Excel: Analyzing Your Marketing Performance

Introduction

• Welcome
• What you should know before watching this course
• Using the exercise files

1. The Marketing Cycle and Business Contribution

• Overview of the sales and marketing cycle
• Analyze marketing performance beyond the cycle
• Evaluate marketing's business contribution
• Analyze result vs. vanity metrics
• Learn about the indirect and unmeasurable part of marketing
• Take care of attribution
• Use sources to analyze marketing performance
• Extract raw data to build dashboards
• Use reporting to build dashboards
• Reduce human errors

2. Analyzing Marketing Activities

• Link actions to business impact
• Analyze your account database
• Analyze your contacts database
• Reach out to your audience
• Analyze events
• Analyze email marketing
• Analyze website and content marketing
• Analyze website performance by source
• Analyze paid ads
• Analyze social media

3. Improving Marketing Performance Using the Natural Selection Process

• Use a common framework to analyze marketing activities
• Dashboards: Analyze individual marketing activities over time
• Analyze individual marketing activities over time
• Dashboards: Benchmark your marketing activities
• Analysis of benchmarked marketing activities

Conclusion

• Next steps