Marketing Measurement and Analytics

Analytics isn’t just about capturing data; it’s about uncovering insights from that data for better decision-making. A brand’s approach to data, measurement, and analytics can make the difference between category leaders and those left behind. Whether offline or online media, single- or multi-channel, the performance within a brand’s portfolio is important as it contributes to the whole. Brands need to meaningfully measure the performance of their work while supporting the needs of the business and uncover the best insights about their customers, products, and services so the business will pull ahead.

This course will cover how to establish and prioritize the right marketing KPIs that align with the business KPIs, how to work with internal teams to gather the right data to measure properly, and review how to analyze and interpret the analytics for insights to ensure both marketing and overall business alignment and growth.

Learning Experience

This is a multi-media format course and is fully interactive. It provides real-world practitioner-led learning. Active course participation is required and includes knowledge checks, activities, assessments, and resources/tools.

Who is this Course For?

Junior- to mid-level marketers at both B2C and B2B companies that need to measure and analyze marketing results that are a key part of the larger business context
Senior-level marketers who lead teams tasked with reporting marketing results that must align with business KPIs

Learning Objectives

Structure and align metrics and KPIs to the strategy and goals of the business with a measurement framework
Determine what data is needed to measure the metrics and create a sustainable approach for data collection
Analyze the underlying forces behind the need for a strong first-party data strategy
Optimize your channels for the best outcomes
Interpret results from your marketing analytics
Uncover insights from analytics and tie them back to the organizational goals

Find out what you will learn from instructor Greg Kihlström in the video below.

Estimated Length of Completion

Approximately 90 minutes. This timing reflects the basic run time, but seat time varies by user and could be significantly longer.

Download the full benefits here

Registration Pricing

	Client-Side Tier	Platinum Tier	Gold Tier	Silver Tier	Nonmember
Registration
Registration	Client-Side Tier $0	Platinum Tier $0	Gold Tier $49	Silver Tier $79	Nonmember $99

Instructors

Greg Kihlstrom

Principal
The Agile Brand

Greg Kihlström is a best-selling author, speaker, and entrepreneur who serves as an advisor and consultant to top companies on marketing technology, marketing operations, and digital transformation initiatives. He has worked with some of the world’s top brands, including Adidas, Coca-Cola, FedEx, HP, Marriott, Nationwide Insurance, Victoria’s Secret, and Toyota.

He is a multiple-time Co-Founder and C-level leader. Greg led his digital experience agency to be acquired in 2017, successfully exited the HR technology platform provider he co-founded in 2020, and led a SaaS startup to be acquired by a leading-edge computing company in 2021. He currently advises and sits on the Board of a marketing technology startup.

Greg has written over 20 books on marketing and marketing technology. He executive produces eight business and marketing-related podcasts and hosts three, including the award-winning The Agile Brand with Greg Kihlström, in which he discusses marketing technology and its role in the customer experience with some of the world’s leading experts and leaders. The Agile Brand with Greg Kihlström is in its 7th year and top 10 on Apple’s U.S. marketing charts with over 600 episodes and millions of downloads.

Greg is a contributing writer to MarTech, CustomerThink, and CMSWire, and has been featured in publications such as Advertising Age, Business Insider, Financial Times, Forbes, and The Washington Post. Greg was named #1 on the Top Global Marketing Thought Leaders list by Thinkers 360, one of ICMI’s Top 25 CX Thought Leaders two years in a row, and a DC Inno 50 on Fire as a DC trendsetter in Marketing. He has also participated as a speaker at global industry events and guest lectured at prominent universities and colleges.