KEY DETAILS
- Number of lessons: 7
- Time to complete: 60–90 minutes
- Element: Management
- Topic: Metrics and Measurement
- Contributor: Christopher S. Penn, Kerry O'Shea Gorgone
- Instructional Designer: Kerry O'Shea Gorgone
- Price: This is a PRO exclusive—subscribe to PRO for $279.
- You own this course; to access ALL courses, contact us to apply your payment to a PRO upgrade.
- This course is part of your PRO subscription.
ABOUT THIS COURSE
Marketing success is no longer a question of opinion or perception (thank goodness!). You can now quantify the impact of your marketing efforts, figure out why a campaign worked—or didn't—and recreate good results.
In A Scientific Approach to Metrics, Measurement, and Marketing ROI, you'll learn how to structure your marketing measurement and use available data sources (like Google Analytics or your CRM system) to power your analysis. You'll discover how to apply the scientific method to your marketing to test your conclusions, so you can confidently choose which marketing efforts to scale up.
Finally, you'll see approaches and tools that will help you to communicate your marketing results effectively, so you can help your company overcome the challenges you've identified.
Unless you're already familiar with data science, this course may be challenging—isn't a basic, high-level overview with 101 content. You'll be rolling up your sleeves, using some new tools, and creating custom reports that answer your specific business questions. It 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.
From now until February 21, when you purchase this course you'll automatically be registered for our new webinar with data analytics expert Christopher S. Penn, Marketing Analytics Trends for 2019, a free supplementary resource to augment your coursework, now available on-demand.
Don't forget: when you purchased this course, you were automatically registered for our new webinar with data analytics expert Christopher S. Penn, Marketing Analytics Trends for 2019, a free supplementary resource to augment your coursework, now available on-demand.
Want to get even smarter about your marketing measurement? Then don't miss out on our on-demand webinar with data analytics expert Christopher S. Penn, Marketing Analytics Trends for 2019, a supplementary resource to augment your coursework.
LEARNING OBJECTIVES
- 1 Determine what business outcome you're trying to measure and reverse-engineer the right metrics
- 2 Use available data sources to quantify the relationship between specific metrics and stated goals
- 3 Learn to analyze the results of your marketing
- 4 Test the conclusions and insights you reached during analysis
- 5 Scale up the marketing tactics that work based on your previous analysis
- 6 Learn to effectively report your results to others at your company
LESSONS IN THIS COURSE
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Prerequisites: Getting Your Tools in Order
Digital marketing and technology expert Christopher Penn guides you through the data source, analysis, and presentation tools you'll need to track, measure, and communicate your findings like a pro. Some of these, like Google Analytics, you may already be using; but you'll also need to download and use free data analysis tools like R Studio. (You'll want to download the course materials from the learning environment now, too.)
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Choosing the Right Metrics Based on Business Outcomes
Sometimes you have access to the data you need, but other times you have to ask other people to provide it. See how to identify what business outcome you're trying to measure, then use "outcome diagramming" to reverse-engineer the appropriate metrics.
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The Math Marketers Need to Know
There's no getting around it: calculating the impact of your marketing sometimes involves math and you won't always have an expensive tool to make the calculations for you. Learn how to figure out the way specific metrics relate to stated goals using statistics.
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Common Data Sources and Turning Data Into Insight
Analyzing the effectiveness of your marketing requires data (and lots of it). But not all data is created equal. See how to use common data tools to extract insights and communicate them intelligently and clearly.
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Developing a Plan of Action
Now that you've gathered your data and begun analyzing it to extract insights, you'll start to get a sense of what's not working. See how to develop a plan of action for testing the conclusions and insights you reached during analysis.
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Executing Your Plan of Action
You've gathered available data, run some analysis, gathered insights, and made a plan to improve marketing performance. Learn how to execute the plan you put together: developing a hypothesis, testing it, gathering the data, then evaluating your hypothesis.
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Implementing Your Findings
You've documented a plan to improve performance, executed on it, and seen success. But can your team use that same recipe to scale your success? See what to do once you've proven that your hypothesis is true and how to scale it up.
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Reporting and Communicating Your Results
Once you've finished your report, it's time to present what you've learned through your data analysis. See how to communicate data in a meaningful, digestible way using a variety of tools.
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