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This one day workshop is designed to provide you with an overview of how marketing metrics can be used to measure marketing performance, as well as identify the likely key metrics you should utilise to assess the efficiency and effectiveness of your marketing efforts. It will also demystify the ubiquitous concept of return on investment (ROI) as well as give you a widely used basic formula (with sample calculations). Delivered through a mixture of slides, exercises/mini workshops, discussion and video, with the emphasis on insight and application, you’ll leave the workshop with some tools, techniques and templates you can deploy immediately.



Who should attend?

This workshop is designed for people and organisations that understand the critical importance of measuring and evaluating their marketing activities and expenditure and are keen to do something about it. The content is broad in coverage and therefore whilst it covers all of the key aspects, it does so in fundamentals as opposed to in depth manner.

Learning outcomes

• Design a basic marketing performance measurement system
• Avoid common design, implementation and management pitfalls
• Utilise common performance measurement frameworks (e.g. balanced scorecard)
• Develop internally consistent metrics (linked to SMART objectives) using a metric definition template
• Calculate the ROI at strategic (client/customer/consumer) and tactical (mix) level
• Measure the efficiency and the effectiveness of strategic and tactical marketing activities – including digital and social media
• Develop plans with emphasis on good implementation, evaluation, control and feedback
• Design and deliver appropriate and targeted marketing activity reports and indicators – including marketing dashboard
• Ensure that marketing is seen as focused, accountable and adding value

Course Dates

Start Date Days Location
09 Sep 2019 1 London
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03 Dec 2019 1 London
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Course Director

Tony Rowe

In 1999, Tony Rowe was instrumental in creating a travel technology ‘dot.com’ and floating it on the London Stock Exchange (AIM). After 18 months as Marketing Director, he left to engage his previous passion in training and consultancy which he still does to this day, having created some of CIM’s earliest and most popular digital marketing workshops.


Is this course right for me? To speak to one of our Learning Advisors, call us on +44 (0)1628 427360 or complete the form below.

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