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Homepage / Metrics and Compliance / Marketing Metrics: Measuring Marketing Performance

Marketing Metrics: Measuring Marketing Performance


Course Outline

Given the importance of ‘the numbers’ for organisations commercial and not-for-profit, there’s never been a greater need for accountable marketing. This course will help you develop a more quantitative approach to developing, implementing and evaluating your marketing plans and associated activities. And it will also assist you with using the appropriate metrics to assess the efficiency and effectiveness of strategies and tactics.

You’ll learn how to do this through a mixture of presentation slides, exercises, mini workshops, discussions and video. These will all be centred around comprehensive strategic marketing, metrics, analytics and an ROI case study – with the emphasis on actionable insight and application.


Understand the critical importance of measuring and evaluating marketing activities and expenditure. You’ll be ready to invest in developing a metrics-oriented approach with the resources you’ve got. Prove your marketing actually works. You’ll leave the programme with some practical tools and techniques, along with a template, which you can use immediately to improve your accountability and credibility.


This workshop has been designed for people who understand the critical importance of measuring and evaluating their marketing activities and expenditure, and are ready to invest some time and brainpower in developing a metrics-oriented approach to doing the best they can with the resources they’ve got, and who want to prove that their marketing actually works!


Design appropriate marketing metrics (with relevant formulae).

How to calculate ROI/ROMI (Return on Marketing Investment).

Establish links (statistical) between market activities, performance and results.

Determine what works and what doesn’t, and allocate your marketing budget accordingly – ‘marketing optimisation’.

Develop marketing plans with the emphasis on implementation, evaluation and feedback.

Measure the efficiency and effectiveness of strategic (customer) and tactical marketing (mix) activities – including digital/social media metrics and analytics.

Create a ‘Marketing Dashboard’ or ‘Scorecard’ to focus effort and assess both effectiveness and ROI.

Ensure that marketing is seen as accountable and adding value, if not pivotal to helping the organisation achieve its objectives.

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Course Outline

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