Marketing Metrics: Maximize Your Marketing Spending

Course details

In this course, Christina Inge—a marketing agency CEO, author, international speaker, and professor—guides you through the essentials of using marketing metrics to boost your campaign effectiveness and measure ROI precisely. Explore critical topics such as key performance indicators (KPIs), customer lifetime value (LTV), conversion metrics, and the impact of data-driven marketing strategies. Learn how to analyze marketing data to improve product development, recruitment efforts, and employee engagement through practical scenarios and real-world examples. Find out how to use AI-driven tools for marketing analysis and automate your reporting processes. Plus, discover how to align marketing efforts with your business goals, optimize your strategies, foster a data-centric culture within your organization, and create a cohesive strategy to drive business growth. When you complete this course, you’ll be ready to start applying advanced marketing metrics to achieve measurable results.

Concepts

0. Introduction

01 - Investing in success
02 - Identifying the most important KPIs for your organization

1. Immediate Returns on Investment

03 - Key campaign metrics
04 - Measuring reach, traffic, and click-through rate (CTR)
05 - Measuring conversions and leads
06 - List your key metrics
07 - Using AI in analysis and reporting

2. Long-Term ROI - Growing Your Business

08 - Key marketing impact metrics
09 - Measuring ROAS and ROMI
10 - Measuring LTV

3. Organizational Metrics - Creating a Stronger Organization

11 - Using marketing data across an organization
12 - Marketing data in product development
13 - Marketing data in employer reputation and recruitment

Conclusion

14 - Next steps