This highly interactive workshop is designed to provide you with an overview of how marketing metrics can be used to measure marketing effectiveness and/or performance, as well as identify the key metrics you should utilise to assess the efficiency and effectiveness of your marketing activities. With the emphasis on insight and application, you’ll leave the workshop with tools, techniques and templates you can deploy immediately.

Who should attend?

This workshop is designed for people who appreciate the importance of measuring and evaluating their marketing activities and are looking for some hands-on practical guidance as to how to get started with metrics and analytics. Typical delegates are executives and managers working in marketing, communications, product and/or brand marketing. No previous metrics knowledge is required.

Learning outcomes

  • Develop internally consistent metrics (linked to ‘SMARTER’ objectives) using a metric design template
  • Design a basic marketing performance measurement system (having evaluated your own)
  • Measure key strategic outcomes such as customer acquisition, satisfaction, retention, loyalty, and WTR/NPS® (Willingness to Recommend/Net Promoter Score®)
  • Measure the efficiency and the effectiveness of tactical marketing activities such as advertising, PR, events, sales promotions, direct and digital marketing (including social media)
  • How to calculate ROI/ROMI (Return on Investment/Marketing Investment)
  • Design marketing activity reports and indicators – including marketing dashboards

Course Dates

Start Date Duration Location
No Course Dates Available

Course Director

Tony Rowe

Tony has been a CIM course director for over 20 years, and a trainer for over 30, helping people and their organisations improve their marketing performance. Specialising in marketing metrics and analytics, he’s worked with a wide range of organisations including: Three UK, Air France/KLM, Amadeus, Amway, Autodesk, BT, Barclays, Canon, Centrica, Coca-Cola, De Beers, Deloitte, EE, Eli Lilly & Company, the Energy Saving Trust, HMRC, HSE, HKDI (Hong Kong Design Institute), Investors in People, Kraft, KPMG, Logica, Microsoft, Norwich Union (Aviva), Oracle, Ordnance Survey,, Renault Nissan, Royal Bank of Scotland, Sage, Schroders, Siebel, Toyota, TfL (Transport for London), TSB, UBS & Vodafone.


To speak to one of our Learning Advisors, call us on +44 (0)1628 427360 or complete the form below.

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