- [Narrator] In this course we went over…the basics of marketing performance analysis,…how to analyze the main types of marketing activities,…and finally,…a couple of dashboards to measure the performance…and present it to our team or to other stakeholders…in the company.…Marketing is an ever evolving subject which requires…constant training to stay on top of the subject.…But the basics remain the same.…The ultimate objective is to drive business performance…and revenue in a cost-effective way.…
Once you go back to your work,…and will want to implement what you learned here,…you might realize you won't have all the elements…to have the perfect dashboard and a complete view…of the marketing activities.…And there are some things you can do…to improve on that.…The first thing you can do is to start tracking…what you already have.…There's no perfect dashboard and that's okay.…Even by having an incomplete set of data,…you'll already be able to draw some conclusions.…And setting time every week to look at the numbers…
- 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
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