Ch 4: KPIs in Marketing

About This Chapter

This mobile-friendly corporate training chapter examines essential marketing KPIs. You can assign these lessons to your company's supervisors to help them learn more about key marketing metrics and strengthen their marketing analysis skills.

KPIs in Marketing - Chapter Summary

Show this chapter to your company's marketing supervisors to help them review important marketing key performance indicators (KPIs). The chapter includes expertly taught lessons that dive into the purpose and functions of marketing metrics, customer acquisition strategies, conversion rate optimization, web analytics tools and much more.

The chapter can be assigned at any time that fits your employees' schedules, and our instructors are available to answer the questions they may have. We've also included short quizzes that reinforce the lesson material.

How It Helps

  • Outlines useful marketing strategies: Lessons cover tools, methods and techniques that are used in marketing, email marketing and social media marketing.
  • Builds awareness: The chapter helps supervisors develop a thorough understanding of marketing KPIs.
  • Strengthens marketing efforts: Supervisors who complete the chapter can apply their understanding of marketing KPIs to improve the effectiveness of their marketing campaigns.

Skills Covered

By the end of the chapter, your company's supervisors should be able to:

  • Measure the success/failure of marketing plans
  • Describe the purpose and role of marketing metrics in the long term
  • Interpret marketing metrics and analytics
  • Utilize strategies and methods for customer acquisition
  • Explain the practical uses of conversion rate optimization
  • Test strategies for marketing conversion
  • Use web analytics tools
  • Recognize metrics for email marketing
  • Evaluate the success of social media marketing campaigns

9 Lessons in Chapter 4: KPIs in Marketing
Measuring Marketing Plan Successes & Failures

1. Measuring Marketing Plan Successes & Failures

Every company needs to have a plan for marketing. They then need to make sure they are measuring the successes or failures of that plan. This lesson will provide techniques and strategies for doing just that.

Marketing Metrics in the Long-Term: Purpose & Role

2. Marketing Metrics in the Long-Term: Purpose & Role

Marketing metrics are very important to the success of a business. The purposes and goals of marketing metrics are to determine what methods will increase profitability for a company both in the short-term as well as in the long-term.

Marketing Analytics & Metrics

3. Marketing Analytics & Metrics

In this lesson, we'll describe marketing analytics and metrics as well as predictive analytics and how these are used in today's marketing environment.

Customer Acquisition: Strategies, Methods & Analytics

4. Customer Acquisition: Strategies, Methods & Analytics

Acquiring customers can be challenging unless you use an effective customer acquisition strategy. This lesson explains how to create a customer acquisition strategy that will help you build your business.

What is Conversion Rate Optimization? - Definition & Uses

5. What is Conversion Rate Optimization? - Definition & Uses

Conversion rate optimization helps increase the percentage of visitors that visit a website. In this lesson, we will discuss what conversion rate optimization is, how to increase conversion rates, and the importance of A/B testing.

Testing Your Conversion Marketing Strategy

6. Testing Your Conversion Marketing Strategy

Conversion marketing relies on people performing a desired action online. Selecting the right conversion strategy can be tricky, but through analyzing and testing conversion rates, marketers can track the successful and failing methods.

Tools for Web Analytics in Marketing

7. Tools for Web Analytics in Marketing

Web analytics tools can give you insight into the behaviors of your site visitors. In this lesson, you'll learn more about their various features and how to use them to improve website performance.

Email Marketing Metrics

8. Email Marketing Metrics

Email marketing can be a low-cost, effective tool for reaching your customers and prospects. In this lesson, you'll learn more about the metrics you should be tracking to ensure your campaign's success.

Measuring the Success of Social Media Marketing

9. Measuring the Success of Social Media Marketing

Learn about the metrics that are important in measuring the success of your social media marketing efforts. We also explore options for monitoring your brand online with a social media analytics platform.

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