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CONTENT TYPE: Master Class Lesson | TOPIC: Measurement & Analytics

In this lesson, Samantha shares why she cut leads in half and yet grew revenue by 20%. You too will learn to evaluate your metrics and make decisions that change behavior.

CONTENT TYPE: Master Class Lesson | TOPIC: Measurement & Analytics

ROI is not the only way to measure. In this lesson, you'll learn about the revenue challenges that impact business in a positive way are so you can educate management on how they contribute to the financial success of your organization.

CONTENT TYPE: Master Class Lesson | TOPIC: Measurement & Analytics

Relying on the number of leads generated isn't the only indicator of how your campaigns are performing. In this lesson, you'll learn more about KPIs (what it is and isn't) so you can rely on these key findings to tell you about the overall health of your business.

CONTENT TYPE: Master Class Lesson | TOPIC: Measurement & Analytics

KPIs are a signal that should help inform actions. The best way to identify these signals is to group KPIs into pillars. In this lesson, you'll learn what those pillars are (Awareness, Consideration, Demand, and Advocacy) and what insights to glean from each.

CONTENT TYPE: Master Class Lesson | TOPIC: Measurement & Analytics

Once you've grouped your KPIs into Pillars you'll want to break it down even further, so the metrics can inform and guide deeper analysis. The way to do this is Diagnostic Metrics and Lense. In this lesson, we'll review how these two can provide deeper insights.

CONTENT TYPE: Master Class Lesson | TOPIC: Measurement & Analytics

Why the fuss with KPIs? The truth: your CFO needs to know how well the business is performing and KPIs provide that insight. In this lesson, Samantha shares the highs and lows of KPIs and validates your efforts to measure data that can impact decision-making.

CONTENT TYPE: Master Class Lesson | TOPIC: Measurement & Analytics

We can't talk measurement without talking about attribution. It may be a pain, but it's necessary. In this lesson, you'll discover why we need to understand attribution, and how it can help us make good decisions about what activities to do—and which need help.

CONTENT TYPE: Master Class Lesson | TOPIC: Measurement & Analytics

In this lesson, you'll learn how to calculate ROI and ROMI (Return on Marketing Investment) and understand the many benefits associated with ROI metrics.

CONTENT TYPE: Master Class Lesson | TOPIC: Measurement & Analytics

Many organizations will assign marketing a quota much like a sales quota. Samantha shares a more powerful way to hold marketing accountable. In this lesson, you'll learn how to track activity, keep an eye on your efforts by channel, and an easy framework to use.

CONTENT TYPE: Master Class Lesson | TOPIC: Measurement & Analytics

In this lesson, you'll learn about the three prongs of measurement: set goals, measure progress, and use the findings to inform decisions. And you'll learn the steps to ensure your reports include what your CFO wants to know.

CONTENT TYPE: Master Class Lesson | TOPIC: Measurement & Analytics

In this lesson, discover why and how to create your reporting dashboard. We'll also cover common reporting sources, timing of reports, how visualization can help make the data easy to consume, and a few critical factors to ensure your CFO has the information they need.

CONTENT TYPE: Master Class Lesson | TOPIC: Measurement & Analytics

Profit and Loss, or a more familiar term P&L, will inform how much budget you can spend on marketing. In this lesson, you'll get a quick overview of what marketing should be looking at, the most valuable use of the P&L, and how you should be utilizing your P&L.

CONTENT TYPE: Master Class Lesson | TOPIC: Branding

The idea of branding may seem old school, but a strong brand is needed to help you stand out from in the noise. In this introductory lesson, we'll talk about these challenges and you'll get an overview of the seven dynamics you'll need to stand out.

CONTENT TYPE: Master Class Lesson | TOPIC: Branding

Your brand is more than just your logo and slogan. Everything you say and do is a part of the meaning you create in the hearts and minds of those you serve. In this lesson you'll learn how to build a strong foundation by defining your brand spark and brand promise.

CONTENT TYPE: Master Class Lesson | TOPIC: Branding

During this lesson, you'll learn how to evaluate your brand touchpoints—the building blocks and core elements—and determine which ones are most helpful in standing out in the hearts and minds of your customers.

CONTENT TYPE: Master Class Lesson | TOPIC: Branding

Stories help us build brands that stand out. In this lesson, you'll learn how to tell your brand's core story, identify your main character, and define your brand voice.

CONTENT TYPE: Master Class Lesson | TOPIC: Branding

People are key to building a strong, authentic brand. In this lesson, you'll develop a system for developing strong relationships among your community of brand advocates—from your employees to your best customers.

CONTENT TYPE: Master Class Lesson | TOPIC: Branding

Brands today have to be transparent in what they say and what they do. Also, as complex as our world is, simplicity is key in standing out. During this lesson, you'll learn how to audit your brand for clarity—both in terms of transparency and simplicity.

CONTENT TYPE: Master Class Lesson | TOPIC: Branding

You build your brand through everything you do, from traditional one-way touchpoints like advertising to interactive touchpoints like social media. In this lesson, you'll learn to map your brand experience—both online and off—and address any gaps you may have.

CONTENT TYPE: Master Class Lesson | TOPIC: Branding

With the seven dynamics mastered, it's time to focus on the ongoing work of brand building. During this final lesson, you'll learn to connect your day-to-day branding to important organizational concepts, like company culture and growth.