- Number of lessons: 6
- Time to complete: 60–90 minutes
- Element: Analyze
- Topic: Demand Generation
- Contributor: Justin Yopp, Richard Goring
- Instructional Designer: Felicia Bonavita-Isoldi
- This course is part of your PRO subscription.
ABOUT THIS COURSE
Gathering and analyzing data provides insights into what's working, what's not, and what you can optimize for bigger wins in the future. It's a crucial step for every marketing campaign—especially in demand generation.
In Analyzing Your Demand Generation Programs and Campaigns, you'll discover the importance of becoming a data-driven organization. You'll learn how to choose the best KPIs for your campaigns, so the data you gather provides insight into how you and your team are supporting your business objectives. And you'll see how to put together a report guidebook so you can quickly determine which reports will give you the metrics you most need.
You'll also learn how to present your data and analysis simply and visually, making it easy for stakeholders and management to see the impact of your efforts. When you connect data to future decisions, you and your organization can have a high level of confidence that the time and money you allocate to each campaign is a smart investment.
- 1 Determine the campaign KPIs for your organization to measure
- 2 Determine the most useful reports you’ll use and how to structure your report guidebook
- 3 Establish a process for validating your reports, including data, systems, and processes
- 4 Utilize visualizations to easily contextualize the data and to share insights with your team
LESSONS IN THIS COURSE
Selecting the Right KPIs for Your Demand Generation Campaigns
Choosing the wrong KPIs can have disastrous results. Learn how to approach KPI selection for your demand-generation campaigns, including how to apply the 4 pillars to selecting KPIs, and the two types of KPIs to consider so you can track and predict performance.
The Importance of a Report Guidebook to Generate Your Campaign Reporting
Data analysis lets you see what’s working and how you can optimize future campaigns... but only if you understand which reports will generate the best metrics for your organization. See how to set up a report guidebook to help you organize key information.
Validating Reports for Your Organization
When you validate your reports, you lend confidence to the data you’re presenting. Learn a straightforward process for validating your reports. See how to avoid common data pitfalls that can impact any organization.
Visualization: How to Interpret Reports to Generate Meaningful Insights
Visualizing your data is the best way to share your results and highlight the insights it reveals. Learn why bar and line charts are the best tools for visualizing campaign results. And see what to include in your dashboard (and what not to).
Wow Management: Inserting Charts in PPT (Live and Non-Live)
Well-executed visuals can support your message and enhance your overall presentation. Learn how to effectively create and use visuals in PowerPoint, including animation and "live" and "non-live" charts.
Sharing Insights with Your Organization to Stimulate Data-Driven-Decision Making
Connect the dots between data and decision-making to give you and your organization more confidence in the time and money you allocate to each campaign. Learn how to deliver and set up reporting at the appropriate frequency, while coaching stakeholders to actually read the reports!
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