From Doing to Managing: Marketing KPI Overview

Many marketers spend most of their time running campaigns, posting content and tuning ads, then freeze when asked about business results because they only report reach and likes. This course helps you break out of the cycle of chasing numbers by building the right measurement mindset: telling vanity numbers apart from the metrics that reflect business health, such as customer acquisition cost, customer lifetime value and return on each ad dollar. You'll learn how to pick a core set of metrics for each stage of the customer journey, from first hearing about the brand to becoming a loyal advocate, and how to build a clean dashboard that's easy to update every week. What sets this course apart is the skill of linking your daily work to company revenue and profit goals, so you can present a convincing budget proposal instead of just asking for ad money. It's the essential step for anyone moving from a doing role into management and making decisions with data instead of gut feeling.