Marketing & Communication

Marketing Analytics and Performance Measurement

Marketers are expected to prove the value of their activities. This course covers marketing KPIs, web and campaign analytics, attribution, marketing mix modelling concepts, customer analytics, dashboards and using insights to optimise budgets.

5 days Classroom or live online English

Smart Horizon Certified - Global Leadership Consultants

Take the course details with you.

Download the full standard outline: why attend, methodology, objectives, audience, competencies, the daily outline and current plans.

Download course PDF

Why attend

From knowledge to real-world impact.

Without solid measurement, marketing budgets are hard to defend. This course helps you measure performance and make data-driven marketing decisions.

Workplace challenges

Professional Problems This Course Is Designed to Solve

The programme explores practical approaches to the following challenges. Results depend on how the learning is applied in your organisation.

Difficulty translating subject knowledge into practical workplace decisions.
Inconsistent approaches to the activities covered in the course outline.
Lack of a structured plan for applying and reviewing new skills.

Course methodology

How you will learn.

The course uses analytics exercises with sample data, dashboard building, attribution case studies and budget optimisation workshops.

Course objectives

What you'll take away.

By the end of this course, participants will be able to:

Define marketing objectives and KPIs
Analyse web, campaign and channel performance
Understand attribution approaches
Apply customer analytics and segmentation
Build marketing dashboards
Optimise marketing investment using insights

Target audience

Who should attend.

This course is suitable for:

Marketing managers
Digital marketing specialists
Marketing analysts
Brand managers
Business owners

Target competencies

Capabilities you will build.

Participants will develop competencies in:

Marketing KPIs
Web analytics
Attribution
Customer analytics
Dashboards
Budget optimisation

Course outline

Your learning journey.

A focused, practical outline with time to explore, apply and reflect.

Day 1Measurement Framework

09:00–09:54Marketing objectives
09:54–10:48KPI hierarchy
10:48–11:00Data sources
11:00–11:30Coffee break
11:30–12:12Data sources (continued)
12:12–13:06Measurement plans
13:06–14:00Exercise: KPI framework

Day 2Digital Analytics

09:00–09:54Web analytics fundamentals
09:54–10:48Campaign tracking
10:48–11:00Conversion funnels
11:00–11:30Coffee break
11:30–12:12Conversion funnels (continued)
12:12–13:06Privacy and consent
13:06–14:00Lab: Analysing web data

Day 3Attribution and ROI

09:00–09:54Attribution models
09:54–10:48Incrementality testing
10:48–11:00Marketing mix modelling concepts
11:00–11:30Coffee break
11:30–12:12Marketing mix modelling concepts (continued)
12:12–13:06ROI calculation
13:06–14:00Case study: Attribution decision

Day 4Customer Analytics

09:00–09:54Segmentation
09:54–10:48Customer lifetime value
10:48–11:00Cohort analysis
11:00–11:30Coffee break
11:30–12:12Cohort analysis (continued)
12:12–13:06Churn indicators
13:06–14:00Lab: Customer analysis

Day 5Dashboards and Decisions

09:00–09:54Dashboard design
09:54–10:48Reporting to leadership
10:48–11:00Budget reallocation
11:00–11:30Coffee break
11:30–12:12Budget reallocation (continued)
12:12–13:06Testing culture
13:06–14:00Capstone: Marketing performance report

The timings provided are estimates and may vary depending on the number of participants and the discussions taking place during the sessions. They are indicative only and do not constitute a binding commitment.

Dates & venues

Find a session that works for you.

Confirmed dates accept registration requests. Tentative dates are enquiry only.

Good to know

A few things to know.

How is the course delivered?

Our classroom programmes combine facilitated discussion, case studies, exercises and reflection. The precise format will be confirmed before enrolment.

Can you deliver this programme for our team?

Yes, you can enquire about a tailored programme. Share your goals, group size and preferred dates with our learning team.

Will I receive a certificate?

Participants who complete the programme receive a Smart Horizon certificate of attendance. Smart Horizon programmes are not externally accredited and do not award a professional qualification, licence or designation. Where a course title or outline refers to a professional certification (for example, AACE International's Certified Cost Professional), the programme supports learning and preparation only; the credential itself is awarded solely by the relevant professional body under its own application and examination requirements.

What should I confirm before booking travel?

Please confirm the session, exact venue, accessibility arrangements, fees and any visa requirements with the team before arranging travel. Tentative dates are not confirmed sessions.

Keep exploring

Your next horizon awaits.

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