In this video, the author presents the methodology used to analyze marketing’s contribution to business performance. Marketing activities are very diverse and range from organizing events to running campaigns on social media but there are also many similarities between those activities, making it possible to analyze them through a common framework.
- [Instructor] In this video, I'll present the…methodology we'll be using to analyze…marketing's contribution to business performance.…Marketing activities are very diverse,…and range from organizing events to running campaigns…on social media, but there are many similarities…between those activities that make it possible…to analyze them through a common framework.…The objective of this analysis, is not only to…understand the true business contribution of marketing,…but also to analyze the performance of each…marketing activity to understand what can be done…differently to improve it over time.…
You see, marketing activities, whatever they are,…have one thing in common.…They all have the same objective of turning their…target market of complete strangers into paying customers.…And each one of those strangers will have to go…through a certain number of steps before he or she…becomes a paying customer.…To visually describe it, I like the image of a funnel…with your audience at the wide end, and your paying…customers at the narrow one.…
- Evaluating marketing's business contribution
- Analyzing results vs. vanity metrics
- Extracting raw data to build dashboards
- Reducing human errors
- Analyzing marketing activities
- Linking actions to business impact
- Analyzing your account database and contacts database
- Analyzing paid ads and social media
- Using a common framework to analyze marketing activities
- Analyzing individual marketing activities over time
Skill Level Intermediate
1. The Marketing Cycle and Business Contribution
2. Analyzing Marketing Activities
3. Improving Marketing Performance Using the Natural Selection Process
Next steps2m 40s
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