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    Setting a successful digital strategy relies on data-driven decision making at every step of the customer journey. As more customers turn to digital channels to engage and buy from brands it is important to understand which metrics matter most.

    This practical course will show you how to look at and measure digital channel performance; understand channel and cross-channel attribution and factor for the effect of offline activities on digital marketing results.

    Designed for marketers who understand the critical importance of measuring and evaluating and want to invest in developing a more structured metrics and analytics framework in support of optimisation, ROI measurement, competitive analysis and performance evaluation.

    Who should attend?

    Marketers who are currently using digital channels and have responsibility for delivering marketing campaigns/activities, who need to demonstrate ROI and deliver continuous improvement across digital marketing channels.

    Learning outcomes

    • Set digital goals and objectives aligned to your marketing strategy
    • Review measures and metrics across key digital channels 
    • Learn how to apply AI insights to customer journey design for optimisation
    • Understand data and analytics and channel prioritisation
    • Evaluate cross-channel customer journey analysis 
    • Understand your LTV from your CAC and other important metrics
    • Analyse real-time metrics by channel to understand performance
    • Learn how to apply a marketing attribution model
    • Set a framework for competitor benchmarking
    • How to share performance results with stakeholders
    • Develop test and learn strategies for continuous improvement
    • Use metrics to make informed decisions regarding marketing spend


    “Fantastic course, relevant material, and brilliantly presented. Bravo!”

    Zak Cole Head of Services – Europe New Zealand Trade & Enterprise

    Course Dates

    Start Date Duration Location
    17 Jul 2024 2d Virtual
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    06 Nov 2024 2d Virtual
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    Course Director

    Sarah Jones

    Sarah specialises in the development and implementation of marketing strategies that accelerate revenue, profit, and value for business. She is highly skilled in strategy, digital marketing, digital transformation, AI, data, CRM, multi-channel marketing, ABM, campaign management, metrics, and automation. Working in B2C and B2B across sectors, Sarah has held senior leadership roles with brands including Asda, Mars, Experian, Regus, Pfizer (Wyeth) and BOC. As well as running her business, Sarah is a consultant, lecturer, and trainer for the Chartered Institute of Marketing (CIM), is a regular public speaker, and appears on radio and industry panels to explore how marketing can be used to deliver business growth and ROI.

    Virtual delivery

    Our virtual delivery format is designed to deliver engaging and interactive experience using short bursts of content delivery, group breakouts, interactive polls, multimedia case histories and how-to-do workshops.

    Do you have a question?

    If you have a question about this course then please use the form below, use the web chat facility on the right of this page, or speak to one of our Learning Advisors at +44 (0)1628 427360.


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