In this module, you will learn the key items pertaining to metrics and measurement that can help make your data-driven initiatives more successful and relevant. Focused not just on what you should do, but also on what you should not do and things you should watch out for, this module address components required to create a metrics and measurement strategy for your CRM campaigns, allowing you to set clear marketing objectives – strategically tied to measurable goals – that support your company’s overall objectives.
You will review the factors important in building measures, metrics and KPIs that are designed to track and score marketing objectives. You will also look at the visual representations of metrics that include dashboards and standard reports, which should help you address 80% of your marketing questions. To address the remaining 20%, participants explore an ad-hoc reporting infrastructure that allows you to answer follow-on questions that emerge as reports are reviewed.
Ultimately, this module is designed to help you, the marketer, take the first step in creating fact based, data-driven targeted initiatives for purposes of enhancing the bottom-line.
This module is the second in a six-part series entitled: “CRM Implementation: Merging Data & Insights”. This module can be taken either as a stand-alone course or as part of the series.
- Setting and measuring KPIs
- Short-term CRM metrics
- Long-term CRM metrics
- Standard reporting formats
- Ad-hoc reporting
- Descriptive/diagnostic/predictive/prescriptive analyses