MEASURING MARKETING PERFORMANCE & ROI
Année du cours : 1 année(s)
Etablissement : IÉSEG School of Management
Langue : English
Formation(s) dans laquelle/lesquelles le cours apparait :
Période : S2
Students should have already heard of Google Adwords and know some basic web metrics terms
At the end of the course, the student should be able to:
At the end of the course, the student should be able to:
? Master the Key Performance Indicators used in Marketing : select them, set objectives, prioritize and differentiate short term/ long term measurements.
? Take into account the specificity of Digital and CRM campaign indicators in order to improve the marketing performance
? Define a web acquisition strategy
? Set up and optimize a SEA campaign
? Know how to analyze the Return On Investment of the campaign and decide on corrective actions.
Key marketing metrics to evaluation marketing performance online & offline
? Simulation game SIMBOUND which allows students to evaluate the performance of online marketing campaigns and understand the impact of decisions after each decision making round.
