83For classification levels please refer to page 3For latest courses and dates check www.cim.co.ukMetrics CoursesCourseDurationPageFoundationIntroduction to Marketing Metrics and ROI1 day workshop84Digital Metrics and Analytics1 day workshop84AdvancedMarketing Metrics in the NHS1 day workshop85Marketing Metrics: Measuring Marketing Performance2 day course85see also...Google Analytics1 day workshop15Brand Metrics1 day workshop52
If you can't measure it, you can'tmanage it -it's as simple as that!7 CPD hoursCoursecode0596Level FoundationDuration1 day Venues and datesLondon201122November201231January09July01October17DecemberBirmingham201115SeptemberPrice£550+ VATCIM Member price£495 + VATWhat's includedTuition, course materials,lunch and refreshmentsRelated coursesßBrand Metrics (p52)ßDigital Metrics andAnalytics (p84)ßMarketing Metrics:Measuring MarketingPerformance (p85)Moredatesandtobookonlinewww.cim.co.uk/0596Introduction to Marketing Metrics and ROIMeasuring and analysing your digitalmarketing activities to gain insightand boost performance7 CPD hoursCoursecode0659Level FoundationDuration1 dayVenues and datesLondon201105September 201202February 10JulyPrice£550+ VATCIM Member price£495 + VATWhat's includedTuition, course materials,lunch and refreshmentsRelated coursesßIntroduction to DigitalMarketing (p14)ßMarketing Metrics:Measuring MarketingPerformance (p85)Moredatesandtobookonlinewww.cim.co.uk/0659Digital Metrics and AnalyticsMetrics84Training bookings and advice +44 (0)1628 427200Overview This workshop is designed to give you thefundamentals of digital metrics and analytics sothat you can confidently and proficiently eitherundertake digital measurement and analysisyourself or specify to an agency or partner whatyou expect to be done and why.Benefits to you and your company Having learnt the key principles of digital metricsand analytics, you will be in a much betterposition to specify the key data and resultantinformation you need in order to improve yourdigital marketing performance.The core benefit to the organisation is establishingthe link between investment in digital marketingand the subsequent results and ROI. Specificdigital metrics and web analytics can help theorganisation determine whether it is providing aworthwhile experience and whether its digitalmarketing initiatives are working from a bottom-line point of view.Who this course is forThis workshop is designed for people/organisations who want to get a betterunderstanding of how their key digital marketingtools and techniques are working with a view tomeasuring and improving the return on their digitalmarketing investment. Some experience with -orat least exposure to - web analytics softwareand/or reports would be useful, but is not essential.What you will learn ßCreate and implement a 'best practice' webanalytics strategy.ßAvoid common design and implementationissues including measuring the wrong things.ßUndertake appropriate quantitative andqualitative analyses geared to developinginsight.ßUnderstand where your web traffic is comingfrom and going to and perhaps even why.ßCritically appraise various digital metrics andanalytics options.ßDetermine key strategic and tactical metricsthat should underpin your digital marketingincluding social media metrics.ßImprove the design and conversion of yourwebsite and other digital marketing tactics.ßSelect products, services, solutions, partnersetc. based on clearly identified requirements.ßGenerate focused and meaningful digitalmarketing reports.ßBuild a knowledge base and benchmarkingcapability based on internal and external data.ßUse metrics and analytics to inform futuredigital marketing initiatives.Learning approachA mixture of slides, video, exercises, demos anddiscussion, with opportunities for 'hands on'experience eg. creating and tracking digitalcampaigns.Overview This workshop is intended to provide an overviewof how marketing metrics can be used tomeasure marketing performance as well as thelikely key metrics which should be utilised toassess the efficiency and effectiveness of yourmarketing efforts. It will also demystify theubiquitous concept of 'ROI' (Return onInvestment) as well as give you a widely usedbasic formula (with sample calculations andassociated spreadsheet).Benefits to you and your company You should return to work with much greaterconfidence - and a toolkit - to help you betterallocate and manage scarce marketingresources. This new quantitative approachshould also result in marketing being perceivedas fundamental and driving rather than andsuperficial and 'fluffy! Your organisation will benefit from your betterunderstanding of your value proposition, the keydrivers (and hence likely metrics) and how thevarious marketing tools and techniques contributeto value delivery. Using focused measurement,delegates will be able to establish the linkbetween effort expended and rewards won (ROI). Who this course is for This workshop is designed for people andorganisations that understand the criticalimportance of measuring and evaluating theirmarketing activities and expenditure. The contentis broad in coverage and therefore whilst itcovers all of the key aspects, it does so in'fundamentals' as opposed to 'in depth' manner. What you will learn ßSet 'SMART' marketing driving objectives.ßDesign a basic marketing performancemeasurement system.ßAvoid common design, implementation andmanagement pitfalls.ßUtilise common performance measurementframeworks ('Balanced Scorecard','ServQual'...).ßDevelop internally consistent metrics (linked to'SMART' objectives) using a 'Metric Definition'template.ßCalculate the ROI at strategic (client/customer/consumer) and tactical (mix) level.ßMeasure the efficiency and the effectiveness ofstrategic and tactical marketing activities.ßDevelop marketing plans with emphasis ongood implementation, evaluation and feedback.ßDesign and deliver appropriate and targetedmarketing activity reports and indicators.ßEnsure that marketing is seen as focused,accountable and adding value.Learning approachA mixture of slides, exercises/mini workshops anddiscussion, with the emphasis on application!