A Scientific Approach to Metrics, Measurement, and Marketing ROI

Description

A Scientific Approach to Metrics, Measurement, and Marketing ROI
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.

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