Marketing Measurement & Analytics

  • Available Now: On-demand
  • Duration: 7-½ hours
  • Number of classes: 13
  • Cost: $595 | You Pay: $595
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Stats, analytics, and metrics: these are the reality of modern marketing. You've run the campaigns, you've collected the data, but now you're struggling with how to demonstrate the value of your marketing efforts.

Somewhere in all the tracking and, analyzing, and extracting insights, you're missing the tools, techniques, or the know-how to make real sense of the numbers.

Enter MarketingProfs Marketing Measurement & Analytics. We've taken these complex ideas and distilled them down to create a learning experience that covers the latest in collecting, measuring, and analyzing data.

This 13-class course will teach you how to master the art of marketing analytics. You'll learn how to gain impactful insights from your data analysis, craft A/B tests to improve conversions, leverage customer segmentation, optimize your website, harness the appropriate attribution model to your prospect journey, present data in visually appealing ways, and much more! (Yes, there's more!)

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

Unlike many other online trainings, MarketingProfs courses aren't taught by a single facilitator, but by expert instructors who specialize in their own areas. Each class will provide you new insights from an instructor who lives, eats, and breathes the topic, like Vin Turk from Madison Logic, Mariel Bacci from Brand Value Accelerator, Jim Sterne from eMetrics Summit, Lisa Burton from AdMass, Justin Rondeau from Digital Marketer, Bryan Semple from SmartBear Software, and Krista Seiden from Google.

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.

All Marketing Measurement & Analytics classes are 30–40 minutes long and are recorded and available for viewing any time, on your computer or mobile device. Watch them at your convenience for 12 months.

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), and class notes (PDF).

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

Marketing Measurement & Analytics includes these 13 classes:


Activating Analytics: How to Create a Strategy That Ensures Success

Gordon Plutsky—Director of Applied Intelligence, IDG Strategic Marketing Solutions

ON-DEMAND: View at your convenience for 12 months

What do a world-class chess player and a super-successful marketer have in common? Well sure, they're both on top of their game but what gives them a real competitive edge? Strategy. With a solid, strategic game plan you almost can't lose—but without it? Checkmate. We all know metrics make modern marketing tick, so put your game face on and get ready to learn.

This class will get you dialed in and up to speed harnessing the power of analytics. From establishing clear business goals to improving the key performance indicators (KPIs) that matter most, you'll learn the specific steps needed to create an actionable analytics strategy that will provide campaign insights and performance metrics, and deliver the crucial benchmarks for success.

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

  • Establish goals and objectives for your marketing plan
  • Identify key performance indicators (KPIs) to measure your business goals
  • Set targets and timelines, and use established benchmarks to guide your marketing strategy

Boosting B2B Marketing Performance With Tactical Analysis

Vin Turk—Co-Founder and COO, Madison Logic

ON-DEMAND: View at your convenience for 12 months

With proper planning and execution, analytic analysis allows B2B marketers real-time insights, like uncovering the highest-intent stakeholders or ascertaining customers' hot-button interests based on surging activity. These insights, make for faster, smarter campaign decisions that deliver higher quality leads to sales. In this class, Vin shares why marketers should consider how every tactic impacts their target accounts, the metrics to understand what is working (and what is not) within those accounts, and how to prove (and improve) tactical ROI.

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

  • Evaluate your analytics to uncover insights that can assist with your marketing
  • Recognize user intent data and understand its value
  • Pinpoint best practices that you can apply to improve your team's KPIs

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

Jim Sterne—Founder, eMetrics Summit & Digital Analytics Association

ON-DEMAND: View at your convenience for 12 months

In this 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:

  • Select the data sources most relevant to your business
  • Gain valuable insight from your data sources
  • Clearly communicate your findings to decision-makers

35 Best Practices in Website Optimization

Mariel Bacci—Senior Conversion Rate Optimization Specialist, Brand Value Accelerator

ON-DEMAND: View at your convenience for 12 months

In today's fast-paced online market, your website must evolve to meet customers' rising demands. This class will give students 35 easy-to-implement concepts which will increase brand value and conversion rate. That's data you can track and report to management!

You'll learn how to improve sales by focusing on the high-impact areas of your site: navigation, homepage, product page, cart, and checkout. Learn how to make it easy for customers to discover, research, and, ultimately, buy the products they need.

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

  • Identify methods for collecting email registrants necessary for lead nurturing campaigns
  • Group products more effectively online for increased sales
  • Improve online user experience

What Made Them Buy? Understanding Marketing Attribution

Kaelin Harmon—Web Analytics Specialist, Gamma Partners

ON-DEMAND: View at your convenience for 12 months

Understanding marketing channel attribution can be tricky given the many nuances and the complexity of today's user journeys, from awareness to purchase. In order to identify and seize opportunities to influence and engage users along the way, marketers must first understand these journeys from the user's perspective. In this class, you'll learn how to choose the right marketing channel attribution model for your specific business goals.

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

  • Assess website user journeys to understand when visitors convert
  • Distinguish between simple heuristic and more complex marketing channel attribution models and how they work
  • Evaluate which attribution model is best for your company

Know Your Audience: How to Build Actionable Customer Segments

Lisa Burton—Chief Data Scientist and Co-founder, AdMass

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 the impact customer segmentation can have on marketing strategy
  • Determine what data you should collect and how
  • Apply customer segmentation to your business

Five Steps for Wildly Winning A/B Tests

Theresa Baiocco-Farr—Conversion Strategist, Conversion Max

ON-DEMAND: View at your convenience for 12 months

If your A/B and multivariate tests are not producing the results you'd like, it's because you're not testing the right things. This class shares a five-step process that shows you how to uncover problems on your site so you get outrageous wins. See case studies of how the process works, and get the top tools no optimizer can live without. You'll walk away with a step-by-step process that you can follow today for bigger wins—and more revenue.

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

  • Identify and prioritize the biggest conversion problems on your site
  • Use effective (but still affordable) tools for gathering quantitative and qualitative data
  • Follow a process and pinpoint elements you can test on your site

What Do You Do With All That Data?

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
  • Synthesize your data into actionable information

What Is the Data Telling You?

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 valuable to your business
  • Sift out meaningless and low-value data
  • Make data-driven business decisions

The Qualitative Process: How to Make Sense of Marketing Metrics

Tom Webster—Vice President of Strategy, Edison Research

ON-DEMAND: View at your convenience for 12 months

Marketers are inundated with data from all directions—but clickstream data lacks the most important insight of all: why. Only qualitative research can provide the insights to test quantitatively, and the content to explain quantitative results. Without a context and understanding of consumer behavior, marketers risk optimizing the wrong variables.

In this class, Tom will cover the pillars of qualitative research, including focus groups, interviews, ethnography, and user testing, and when/how to use each.

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

  • Identify when to apply qualitative techniques
  • What qualitative tools to use, and when to use them
  • Combine qualitative and quantitative research to produce true data insight

Executive Marketing Dashboards: The 360° Diagnosis

Elissa Fink—Chief Marketing Officer, Tableau Software

ON-DEMAND: View at your convenience for 12 months

Executives want information about their business in a way that is accurate, accessible, and easy to understand. Leaders must be able to communicate marketing's immediate contribution to revenue and make acute strategic moves and course adjustments. This class shows you how to use your data to tell an inspiring and complete story to executive management. Learn how to present data to get buy-in, understand your return on investment risk, and demonstrate the value you are providing.

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

  • Decide which metrics should earn a spot on your marketing dashboard
  • Build interactive dashboards that address time-sensitive questions on the fly
  • Implement dashboard best practices

Good Communication With Data Visualization Design

Randy Krum—Founder and President, InfoNewt

ON-DEMAND: View at your convenience for 12 months

Good data visualization design means taking a step beyond the default pie charts and bar graphs and designing custom visualizations that reveal insights and tell stories to your audience. Data visualizations are used in presentations, reports, websites, infographics, and more. There are hundreds of ways to visualize data, and once you have chosen an appropriate visualization style, you'll learn to customize the design to make sure that your target audience quickly and easily understands your message. Everyone will benefit from the core design principles covered in this class.

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

  • Identify the appropriate chart type for your data
  • Apply core data visualization design principles
  • Implement data storytelling best practices

Actionable Tips for Maximizing Google Analytics

Krista Seiden—Analytics Advocate, Google

ON-DEMAND: View at your convenience for 12 months

Isn't it about time to get more from your Google Analytics? In this class, Krista will guide you through the most important features and reports in Google Analytics to help you drive your businesses forward and pinpoint successful marketing. You'll discover insights around campaign attribution, event tracking, remarketing, and more. With real life examples and case studies to solidify content points, you'll see how these can be applied to your business.

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

  • Review campaign tracking to identify marketing success
  • Use event tracking to pinpoint visitor behavior patterns
  • Apply remarketing tactics to increase conversion rates

With your registration to Marketing Measurement & Analytics, you'll also receive these three Best of MarketingProfs classes:


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

Stef Miller—Marketer, UserTesting

ON-DEMAND: Access today!

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

How to Map Content Marketing Objectives to Trackable Metrics

Kane Jamison—Founder, Content Harmony

ON-DEMAND: Access today!

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

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

Paul Roetzer—Founder and CEO, PR 20/20

ON-DEMAND: Access today!

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

As a Marketing Measurement & Analytics student, you'll also receive these free course materials (over $700 value):

  1. An all-new MarketingProfs How-To Guide—The Marketer's Guide to Campaign Measurement, Tracking, and Analysis (a $49 value)
  2. PRO Seminar: Hack the Conversation: Discover Insights Through Social Data (a $129 value)
  3. PRO Seminar: Secrets to Successful Data-Driven Marketing (a $129 value)
  4. Take 10 Video Tutorial: Three Sales Metrics Marketing Should Own (a $10 value)
  5. Take 10 Video Tutorial: How to Use Your CRM Data to Boost Advertising ROI (a $10 value)
  6. Plus, 3 popular bonus classes hand-picked from previous courses. You can access the recordings as soon as you register (a $387 value)

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 ...

Elissa Fink

Elissa Fink is Tableau Software's chief marketing officer. With more than 20 years of experience helping companies improve their marketing operations through applied data analysis, Elissa has held ...

Gordon Plutsky

Gordon leads the teams responsible for program analytics and social media for the International Data Group. He's responsible for a global real-time business intelligence and ...

Jim Sterne

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

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 ...

Kaelin Harmon

Kaelin is a data scientist and Web analyst who challenges the status quo. She uses data science techniques to offer greater insight into consumer actions and trends. ...

Krista Seiden

Krista is the analytics advocate for Google, advocating for all things data, Web, mobile, optimization, and more. She’s also a keynote speaker and digital marketing practitioner. Krista writes ...

Lisa Burton

Lisa Burton holds a PhD and Master ofScience in mechanical engineering from MIT and a Bachelor of Science in engineering from Duke University. As chief data scientist ...

Mariel Bacci

Mariel specializes in conversion rate optimization and enjoys taking a holistic approach when working on projects. Her work produces quantifiable on-site results that increase page rank, brand reputation, ...

Randy Krum

Randy is a data visualization and infographics designer, and author of the book "Cool Infographics." He is the founder and president of the data visualization (dataviz) design ...

Theresa Baiocco-Farr

Specializing in conversion optimization for midsized businesses, Theresa has spoken at Pubcon, Conversion Conference, and other marketing conferences. You can find her articles on Unbounce, UserTesting, 3Q Digital, ...

Tom Webster

Tom is the vice president of strategy for Edison Research, a global leader in qualitative and quantitative research. He has conducted qualitative and quantitative research for some ...

Vin Turk

Vin is responsible for creating strategic partnerships as well as growing Madison Logic’s business initiatives. He has over a decade of experience building media strategies and B2B digital ...


I couldn't be more pleased with the caliber of all the instructors and their class content. I learned something new from every class and look forward to applying what I learned to my work and for our clients.

Ron Amodio

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