Marketing Metrics Principles

The Chartered Institute of Marketing

The Chartered Institute of Marketing

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Who should attend

This workshop is designed for people who appreciate the importance of measuring and evaluating their marketing activities and are looking for some hands-on practical guidance as to how to get started with metrics and analytics. Typical delegates are executives and managers working in marketing, communications, product and/or brand marketing. No previous metrics knowledge is required.

About the course

This highly interactive workshop is designed to provide you with an overview of how marketing metrics can be used to measure marketing effectiveness and/or performance, as well as identify the key metrics you should utilise to assess the efficiency and effectiveness of your marketing activities. With the emphasis on insight and application, you’ll leave the workshop with tools, techniques and templates you can deploy immediately.

Learning outcomes

  • Develop internally consistent metrics (linked to ‘SMARTER’ objectives) using a metric design template
  • Design a basic marketing performance measurement system (having evaluated your own)
  • Measure key strategic outcomes such as customer acquisition, satisfaction, retention, loyalty, and WTR/NPS® (Willingness to Recommend/Net Promoter Score®)
  • Measure the efficiency and the effectiveness of tactical marketing activities such as advertising, PR, events, sales promotions, direct and digital marketing (including social media)
  • How to calculate ROI/ROMI (Return on Investment/Marketing Investment)
  • Design marketing activity reports and indicators – including marketing dashboards

Experts

Tony Rowe

A marketing and information technology consultant, Tony Rowe explores many avenues including educating and training. He started his marketing career within B2B (mechanical, electrical and electronic engineering) and services marketing (especially professional services) environments. Tony has h...

Marketing Metrics Principles at The Chartered Institute of Marketing

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Disclaimer

Coursalytics is an independent platform to find, compare, and book executive courses. Coursalytics is not endorsed by, sponsored by, or otherwise affiliated with any business school or university.

Full disclaimer.

Read more about Information Technology

A large part of the courses provides basic information so the students are not required to have any IT qualifications before enrolling. Most of the IT learning programs are also broken down into specific areas of interest, such as systems analysis, a...

Read more about Marketing

During Marketing courses, you will learn how to develop a business idea and create the right website to promote your product. You will gain the skills to analyze your business performance and make key decisions that improve the efficiency of your bus...

Read more about Operations

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Because of COVID-19, many providers are cancelling or postponing in-person programs or providing online participation options.

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