Marketing Metrics

Presentation

Metrics are the measurement system that quantifies a trend, dynamic or characteristic, and that help explain the situations that occur in all disciplines, manage controlled actions.

In the business sphere, economic indicators are considered very relevant, but sometimes the metrics that evaluate the progress of marketing activities are not given due attention when, in short, they are the indicators that identify the market opportunities that may increase the competitiveness of the company.

With this course you will be able to verify how the metrics that analyze and assess the development of marketing programs provide information that, when used well, allows you to rectify actions that do not work and enhance those that do. It is structured in different sections in order to understand the importance of marketing metrics for the company and its contribution to the result that it can obtain in financial terms, as well as to know the different types of indicators that analyze the situation of the brand and the market. , the challenge of the sales force and the distribution channel and the impact generated by the communication and promotion carried out by the company, both in the traditional and digital media.

The completion of this course provides the necessary tools to follow up on the different marketing activities carried out by companies, assessing their success or failure, either for the result obtained, or for the cost of executing them.

Online Education

Entrepreneurship e-learning courses require you to:

The possibility of choosing the most suitable time and place.

Interact with other students enriching the diversity of visions and opinions and their application in real situations.

Work with more and different resources offered by the online environment.

Increase your skills and competencies in the workplace based on the study of real cases raised in this course.

Teaching method

The course is carried out on-line through the e-learning platform that allows, if you wish, the didactic modules to be downloaded together with the practical exercises so that it can later serve as an effective reference manual. Each student will be assigned a tutor who will support and follow up on the course, as well as a specialized consultant who will attend to and resolve all the queries they may have about the teaching material. The course includes:

Course Content and Duration

The course lasts 50 hours and the teaching material consists of: Includes examples, real cases, support tables, etc. on the subject in order to exemplify and offer resources for solving specific problems of marketing metrics.

Follow-up exercises

They correspond to exercises where certain cases referring to marketing metrics are raised and solved.

Self-assessment tests

For the practical verification of the knowledge that you are acquiring. This course will allow you to know and know: • What is the usefulness of the different metrics depending on the type of company, its strategy and its objectives. • What are the main indicators used to measure the result of companies' commercial and marketing activities.

The importance of evaluating the marketing actions carried out in the company, for the purposes of its management and improvement.

  • How to avoid the inappropriate use of metrics.
  • How to use the metrics in marketing to assess the profitability, efficiency and effectiveness of the programs.
  • What are the variables that are used to analyze the competitiveness of the business.
  • What indicators do we have to quantify the value of customers and the brand.
  • Why have a set of KPIs for the control and monitoring of actions.
  • How to design the set of variables to measure.
  • What are the indicators that define the profitability of the point of sale and the return on investment in the distribution system.
  • Methods for monitoring and measuring advertising activities.
  • What are the main metrics for monitoring and evaluating digital marketing actions.
  • How the analysis of the metrics facilitate decision-making both strategic and marketing plan.

Addressed to:

Responsible for Marketing, Commercial, Advertising, Communication and, in general, all those interested in quantitative marketing.

MODULE 1. The use of metrics in marketing 

  • 1.1. What is a metric.
  • 1.2. The need for marketing metrics.
  • 1.3. Finding Marketing Metrics: The Advantages of Grouping.
  • 1.4. The misuse of metrics.
  • 1.5. The identification, definition and selection of metrics.
  • 1.6. Types of metrics.
  • 1.7. The Marketing Dashboard.

MODULE 2. The contribution of marketing in financial terms: margins and profits

  • 2.1. The income statement and the contribution of marketing.
  • 2.2. Fix cost and variable cost.
  • 2.3. The Dead Point.
  • 2.4. Profit and sales targets.
  • 2.5. General metrics of the marketing area:
  • 2.5.1. Profitability of marketing programs.

MODULE 3. Market metrics: customer and brand

  • 3.1. Introduction.
  • 3.2. Market analysis:
  • 3.2.1. Competitive position of the business: the parent Boston Group.
  • 3.2.2. Market share.
  • 3.2.3. The relative market share.
  • 3.2.4. Market concentration.
  • 3.2.5. Penetration.
  • 3.3. Customer indicators:
  • 3.3.1. Customer efficiency and effectiveness.
  • 3.3.2. Customer profitability.
  • 3.3.3. Customer acquisition.
  • 3.3.4. Customer loyalty.
  • 3.3.5. Satisfaction.
  • 3.3.6. Customer retention and abandonment rate.
  • 3.4. Brand value:
  • 3.4.1. Basic indicators of brand value.
  • 3.4.2. The valuation of the brand.

MODULE 4. Analyzing marketing tools

  • 4.1. Product and price metrics:
  • 4.1.1. The gross margin.
  • 4.1.2. Cost effectiveness.
  • 4.1.3. Effectiveness and efficiency.
  • 4.1.4. The Dead Point.
  • 4.1.5. Contribution to product benefit and acceptance.
  • 4.1.6. Development of new products.
  • 4.1.7. Relative price.
  • 4.2. Metrics on sales force and distribution channel:
  • 4.2.1. Profitability of the point of sale.
  • 4.2.2. Channel cost structure.
  • 4.2.3. Category management.
  • 4.2.4. ROI, effectiveness and efficiency of the distribution system.
  • 4.3. Communication and promotion metrics:
  • 4.3.1. Impacts and GRPs.
  • 4.3.2. Cost per GRP.
  • 4.3.3. Investment fee or notoriety.
  • 4.3.4. Penetration of the support.
  • 4.3.5. PR efficiency.
  • 4.3.6. Advertising effectiveness.
  • 4.3.7. Promotions 

MODULE 5. Digital marketing: advertising media and web metrics

  • 5.1. Traffic purchase models:
  • 5.1.1. Cost per impression (CPM).
  • 5.1.2. Cost per click (CPC). 5.1.3. Cost per lead (CPL).
  • 5.1.4. Acquisition cost (CPA). 5.2. Click through rate (CTR).
  • 5.3. Attraction.
  • 5.4. Conversion cost.
  • 5.5. Repetition.
  • 5.6. Loyalty.
  • 5.7. Visitor volume.
  • 5.8. Cost per response.