Measuring the Metrics That Matter Most to Your Funnel

Gain an understanding of the crucial why behind metrics, so you can steer clear of misleading data. Craft a custom measurement plan, mapping your organization's needs, aligning tools, data sources, and event-tracking for precision.

Syllabus

Introduction

Throughout this course, you’ll discover vital business metrics and how to discern misleading ones. Understand customer interactions shaping impactful measurements for your brand's success.

Lesson 1: Why Metrics Can Be Misleading

In this lesson, you’ll explore characteristics of helpful metrics as well as some common measurement problems marketers experience.

Lesson 2: Measuring What’s Actually Meaningful

In this lesson, you’ll learn about marketing measurement plans, how they can help improve reporting, and how to create one.

Lesson 3: Mapping & Measuring the Customer Funnel

Learn the differences between the customer journey and the customer funnel and how to map and measure the stages.

Lesson 4: Building Trust in the Funnel

This lesson explores how SEO drives trust across the customer funnel stages—Awareness, Interest, and Consideration. Discover SEO's nuanced support and alignment with the digital marketing funnel's pre-purchase phases.

Lesson 5. Relationship Management in the Funnel

In this lesson, you’ll discover the pivotal moment where user confidence transforms into lasting customer relationships. Learn how this transition impacts business success and sustains meaningful connections.

Lesson 6. Dig Deeper With Audience Segmentation

In this final lesson, you’ll learn to identify high-value user groups and understand their behavior through segmentation. Discover strategies to re-engage and optimize digital marketing efforts for enhanced conversions.