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LinkedIn Learning

CMO Foundations: Measuring Marketing Effectiveness (ROI)

via LinkedIn Learning

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Overview

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Learn how to measure your marketing effectiveness. Use metrics to understand your ROI and make real-time course corrections to your marketing plan.

Syllabus

Introduction
  • Measuring your market effectively
  • What you should know
1. Defining Marketing Metrics
  • Why measuring marketing performance is important
  • Understanding types of marketing metrics
  • Selecting the right marketing metrics
2. Understanding How Metrics Work
  • Measuring share of market
  • Measuring customer profitability
  • Measuring product and service performance
  • Measuring channel performance
  • Measuring pricing performance
  • Measuring customer lifetime value (CLV)
  • Measuring communications performance
3. Launching Your Metrics Dashboard
  • Using your metrics dashboard
  • Communicating dashboard results
  • Key performance indicators (KPIs)
Conclusion
  • Next steps: Measuring you, the CMO

Taught by

Drew Boyd

Reviews

4.8 rating at LinkedIn Learning based on 544 ratings

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