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About this learning plan

Gathering, analysing and understanding measurement data is critical to evaluating marketing performance, calculating return on investment and optimising future activities.

In this Learning Plan you will consider how to define performance measures and how to collect measurement data using different platforms, providers and processes. You will explore basic statistical approaches to interpreting data and more complex methodologies for multichannel attribution. And you will look at how to improve performance over time through data-driven test & learn experimentation.

Course 1: Introduction to Data and Measurement

Course 2. Defining Marketing Performance Measures

Explains the most important measurement terms for assessing marketing performance, how to select them based on objectives, and how to set targets for them.

By the end of the course you will be able to:

• Use measurement terminology accurately and confidently
• Choose the right KPIs and reporting approaches to build a measurement plan
• Set relevant KPIs for customer acquisition and retention

Course 3. Collecting Marketing Performance Data

Describes the different methods of gathering data to understand marketing message delivery, impact on audience behaviours and attitudes / brand perception.

By the end of the course you will be able to:

• Understand the difference between measuring message delivery and impact.
• Articulate how to measure the behavioural and attitudinal impact of your activities on your target audience Explain how to gather the right metrics for the different outcomes you’re trying to achieve.

Course 4. Interpreting Marketing Performance Data

Provides approaches for analysing and interpreting performance data by considering metrics v dimensions, bias, significance, distributions, averages, correlation and causation.

By the end of this course, you will be able to:

• Describe the difference between metrics and dimensions.
• Identify bias within data.
• Identify signals of significance.

Course 5. Analysing Marketing ROI Performance

Explains how to use statistical analysis and more advanced data modelling techniques to get a better understanding of overall return on investment across multiple channels.

By the end of the course you will be able to:

• Explain how statistical analysis can be used to validate and make marketing data actionable
• Evaluate return on investment.
• Describe the pros and cons of attribution modelling and econometrics.
• Structure robust storytelling of marketing performance using data.

Course 6. Optimising Performance Through Test and Learn

Outlines the key considerations for effective implementation of hypothesis-driven test & learn experiments that help optimise your marketing performance & ROI.

By the end of the course you will be able to:

• Design experiments to prove what works best and the incrementality of marketing.
• Analyse test results to determine when a clear conclusion can be drawn.
• Learn from failure as well as success.