CMO Foundations: Measuring Marketing Effectiveness (ROI)

Course details

Marketing one of the most important investments a company makes to be successful. Measuring effectiveness is critical to keep the investment sound. Learn how to better understand your return on investment (ROI)—and make real-time course corrections to solve problems before they impact your business. Marketing professor Drew Boyd explains the most important metrics to track, strategies to measure them the right way, and the process for building a custom dashboard to view all your results in one convenient place. Plus, discover how to measure things that matter most to your overall development and effectiveness as a CMO.

Concepts

0. Introduction

01 - Measuring your market effectively
02 - What you should know

1. Defining Marketing Metrics

03 - Why measuring marketing performance is important
04 - Understanding types of marketing metrics
05 - Selecting the right marketing metrics

2. Understanding How Metrics Work

06 - Measuring share of market
07 - Measuring customer profitability
08 - Measuring product and service performance
09 - Measuring channel performance
10 - Measuring pricing performance
11 - Measuring customer lifetime value (CLV)
12 - Measuring communications performance

3. Launching Your Metrics Dashboard

13 - Using your metrics dashboard
14 - Communicating dashboard results
15 - Key performance indicators (KPIs)

Conclusion

16 - Next steps - Measuring you, the CMO