Marketing Measurement & Analytics

  • Available Now: On-demand
  • Duration: 6 hours
  • Number of classes: 11
  • Cost: $595 | You Pay: $595
  • See our group discounts for 2+
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More and more marketers are expressing frustration over the same issue: they have all the numbers in the world, but not the tools, techniques, or know-how to effectively crunch them. And the more numbers and the more complex the metrics, the harder it is to demonstrate the value of your efforts and determine the direction of your marketing programs.

MarketingProfs University's Marketing Measurement & Analytics is a 11-class course that will teach you how to master the art of marketing analytics.

You'll learn how to gain impactful insights from your data analysis, organize your data most effectively, implement a tag management system (TMS), leverage customer segmentation, harness the power of user feedback, map content marketing objectives to trackable metrics, connect PR actions to bottom-line results, use new marketing metrics (like NPS and CSAT) to show real business value, and much more! (Yes, there's more!)

In short, you'll be able to track, measure, analyze, and gain better insights from your data.

Unlike many other online courses, MarketingProfs University isn't taught by a single facilitator, but by expert instructors who specialize in their own areas. Each class will provide you new insight from an instructor who lives, eats, and breathes the topic, like Jim Sterne, Gabriele Endress-Balhiser from Endress|Analytics, LLC, Stef Miller from UserTesting, Kane Jamison from Content Harmony, Paul Roetzer from PR 20/20, Bryan Semple from SmartBear Software, Lisa Burton from TabbedOut, Mathew Sweezey from Salesforce.com, Justin Rondeau from Digital Marketer, and Zack Gore from Visual IQ, Inc.

Together they'll not only provide invaluable instruction, but they'll answer your questions and network with you in our exclusive Marketing Measurement & Analytics Facebook group.

How does it work?

Marketing Measurement & Analytics includes 11 classes (each 30–40 minutes long). These classes are recorded and available online, anytime, on your computer or mobile device. Watch them at your convenience for 12 months. Click on the Topics tab to see the list of topics and the Instructors tab to view the class instructors.

For each class, you'll have access to the class lecture (streaming media), as well as several types of support materials: the slide deck (PDF), the audio track (MP3, so you can listen to the lectures on other devices), a transcript (PDF), and class notes (PDF).

Once you view all of the classes, you can download a Certificate of Completion (PDF).

Marketing Measurement & Analytics includes these 11 classes:

DATA ANALYSIS

Zero to Hero—How to Gain Impactful Insights From Your Data

Speaker:
Jim Sterne—Founder, eMetrics Summit & Digital Analytics Association

ON-DEMAND: View at your convenience for 12 months

In this kickoff class, instructor Jim Sterne will define big data and outline what it takes to become a digital marketing analyst (or at least know what to look for in one!). You'll learn how to understand your data and tools, and dissect the problems to be solved. We'll also cover the art of data analysis and how to communicate your findings to the C-suite.

By the end of this class, you'll be able to:

  • Identify the most important signals amidst the noise
  • Glean impactful insights from the data
  • Confidently discuss digital analytics with your colleagues
  • Clearly communicate your findings to decision makers
TAG MANAGEMENT

Tag Management for Tracking and Marketing Measurement

Speaker:
Gabriele Endress-Balhiser—President and Lead Analyst, Endress|Analytics, LLC

ON-DEMAND: View at your convenience for 12 months

What is a Tag Management System (TMS), and why is it important to analytics? Tag management is a streamlined and agile process that utilizes code snippets to track online behaviors. It may sound complicated, but implementing tag management can provide powerful insights to help inform and shape your marketing strategies. In this class, you'll gain a high level overview of tag management and how it relates to your analytics.

By the end of this class, you'll be able to:

  • Describe what a tag management system is
  • Explain how tag management relates to analytics
  • Understand the pros and cons of using a tag management system
SEGMENTATION I

Segmentation Analysis

Speaker:
Gabriele Endress-Balhiser—President and Lead Analyst, Endress|Analytics, LLC

ON-DEMAND: View at your convenience for 12 months

Broad generalizations about your data can lead to false conclusions and even mislead critical insights. The most effective way to notice outliers in your data, and specific characteristics or customer behaviors, is to segment. In this class, you'll learn how to best use segmentation to turn your data into more accurate insights.

By the end of this class, you'll be able to:

  • Define segmentation analysis and determine your ideal segment types
  • Understand how to best use segmentation with analytics
  • Turn segmented data into actionable insights
USER FEEDBACK

No More Guesswork: Make Sense of Your Data With User Feedback

Speaker:
Stef Miller—Marketer, UserTesting

ON-DEMAND: View at your convenience for 12 months

The rise of data-driven marketing has led to smarter spending decisions, more effective campaigns, and increased customer engagement. Now, marketers know exactly what's happening on their websites, apps, and in marketing campaigns, but don't always understand why. Take the guesswork out of your decisions and harness the power of user feedback—we'll show you how!

By the end of this class, you'll be able to:

  • Explain what user testing is and why it's important
  • Gather qualitative user feedback to supplement your data
  • Use best practices to collect user feedback and empower your marketing decisions
CONTENT MARKETING

How to Map Content Marketing Objectives to Trackable Metrics

Speaker:
Kane Jamison—Founder, Content Harmony

ON-DEMAND: View at your convenience for 12 months

The latest research from MarketingProfs and the Content Marketing Institute found that measuring content effectiveness is the second-biggest challenge for B2B marketers, followed closely by measuring the ROI of content marketing. What content marketing objectives matter most to your organization, and can you map them to trackable metrics? In this class, we'll show you how to put together a comprehensive content measurement model that will help you gain stakeholder and client buy-in.

By the end of this class, you'll be able to:

  • Determine which content marketing objectives matter most to your organization
  • Map your objectives to trackable metrics
  • Prioritize those metrics in a custom measurement framework
PUBLIC RELATIONS

Performance-Driven PR: How to Connect PR Activities to Bottom-Line Results

Speaker:
Paul Roetzer—Founder and CEO, PR 20/20

ON-DEMAND: View at your convenience for 12 months

Public relations encompasses any online or offline activity that is designed to improve communications and build relationships with audiences that matter to your business. Unfortunately, PR has gotten a bad rap because professionals have historically relied on soft metrics such as placements, impressions, and ad equivalency to create the perception of value. This class discusses how modern PR pros are becoming adept at connecting actions to outcomes and clearly demonstrating to the C-suite how PR activities can positively impact results.

By the end of this class, you'll be able to:

  • Align PR key performance indicators (KPIs) with overall business goals
  • Bring structure and meaning to your PR metrics
  • Integrate PR into content marketing campaigns to fuel results
ORGANIZED DATA

What Do You Do With All That Data?

Speaker:
Bryan Semple—Chief Marketing Officer, SmartBear Software

ON-DEMAND: View at your convenience for 12 months

You've segmented your audiences and are tracking email response rates, traffic, content, social, public relations, and paid programs. But, how do you connect your marketing efforts with all the data and ultimately, make better decisions based on the results? This class explores how metrics, organization, and process work together to drive your marketing direction.

By the end of this class, you'll be able to:

  • Determine which key strategic metrics to review
  • Understand how organization and metrics tie together
  • Process your data into actionable insights
SEGMENTATION II

Know Your Audience: How to Build Actionable Customer Segments

Speaker:
Lisa Burton—Director of Data Science, TabbedOut

ON-DEMAND: View at your convenience for 12 months

This class explores customer segmentation: what it means, the secrets of successful segmentation at large businesses, and how to create a simplified version of segmentation using Excel. You'll learn how to apply customer segmentation to your business to target new customers, improve retention, increase profit, and guide future content and delivery of your marketing campaigns.

By the end of this class, you'll be able to:

  • Understand what customer segmentation means
  • Perform customer segmentation
  • Apply customer segmentation to your business
NEW METRICS

Use New Marketing Metrics to Show Real Business Value

Speaker:
Mathew Sweezey—Principal, Marketing Insights, Salesforce.com

ON-DEMAND: View at your convenience for 12 months

As the marketing landscape changes, it's becoming increasingly difficult to show the true value of holistic marketing efforts with ROI or attribution modeling. In this class, we'll cover new marketing metrics like customer satisfaction (CSAT) scores and Net Promoter Score (NPS), that will help you demonstrate real business value to the C-suite for all your collective efforts.

By the end of this class, you'll be able to:

  • Describe a weighted pipeline and how to calculate it
  • Understand the importance of CSAT/NPS scores
  • Explain why ROI alone isn't enough
INSIGHTS

What Is the Data Telling You?

Speaker:
Justin Rondeau—Director of Optimization, Digital Marketer

ON-DEMAND: View at your convenience for 12 months

You don't have a data problem—you have an analysis problem. Today, marketers have more data than ever, and the real problem lies in identifying the useful data and making meaningful business decisions. This class discusses how to identify data trends and accurately interpret data sets.

By the end of this class, you'll be able to:

  • Identify data trends
  • Avoid meaningless data
  • Make data-driven business decisions
ATTRIBUTION

Multichannel Marketing Attribution

Speaker:
Zack Gore—Senior Analyst, Analytics, Visual IQ, Inc.

ON-DEMAND: View at your convenience for 12 months

In order to truly be successful, marketers need to invest their budgets wisely and maximize efforts in channels where customer actions are most favorable. But which part of marketing actually leads to conversion? This class delves into detail about multichannel marketing attribution, explores the different methodologies, and uncovers why the various models are important.

By the end of this class, you'll be able to:

  • Understand the importance of multichannel attribution
  • Differentiate among the various methodologies
  • Gain actionable insights and improve your ROI through multichannel attribution leads

As a Marketing Measurement & Analytics student, you'll also receive these free bonus materials (over $800 value):

  1. A 3-month MarketingProfs PRO membership or a 3-month extension if you are already a PRO member (a $99 value)*
  2. An all-new MarketingProfs How-To Guide—coming soon! (a $49 value)
  3. PRO Seminar: 10 Powerful Tips for Getting More From Your Analytics (a $129 value)
  4. PRO Seminar: The Metrics That Matter—Making Sense of the Noise (a $129 value)
  5. Take 10 Video Tutorial: Shed Light on Email Traffic With Google Analytics (a $10 value)
  6. Take 10 Video Tutorial: How to Interpret Data to Create Great Content (a $10 value)
  7. Plus, 3 popular bonus classes hand-picked from our past courses. You can access the recordings as soon as you register (a $387 value)

*Corporate PRO memberships and group MPU ticket purchasers are not eligible for the complimentary PRO membership or extension.

Bryan Semple

Bryan Semple is currently the chief marketing officer of SmartBear Software. Prior to SmartBear, he was involved in multiple high-tech companies that underwent successful initial public offerings or ...

Gabriele Endress-Balhiser

Gabriele Endress-Balhiser is a web analyst with more than 10 years of analytics experience, and 20 years of Internet experience. As an independent consultant, she's provided analytics ...

Jim Sterne

Jim Sterne is an international consultant who focuses on measuring the value of creating and strengthening customer relationships. He's written eight books on interactive marketing, is the founding ...

Justin Rondeau

Justin Rondeau is the director of optimization at Digital Marketer. A trainer who executes hands-on testing and conversion optimization in both B2B and e-commerce, his goal is ...

Kane Jamison

Kane Jamison is the founder of Content Harmony, a content marketing agency based in Seattle. By balancing content strategy, creation, and promotion, he helps brands ...

Lisa Burton

Lisa Burton holds a PhD and master of science in mechanical engineering from MIT and a bachelor of science in engineering from Duke University. As the director ...

Mathew Sweezey

Mathew Sweezey is principal of Marketing Insights at Salesforce.com and a regarded marketing thought leader. Mathew's work is often cited in publications such as Forbes and the ...

Paul Roetzer

Paul Roetzer is the founder and CEO of PR 20/20, a Cleveland-based inbound marketing agency and HubSpot's first Agency Partner. He's the author of The Marketing Performance Blueprint ...

Stef Miller

Stef Miller leads the demand generation team at UserTesting. Throughout her career, she's served as a key liaison between sales, marketing, and success teams, leveraging her deep understanding ...

Zack Gore

As a senior analyst at Visual IQ, Inc., Zack Gore aids clients in maximizing marketing ROI. He earned a BA in marketing from The George Washington School ...

This is the future of marketing. Lots of great tips, idea generators, and insights.

Lynn Sheriden

Very helpful, even for advanced level users. Provided a lot of new ideas/tactics that have either been forgotten or hadn't thought about from that perspective.

Megan O'Shea

A must-attend for not only marketing leaders but sales personnel as well.

Robert Burke