Advanced Marketing Metrics

Big data, financial accountability and metrics are buzzwords that are used with increasing frequency in relation to marketing. What do they really mean? How should executives make use of the ever-expanding set of marketing metrics? This course aims to answer these challenges. Some of the most important topics covered will be: margin and break-even analysis, volume projections, brand equity, customer lifetime value, digital metrics, and return on marketing investment.

This course focuses on the use of the metrics from a managerial perspective since managers are the “users” of data rather than the “producers” of the data (statisticians, IT people).