Marketing Analytics: Helping You Stay Accountable

Strategy & Planning
28 min
Web Analytics & Testing

Virtually all companies cite ROI as a primary marketing concern, but only 20% of companies say they’re good at measuring it. Welcome to the 20%.

The ability to measure and forecast marketing’s impact on revenue and profit is the single most important thing marketers can do to improve their power and credibility in the organization. If you were given 10% more budget, what would the impact on revenue and profit be? If you answered ‘I don’t know’, then you gave the number one answer when this question was asked of today’s marketing professionals. That doesn’t have to be the case. In this class, you’ll learn about the modern forecasting and measurement techniques that will allow you to answer questions like this one.

You Will Learn

  • What metrics and measurements should you use to earn your seat at the revenue table and justify your position? 
  • Use your analytics to make decisions that spur action to improve ROI.
  • Avoid “cost” and “spend” metrics, such as “cost per lead”.  Focus on investment and return metrics and you’ll become a revenue driver rather than a cost center.
  • How to forecast future performance by analyzing your past performance.
Instructor: Jon Miller

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