Upon completion of this course, participants will be able to:

• Establish a robust framework for continuous **Marketing Performance Measurement and Control**.
• Define and track the most critical **Key Performance Indicators (KPIs)** across the entire marketing funnel.
• Master techniques for measuring and reporting the **Return on Investment (ROI)** of various marketing channels and programs.
• Conduct detailed **Profitability Analysis** by customer, product, and geographic segment.
• Implement an agile marketing methodology for rapid iteration and performance optimization.
• Design and manage executive-level **Performance Dashboards** for transparent accountability.
• Identify and reduce internal marketing inefficiencies (e.g., cycle time, resource waste).
• Translate complex marketing data into clear, actionable business recommendations for senior management.

• Marketing Analysts and Data Scientists
• Marketing Managers and Directors focused on accountability
• CFOs and Finance Leaders interacting with Marketing
• General Managers and Business Unit Leaders
• Performance and Optimization Specialists (CRO)

• Group Workshop: Designing a Marketing Performance Dashboard for a Fictional Company
• Case Studies on Performance Measurement Failures and Successful Optimization Programs
• Individual Exercise: Calculating CLV, CAC, and ROI for a Sample Data Set
• Discussions on Attribution Modeling Challenges and Solutions in a Multi-Channel World
• Role-Playing Presentation of Performance Results to a Skeptical CFO

Unit 1: The Performance-Driven Marketing Framework

• Defining and establishing a culture of marketing accountability and transparency.
• Mastering the four types of **Marketing Control**: annual plan, profitability, efficiency, and strategic.
• Aligning marketing KPIs with overall corporate financial and strategic objectives.
• Understanding the concept of marketing efficiency and effectiveness.
• The shift from vanity metrics to performance-based outcome metrics.

Unit 2: Metrics and ROI Analysis

Measurement and Justification
• Developing a comprehensive funnel-based KPI structure (awareness, acquisition, conversion, retention).
• Advanced calculation of **Customer Lifetime Value (CLV)** and Customer Acquisition Cost (CAC).
• Techniques for measuring the **Return on Investment (ROI)** of non-direct response marketing (e.g., branding, PR).
• Mastering attribution models (first-click, last-click, linear, time decay) for multi-channel campaigns.
• Analyzing the financial break-even point and profitability of marketing programs.

Unit 3: Profitability and Efficiency Analysis

Optimization and Insight
• Conducting detailed profitability analysis by segment, channel, and product line.
• Identifying and optimizing internal marketing inefficiencies and process waste (e.g., lead qualification cycle time).
• Implementing an **Agile Marketing** methodology for faster campaign iteration and optimization.
• Strategies for reducing customer churn and maximizing retention and loyalty rates.
• Utilizing statistical analysis to identify key drivers of marketing performance.

Unit 4: Performance Reporting and Dashboards

Transparency and Communication
• Designing executive-level **Performance Dashboards** that focus on strategic outcomes, not just activities.
• Techniques for translating complex data and statistical findings into clear, actionable business language.
• Best practices for communicating marketing performance to non-marketing senior leadership.
• Developing a narrative around performance trends, deviations, and corrective actions.
• The role of data visualization in driving clear performance understanding.

Unit 5: Strategic Control and Continuous Improvement

Audit and Future
• Implementing the full **Marketing Audit** to evaluate overall strategic effectiveness.
• Developing a framework for test-and-learn initiatives and rapid scale-up of successful campaigns.
• Benchmarking marketing performance against industry standards and key competitors.
• Integrating marketing performance data with financial planning and forecasting.
• The future of performance measurement: AI, real-time data, and predictive analytics.