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.
Overview
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.
Taught by
Sam Torres and Tory Gray
