About the Course
Marketing Analytics & Performance Intelligence is an advanced programme designed to strengthen the capability to measure, interpret, and optimise marketing performance using structured data analysis.
In performance-driven environments, marketing must demonstrate measurable contribution to growth and profitability. This course equips participants with frameworks to define meaningful KPIs, evaluate ROI, and translate marketing data into strategic insight.
The programme integrates analytics discipline, dashboard design, and performance governance to ensure marketing decisions are evidence-based and aligned with business objectives.
Course Benefits
- - Define strategic marketing KPIs aligned with business goals
- Improve ROI measurement and attribution analysis
- Strengthen data-driven decision-making capability
- Enhance reporting clarity for executive audiences
- Increase accountability in marketing investment decisions
Course Duration
5 Days (6 hours per day)
Who Is This Course For?
- - Marketing managers and directors
- Digital and performance marketing teams
- Growth and commercial leaders
- Strategy and transformation professionals
- Executives overseeing marketing budgets
Course Delivery
- - Analytics workshops and KPI design exercises
- Dashboard development simulations
- Case-based marketing performance analysis
- ROI and attribution modelling exercises
- Applied frameworks to participants’ campaigns and markets
Course Content
Day 1: Foundations of Marketing Measurement
- - Understanding marketing measurement as a strategic capability.
- Defining KPIs aligned with growth and profitability objectives.
- Distinguishing leading and lagging performance indicators.
- Avoiding vanity metrics and misaligned reporting.
Day 2: Attribution & ROI Analysis
- - Evaluating multi-channel attribution models.
- Measuring marketing return on investment.
- Aligning budget allocation with performance insights.
- Identifying inefficiencies in marketing spend.
Day 3: Data Interpretation & Insight Generation
- - Translating marketing data into actionable insights.
- Identifying patterns and performance drivers.
- Evaluating campaign effectiveness across channels.
- Strengthening evidence-based decision processes.
Day 4: Dashboard Design & Executive Reporting
- - Designing performance dashboards for clarity and relevance.
- Aligning reporting with executive priorities.
- Integrating qualitative and quantitative indicators.
- Communicating performance narratives effectively.
Day 5: Embedding Performance Intelligence
- - Integrating analytics into marketing planning cycles.
- Aligning marketing teams around shared performance metrics.
- Strengthening accountability and governance structures.
- Building sustainable analytics capability.
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