Subject

Marketing Metrics and Analytics

Measuring marketing performance — choosing and setting metrics, customer, sales, pricing and media measures, ROI, dashboards and using analytics to improve marketing decisions.

What this subject covers

A 33-topic ZIM PGD subject on how organisations measure and improve marketing. It covers aligning metrics with business objectives, setting effective measures, gap analysis and responsible (triple bottom line) measurement, then works through customer, sales, product, pricing, media and digital metrics. Learners study return on marketing investment, dashboards and scorecards, integrating data sources, trend analysis, forecasting and testing, and finish with integrated case analysis and examination practice, including building profit-trend dashboards.

Lesson topics

Introduction to Marketing Metrics and Analytics
The Role of Marketing Metrics in Organisations
Aligning Metrics with Business Objectives and Strategy
Setting Effective Marketing Metrics
Gap Analysis and Performance Measurement
Triple Bottom Line and Responsible Marketing Measurement
Marketing Effectiveness and Financial Performance
Processes, Teams and Governance for Metrics
Marketing Models and Metric Frameworks
Risks of Poorly Implemented Metrics
Customer Satisfaction, Loyalty and Retention Metrics
Market, Sales and Sales Force Metrics
Product Portfolio, Inventory and Distribution Metrics
Pricing, Profitability and Margin Metrics
Media, Promotion and Marketing Communications Metrics
Digital Marketing and Social Media Metrics
Selecting Metrics Across the Organisational Life Cycle
Marketing Metrics for Different Organisational Contexts
Customer Segmentation and Customer Value Analytics
Return on Marketing Investment and Marketing Productivity
Measures of Marketing Performance Against Strategy
Dashboards, Scorecards and Management Reporting
Designing and Reporting Metrics-Based Dashboards
Sources of Information for Marketing Analysis
Integrating Marketing Data for Insight
Interrelationships, Hierarchies and Diagnostic Analysis
Trend Analysis, Forecasting, Modelling and Testing
Using Analytics to Improve Marketing Activities
Strategic Evaluation, Emerging Trends and Integrated Application
Profit Trend Analysis: Calculating Monthly Profit with Tables and Dashboards
Analytics Categories, Implementation Challenges and Key Exam Comparisons
Revision, Integrated Case Analysis and Strategic Application
Marketing Metrics and Analytics — Comprehensive Revision and Examination Practice

CPD advantage: Completing this subject may qualify for Continuous Professional Development (CPD) points with your professional body — check with them for recognition.

Fees

Course fee K900.00

Assessment fee Not applicable — no assessment

Total amount to pay K900.00

Save K2,000.00 by bundling

Pay K2,500.00 for all 6 subjects in ZIM Marketing PGD instead of K4,500.00 — assessment fees included, no extra payment. View the programme.

33 lesson topics

No assessment at present. This subject is currently study-only: you get the full lessons, but there is no assessment to take, so it doesn't lead to a certificate for now.

Remember: you must apply for a minimum of 2 subjects in total.

Apply Now Recommend on WhatsApp