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As more customers switch to purchasing online, the strongest businesses are thriving by developing a digital advantage over their competitors. It is important to understand the metrics of your digital marketing channels to identify new ways to optimise campaigns. 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.

This course is 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.

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 
  • 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 Zeland Trade & Enterprise

Course Dates

Start Date Duration Location
08 Feb 2024 2d Virtual
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16 May 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, 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) & BOC. As well as running her business, Sarah is a consultant 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.


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