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About this course
A Marketing Measurement Introduction
This course provides you with some general guidelines on how to analyse and evaluate marketing channel effectiveness outside of the domain of oversimplified metrics like ROAS and CPAs.
Due to the metrics’ resonating names like “Return of Ad Spend”, “Cost per Acquisition”, “Brand Lift” of Google and Facebook, we tend to forget that these metrics do not reflect actual facts, but merely rather simplistic models of how to attribute the impact of our marketing channels.
This course is intended to provide you the basic techniques for evaluating your marketing efforts from an unbiased viewpoint that is currently lacking in the digital performance measurement domain. It is intended to provide the necessary conceptual understanding of experimentation, testing and uncertainty in decision making to have a reliable basis when interpreting the results. It does so by focusing on a visual and conceptual understanding of these techniques, as opposed to a rigorous statistical approach.
Marketing managers running campaigns on ad platforms like Google and Facebook.
Register for this Course
Our course begins with the first step for generating great user experiences: understanding what people do, think, say, and feel. In this module, you’ll learn how to keep an open mind while learning.