CMO Foundations: Measuring Marketing Effectiveness (ROI)

Learn how to measure your marketing effectiveness. Use metrics to understand your ROI and make real-time course corrections to your marketing plan.

Introduction

• Measuring your market effectively
• What you should know

1. Defining Marketing Metrics

• Why measuring marketing performance is important
• Understanding types of marketing metrics
• Selecting the right marketing metrics

2. Understanding How Metrics Work

• Measuring share of market
• Measuring customer profitability
• Measuring product and service performance
• Measuring channel performance
• Measuring pricing performance
• Measuring customer lifetime value (CLV)
• Measuring communications performance

3. Launching Your Metrics Dashboard

• Using your metrics dashboard
• Communicating dashboard results
• Key performance indicators (KPIs)

Conclusion

• Next steps: Measuring you, the CMO