specific information. Learn the key metrics to measure success across your target accounts—and which metrics matter the most for ABM.
Course Learning Objectives
- Identify the key metrics used for account-based marketing
- Distinguish the importance of measuring success across an account versus a lead and how that impacts what you measure
- Develop a scorecard to track success across your target accounts
- Evaluate and pinpoint an attribution model best suited for your organization
- Understand how buying signals can help you analyze where accounts are in the buying process
-
Analyzing the Results of Your Content Marketing Campaign
Part of any marketing campaign is determining if your hard work is paying off. This course shows you how to set up your data for easy analysis and how to optimize your campaign in real time.
Course Learning Objectives
- Set up a dashboard to track data from multiple sources
- Review data from your dashboard to assess how well your content marketing campaign is meeting established goals
- Make real-time adjustments as necessary to optimize your campaign results
- Report key findings on the effectiveness of your content marketing campaign to stakeholders at your organization
-
Analyzing Your Demand Generation Programs and Campaigns
Gathering and analyzing data to see how your demand generation campaigns perform is a key step in becoming data-driven. It's also key to ensuring success with any future campaigns. If you aren't contributing to the financial growth of your organization... well, then we need to talk.
Course Learning Objectives
- Determine the campaign KPIs for your organization to measure
- Determine the most useful reports you'll use and how to structure your report guidebook
- Establish a process for validating your reports, including data, systems, and processes
- Utilize visualizations to easily contextualize the data and to share insights with your team
-
Analyzing the Results of Your Email Marketing Campaign
Email marketing gives you a massive number of opportunities for testing. And that means endless ways to tweak and improve your results. But you need to know how to gather, analyze, and interpret the data into clear, actionable marketing insights.
Course Learning Objectives
- Review email analytics data to assess how well your campaign is meeting stated goals
- Use analytical tools to perform campaign analysis
- Analyze and compare the results of different email campaigns
- Report key findings on the effectiveness of your email marketing campaign to stakeholders at your organization
Not sure if this course is for you? Try it at absolutely no-risk with our 7-day, money-back guarantee.
COURSES IN THIS LEARNING PATH
-
A Scientific Approach to Metrics, Measurement, and Marketing ROI
It's easier than ever to quantify the impact of your marketing and recreate success. Where do you start? By learning to identify your metrics, measure your programs, structure your marketing analysis, test conclusions, and present results.
Course Learning Objectives
- Determine what business outcome you're trying to measure and reverse engineer the right metrics
- Use available data sources to quantify the relationship between specific metrics and stated goals
- Learn to analyze the results of your marketing
- Test the conclusions and insights you reached during analysis
- Scale up the marketing tactics that work based on your previous analysis
- Learn to effectively report your results to others at your company
-
How Well Are You Connecting: Analyzing Engagement Across Target Accounts
Performance is measured differently with ABM campaigns. You want to know account-specific information. Learn the key metrics to measure success across your target accounts—and which metrics matter the most for ABM.
Course Learning Objectives
- Identify the key metrics used for account-based marketing
- Distinguish the importance of measuring success across an account versus a lead and how that impacts what you measure
- Develop a scorecard to track success across your target accounts
- Evaluate and pinpoint an attribution model best suited for your organization
- Understand how buying signals can help you analyze where accounts are in the buying process
-
Analyzing the Results of Your Content Marketing Campaign
Part of any marketing campaign is determining if your hard work is paying off. This course shows you how to set up your data for easy analysis and how to optimize your campaign in real time.
Course Learning Objectives
- Set up a dashboard to track data from multiple sources
- Review data from your dashboard to assess how well your content marketing campaign is meeting established goals
- Make real-time adjustments as necessary to optimize your campaign results
- Report key findings on the effectiveness of your content marketing campaign to stakeholders at your organization
